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惟一一个获全场大奖的电视广告——美的电饭煲《足球篇》,让我们了解了背后创作过程的精彩。当前竞争激烈的家电市场,一方面产品功能日趋同质化;另一方面,单纯以产品功能为卖点的广告战也日益高涨……家电市场从产品功能到广告宣传有着太多现成的常规做法,像电饭煲,传统观念上的诉求就是:煮饭更香、生活更轻松、便利、乐趣……而表现更是千篇一律,详细解释功能的原理、展示产品的美观。如何使美的电饭煲从林立的竞争对手中脱颖而出?方法只有一个:求新、求变,以全新的方式诠释家电产品。
The only one won the audience award TV commercial - the United States rice cooker “football articles”, let us understand the wonderful creative process behind. The current highly competitive appliance market, on the one hand, product features become more and more homogeneous; on the other hand, simply to product features as the selling point of the advertising campaign is also growing ...... The appliance market from product features to advertising has too much conventional practice, Like the rice cooker, the traditional concept of appeal is: cooking more fragrant, easier life, convenience, fun ... ... and performance is more stereotyped, explain in detail the principle of function, display the beauty of the product. How to make the United States electric rice cooker stand out from the many competitors? There is only one way: innovation, change, a new way of interpretation of home appliances.