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在去年举行的第48届戛纳国际广告节电视广告类作品评比中,亚洲的参赛作品中,只有一部泰国片跨入了争夺狮杯的行列。由于泰国在上届曾获过戛纳的铜狮奖和克里奥奖,所以当时的亚洲参赛者们对这次获奖充满了信心,认为是十拿九稳的了。然而遗憾的是,亚洲最终还是空手而归了。对此,有业内人士感慨地说,“假如有那么一本虚构的世界广告辞典,那缺少的一页便是亚洲。”面对亚洲在各大国际广告奖鲜有成绩的现状,日本广告界人士从主、客观两方面因素,对亚洲和日本广告走向国际的现状进行了分析,这对无数向往戛纳、克里奥等国际广告奖项的国内广告人无疑也有借鉴意义。归纳其要,有如下几个方面:
In last year’s 48th Cannes International Advertising Festival TV commercials, only one of the Asian entries entered the race to win the Lion Cup. As Thailand won the Bronx Lion and the Creole Award in Cannes last time, Asian participants at that time were full of confidence in the award and considered it very well. Unfortunately, however, Asia finally managed to go home empty handed. In this regard, insiders said with emotion, “If there is such an imaginary world ad dictionary, then the lack of a page is Asia. ” In the face of Asia’s major international awards rare performance status quo, Japan Advertisers analyzed the status quo of advertising from Asia and Japan to the world from the perspective of both the primary and the objective factors. This undoubtedly serves as a reference point for the numerous domestic advertisers who yearn for international awards such as Cannes and Creole. To summarize its needs, the following aspects: