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进入2000年,冰箱市场的格局发生了很大变化,除了一批老品牌冰箱称霸国内市场或固有一方外,一批新的面孔也雨后春笋般地涌现出来。来自瑞典的“巨头”型家电企业伊莱克斯就颇引人注目。因为戛纳国际广告节,中国三进三没,广告人无不痛定思痛,而伊莱克斯吸尘器广告是’97戛纳的获奖作品,又被称为是夸张的典范之作。其同一夸张手法的冰箱广告在中央电视台黄金时段每晚播放两次(第一次在焦点访谈之后,第二次在黄金剧场之后),声势可谓浩大。伊莱克斯冰箱的电视广告表现手法和其获奖的吸尘器广告风格相同,都采用了情节型夸张手法。从全球电视广告
Into 2000, the refrigerator market has undergone great changes in the pattern, with the exception of a number of old brands of refrigerators to dominate the domestic market or inherent party, a group of new faces have also sprung up. Electrolux from Sweden “giants ” type appliance company quite compelling. Because Cannes International Advertising Festival, China Sanjinanbu, advertising all pains, and Electrolux vacuum cleaner advertising ’97 Cannes’ winning entries, also known as an exaggeration of the model. The same exaggerated refrigerator ads broadcast in prime time CCTV twice a night (for the first time after the focus of interviews, the second in the Golden Theater), the momentum can be described as vast. Electrolux refrigerators TV ads performance and its award-winning vacuum cleaner advertising style the same, have adopted the plot exaggeration. From global television ads