Ask for an advertising creative and case analysis paper of about 2000 words.

Centennial Runfa: The classic advertising case "Green hair is bound to last for a hundred years" is not only a slogan of "Runfa for a hundred years", but also an artistic conception and a beautiful emotion. It is the care for a century, and the warmth shows the determination to build a century-old brand. In the past 20 years, the advertising industry in China has made remarkable achievements. Among many advertisements, the unique positioning of the brand image of "Centennial Runfa" TV advertisement, the perfect combination of business and cultural temperament, gives people a shock, which can be called a classic with China characteristics. "Centennial Runfa" is one of the series products of Chongqing Aoni. At present, there are Aoni Zaojiao, Aoni Shouwu and Bainian Runfa (divided into two types: youth type and middle-aged type). In the advertisement of "Hundred Years Run Fa", "cultural flavor" and "commercial flavor" are seamlessly combined here, forming a national brand with China emotion and China vocabulary, which is in sharp contrast with the "foreign name style" and "domineering style" of domestic products, which is helpful to strengthen memory and improve recognition rate. According to a survey at that time, almost all the emotions generated by advertising came from this plot, which created nearly 800 million sales revenue for enterprises. Chow Yun Fat Centennial Runfa advertisement is based on Beijing Opera, and tells the audience a love story of childhood and growing old together: the hero and heroine express themselves through acquaintance, love, separation and combination with the help of Chow Yun Fat's rich facial expressions: admiration, smile, anxiety and joy. This feeling of growing old together is shown through the lens of the protagonist Chow Yun Fat washing his wife's hair and watering her. Married couples who grow old together have hair, which has profound cultural connotations in the history of China. At this time, it was accompanied by a voice-over: "The hair of the hair is a hundred years old", and then the product went online: "100, Chongqing Aoni!" -China and his wife made a vow of eternal love, which lasted for a hundred years, and was compiled into 100 Runfa. Most advertisements made by celebrities just put out their products after laughing, but he doesn't have a line in the advertisements. The vicissitudes of the times, the joys and sorrows of revisiting the old place, and the complex feelings of recalling the past all depend on exquisite performances, and the cooperation of all the actresses is sincere, sincere, fresh and not inferior, so that the love story can truly be integrated into the brand of Centennial Runfa, and the advertising theme is more perfect visually. In the "marriage" of "domestic products should strive for self-improvement", people's names, product names and true feelings are integrated into one, which is a perfect match and complements each other. The star's "halo" effect is hearty, the popularity of Runfa in the past 100 years has been greatly improved, the product quality has been guaranteed, and the growth period has been ushered in early. Analysis of advertising planning of Centennial Runfa (1) Advertising goal-brand Centennial Runfa-a naming scheme close to genius! In the past 100 years, the concept of time undoubtedly revealed the brand's long history and increased the brand's sense of time; Runfa, the brand's product attributes and category characteristics have been well reflected, hitting the nail on the head! Centennial Runfa is United, and the brand information conveyed by the brand name is accurate and vivid! Later, it was a stroke of genius to use Chow Yun Fat as the image spokesperson. (2) Advertising Positioning-Plant School-Sensible Centennial Runfa is the best brand planning for domestic shampoo brands. Centennial Runfa not only pays attention to the functional expression of Aoni brand plant school, but also injects more emotional factors, which raises the brand positioning from the general functional description to the perceptual height. What is more commendable is that the emotional transmission of Runfa for a hundred years is completed by spreading life forms. Chow Yun Fat, a popular movie star, showed her emotional world for a hundred years. The temperament of advertising is the rhythm and style of filling connotation, the image reveals the inner charm and style, and the temperament of advertising is the inheritance of national cultural psychology, which has strong historical inertia and social penetration. Due to the convergence of emotional interest and subconscious cultural psychology, consumers will naturally love and insist on the cultural temperament of advertisements, thus subtly affecting their behavior. In this respect, the cultural interest cultivated in the past 100 years is helpful to improve the quality of the people. On the premise of ensuring the strong competitiveness of the brand, it is China's characteristic to carry forward the national culture and realize the educational function of advertising. "Centennial Runfa" has mastered this theory brilliantly, and it cannot echo the interests of others. It has unique elements that its opponents don't have, and it has been endowed with beautiful associations under the Chinese national culture. Beijing Opera and Erhu, the quintessence of Chinese culture, have declined in recent ten years, but the sonorous gongs and drums and euphemistic Jinghu in advertisements make this ancient form shine brilliantly and express emotion through ancient times. It's just that the faithful love between husband and wife under China's virtue lasts for a hundred years, which is different from the western view of love. If it is the same, it will definitely win shocking applause at the Cannes Advertising Festival. Highlight cultural temperament, endow products with rich associations, and enhance the shock and appeal of advertising works. Nowadays, the advertising communication ability is busy and overloaded, and the continuous increase of similar products intensifies the fierce competition. The phenomenon of product homogeneity makes the product not only satisfy the use function of consumers, but also have profound connotation and spiritual comfort. The ingenious use of "one hundred years", the deep feeling of washing your hair and the beautiful realm of "a hundred years of green hair" are enough to give people a strong shock, which can not be expressed by straightforward advertisements for the benefit. Centennial Runfa's packaging is also closely related to its brand market positioning. On the bottle shape, Centennial Runfa inherits the dignity and seriousness of Oni, and pursues the corner of Fiona Fang and the perfection of heaven. But apart from Oni's noble packaging. In terms of fonts, Aoni and Centennial Runfa also well embody the brand concept, which can be described as subtle spirit! (3) Advertising theme-Chow Yun Fat advertising is a very common form of advertising, with different opinions. For merchants, if we can skillfully borrow the good public image, social status, high popularity and reputation of celebrities, it will make the audience like the advertised products because they love and worship the celebrities in advertisements. From a certain point of view, this is a shortcut, which can shorten the lead-in period of products. Of course, there are risks as well as rapid growth. From the following aspects, we can see that Centennial Runfa is well used. 1, a clever kiss in the name of Centennial Runfa and Chow Yun Fat; Chow Yun Fat's age and appearance are consistent with the gentleness of the brand itself. This is the first time for Chow Yun Fat to shoot a product advertisement in Chinese mainland. Chow Yun Fat has a good reputation. Chow Yun Fat, who is famous for his critical movie choices, abides by the tradition of China, respects his parents, takes care of his wife, and is attentive and polite to others in his life and work. Before shooting, several advertisers asked him to shoot advertisements at the same time, but he always adhered to his own principles and strictly selected advertisers. He asked to ensure the production team and shooting quality, and at the same time brought two boxes of shampoo back to China to experience it for himself. He didn't start shooting Peking Opera until he determined the quality of his products, which won glory for his country and showed his temperament. In order to get into the role, he climbed mountains every day to lose weight and lost more than ten kilograms. 4. Strong acting skills. Make a creative analysis of the advertisements of Centennial Runfa to help consumers remember the brand. Most advertisements will be forgotten after a while, but people will use those touching and interesting storylines to deepen their memory of the brand. The outstanding creativity, beautiful audio-visual language and excellent production of Centennial Runfa make the brand image deepen in repetition and unforgettable in deepening. Won the fifth national film and television advertising gold medal, deserved. The unique positioning of the brand image of "Centennial Runfa" TV advertisement, the perfect combination of business and cultural temperament, gives people a shock, which can be called a classic with China characteristics. The name of "Hundred Years Runfa" is ingeniously consistent with the name of Chow Yun Fat, and Chow Yun Fat's age, appearance and temperament are consistent with the affinity of the brand itself. Shampoo is generally bought by women for men, and it is generally women who take care of men in life. In this advertisement, the roles of men and women are reversed: let Chow Yun Fat wash women's hair. This idea, because it broke the deep desire of women, brought the charm of Chow Yun Fat to the extreme, and organically combined the brand with the star. The idea of "Centennial Runfa" combines the change of time and space, romantic love, warm family life with subtle sadness, subtle surprise and beautiful music ... Clues are the main products of shampoo. A series of perfect ideas are amazing and memorable. The audience not only remembered the brand, but also had a good impression on the product. It has played a variety of publicity effects. Runfa's beautiful association under the Chinese national culture, the sonorous gongs and drums in advertisements and the euphemistic Jinghu make Peking Opera, Erhu and other national quintessence shine brilliantly.