常常看见一些长得很像的创意作品,无论是 idea 还是执行,都充满着熟悉的味道。听过这样的辩白说:“差不多的卖点嘛,当然就是那些元素了,不想像也像了。”从某种角度来看,这样的解释似乎也没什么不对,但是以我个人的观点,那却是创意人员的功力问题,以及对客户的不负责。市场越繁荣,同质化的讯息越多,对广告人的挑战也就越高创意的原创性和独特性更难获得,相似与雷同就会表现得更强烈。客户用广告来支持产品的利益点宣传,当然希望创意越精彩越好,但他决不会为了将就你的精彩创意而改变他宣传的目的,所以当创意人员不能找到一个两全的办法解决问题的时候,客户们也无奈地接受了那些相似的、平庸的创意稿。 Often see some looks like creative works, whether idea or implementation, are full of familiar taste. I’ve heard such a plea: “Almost the selling point is, of course, those elements, and I do not want to imagine it.” "There seems to be no problem with this explanation, but in my opinion, That is the problem of creative staff skills, as well as the customer’s irresponsible. The more prosperous the market, the more homogenous messages and the more challenging the advertisers. The originality and uniqueness of the originality are more difficult to obtain, and similarities and similarities will be more intense. Of course, I hope that the more creative the better, but he will not change his propaganda purpose for your wonderful ideas, so when the creative staff can not find a perfect solution Problem, the customer also reluctantly accepted those similar, mediocre creative draft.