对比是广告常用的创意表达手法.其往往以鲜明的对比精准有效地传递广告信息。在实践中,往往只有切实建立在准确捕捉消费者需求基础上的对比,才能真正有效地触动消费者,推动消费者切实改变既有的消费习惯,形成有效的行为改变。 Contrast is the creative expression technique commonly used in advertising, which often transmits the advertisement information accurately and effectively in sharp contrast. In practice, often only the contrast based on accurately capturing the needs of consumers can be truly and effectively touched by consumers, and consumers are effectively motivated to change existing consumption habits and form effective behavioral changes.