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在产品进入同质化趋势的时代,如何与同类产品相区别,关键在于广告创意是否能准确表达产品所赋予目标消费者的独特气质。本文以联想广告为例,通过分析联想广告的创意活动,揭示广告创意在广告活动中的关键地位。
In the era of homogenization of products, how to distinguish them from similar products is the key to whether advertising creativity can accurately express the unique qualities of products targeted by consumers. This article uses Lenovo advertising as an example to reveal the key position of advertising creativity in advertising campaigns by analyzing creative activities of Lenovo advertising.