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纵观2003的华文广告创意,个人觉得非常失望。几乎没有什么特别深刻的印象,整体缺乏亮点,波澜不惊。无论4A 还是本土,似乎都陷入某种阶段性的创意困囿,在复制和延续中寻求灵感,却始终未能出现新的震撼。就我个人而言,最近比较感兴趣的平面作品是十广展上某4A 公司的“鱼鳞篇”和“章鱼篇”的系列轮胎广告。平面表现相当出色,执行带来的惊喜甚至超越了创意本身,难能可贵。而目前户外广告中大量的互动创意开始出现,也是一个不小的进步。
Looking at the 2003 Chinese advertising creative, personally feel very disappointed. Almost no special deep impression, the overall lack of bright spots, placid. Neither 4A nor natives seem to have plunged into a certain stage of creative drowsiness, seeking inspiration in the process of copying and renewing, but they have never failed to show any new shock. For my part, the most recent graphic production of interest is a series of tire advertisements for 4A company’s “Fish Scales” and “Octopus” at Ten Canton Fair. Plane performance quite well, the implementation of surprises even beyond the creative itself, commendable. At present, a large number of interactive advertisements in outdoor advertising are beginning to emerge, which is not a small improvement.