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我们平时浏览广告,许多广告平淡无奇,缺乏新意,引发不了兴趣,不屑一顾或匆匆而过,留不下任何印象,其中拙劣者甚至引起心理上的反感;可有的广告却新意盎然,表现独特,激发起我们的兴趣,令人注目久视或玩味一时,留下难忘的印象。同样是广告为什么对人们的影响会有这么大的差别呢?究其原因,除了设计制作上的其它因素外,重要的因素在于有没有表现广告主题的思想内涵和其在深度上的差别。
When we visit advertisements at ordinary times, many advertisements are unpretentious, lacking in new ideas, causing no interest, disregarding or rushing past, and leaving no impressions, among them the bad ones even cause psychological dislikes; some of the advertisements are new but expressive. Unique, inspiring our interest, eye-catching for a long time or fun, leaving an unforgettable impression. It is also the reason why advertisements have such a big difference in people’s influence. The reason is that apart from other factors in design and production, the important factor is whether or not there is an imaginative connotation and depth difference in advertising themes.