总的说来,我国电视广告的创作水平近年来提高的很快。无论是从普通电视观众的眼光看,还是从专家的角度看,或者海外同行们的反映,都认为近几年我国电视广告的变化很大。看了本届获奖作品之后,更加印证了这一点。这次获奖作品同历届相比较有这样三个明显的特点,给人以深刻的印象。一、出现了一批广告意念很新的好作品所谓广告意念很新,就是说广告的构思很新颖,很机巧,不落俗套,而且能够紧紧地扣住所要宣传的商品的特性,把概念化的信息转换为视觉化、形象化的独特语言,有效地传达给消费者。这正是现代广告的重要特征。我们高兴地看到,这次获奖作品中如广东台的“强力荔枝饮料”、浙江台的“二轻轧钢厂”、 In general, the creative level of television advertising in our country has risen rapidly in recent years. Whether it is from the general television audience’s point of view, or from an expert’s point of view, or overseas counterparts reflect that in recent years, China’s television ads have changed dramatically. After reading this award-winning works, more confirmed this point. Compared with the previous winners, the winning entries have such three distinct features that give a deep impression. First, there has been a number of advertising ideas are new works The so-called advertising idea is new, that is to say the idea of ​​advertising is very innovative, very clever, unconventional, and can firmly buckle the characteristics of the goods to be advertised, the concept of Of the information into a visual, visual unique language, effectively convey to consumers. This is an important feature of modern advertising. We are pleased to see that the winners of this award-winning product such as “Strong Lychee Drink” by Guangdong and Taiwan, “Two Light Rolling Mills” by Zhejiang Station,