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频频亮相于上海市报端的“企业形象策划广告”版,应该怎样“策划”才能使“企业形象”被社会所承认?上海市新闻出版局最近召开的“企业形象广告”研讨会提出要遵守《广告法》规范,策划企业形象广告。 近年来,上海报纸着意“包装”广告,纷纷开设“企业形象策划广告”专版。有的版面图文并茂,全方位地为企业广而告之;有的版面却将新闻信息与广告“混合编排”,甚至有的用“本报讯”、“记者专访”、“侧记”等新闻格式“采写”企业广告,不仅模糊了新闻报道与广告的界线,也误导了消费者。
Frequently appeared in Shanghai newspaper “corporate image planning advertising” version, how should “plan” in order to make “corporate image” recognized by society? Shanghai Press and Publication Bureau recently held a “corporate image advertising” seminar proposed to comply with the “ Advertising Act ”norms, planning corporate image advertising. In recent years, the Shanghai newspaper has intended to “pack” advertisements and set up special editions of “corporate image planning advertisements”. Some pages and brochures, advertisements for all enterprises in all aspects; some pages, however, the news information and advertising, “mixed choreography”, and even some with “News”, “Reporters Interview”, “Side Notes” and other news formats “Write and write” corporate advertising, not only blurred the boundaries of news reports and advertising, but also misled consumers.