什么是创意?销售学专家韦勒说过一句很有趣的话:不要卖牛排,要卖烧烤牛排时的(口兹)(口兹)声。作为一种物质欲望的调情者,广告创意无疑就是代表这些(口兹)(口兹)的声音,其间充满了冥想与兴奋。创意又是一个让人痛苦不堪的字眼。一个悲壮而经典的广告创意人形象是:当他背上贴着七八块止痛膏在桌边哼哼唧唧的时候,换来的更多是大众的不值一讪甚至白眼加口水。人体艺术与人体色情的最大区别是各自诱惑方式的不同。对于消费者,当物质欲望的诱惑方式越来越拙劣、做作、贫乏时,我们的广告创意,只能减掉光与影的朦胧、脱掉最后的温情——从此走向堕落之途。 What is creativity? Sales expert Wheeler has said something interesting: Don’t sell steaks, (buzz) (buzz) sounds when selling barbecue steaks. As a flirtatist of material desires, advertising creativity is undoubtedly the voice of these (vocabulary) (vocabulary), which is full of meditation and excitement. Creativity is also a painful word. A tragic and classic image of an advertising creative person is: When he has seven or eight blocks of painkillers on his back while he is crouching around the table, the public’s return is even more worthless and even his eyes are drooling. The biggest difference between body art and human eroticism is the difference in their respective temptations. For consumers, when the temptation of material desires is increasingly poor, artificial, and impoverished, our advertising creativity can only reduce the embarrassment of light and shadow and take off the final warmth—from then on to degenerate.