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广告创意是广告的生命。优秀的广告创意应当是广告艺术与经济效益的完整统一,这就要求广告作者充分重视广告受众的思想和心理特点。但目前许多广告在这些方面考虑不够,一味从主观上追求华丽夸饰、玲珑雕琢,造成广告信息传播上的梗阻,进而导致相关商品流通与销售的不畅。本文试以例证的方式谈谈广告创意中存在的两大弊病。鞋油、火腿肠与爱情划了等号孔子的学生宰我曾问孔子:“君子尚辞乎?”孔子答曰:“君子以理为
Advertising creativity is the life of advertising. Excellent creative advertising should be the complete unification of the art of advertising and economic benefits, which requires the author of advertising to pay full attention to the advertising audience’s ideological and psychological characteristics. However, at present, many advertisements do not consider enough in these aspects. They blindly pursue gorgeous exaggeration and subtle exaggeration, resulting in the obstruction of the spread of advertisement information, resulting in poor circulation and sales of related commodities. This article tries to illustrate the two major shortcomings in creative advertising by way of illustration. Shoe polish, sausage and love draw equal sign Confucius students slaughter I once asked Confucius: ”gentleman still resign? “ Confucius replied: ”