牛奶,作为一种产品,没有商标也没有品牌,惟有其原生属性与广告运动所赋予的意象。牛奶到底是什么?牛奶是牛的乳汁,是食品,也是日常生活用品。若就其本质而言,除了能给人带来健康外实在找不出更令人注目的特质,可是克莱门格广告公司却从牛奶中寻找到了乐趣:牛奶成了一种能给人带来幽默与欢乐的神奇之物,甚至是能满足奇妙幻想的多情水。美国和日本的牛奶广告又是如何发掘产品的创意闪光点的呢? Milk, as a product, has neither a brand nor a brand, but only its original attributes and the image given by the advertising campaign. What is milk in the end? Milk is cow’s milk, is food, but also daily necessities. By its very nature, Clementine looks for something out of the milk, in addition to providing healthier results: Milk is a great way to give people a The magical things that come with humor and joy, even the sentimental water that fills fantastic fantasies. Milk advertising the United States and Japan is how to explore the product’s creative flash point?