Chapter 092, [Ingenious Zhang Lei]

Zhang Lei glanced at Xia Bing, then got up and walked towards the stage. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Many students around their small quarrel heard it, and a considerable number of students were worried about Zhang Lei, and now it is clear that there are three judges who can't get along with Zhang Lei, and it is really not easy to win the award.

Standing back on the podium, Zhang Lei was angry in his heart, Xia Bing's face just now was really disgusting to him.

But now is not the time to think about this, Zhang Lei quickly took a deep breath, adjusted his mentality, and faced the camera with a smile.

He's going to get the best out of himself!

Only in this way can you win the award, this is the best counterattack to Xia Bing and Qi Peng!

……

“…… Many people may have questions about the topic of my dissertation, thinking that how can creativity be templated and routined? In fact, when this idea first came to my mind, I also thought that I was not whimsical. I am a person who believes in data, I think any point of view, there must be a lot of data to support, so I spent two days to screen and classify most of the award-winning creative advertisements at home and abroad, after completing all this, I am more and more sure that creativity has a template, there is a routine, it is traceable! ”

Zhang Lei's voice was calm but powerful.

Compared with the previous drowsy views, his views were novel and peculiar, and they aroused everyone's interest at once.

“…… Many excellent ideas are the product of following certain rules of thinking, the result of a lot of learning and using skills to create, rather than directionless nonsense, let alone a few people gathered together, gossiping a few words, and then patting their heads to come up with something. After a lot of case studies, I found that more than ninety percent of excellent creatives have similar routines, and I refined and summarized these routines, and finally came up with six general templates, which cover more than ninety percent of creative advertising ......"

The audience was silent, and the judges on the stage were also holding their breath, Baili Qingxi was the most serious and focused, because she had never heard similar views.

"The first template, which I call an extreme scenario. As you know, when promoting the selling point of a product, it is usually necessary to preset a context for the product. In order to maximize the effectiveness of advertising, many good advertisements invariably take this situation to the extreme, and the advantage of this is that the urgency of using the product can be raised to the highest level at once, and sometimes this urgency can even reach an unrealistic level, but this will not affect people's understanding, but will deepen their impression......"

Zhang Lei clicked the mouse a few times, and a razor print advertisement soon appeared on the big screen, combined with his argument just now, Zhang Lei quickly made a detailed analysis of this advertisement.

Next is a brand range hood and a foreign sports equipment advertisement, which was analyzed by Zhang Leiyi, and it really meets the template of "extreme situation".

The audience on and off the stage nodded frequently, and Zhang Lei's advertisements were all creative, all novel and interesting, so they didn't sound boring at all.

"The second template is the name that my girlfriend helped me summarize, which is called the presentation of the consequences of product use, and the attention is the consequences rather than the effects, because in advertising, the effects of many products are often exaggerated......"

"The third template I call a visual analogy ......"

"The fourth template is called Manufacturing Competition......"

"The fifth template is called the Interactive Experiment ......"

"The sixth template is called the Latitude Conversion ......"

Time passed unconsciously, and in a short time, Zhang Lei finished talking about all six templates. These six templates were mentioned in a boutique article he had read about advertising creativity before, but some of the language was replaced by Zhang Lei's own statement.

Of course, this article does not appear in the world today.

“…… In detail, many ideas may contain two, or even three, of these templates and routines, for example......"

Zhang Lei clicked the mouse, and a visually striking picture soon appeared on the big screen, and the large truck of Shunfeng Express transported a fire truck to the fire scene......

Seeing this familiar picture, several judges smiled, and Baili Qingxi felt extremely cordial, although this advertisement had just been put on the market for a short time, it had been discussed many times within their company.

The audience was full of applause, because for many students, this advertisement was the first time they had seen it, and the humorous and funny advertising image quickly made some people laugh out loud when they saw it.

"This is the advertisement designed by Zhang Lei for Shunfeng, right? It's funny! ”

"I knelt ......"

"Advertising can still be made like this, I'll go!"

"This express car is fast enough, it seems that it is right to send express delivery and choose Shunfeng!"

"Convinced, is this all right?"

The students talked a lot, and even several TV station staff with cameras on the scene were amused by Zhang Lei's advertisement.

"Zhang Lei, this should be the advertisement you designed for Shunfeng Express, right?" The host Wang Fangfang smiled and showed two cute little dimples, "It's so interesting!" ”

"Yes, the examples I gave were all other people's works, and this one is my own. In fact, when I conceived this idea, I also subconsciously applied the template. In this idea, I added two kinds of thinking ...... extreme scenarios and the presentation of the consequences of product use."

Wang Fangfang nodded appreciatively, Zhang Lei used his own works as a case to analyze, which is indeed very ingenious.

But not everyone is qualified to do this, because first you have to have a work, or a work that you can get your hands on!

It's not over yet.

Zhang Lei clicked the mouse, and a Spider-Man's red arm suddenly appeared on the big screen.

Many of the students in the audience are fans of Spider-Man, and when they saw this advertisement, there was another burst of wah-wow screams, and some people were already laughing.

"This ad is so funny!"

"Poor Spider-Man, haha!"

"I heard that this background is the kitchen of Sun Xixi's house!"

Wang Fangfang was also a little excited: "I saw this on Weibo, I really didn't expect to see it here again today, and I also saw the author himself!" ”

Zhang Lei hurriedly smiled modestly: "This idea is mainly to present the consequences of product use, because after using a spray of insecticide, our cute Spider-Man was accidentally tricked." You see, it's a routine, right? ”

It seems to make some sense.

Everyone was still amazed, and another picture was quickly changed on the big screen.

The familiar Eiffel Tower.

Zhang Lei was about to explain, Wang Fangfang preemptively said: "I know I know, this is the presentation of the consequences of product use, and there is a visual analogy, using the firmness of the Eiffel Tower to analogize the firmness of the gel water!" ”

"Yes, that's a good point," Zhang Lei couldn't help but give a thumbs up to the young and beautiful host, "It seems that our host is also very talented in advertising, because you have mastered at least two excellent creative routines!" ”

"After reading this advertisement, I decided that I would only use Medi's gel water in the future...... "Wang Fangfang joked with a smile.

……

In the audience, hearing the applause around him, Xia Bing's face was a little ugly, and several classmates who came to cheer him on were also a little embarrassed, to be honest, Zhang Lei's works are really amazing, which they can't deny.

"Isn't it interesting, just these three advertisements in total, didn't you say it all just now, you've been frying cold rice, aren't you tired?" Xia Bing said sarcastically, and the two boys next to him also nodded in agreement.

A girl couldn't stand it: "Xia Bing, if you are not convinced, you can also put your own works on it later." ”

"Yes, although there are not many works by Zhang Lei, each one is a masterpiece!" Another girl with her also praised.

Xia Bing shook his head, and was about to say something more, when suddenly another picture changed on the big screen!

The two girls immediately ignored him, because they both tilted their heads and were anxious to watch Zhang Lei's advertisement.

Xia Bing looked up and was also a little stunned.

What is it?

(To be continued.) )