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Question

The Creative Process
"Breakthrough creative" describes an ad or commercial that is especially innovative or daring. Some agencies build their reputations on this kind of advertising. Hal Riney & Partners, with its widely admired Bartles & James wine cooler advertising, among other campaigns, has been one of them. "Hal Riney's patent mixture of small town realism and shrewdly soft wit are redefining a business known previously for its hard-sell tactics and its obsession with market research," a writer for The New York Times Magazine noted in 1986.Hal Riney: the man whose advertising, some say, put Ronald Reagan in the White House.
But "First and foremost, advertising is a business," observes Steven C. Kopcha, chief creative officer of D'Arcy Masius Benton & Bowes. "And when we talk about creativity, what we really mean is applied creativity. An ad has to cause something to happen in the market place -stimulate interest in a product, influence attitudes, make people buy.”
"An advertisement can't just entertain. That's what novelists and tap dancers are for.'
In his Advertising Realities, Wes Perrin tells how creativity helped a German chain saw manufacturer, Sachs-Dolmar, line up dealers in a trade magazine ad. The ad pretended to include a coupon, but actually the ad was preprinted with a die-cut to eliminate the coupon. With "editorial matter" printed on the reverse side, the ad, on regular stock, was then bound into the magazine. Readers thought someone had gotten to the magazine before they did, and stormed the advertiser with questions and requests. "The several hundred leads obtained became the basis for setting up the client's U.S. Dealer network."
Steven Penchina, executive creative director of Ketchum Advertising, says "We've been preoccupied with how [advertising] looks rather than what it says. We've substituted technique for concept, production values for ideas, implicitness for explicitness, glitzy camera angles and quick cuts for innovative thinking." As a result, he says, advertising all looks the same.
"We need to come to the realization that execution is not a substitute for a powerful idea." Penchina asks where the advertising is today to match the advertising of the 1960s and 1970s produced by agencies like Carl Ally, Inc.; Doyle Dane Bernbach; Wells, Rich, Green; Tinker; Scalli, McCabe; Needham; and Leo Burnett. These agencies "had the ability to come up with intrusive, innovative, provocative and memorable ideas that were so powerful you couldn't forget them, even if you tried…. And they created warm, human, emotional campaigns that seemed to last forever." He mentions, among others, the campaigns sponsored by Volkswagen, Avis, Braniff, and IBM.
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Answer 1

创作的过程
“突破性的创新” ，叙述一个广告或商业，尤其或大胆创新。一些机构建立自己的名誉这样的广告。哈尔润礼与合作伙伴，其广泛的钦佩Bartles和詹姆斯酒柜广告，以及其他宣传活动，已被其中之一。 “哈尔润礼的专利混合物小城镇软现实主义和精明机智正在重新定义商业已知先前的辛勤销售策略，其执着的市场调研， ”一个作家的纽约时报杂志指出1986.Hal润礼：男子他们的广告，有人说，把里根总统在白宫。
但是， “首先，广告是一个企业， ”观察史蒂芬角Kopcha ，首席创意长的达西麦西斯顿＆鲍斯。他说： “当我们谈论的创造力，我们真正的意思是适用创造力。广告已引起一些发生在市场上刺激兴趣的产品，影响态度，使人们购买。 ”
“的广告不能只是娱乐。这是小说家和自来水舞者的。
在他的广告的现实，韦斯斯佩林讲述创造力帮助德国链锯制造商，高盛， Dolmar ，排队经销商在贸易杂志的广告。广告假装包括优惠券，但实际上是预先印制的广告与模切消除优惠券。与“社论问题”的背面印，广告，经常股票，当时的约束到该杂志。读者以为有人已经到了他们面前杂志，并冲进广告客户的问题和要求。 “数百名获得成为导致的基础建立在客户的美国经销商网络。 ”
史蒂芬潘奇那，执行创意总监凯彻姆广告，说： “我们一直在关注如何[广告]期待，而不是说什么。我们已经取代技术的概念，生产的价值观念， implicitness为显性，五光十色的摄影机角度和快速削减的创新思维。 “结果，他说，所有期待的广告相同。
“我们需要来认识到，执行不能取代一个强大的想法。 ”潘奇那询问那里的广告是今天比赛的广告的60年代和70年代生产的机构像卡尔盟友，公司，多伊尔戴恩伯恩巴克;井，丰富，绿色;廷克; Scalli ，麦凯布;李约瑟;和李奥贝纳。这些机构“有能力拿出侵入性，创新性，挑衅性和难忘的想法是这样的强大的你不能忘记他们，即使你想... 。而且他们创造温暖，人，情感的活动，似乎永远持续下去。 “他提到，除其他外，大众汽车公司赞助的运动，艾维斯，布拉尼夫，和IBM 。