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直击镜头之一/广告人这座城市所充斥着的似乎永远也提不住肾气的广告人,是我数年来始终如鲠在喉的一口老痰。在地产大亨们无比虚胖的肚皮前,我为我的同行们所做出的卑躬与媚感到羞愧汗颜。这些原本还知道自己是谁、原本对改变这座城市的广告充满美好想像力与创造力的广告人,没想到一上阵,就被劈面砸来的一张张空头支票打得踉踉跄跄甚至晕头转向。他们战战兢兢的双腿和因不停抖动的面部肌肉而导致更显假意的嘴脸,使他们早已将难能可贵的创意忘在脑后。在人格魅力上,我甚或认为他们还不如普通人更加完善和健康,而“先做人,再做广告人”的铿锵誓言,如今在他们心中也早已飘远了。在广告这个领域,我们眼睁睁地看着“非专业人士在指挥专业人士”工作的场景。每个广告人的身后,你都会发现坐着一位客户在指手划脚。是地产商在告诉广告人应该用什么色彩、什么画面、什么字体乃至这些平面设计的元素应该放在什么位置;是地产商在告诉广告人那文案应该写什么、怎样写才能吸引和打动读者。我们这些在大学美术专业和中文专业甚或广告圈里修炼多年的专业广告人,在粗暴、固执、武断、重压的地产商面前,已沦落为皮影和木偶,丢失了自己的灵魂。难道这仅仅是金钱胁迫的缘故么?
One of the shots / advertisers The city’s seemingly irrepressible adverts are filled with advertisements that I have been licking for years. Before the estate tycoons were very puffy belly, I was ashamed of the despicable and flattering nature of my colleagues. Those who originally knew who they were and who had originally been full of imagination and creativity to change the advertisements of the city did not expect to be beaten or even disoriented by the vacant cheques that they clamoured for. Their frightened legs and facial muscles that are constantly shaking cause a more spurious expression, leaving them with a longing forgetting precious ideas. In terms of personality charisma, I even think that they are not as perfect and healthy as ordinary people, and that the swearing-off “to be a man first and then to be an advertiser” has long since drifted away in their hearts. In the area of advertising, we watched the scene of “non-professionals conducting professional work.” Behind every advertiser, you will find that a customer is sitting at the top of your fingers. It is the property developer’s telling the advertiser what color, what picture, what type of font, and even what elements of these graphic designs should be placed; it is the real estate developer who tells the advertiser what the writing should say and how to write in order to attract and impress the reader. Our professional advertisers, who have spent years practicing in the university’s fine arts, Chinese language, and even advertising circles, have fallen into shadows and puppetry in the face of rude, stubborn, arbitrary and stressful real estate developers, and have lost their souls. Is this just a matter of money stress?