Decoding Creativity

Author: Li Guangdou
Publisher:
Publish Date: 2004-01-01
Features: The Secret of Creativity: Li Guangdou's Film and Television Advertising Creativity Collection is a compilation of the 10-year of film and television advertising by China's top 10 planners, Li Guangdou. It is a creative guide that analyzes film and television advertising from a strategic perspective. The Secret of Creativity: Li Guangdou's Film and Television Advertising Creativity Collection is newly launched by Guangdong Tourism Press. With rich visual and audio materials, the book reveals the entire process of television advertising creativity and deciphers the top-tier wisdom of Chinese advertising creative masters in creating trends. The works include the celebrity advertisement Xiao Bangwa Film and Television Advertising · Hope for Success, which was selected for the 20-year list of popular Chinese advertising slogans and the 10-year major events in the Chinese planning industry; Aidu VCD · Chenglong's Martial Arts, which sparked the Chinese VCD war; the widely acclaimed Yili Milk Powder · Ballad of the Vast Sky and Vast Plains and Yili Ice Cream · Friends' Song; as well as the latest film and television advertisements Mengniu Pure Milk · My Beautiful Grassland is My Home and Mengniu Pure Milk · Only Mom Is the Best in the World. The book provides a detailed analysis of each advertisement, including: market conditions, creative ideas, advertising appeal points, ad copy, storyboards (STORY-BOARD), creative explanations, and ad visuals—the accompanying VCD disc includes the full video versions of the aforementioned advertisements.
The Secret of Creativity: Li Guangdou's Film and Television Advertising Creativity Collection is a compilation of the 10-year of film and television advertising by China's top 10 advertising planners, Li Guangdou. It is a creative guide that analyzes advertising from a strategic perspective. The book, with rich visual and audio materials, reveals the process of television advertising creativity and deciphers the secrets of Chinese advertising creative masters in creating trends. The works include the celebrity advertisement Xiao Bangwa Film and Television Advertising · Hope for Success, which was selected for the 20-year list of popular Chinese advertising slogans and the 10-year major events in the Chinese planning industry; Aidu VCD · Chenglong's Martial Arts, which sparked the Chinese VCD war; the widely acclaimed Yili Milk Powder · Ballad of the Vast Sky and Vast Plains and Yili Ice Cream · Friends' Song; as well as the latest works Mengniu Pure Milk · My Beautiful Grassland is My Home and Mengniu Pure Milk · Only Mom Is the Best in the World. The book provides a detailed analysis of each advertisement, including: market conditions, creative ideas, advertising appeal points, ad copy, storyboards (STORY－BOARD), creative explanations, and ad visuals—the accompanying VCD disc includes the full video versions of the aforementioned advertisements.
The Secret of Creativity: Li Guangdou's Film and Television Advertising Creativity Collection provides a detailed introduction to the entire process of film and television advertising creativity and is a must-read for advertisers and corporate marketers.