点评: 随着国内经济的不断发展和人民生活的不断改善,这一类别广告也蕴涵着更多的创意空间,或反映家居、个人所需,或倡导现代生活的意识形态。而选取前一个创意方向的参选作品,相对于后者,在表现上往往来得更扎实。一方面固然由于实在的消费者利益点较容易表达,但更多的,可能是因为创意人员在生活上的历练显得有点不足。在倡导消费者的生活方向时,创意人员需要更广阔的视野,对时代脉搏的掌握尤为重要。不断加班不能自拔,缺乏对生活的体验与欣赏,只可能做出执行过硬但却没有感觉的创意。所以,愿 Comment: With the continuous development of the domestic economy and the continuous improvement of people’s life, this type of advertising also implies more creative space or an ideology reflecting the needs of home and individual or advocating modern life. The selection of the first creative direction of the candidate works, compared to the latter, the performance is often more solid. On the one hand, although it is easier to express due to the actual interests of consumers, it is more likely that the experience of creative staff in life seems rather inadequate. In advocating the direction of consumer life, creative personnel need a broader perspective, the grasp of the pulse of the times is particularly important. Continuous overtime can not extricate themselves, the lack of experience and appreciation of life, it is only possible to implement hard but no feeling of creativity. So, wish