世界上每个人都有自己的童年,那是无忧无虑、天真烂漫的美好时光。中外广告经典中爱用儿童形象代言,正是利用人类共同的情感,达到与受众心理上的沟通。我们特地从中国青年出版社即将出版的《第七届时报世界华文广告奖作品集》、《第二十二届台湾广告金像奖作品集》等画册中,精选一批平面精典,评论赏析儿童形象在创意品牌策略中的运用。望子成龙是两岸三地乃至世界华人传统文化中的积极组成部分,联广公司在为味全AGU奶粉创意的《龙的鳞爪》(P.28右上)、《凤的双翅》作品中,巧妙继承并出新传统文化,倡导男女平等,即为“望子成龙、望女成凤”。一位尚在襁褓中、兜着尿布的男婴,他是味全奶粉的代言人,也是消费者代表。一双胖嘟嘟的肉脚显得健壮有力,中华民族是龙的传人,将 Everyone in the world has their own childhood, it is carefree, naive and beautiful time. Chinese and foreign advertising classic love endorsement of children’s images, it is the use of human emotions, to achieve psychological communication with the audience. We specially selected a batch of graphic classic from the upcoming publication of the “China Times Press World Chinese Advertising Awards Portfolio” and the “Twenty-second Taiwan Advertising Awards” albums by China Youth Press. Appreciation of Children ’s Image in Creative Brand Strategy. Succeed in ascension is an active part of the Chinese traditional culture on both sides of the Taiwan Strait and even in the world. In its work on the “Scales of the Dragon” (P.28 top right) and “Two-winged Phoenix” creations created by AGU Milk Powder, Inheriting and developing new traditional cultures and advocating equality between men and women means “promoting children and making women prosperous.” A baby boy still in droves, with diapers, is the spokesperson for the whole milk powder and the consumer’s representative. A pair of chubby meat feet appear strong and powerful, the Chinese nation is the successor of the dragon, will