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我们对欧洲广告的了解还十分有限或者是已过了时的,当今欧洲的各种广告奖或广告节无疑是为我们打开了一个即时窥探的窗口,它们对于我们掌握欧洲广告创作的动向,研究欧洲广告文化和技巧,从中汲取有益经验以及研究我们走出国门的广告如何适应欧洲受众的欣赏习惯和要求等等方面,都是很有必要的。欧洲地区的广告奖/节名目众多,活动频繁(仅今年上半年,不包括面向全球的广告节在内,已举行或将举行的就有20多个),其中不少优秀作品,在戛纳、克里奥等重要全球广告节中获过奖,或者被入选参加全球性的广告节。以下仅就参赛对象限欧洲地区或在欧洲举办兼收其他地区的重要广告奖/节及它们在2007年度获奖代表作品的选介,作一次浏览。
Our European advertising is still very limited or outdated, and nowadays various advertising awards or festivals in Europe undoubtedly open an instant snooping window for us to grasp the trend of European advertising, research European advertising culture and skills, learning from the experience and study of our advertising abroad how to adapt to the European audience’s appreciation habits and requirements, etc., are necessary. Advertising awards / festivals in Europe are numerous in name and number and are frequent events (only more than 20 have been or will be held or will be held in the first half of the year, excluding the advertising festivals around the world). Many outstanding works are held in Cannes, Clio and other major global advertising festival won the award, or was selected to participate in the global advertising festival. The following is an overview of the major advertising awards / festivals held in Europe or in other European regions for inclusion in the competition, as well as their selection of the 2007 winning entries.