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’你值得拥有!’还记得这句耳熟能详的经典台词吗?其实从创始人欧仁·舒莱尔开始,欧莱雅就把品牌广告作为自身文化的一部分广为传播,早在上个世纪就已与世界上第一批广告专家之一的Robert Guérin展开了合作。1938年,为了推销OCAP护发系列产品,舒莱尔让四个人打扮成’超人特工队’(十九世纪末在法国流行的亚文化成员),在巴黎的咖啡馆散发试用品。1956年的一张广告海报上写着:全家每周洗一次头。欧莱雅把分发免费试用品的卡车开到了各个学校,在黑板上写上了关于良好卫生习惯的标语,并通过课后讲座和游戏来强调活动的关键资讯:DOP洗发水意味着干净,但是同时也意味着幸福和生活乐趣。
’You deserve it!’ Remember this familiar line? In fact, starting from the founder of Oren Scholayer, L’Oreal put the brand advertising as part of their own culture widely disseminated as early as the last century has been with Robert Guérin, one of the world’s first advertising experts, has partnered. In 1938, to promote the OCAP Hair Care line, Scholare dressed four people as ’Superman agents’ (members of the subculture popular in France at the end of the nineteenth century) and distributed samples at cafes in Paris. An advertisement poster in 1956 reads: The whole family takes a wash once a week. L’Oreal opened the trucks, which distributed free trial products, to schools, wrote slogans on good health habits on the blackboard, and emphasized the key messages of the event through after-school lectures and games: DOP shampoo meant clean, but at the same time Means happiness and fun of life.