So creative, we can not make decisions on behalf of consumers.

1999, NICE came up with a 1 billion funds to vote in their advertising the "sensible chapter," a sudden, the people have been touched with a story: a laid-off mother, looking for work and four for trouble. The sensible daughter distressed mother, helping her mother washing clothes, the innocent and lovely child-say, "Mom said, 'Diaopai' as long as a little bit of detergent can wash a lot a lot of clothes, money!" Light curtain Dynamic, back to her mother without results, is now trying sleeping in Ainv kiss, but to see her daughter's message - "Mom, I can help you work!" Mama can not help moving in tears. It can be said that it was, moved a lot of people precisely because of this ad's success, so that NICE take a firm line advertising emotional commitment, the next "campaign chapter" between the mother and son will be demonstrated most vividly with deep feeling, NICE create greater glories, "the neighbourhood chapter" ad consolidated NICE normal, warm and trusted brand image…… However, walked walked, some people have criticized the beginning, said NICE is too provocative, old With people's feelings that thing, a bit of hate. In fact, the feelings of creative advertising from the perspective of, as long as they can be successful, there is its desirability. Because in the market, the strength of maternal love is the most easily moved by the people, especially women of this target ads. These families in the child's mother, are Gary Coull, their laundry every day at home cooking. Therefore, these emotions is precisely targeted ads to these families to see the women. We all know that these mothers, their emotions are the most easily be mobilized. Therefore, some companies take the ad-emotional line, and there is nothing wrong with their own terms, even if it does not take emotional line, using any of the other acts are not wrong, as long as consumers can play moved the effect of it. In addition, NICE ads follow the success of emotional line, for this group that they do a detailed analysis and research. It is for this group compare themselves emotionally, so easily arouse resonance arising from impulse buying. From the product itself, it should be the object of research is precisely these women in the family, so the comparison is also the creative bit. We often say that the advertising to accurately identify targets, and identify targets of the psychological state, then this group to do the psychological state of ideological work, this is the truth. NICE like the same over the years many enterprises have been adhering to the emotional line advertising strategy, some people think that the consumer may cause resentment. In fact, this issue requires differential treatment, because the target group has been in the changing. On concern about advertising and advertising on the people, they look at this phenomenon, to be rational analysis, but for those new when her mother's people, there is no rational psychological then heavier. We should know that such companies launched advertising to target consumers arising from the recognition, rather than other people's identity, so emotional over the years stick to the road or a certain reason. Finally, I would like to mention is that the emotional ads should use different ideas to reflect different emotions, but this emotional need to do around a theme. Under normal circumstances, this theme should adhere to three to five years, because three to five years is Yibo, for people such as this have passed, and then on the next Yibo mother is what kind of mentality, and then elected a corresponding A theme. However话又说回来, maternal love will always be nature itself, to do with this emotional advertising, but as long as the frequent and too Chuge make some things should be no problem. So creative, we can not make decisions on behalf of consumers; disgusting things for us, consumers may not necessarily be on the offensive. This statement of our creative staff must keep in mind.