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当广告人带着广告业走进时尚文化的视野之后,广告人自身却陷入困境,于是就流行起了“做广告人难”的哀怨:难在中国广告业初级阶段理不顺的各种关系;难到广告公司总经理“下跪讨债”的现代奇观;难见创造成功后的快乐与享受。面对广告媒体的唯我独尊,面对广告主的财大气粗,广告人立足文化(狭义的精神文化范畴)与商界的交结处,给自己的定位却偏离商业性的本质规定,赋于自身以“文化人”的形象,并且在广告行为中处处不忘艺术包装。艺术包装的心理需求广告是市场发展的产物,需要是市场发展的决定要素,广告人作为市场的探索者自然深知需要的份量。商品需要包装,人同样需要包装。这是一种负载于物质表层的精神需求,广告人的包装便是基于这样一种心
After the advertisers took the advertising industry into the vision of fashion culture, the advertisers themselves were in trouble, so they began to complain about the “difficulties of the advertisers”: it was difficult to make unfair progress in the initial stages of the Chinese advertising industry. Relationships; difficult to access to the general manager of advertising companies “modern debts ” the modern spectacle; difficult to see the joy and enjoyment after creating a successful. Faced with the admiration of advertising media, in the face of the richness of advertisers, advertisers based their position on the cultural (narrow sense of the spiritual and cultural sphere) with the business community, positioning themselves to deviate from the essential nature of commerciality and giving themselves to “culture.” People’s image, and do not forget the artistic packaging everywhere in the advertising behavior. The psychological demand for artistic packaging advertising is the product of market development, and it needs to be the decisive factor for market development. Advertisers, as explorers of the market, naturally know the need for weight. Goods need to be packaged and people also need packaging. This is a spiritual demand loaded on the surface of the material. The advertising person’s packaging is based on such a kind of heart.