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路线:我们往哪儿走灵诺广告从成立那一天起,还不清楚客户是谁在哪儿之时,就清晰确认了一点:广告,要做毛泽东式,绝不能做王明式,诱惑再大也不做,因为最终倒霉的还是自己。何为毛泽东式广告,答曰:把国际先进的广告理论与中国市场的实际情况进行创造性结合,即一切从中国市场实际出发,把中国的国民特性作为广告思考的基点,用中国人的思维和接受方式进行灵活、实效的创意和表现。在创意和表现时,注重运用和吸纳国际广告先进理念,但当这种理念与中国实际发生冲突时,应以后者作为行为的准绳。王明式呢,一切从本本(广告理论)出发,用僵化的教条去硬套鲜活的实际,不惜削足适履,并把这些自以为是的生硬组合,郑重推荐给无比信任的客户,结果可想而知。
Route: Where do we go from the day of advertising, from the day it was established, it is not clear where the customer is, when a clear recognition: advertising, to do Mao Zedong, must not be Wang Ming-style, the temptation to big also Do not do it, because the final unlucky or yourself. What is Mao Zedong advertising, the answer: the advanced international advertising theory and the actual situation in the Chinese market for the creative combination of everything from the actual Chinese market, China’s national characteristics as the starting point for advertising thinking, with Chinese thinking and Accepted for flexible and effective ideas and performance. In the creative and performance, pay attention to the use and absorption of advanced concepts of international advertising, but when this idea and China actually conflict, the latter should be used as the yardstick of conduct. Wang Ming-style, everything from the books (advertising theory), with the rigid dogma to apply the realities, not enough to cut their shoes, and these self-righteous blunt combination, solemnly recommended to the extremely trusted customers, the result can be imagined .