Advertising campaign will help shape the brand culture and communication

ads not only provide product information, but also exerts a subtle shaping of a brand or cultural values. Cultural heritage and values rather than the formation will take time, a lot of campaign ads on the main body of a culture of color and content, such as the Guangzhou Olympic Park South "campaign on home" in the dissemination of a cultural movement, a movement , The concept of healthy living. At the same time, due to the series of ads to diversify, making series of ads in the cultural heritage has played a unique advantage.

advertising campaign to disseminate the culture usually the result of two, is one of the cultural infiltration, where the most successful example is the aforementioned absolute vodka advertising campaign. The series of more than hundreds of times over, and each ad is from a creative point of departure in order to vodka bottle shape design elements for Lenovo to start, hard to bottle their own sub-frame in the countries and peoples of the world has a long, good, well Well-known symbol of the culture, to create a lot of both of these countries to highlight the characteristics of local architecture, unique products, such as culture, and so is the vodka bottle shape with its ingenious blend of success stories, but also to create a unique brand of vodka.

Second, the ad campaign through the constant indoctrination and the maverick can establish a new culture, you can create a new way of life and values so as to create a unique brand personality. Use of the advertising campaign to shape the brand personality of many examples, the most representative of Taiwan's ideology of a series of forbidden advertising works, joking a bit, a little fun, but also leave more philosophical mean, it's a series of ideological ad In terms of style or artistic expression from the text or have maintained a high degree of unity. For example, a spring ad listing "With the chest, you also need? Head, to cultivate quality clothing store, bookstore display garment ... ..." in the bookstore environment, a Cold look, the look is full of wisdom Old men sat on a chair, wearing a beautiful behind is the right woman in his marching around the elegant walking pace, a strong cultural atmosphere began, the narration is simple, but wealth to the philosophy of cold-key image processing , The normal performance of the different methods, the unique concept of the screen. ZTE ideology department store advertising campaign, the surface looks extremely messy, and the lack of contact, which is also incredible, unusual clothing, but they are intrinsically linked and unified style, and some through the inner monologue of a unique, dynamic space-time jump, as well as advertising Non-performance logic to show the complexity of modern psychology, and some people are entirely the performance of the subconscious, with the intention of symbols, patterns performance of the inner world of characters. Sunrise Department Store's advertising campaign is not the same subject, but he is still a series of face-lift on the market, discounts on clothing, on the corporate image on clothing culture, the concept of spending on such topics as they perform a series of ads. They have the same style of creative expression, the information is the same style of a cultural phenomenon, it is because of the unique character of the performance of the ad campaign, the Sunrise Department Store created its own unique brand personality, and then the performance of modernism also established An alternative culture, belonging to the independence of the Sunrise Department Store brand culture.