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广告主和广告人对广告往往有着不同的欣赏立场,广告人视创意为生命,为灵魂,但却常常忽视市场和消费者;广告主最了解自己的产品和市场,对创意有自己的想法,他们不需要华而不实的花架子创意,他们需要有销售力的广告作品,要求广告诉求能够打动消费者的心智,对广告诉求的要求胜过创意表现本身。于是在广告人和广告主的拉锯较量中,广告主的意志占了上风,于是中国的荧屏上就出现了太多的广告主意志的作品和比较少可以满足广告人偏好的作品。那么,什么样的广告既有创意,又具有销售力呢?
Advertisers and advertisers often have different positions on advertising, advertising as creative life, as the soul, but often overlook the market and consumers; advertisers know their products and markets the best, have their own ideas for ideas, They do not need gorgeous floral ideas, they need sales of advertising work, demand advertising appeal to impress consumers, demand for advertising more than creative performance itself. As advertisers and advertisers in the see-saw contest, the will of the advertisers prevailed, so there are too many advertisers on the screen in China’s will and less able to meet the advertising preferences of the work. So, what kind of advertising both creative, but also has sales force?