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1996年,中国广告人首次进军第43届法国戛纳国际广告节,没料到所带作品无一获奖,全国舆论一片哗然。1997年,中国广告人二度进军第44届戛纳国际广告节。再度全军覆没,又一次成为广告界的议论热点。第45届戛蚋国际广告节前不久落幕,中国广告依然榜上无名。但这次国内舆论界却是出奇地平静,和前两年形成了鲜明对比,几乎看不到悲观泄气的文章,这似乎说明,中国广告界开始成熟了! 三次兵败戛纳。广告界有一种议论。认为不在戛蚋拿个大奖,中国的广告就一无是处,就不能在世界广告界挺直腰板。笔者不敢苟同,认为应该换个角度看戛纳。
In 1996, for the first time, Chinese advertisers marched to the 43rd International Advertising Festival in Cannes, France. It was not expected that one of the works they brought would not win a prize. There was an uproar in the media all over the country. In 1997, Chinese advertisers entered the 44th Cannes International Advertising Festival for the second time. Once again annihilated, once again become the hot discussion in the advertising industry. The 45th Jubilee International Advertising Festival ended shortly before, but Chinese advertising was still unnamed. However, this time the domestic public opinion circles were surprisingly quiet, and in stark contrast to the previous two years, there was almost no sign of pessimism. This seems to indicate that the advertising industry in China has begun to mature. The three defeats to Cannes. There is an argument in the advertising world. If you do not think you’re going to win a jackpot at Hom-ho, advertising in China is useless and you can not stand up straight in the world of advertising. I do not agree, I think we should look at another point of Cannes.