中国的广告大部分还停留在硬推阶段,不是营销而是推销。广告产品以直接诉求为主,市场是皮,广告是毛,皮之不存,毛将焉附?这样就涉及一个对广告评估的标准和方法问题,与目的有关。好的广告信息都很简单,细节很生动,往往采用对比、幽默、夸张的一些修辞手法,这与欧美人的个性、文化背景、习惯有关。我们中国人比较持重、严肃、意识形态控制较长,伤痕感和翻身感并存,怀旧太多,注意力无法聚焦。太熟悉的容易疲劳,更何况用同样的话语和相差无异的语速、语态、语气、语调类似的画面、情节;相同的脸、衣 Most of China’s ads are still stuck in the push stage, not marketing but marketing. Advertising products are mainly direct appeal, the market is leather, the advertisement is hair, the skin does not exist, hair will attach? This involves a standard assessment of advertising and methodological issues, and purpose. Good advertising information is very simple, the details are vivid, often using contrast, humor, exaggeration of some rhetorical devices, which Europe and the United States, personality, cultural background, habits related. We, Chinese people, are more serious and serious, have a longer period of ideological control, coexist with scars and emancipation, have too much nostalgia, and can not focus their attention. Too familiar with easy fatigue, not to mention the same discourse and the same speed of speech, tone, tone, intonation similar to the picture, the plot; the same face, clothing