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中国优秀广告人的形象正在改变。20世纪80年代迅速成长的、急匆的、随意的广告人正在开始变成学习的、追求专业运作的、有竞争意识的广告人。世纪之交的中国广告界,处在高涨的学习阶段。广告专业书市的活跃,涌向戛纳国际广告节的庞大中国代表团、京沪穗等大中城市升温的广告培训都显示出这一动向。但是,我们应该如何学广告? 1996年国内畅销的两本广告书,对此作出了截然不同的回答。一本是G·路易斯的《蔚然诡计》(英文原名《什么是大创意》),这位“麦迪逊大道的坏孩子”在书中宣扬“无法无天”,他否认营销和广告的理论和原则,鼓吹随心所欲、“颠
The image of China’s excellent advertisers is changing. The rapidly growing, hurried, casual advertisers of the 1980s are beginning to become learning, professionally-run, and competitive advertisers. The Chinese advertising community at the turn of the century is in a high learning stage. Advertising professional book market active, flock to the Cannes International Advertising Festival, a large Chinese delegation, Beijing, Shanghai spike and other large and medium-sized cities in the warming of advertising and training have shown this trend. However, how should we learn to advertise? Two domestic best-selling advertising book in 1996, made a completely different answer. One is G. Louise’s “Coffin Trickery” (formerly known as “What Is Great Idea” in English), a “bad boy at Madison Avenue” that preaches “lawlessness” in the book, denying the theories and principles of marketing and advertising, Advocate arbitrary, "Britain