论文部分内容阅读
时常听到一些关于广告的说法,看到一些关于广告的论断,许多意思都有类似或相同的一面,具体到广告创意方面,很多人同声一词地说中国广告的整体创意水平如何的低下,和美国及西方国家之间的差距已经如何的大。而我们一直认为,中西方创意从整体上说的确存在各方面的差异最主要的不是指创意水平的高明与低劣,而更多的则表现为一种创意方式和创意风格上的不同。中国创意方式和创意风格的形成以及和西方广告创意的差异有深层次的原因。主要表现在公众的文化接受习惯
Often hear some of the ads on the argument, see some of the assertions on advertising, many of the same meaning or have the same side, specific to the creative aspects of advertising, many people in unison to say that the overall level of creative advertising in China is low , And how big the gap between the United States and the West is. However, we have always believed that the overall difference between the Chinese and Western ideas in all aspects does not mean that the creative level is neither high nor inferior, but more often shows a difference in creative style and creative style. There are profound reasons for the formation of China’s creative ways and creative styles and the differences between them and Western advertising ideas. Mainly in the public culture to accept the habit