在广告活动中,世界其实是单调的。许多广告公司都向客户们鼓吹求新求变,而他们自己却不追求变化。一代代的广告创意人员,都从前辈们或大师们那里学来某些所谓的特定原则。社会环境,技术环境都在不断地发生变化,受众对事物的认知程度也在出人意料地提高,但是许多广告公司依然在延续着那些老套的原则。任何原则都存在着过于呆板的隐患。当一个原则不再产生积极的影响时,当它开始阻碍广告公司的发展时,它就变 In the advertising campaign, the world is actually monotonous. Many advertising agencies are advocating new changes to customers, but they themselves do not pursue change. Advertisers from generation to generation have learned certain so-called specific principles from their predecessors or masters. Social and technological environments are constantly changing, and audience awareness of things is unexpectedly rising, but many advertising agencies continue the old-fashioned principles. Any principle there are too dull hidden dangers. When a principle no longer has a positive impact, it changes when it begins to hinder the development of an advertising agency