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我曾对中国广告现状做过这样的比喻:中国的广告人在中国七十年代末商业和传播突然苏醒的早晨,来不及穿好理论的外衣就匆匆出街。最显著的现象就是中国的广告界一时之间豪强四起,数数现在中国的广告公司的数量就知道我有没有说瞎话。直到先行一步的港台广告人浓妆艳抹地来了,大陆广告人才见识什么叫口红、什么叫眼霜、什么叫粉饼。这只是对于当代中国广告的总体而言。如果中国的广告人在国门洞开时仓促应战事出无奈的话,那么对于广告人才的培养和教育就更加显得准备的不充分。这种不充分首先表现在当代中国广告的历史局限对于广告学科的制约。广告作为一门学科,其创立、发展、不断深入研究、不断丰富完善是有其内在的科学性的,科学性中基本的一点就是“时间”。一棵树从幼苗到成材需要时
I once made such a metaphor for the status quo in advertising in China: in the morning when Chinese commercials and communications suddenly awakened in the late 1970s, it was too late to wear a theoretical coat. The most notable phenomenon is that the advertising industry in China is in a dilemma for a short while. Now that the number of advertising agencies in China knows I have not said anything. Until the first step in Hong Kong and Taiwan advertisers make-up come, the mainland advertising talent to know what is lipstick, what is the eye cream, what is the powder cake. This is only for the overall advertising of contemporary China. If China’s advertisers hurriedly fought hard when the country opened its door, then the training and education of advertisers would appear even more inadequate. This inadequacy first manifests itself in the constraints of the advertising discipline in the historical limitations of contemporary Chinese advertising. Advertising as a discipline, its creation, development, in-depth study, continuous enrichment and improvement have their own inherent science, science is the basic point is “time.” A tree from seedling to ready when needed