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广告人与广告创意一样有着独特的性格和方式,这些与学校教科书上的知识不完全一样。在十几、二十多年前出道的广告人,很多都不是专业的广告出身,有学文科的,也有学理工科的,所以我们很多知识、技术都是在几十年的工作中累积而得的,而现在,这些在学校里就已经学了。广告是一门专业,在学校里研修广告的你们有许多获取知识、经验的捷径,相对于我们,你们要幸福得多。但通过我的观察,不是广告专业出身的人也可以做好广告,这与个人的性格特点有着密切的关系,换言之,广告人都有着独特的特点:
Advertisers, like ad creatives, have unique personalities and styles that are not exactly the same as in school textbooks. Most of the advertisers who debuted in more than a dozen or more than 20 years ago were mostly non-professional-oriented advertisers. Some of them have liberal arts as well as science and engineering, so many of our knowledge and techniques have accumulated over decades of work. Got, and now, these have been learned in school. Advertising is a profession, and you have many shortcuts to gaining knowledge and experience in advertising at school. You are happier than we are. However, through my observation, people who are not advertising professionals can also advertise well, which is closely related to the personality traits of individuals. In other words, advertisers have unique characteristics: