广告圈流行这样一个公式:广告=策略×创意×执行×投放。无论是公式的创造者还是公式的推崇者,都是把广告看作一项应该带来实效的工程。既然是工程,每个环节都丝丝相扣。让我们用广告的双眼放大其中两环,以窥全景。创意到执行的跨越是广告作品出炉的一个转折点和关键点。从工作内容来看,此时要把想象变为现实,把抽象变为具象,跨度很大。此时,由原来的广告公司和广告主的单方沟通上升为广告公司、广告主、制作公司三方的沟通,沟通变得复杂起来。三方由于思考问题的角度不同,也极易产生分歧和摩擦:广告公司希望自己的创意能被准确地表达出来,制作公司(特别是导演)在兼顾商业目的的同时也想加入个人的艺术想法,广告主希望能在尽量节省开支的前提下达到预期的市场目标,于是以下两种截然相反的情形出现了:创意十 Advertising circle popular such a formula: Advertising = Strategy × Creative × Executive × put. Whether it is the creator of the formula or the proponent of the formula, the ad is regarded as a project that should bring about practical results. Since it is a project, each link is a matter of course. Let’s enlarge the two rings with the eyes of the ad to see the panorama. The leap from creativity to execution is a turning point and a key point in advertising works. From the content of the work, we should turn the imagination into reality at this time and turn the abstract into an image with a great span. At this point, the original advertising company and advertisers unilateral communication rose to advertising companies, advertisers, production companies, the three sides of communication, communication becomes complicated. Due to the different perspectives on the issues, the tripartite parties are also very prone to disagreement and friction: the advertising companies want their ideas to be expressed accurately, the production companies (especially the directors) want to join individual artistic ideas while taking commercial goals into consideration, Advertisers hope to achieve the expected market goals as much as possible to save money, so two diametrically opposite situations have emerged: Creative 10