在我们这个物质极度丰盛的社会,商品之间的差异越来越小,品牌成为了救世主,刻意制造着产品之间那些非本质的差异,借此区隔着自己不那么相同的消费者。即便如此,针对同品类同目标消费者的品牌也是越来越多。日渐白热化的竞争促使广告主们将眼光放得更远,不单单以短期说服购买为惟一目标。他们需要的是有助于品牌长远形象的广告,巩固自己品牌使用者们的忠诚度,赢得潜在目标人群的认同感。于是,我们看到了企业形象广告最惊人的文化撬动力,一个个生活主张被品牌们一一发掘了出来,它们中间有的已成为了我们这个时代的信条,有的则成为了我们不可或缺的生活态度。 In our extremely rich society, the difference between commodities is getting smaller and smaller. The brand has become a savior, deliberately creating non-essential differences between products, thereby separating consumers who are not so identical. Even so, there are more and more brands targeting the same category and target consumers. The increasingly intense competition has motivated advertisers to look further into the future. It is not just about persuading purchases as the only goal. What they need is advertising that helps the brand’s long-term image, consolidate the loyalty of its own brand users, and gain a sense of identity among potential target groups. Thus, we have seen the most amazing cultural power of corporate image advertising. One by one, the life claims have been excavated by brands. Some of them have become the creed of our time, and others have become indispensable to us. Attitude to life.