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戛纳有两个国际节,一是电影节,另一个则是广告节。由于中国有民族特色的电影在那里屡受好评,所以中国在这次参赛的广告作品中加入民族色彩成份较多。然而,当广告节结束时,中国广告全军覆没,中国人刻骨铭心地感觉到自己做的“诱饵”枯燥乏味,创造性与世界水平相差太远,迫使我们再一次思考广告最基本的问题:怎样才算好广告。广告,说白了,就是一个诱人上钩的专业。所有的好广告都有一个共同的特点,就是很容易给人留下深刻的印象。只要你瞥它一眼,就会被吸引住想认真看
Cannes has two international festivals, one is a film festival and the other is an advertising festival. Because China’s films with ethnic characteristics are widely acclaimed, China has added more national colors to this competition’s advertising work. However, when the advertising festival was over, China’s advertising was completely wiped out. The Chinese people nevertheless felt that their “bait” was boring and the creativity was too far from the world level, forcing us to think again about the most basic problems of advertising: What is a good advertisement? Advertising, plainly speaking, is an attractive professional. All of the good advertisements have a common characteristic that is very easy to impress people. As long as you look at it, you will be attracted to live