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目前广告杂志上刊登的广告作品多来自于评奖盛会,这些作品虽然很有创意,却因为涉及到法律限制、消费心理等多种因素的考虑,不一定会在媒介上刊登出来。获奖作品虽能开拓我们的创作思路, 但也可能会有天马行空之嫌,相比之下,那些在知名的报刊上刊登出来的广告可能更具有现实的参考价值。同时,考察现有文献,台湾广告业发展至今在短短四十多年的时间里,广告量及从业公司数量随经济成长而逐年攀升,尤其是近二十几年,行业规模正式并快速地成长。这样一个行业的新兴过程,其历史经验对正在走向世界的中国大陆广告业,具有重要的借鉴意义。基于此,在查阅了2005年度台湾《动脑》、《AD》、《中国时报》、《自由时报》、《联合报》等报刊后,摘录了一些较多人喜欢的广告出来, 进行述评。
At present, many ad works published in advertising magazines come from the grand prize awards. Although these works are very creative, they are not necessarily published in the media because of the consideration of various factors such as legal restrictions and consumer psychology. Although the winning entries can open up our creative ideas, they may also be overwhelming. In contrast, advertisements published in well-known newspapers and magazines may be more realistic reference values. At the same time, examining the existing literature, the development of Taiwan’s advertising industry so far in just 40 years time, the number of advertising and practitioners increased with the economic growth year by year, especially in the past 20 years, the industry scale officially and quickly growing up. The emerging process of such an industry, its historical experience of the advertising industry in mainland China is having an important reference. Based on this, after reviewing the newspapers and magazines such as Taiwan’s “Brain Brainstorming”, “AD”, “China Times”, “Liberty Times” and “United Daily News” in 2005, some more people’s favorite advertisements were excerpted for comment.