被誉为“现代广告教皇”的大卫·奥格威说:“我们的目的是销售,否则便不是做广告。”所以就个人认为,在讨论“原创的缺失”之前,我们应该首先来想一想,我是谁。我是广告人。作为一门科学,广告的最微妙之处即在于可以使特定人群在特定客观环境中的特定客观条件下,产生特定的主观认同与归属,从而达到销售目的。 David Ogilvy, known as the “modern advertising pope,” said: “Our goal is to sell, otherwise we wouldn’t advertise.” So personally, before we discuss the “original flaw,” we should first think about it. Think of who I am. I am an advertiser. As a science, the most subtle aspect of advertising is that it can make specific people subject to specific subjective identification and ownership under specific objective conditions in a specific objective environment, so as to achieve sales goals.