我们都知道，泰国广告 以脑洞大、创意佳以及故事性性强出名 ，今天我们就来聊聊，我们能够从泰国的广告中学会什么？
As we all know, Thai advertisements are famous for their big brains, good creativity and storytelling. Today, let's talk about what we can learn from Thai advertisements.
1. Essence of Advertising
First, let's talk about the nature of advertising. Generally speaking, the simple meaning of advertising is to advertise widely. To a certain extent, it can occupy the user's mind and promote sales.
在中国，广告之父叶茂中认为广告的两个核心本质就是 制造冲突和不断重复 。特别需要说明的是，叶先生把不断重复可谓是用到了极致。在操刀马蜂窝和知乎的广告片，都可以看到：
In China, Ye Maozhong, the father of advertising, believes that the two core essence of advertising is to create conflicts and repeat constantly. Especially, Mr. Ye used repetition to the extreme. In knife-wielding honeycomb and knowledgeable advertisements, you can see:
"Before traveling, go to the honeycomb first" and "know something about the problem", the magical advertisement still rings in my ears.
从脑白金开始崇尚简单粗暴的广告原则， 不断重复，不断重复、直至占领用户心智。 近年来，随着流量明星的影响力不断增强，又加上了” 流量明星+不断重复“，这一广告法则，在不断占领用户心智的过程中，也让不少用户表示反感，这无异于就是强奸用户，让用户必须接受这个信息。
Brain platinum advocates simple and crude advertising principles, repeating, repeating, and even occupying the user's mind. In recent years, with the increasing influence of traffic stars and the addition of "traffic stars + continuous repetition", this advertising rule, in the process of constantly occupying users'minds, also makes many users express disgust, which is tantamount to raping users, so that users must accept this information.
When more and more information explodes, it is more and more difficult for users to catch their eyes. If they can't attract users'attention in the first 30 seconds, then the follow-up information can't be accepted by users.
However, for Thai advertising, they still adhere to the principle of telling a good story, the core concepts and functions of the product into the embedded advertising story, so that users can subtly accept the advertisement in the process of watching the advertisement.
In contrast, repeated rape of users forced users to accept, Thailand's storytelling embedded advertising is more popular and popular.
While telling a good story, Thai advertisements will not forget to put their product attributes and brand declarations into advertisements, which can not only impress consumers, but also make them willing to accept such advertisements.
2. Scene and Story Product Implantation
From many advertisements in Thailand, we can see that many products do not appear directly in the advertisement, but start with some small things in daily life, find the conjunction of products and these things, so that the product is completely embedded in the story scenes, which is more acceptable.
不知道大家还记得潘婷的一个广告片吗？一个从小聋哑的女孩，怀揣着音乐的梦想长大，却经常遭受同班女同学的不屑与打击。 正当她对自身的价值产生疑问的时候，一个流浪艺人告诉她：“音乐，只要你闭上眼睛，就能看见。” 同班女生在宽敞的家里，有私人老师教她练习弹奏钢琴。她，和老伯一起在路边拉琴，引来阵阵叫好，同班女生坐在黑色的轿车里路过此地，心生妒忌。
Creating a sense of scene is one of the best ways of advertising in Thailand.
I wonder if you remember an advertisement of Panting? A deaf-mute girl grew up with a dream of music, but she was often scorned and beaten by her classmates. Just when she was questioning her own value, a homeless artist told her, "Music, as long as you close your eyes, you can see it." In her spacious home, a private teacher taught her how to play the piano. She, playing the piano with her uncle on the roadside, drew a lot of cheers. The girl in the same class passed by in a black car, feeling jealous.
They also signed up for the music competition at the same time. Because of jealousy and fear, the female classmate hired someone to beat her husband before the competition and broke her violin. She thought she had succeeded in the plot, but she obeyed the advice of the old man lying in the hospital bed and still appeared in the competition. The slow and tactful Canon broke its cocoon from the violin wildly and severely, which shocked everyone's heart. Judges and audiences opened their mouths in surprise, but did not slow down. Finally, all the audiences stood up and gave them warm applause.
Finally, at the end of the film, it smoothly conveys Panting's brand meaning: Panting, you can type.
In the process of playing the piano, the girl naturally conveys the scene of soft hair, and publicizes Panting's product characteristics well.
Among the storylines that make product characteristics easy, Thai advertising is the best way to use it. Not only that, Thai advertising is good at starting with small things in life, starting with the conflict of story plots, and conveying the product characteristics perfectly. In the film, there are no traffic stars, but only those moving things in ordinary life. According to the data, 85.25% of Thai local advertisements use civilians to play the leading role, while only 3.12% use celebrities and social celebrities. That means Thailand has more money to spend on advertising.
Thai advertisements are deeply engaged in advertising content, so that advertisements get rid of useless, boring and ruthless labels. Let people see the advertisement, on the contrary, become expectant, looking forward to whether the final product meets their expectations.
In Thai Baile's advertisement, the husband serves rice and the wife serves bowls. At the busiest time of noon, the wife is very busy, but she finds a bottle of drinks unclaimed and the customers say they did not order it by themselves. The landlady said to her boss, "Whose is this for?"
But the boss said, this is for you. Look how tired you are!
Finally, combine the product with the story perfectly: your words are enough, and it's refreshing to listen.
3. Tell a Story
In advertising, conflict-making is the best way to advertise, while as a way to create conflict, story is the best carrier. Thailand's advertisement is more like a micro-film, with stories and plots, which can stimulate consumers'emotions. With "truth" as the main axis, it can stimulate human nature. It has successfully produced some world-renowned textbook-style "tear-inducing" advertisements, which create appropriate "sadness" for the audience and make them remember the contents of the advertisements more profoundly. Even from the aesthetic point of view to taste advertising.
Thailand is good at using the conflict to create a complete story from the small things in life. A good story = conflict + story plot + truth, basically can find a good story shadow in Thai advertisements, complete story plot, real life scenes, let people feel empathy, let people feel some touching brought by advertising.
In many Thai advertisements, we can see a complete story, such as children running away from home meet the stall owner, let the girl know the taste of the mother; there are also puppies to help the owner meet the girls who fall in love at first sight smoothly. Every story is adapted from the real life, so that people feel real colleagues gradually remember the core of the advertisement - products.
In fact, this advertising technique is now widely used in soft and wide implantation. Advertisements like those made by GQ make people very willing to see them over and over again, even if they know that they are advertisements, they are also willing to be like bait. In this way, it also has the taste of Thai advertising. While telling a good story, it undoubtedly increases the chance of product exposure. With this win-win result, it is no wonder that an advertisement of GQ can sell to 1 million.
Do you like the advertisements in Thailand? What do you remember about advertisements with huge brains?