廣告創意、處理經驗與溝通效果

Advertising Creativity, Processing Experiences, and Communication Effects

相對於廣告創意在行銷溝通上的影響力，我們對於廣告創意的了解，顯得模糊而且沒有系統。本文主張廣告創意應該以消費者處理廣告的「經驗」作為討論的依據。「有創意」指的是為消費者帶來「驚喜」和「難忘的愉悅記憶」的廣告。本文首先探討廣告經驗與品牌體驗之間的關係，然後將處理經驗分成感官、認知、與價值經驗。最後，作者分享「政大廣告系二十周年慶」海報設計的過程，以展現經驗觀點可以如何應用在實際創作中，對創意的發想與評估產生幫助。

Compared with the advertising creativity's influence on marketing communication, our knowledge about advertising creativity appears to be vague and unsystematic. This paper proposes that the discussion of advertising creativity should be based on the consumers' 'experience' of processing advertising. A 'creative' ad brings 'surprise' and 'unforgettable pleasant memory' to the audience. This paper explores, first of all, the relations between advertising experience and brand experience. Then advertising experience is classified into sensual, cognitive, and value experiences. Finally, the author shares the design process of the poster of the 20th Anniversary of the Department of Advertising at National Chengchi University in order to demonstrate how the 'experience concept' can be applied practically to the generation and the evaluation of creative ideas.