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通常有一种不负责任的广告分类,即把广告分为促销广告和形象广告,这种貌似清晰的边界感在实际创意操作过程中会束缚广告可能的更大效果。其实如果能找到一种需求,并把这种需求上升到情感层面的时候,促销广告就能与形象广告合二为一了。澳大利亚列车公司VLine捕捉到了一个切入点:即城市化带来一个社会问题——很多年轻人离开乡村到城市生活后,很少有时间回家乡看父母。
Often there is an irresponsible classification of advertising, which divides advertising into promotional advertising and image advertising. This seemingly clear sense of the border may bind the advertising to the greater extent possible during the actual creative operation. In fact, if you can find a demand, and this demand rose to the emotional level, the promotional advertising and image ads can be combined. VLine, an Australian train company, captures an entry point: urbanization presents a social problem - many young people have little time to return home to see their parents after leaving rural areas to live in cities.