论文部分内容阅读
2003年中国中央电视台的广告创意盛典,是中国第一次举办世界级的广告创意大赛。来自全球几乎所有国际广告公司的近期电视佳作悉数来到陌生的中国,来接受中国“戛纳广告”的评选,最后,来自灵狮广告伦敦分公司的啤酒品牌Stella Artois 的“医生”电视广告摘得了全场大奖。这是此次广告创意盛典评委们放弃其他一切数以万计的创意作品的选择,而 Stella Artois 的啤酒定位正是“可以使你放弃一切的啤酒”。
In 2003, the advertising creative festival of China Central Television was the first time China held a world-class advertising creative contest. Recent TV shows from almost all international advertising agencies worldwide have come to China unfamiliar with China to receive the “Cannes Advertising” award. Finally, Stella Artois’s “Doctor”, a beer brand from Greyhound London, TV commercial won the grand prize. This is the selection of creative critics of the advertising campaign to abandon all other tens of thousands of creative works, and Stella Artois beer positioning is “can make you give up all the beer ”.