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广州地区综合性广告代理公司委员会(广州“4A”),举办首届作品评选。影视广告两项金奖:《碧桂园》、《鳄鱼宝宝护肤系列》,同属广州思源广告公司所有,一时间震动了广告界。《碧桂园》影视广告,有100多家国内外广告公司投标,思源以创意非凡而中标。《碧桂园》采用成功人士生活历程前后对比的手法,在表现成功人士的过去时,画面、音乐、人物,都呈晦暗、低沉;在表现入住碧桂园后,人物自叙却是激越、高昂、温馨,两者形成强烈的反差。影视片把成功人士与高级别墅自然而然地联系在一起,诱发人们奋发上进的情感,从而产生广告的“情感诉求”效果。“给你一个五星级的家”这一点睛之句,产生了广泛的共鸣。《鳄鱼宝宝护肤系列》需要回答从沐露不呈碱性不伤肌肤、润肤膏润而不腻,润肤露易吸收等消费者关心的问题,在此
Guangzhou Regional Comprehensive Advertising Agency Committee (Guangzhou “4A”) organized the first selection of works. Two gold awards for film and television advertisements: “Country Garden” and “Crocodile Baby Skin Care Series” belonged to Guangzhou Siyuan Advertising Co., Ltd., which shocked the advertising industry for a time. “Country Garden” film and television commercials, there are more than 100 domestic and foreign advertising companies bid, Siyuan with extraordinary creativity and won the bid. “Country Garden” adopts a contrastive approach before and after the successful people’s life. In the past, the images, music, and characters of the successful people were all dull and low; after the performance in Country Garden, the characters’ self-narrative was agitated, high, and warm. The people formed a strong contrast. Television films naturally associate successful people with high-end villas, inducing people’s emotions to make progress, and thus produce the “emotional appeal” effect of advertisements. The eye-catching sentence “Give you a five-star home” has generated a broad resonance. “Crocodile Baby Skin Care Series” needs to answer questions that consumers care about from the fact that Mulu does not show alkaline skin damage, moisturizing cream is not greasy, and moisturizing lotions are easily absorbed.