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近年来,伴随汽车产业的高速发展,各色车展规模越做越大,各大汽车品牌广告越做越酷炫,但光怪陆离背后却是汽车产品与技术的同质化现象越来越严重。当触动消费者身体感受的产品技术与功能差异无法有效建立时,与受众心理价值、情感观念相结合的广告成为建立品牌差异化优势的一个有效路径。“大众”汽车近年推出的温度分区系列广告就靠一
In recent years, with the rapid development of the automobile industry, the scale of various auto shows has become larger and larger, and the advertisements of major automobile brands have become more and more cool. However, the homogeneity of automobile products and technologies is becoming more and more serious behind the bizarre. When the difference between technology and function of the product that touches the consumer’s body can not be effectively established, the advertisement that combines with the psychological value of the audience and the concept of emotion becomes an effective way to establish the brand differentiation advantage. “Volkswagen ” cars in recent years launched a series of temperature partition ads rely on one