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英国“萨奇广告公司”在70年代为英国健康教育委员会做过一则公益广告,标的是“反对早孕和未婚先孕”。创意是:画面一个明显呈迷惘状的小伙子怀了孕。——他的不解和画面的告诫有了联系:“假如怀孕的是您,您是否会更加小心一些呢?”——说教而不用心对立,劝诫而又不着异已的痕迹,因而广告效果出奇制胜!又一例广告是美国“智·威·汤逊公司”于90年代代理“华纳·兰伯特公司”的一则商业广告。标的是“Schick TracerFx剃须刀专为皮肤敏感男人设计”。创意是:一位走红的女模特从容地用剃须泡沫抹满了自己的下巴,并说:“可怜的家伙,这是男人的事情,对吗?”接着,她熟练地从下巴上刮去一道泡沫,又说:“这儿最敏感,就这儿!”最后,她用水清洗了下巴,冲着镜
The UK’s “Sachs Advertising Company” did a public service advertisement for the British Health Education Committee in the 1970s. The target was “opposition to early pregnancy and unmarried pregnancy”. The idea is: The picture is obviously a confused young boy pregnant. ——His incomprehension and the admonition of the screen have been linked: ”If you are pregnant, will you be more careful?” - The preaching is not intentional, admonishment and trace of no end, so the advertisement The result was surprisingly successful! Another example of advertisement was a commercial advertisement of the American “Wisdom Wilson Corporation” agent “Warner Lambert Company” in the 1990s. The subject is the “Schick TracerFx shaver designed for skin-conscious men.” The idea is: A popular female model calmly fills his chin with a shaving foam and says: “Poor guy, this is a man’s business, right?” Then she went proficiently from her chin. Squeeze a bubble and say: “This is the most sensitive place, just here!” Finally, she washed her chin with water and directed herself at the mirror.