论文部分内容阅读
中国广告连续4年冲击戛纳国际广告节,其中几多经验几多教训,值得记取和反思。应当承认,中国当代广告短短20年的发展史,其理论研究落后于发达国家,尤其表现在创意观念与技法方面。从近年戛纳节获奖作品中人们得到一条重要启示,或可说再次印证了这样一条规律:与众不同的广告才最具生命力。如果说中国广告创意与世界接轨还存在差距,那么,创造独特应该成为中国当代广告最唱响的行动口号。 1、与众不同是我们对创造独特
Chinese advertising for four consecutive years impact Cannes International Advertising Festival, how many experiences of how many lessons, it is worth remembering and reflection. It should be acknowledged that the history of the development of contemporary Chinese advertising in only 20 years lags behind that of developed countries, especially in terms of creative ideas and techniques. From the winning entries in Cannes in recent years, people get an important revelation, or it can be said once again confirms the rule that the most distinctive ads are the most viable. If there is still a gap between China’s creative advertising and the world, then creating uniqueness should become the most singular action slogan of contemporary Chinese advertising. 1, the difference is that we create unique