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汽车广告让你学到其他广告所没有的东西汽车不像一些产品那么感性化,例如香水,也不像一些产品那么理性化,例如医学治疗仪器。它是感性与理性的综合体,过于感性的思考会让你失去对汽车技术的了解,过于理性的思考则会让你无法把握驾驭的快感。如同这张广告,揭示了汽车的理性与感性并存一样:给你左脑看的是文字,给你右脑看的是图片。我们常常说做广告的人中,分成两种,——理性的客户部和感性的创意部,两个部门是无法不争吵的。为什么奥美的策略模式是创意总监想出来的?
Car ads let you learn about what other ads do not have. Cars are less sensual than some products, such as perfume, and not as rational as some products, such as medical devices. It is a combination of emotional and rational, too emotional thinking will make you lose your understanding of automotive technology, too rational thinking will make you unable to grasp the pleasure of control. As with this ad, it reveals the coexistence of the car’s rationality and sentiment: giving you the left brain to read the text, and the right brain to see the picture. We often say that there are two kinds of people who advertise, that is, the rational client department and the sensual creative department. Both departments can not argue with each other. Why Ogilvy’s strategic model is the creative director came up?