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广告虽说是“广而告之”,其实它的真正的对象大都是有限的。好的广告能针对自己宣传对象的心理,运用亲切朴实的语言,赢得人们的信赖。合肥新朋服装厂的招生广告(1990年8月10日11时安徽人民广播电台播出)大概就算得上一例。这则广告在介绍了学校的性质、设施、教学人员、教学方法及学费之后,又特别来了几句: 本校有宿舍、食堂。方便安全,请家长放心。欢迎先参观后报名。当我收听到这里的时候不禁暗暗叫好。一所民办的服装学校招生,想报名的恐怕以待业青年为多。可是青年人(特别是女青年)出门学手艺,吃住在外,当父母的有几个那么放心?父母不放心不同意,小青年想来也来不了。做广告的是个精细人,针对这个实际情况做家长的工作,这里有吃的地方有住的地方,不仅方便而且安全,不三不四的人是进不来的,您尽管放心好了,如果不信,您可以带着孩子先来看看,做一番“实地考察”,觉得满意再报名,这些话说出来让人感到真实可信,让人放心,我相信宣传效果一定不错。
Although advertising is “advertised”, in fact, its real object is mostly limited. Good advertising for their own propaganda object psychology, the use of cordial language, to win people’s trust. Hefei Xinpeng garment factory ad ad (at 10 o’clock on the August 10, 1990 Anhui People’s Broadcasting Station broadcast) probably even on the case. After introducing the nature of the school, facilities, teaching staff, teaching methods and tuition fees, the ad specially came a few more times: The school has dormitories and canteens. Convenient and safe, please rest assured parents. Welcome to visit after registration. When I heard it, I could not help but secretly applauded. A private clothing school enrollment, I am afraid to register as many unemployed youth. However, young people (especially young women) go out to study and work, eat and do while they are outside, and when their parents are so relieved, their parents will not agree or disagree. Advertising is a fine people, parents do this work for the actual situation, where there is a place to eat to live, not only convenient and safe, not a single person can not come in, and you are relieved, if you rest assured that if Do not believe, you can take a look at the children first, do some “field trips”, feel satisfied and then sign up, these words make people feel authentic, reassuring, I believe the publicity effect is good.