你是否也发现?关联性这个至关重要的原则在创意中常常被我们忽视。而脱离品牌、产品或者消费者的想象即便再好也没有任何意义。20世纪“创意革命”三大旗手之一威廉·伯恩巴克曾提出著名的ROI理论。他认为,原创性、关联性、震撼力是广告创意的基本原则。这位曾改变大众甲壳虫命运的广告界大师,其 Did you also find that the crucial principle of relevance is often overlooked in our ideas. And even the best of fashions, brands or products or consumers make no sense. William Bernbach, one of the three flagstaffs of the 20th century “creative revolution”, has put forward the famous theory of ROI. He believes that originality, relevance, power is the basic principle of creative advertising. This has changed the fate of the public beetle advertising master, it