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笔者关注企业征集广告语这一行为已有近10年了。可以说,企业征集广告语是开放以来的事,而今后仍会有仿效者为此不惜重金,乐此不疲。同一行为,在很长时间里因循沿袭并一再重复,实已堪称为一种“现象”。然而,通过对企业征集广告语现象的观察与思考,笔者认为:企业征集广告语,是企业对广告肤浅认识的表现。它不符合现代广告策划规律,与现代广告之精神也貌合神离。充其量是一种有悖市场经济的企业行为。广告策划,在此亦不妨表述为
I have been paying attention to this business for more than 10 years. It can be said that companies are collecting advertising slogan since the opening of the matter, and in the future there will still be imitators have spared no expense, never tired. The same act, which has been followed up and repeated repeatedly for a long time, is indeed a “phenomenon”. However, by observing and thinking about the phenomenon of collecting advertisement slogans, I think: The advertisement of advertisements by enterprises is a manifestation of the superficial understanding of advertisements. It does not conform to the rules of modern advertising planning, and the spirit of modern advertising is also superficial. At best, it is a corporate behavior that runs counter to the market economy. Ad planning, here may wish to express as