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中国汽车广告普通来说呈现几个现象: 1.汽车广告优于其他类广告; 2.TVC优于Print; 3.执行力优于创意性; 4.视觉优于文案; 我认为有几个原因,而这些现象正是因为以下这些原因而综合影响的: 1.汽车广告的创意性并不好,那是因为汽车属于高档炫耀品(高*炫耀*字体无法辨认),有它先天上的限制。 2.汽车广告看起来比其他类产品进步,是因为它花得起钱,可以请好的导演和制作人员。 3.汽车TVC优于平面,除了以上2个原因之外,因为TVC重视形象目的,而平面广告往住被传统的厂商视为起延续功能,或是理性讯息目的。但是国外也有很好的理性诉求广告,为何国内却没有。因为讯息不够单纯,对象不够明确。
China Automotive Advertising generally presents several phenomena: 1. Automotive advertising is superior to other types of advertising; 2.TVC is better than Print; 3. Execution is better than creativity; 4. Visual is better than copywriting; I think there are several reasons , And these phenomena are integrated for the following reasons: 1. Creative car advertising is not good, it is because the car belongs to the high-end sports goods (high * show * fonts unrecognizable), it has inherent limitations . 2. Car ads look better than other products because it costs money and can get good directors and production staff. 3. Car TVC better than the plane, in addition to the above two reasons, because TVC attaches importance to the image of purpose, and print ads to live by the traditional manufacturers as a continuation function, or rational message purposes. However, foreign countries also have very good rational appeals for advertising, but why they do not have it in China. Because the message is not simple enough, the object is not clear enough.