从广告的创意形式上看,消费者已渗透到广告过程的方方面面。广告不仅仅是呈现在消费者面前,而是将消费者纳入到广告中来。这种参与是消费者的高关注度,不论是情感上的还是行为上的。参与创意的核心是让消费者跟品牌互动,让他们对品牌的所知能够以个人的方式运用。在这个过程中,品牌和消费者发生了有益的联结。 From the creative form of advertising, consumers have infiltrated all aspects of the advertising process. Advertising is not just presented to consumers, but consumers are included in the ads. This participation is a consumer concern, both emotionally and behaviorally. At the heart of participating in ideas is engaging consumers with the brand so that their knowledge of the brand can be used in an individual way. In the process, the brand and the consumer have made a useful connection.