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本月点评:奢侈的创意广告是用文字、图画、语言来传播信息的一种手段,其中对于传播对象、传播心理、视觉心理的研究至关重要。传播并非目的,目的应是有效到达的问题。找对人,说对话,用受众易感动的方式进行沟通。因此,好广告均信息简单而单纯,细节生动,往往采用对比、幽默、夸张的一些修辞手法,当产品和服务已经趋于同质化的时代,广告所阐述的已经是产品以外的话题。创意是奢侈的,由于中国受众文化背景、认知习惯的限制,中国的广告大部分还停留于产品诉求层面,较持重和具象。当中国的广告真正融入国际环境,才能推动市场和商品真正融入世界。——邵隆图
Comment on this month: Luxury creative advertising is a means of disseminating information in words, drawings, and languages. The research on communication objects, communication psychology and visual psychology is of crucial importance. Communication is not an end, and should be an effective one. Find people, talk, and communicate in ways that are easily touched by the audience. Therefore, the good ads are simple and simple information, vivid details, often using contrast, humor, exaggeration of some rhetorical devices, when the products and services have become homogeneous era, the ads described is already a topic other than the product. Creativity is a luxury. Due to the cultural background and cognitive habits of Chinese audiences, most advertisements in China still remain at the level of product appeal, which is more emphasis and specificity. When China’s advertising is truly integrated into the international environment, it can promote the real integration of markets and commodities into the world. - Shaolong map