“龙玺”华文广告创意未来──著名广告人李明“龙玺”归来一席谈

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近年来,我们于夏纳、纽约等世界性的广告奖项耳熟能详之后,又有一项世界广告大奖向我们走来,它就是由港、台、新加坡等地的林俊明《龙吟榜》杂志掌门人)、孙大伟、莫康孙、苏秋平等四位资深广告人共同创意发起的“龙主”全球华文广告奖,是名副其实的一个完全由华裔创意人做当家的国际性奖项,业已成为世界广告史上的一座里程碑。 忆起去年七月,我们在羊城有幸承蒙《国际广告》杂志社编辑部主任常月女士热心介绍,结识了迄今目前中国大陆唯一的ICOM(国际广告代理商联合体)成员──广州旭日广告公司的执行创意总监李明女士,共享了旭日成立五周年的“橙”果。嗣后,中国广告业里的第一本广告公司年鉴《旭日年鉴》隆重问世,以其经典作品与创意成果名动业内外。千禧龙年早春,李明作为评审委员之一,应邀飞赴于新加坡举行的第二届“龙玺”评奖。 狮城归来,李明未等拂尽仆仆风尘,旋即组织旭日创作人员座谈;带着逼人的紧迫感不放过每一个学习的机会,在学习中创新与超越,这正是李明的一贯风格,也许还是以李明为创意核心的旭日广告的风格。 “大陆旭日东升,光明无限前程”。这篇座谈记录正是李明与同道推动、参与和追求华文广告全球性的心路写照;亦是旭日等本土广告公司孜孜以求的执着目标 In recent years, we have a World Advertising Awards come to us after world-wide advertising awards such as Shana, New York, etc., it is the head of the “Long Yin Bang” magazine by Lin Junming from Hong Kong, Taiwan and Singapore ), Sun Dawei, Mo Hongsun, Su Qiuping four co-creative senior creative advertising “Dragon Lord” Global Chinese Advertising Awards, is a veritable entirely by the Chinese creative people to do the home of the international awards, has become the history of the world’s advertising A milestone Recall July last year, we have the honor of Thanksgiving, “International Advertising” magazine, Ms. Chang Yue, editorial board enthusiastic introduction, met so far at present in mainland China only ICOM (International Advertising Agency Consortium) members ─ ─ Sunrise Advertising Co., Ms. Li Ming, Executive Creative Director, shared the orange fruit of the fifth anniversary of the founding of the People’s Republic of China. Subsequently, the yearbook of the first advertising company in China’s advertising industry, the “Yearbook of the Sun,” was grandly launched, moving both inside and outside its classic work and creative achievement. In the early Spring of the Millennium, Li Ming was invited as one of the jury members to fly to Singapore for the second “Long Xi” award. Lion City back, Li Ming is not waiting to whisk the best of the best, immediately organized the discussion of the rising sun crew; with a pressing sense of urgency not miss each opportunity to learn, innovation and beyond learning, which is consistent with Li Ming Style, and maybe the style of the rising sun advertisement with Li Ming as the core. “Mainland rising sun, bright future.” This forum record is exactly the same as Li Ming and his colleagues in promoting, participating and pursuing a global vision of Chinese advertising; is also the persistent pursuit of local advertising companies such as the sun
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公关语言的运用,不仅要传播信息,与公众进行沟通,更重要的还要能改变公众的态度,激发公众的行为。就广告语言来说,通过广告语言的策略能引起公众的消费行为(物质产品的消费和服务的