三、明星谋略简而言之,明星谋略就是将产品视为明星的创意谋略,它由法国著名广告家塞格拉首创,又被称为RSCG模式。七十年代初全球性石油危机过后,广大消费者的心理状态发生了变化。广告中简单的产品承诺以及承诺依据已渐渐失去了吸引力,消费者更多地追求的是一种生活的风格与情致,一种度过难关后的舒适,因此,产品的象征意 Third, the star strategy In short, the star strategy is to consider the product as a star of the creative strategy, it is the first French advertising campaigner, Cierra, also known as the RSCG model. After the global oil crisis in the early 1970s, the psychological state of consumers has changed. The simple product promise and the basis of promise in the advertisement have gradually lost its appeal. The consumers are more pursuing the style and affection of a life, and the comfort after the difficulties have passed. Therefore, the symbolic meaning of the product