A fundamental requirement of advertising creation is novelty, and advertising must be innovative to distinguish it from other commodities and advertisements. Innovation must first break through the conventional imprisonment and be good at finding a breakthrough in the appeal. How can advertisements be refreshing? We can start from the following aspects: USP theory is the abbreviation of Unique Selling Proposition, which literally translates as "unique sales proposition". The basic point is that every advertised product should have its own unique sales theme, which should include the following three elements: this product has brought concrete benefits to consumers, and this effect must be unique and has not been promoted by other competitors. This theme must be an important promise or guarantee to promote sales.
Every time Procter & Gamble launches a product, it will clearly explain the specific benefits that the product brings to consumers, which is unique and has sales strength. Head & Shoulders' appeal is "dandruff removal". Rejoice said: "Shampoo and hair care are combined to make hair elegant and supple." Pan Ting is characterized by: "It contains provitamin B5 and conditioner, which makes the hair healthy and shiny." In recent years, Moisturizing Shampoo has a function different from other products: "Black hair, specially designed for China women." Shu's appeal is "cleaning and sterilization", and through microscope comparison, it shows that only it has been recognized by the Chinese Medical Association. There are many materials in life that can be used in advertisements. Advertising should come from life and be higher than life, which is an artistic life.