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被广告界谈论得最多的概念莫过于“创意”。然而,怎样的广告作品才叫有创意,尚无明确而统一的界定。创意标准的提出有助于广告主评审广告公司创意工作以及广告公司自身的创意管理。DMB&B 广告公司提出了九项原则以引导其创意工作,并帮助其持续连贯地取得最佳创意。DMB&B 将满足所有这九条标准的广告定义为有创意的广告。现将其分述如下:1.该广告是否对产品作了简单、清晰无误的定位?对于所广告的产品/服务,受众必须能够在瞬间看到和感到它是做什么的,为谁做的以及他们为何应该对之感
The concept most talked about by the advertising industry is “creative”. However, what kind of advertising works is called creative and there is no clear and unified definition. The introduction of creative standards helps advertisers review the creative work of advertising companies and the creative management of advertising companies themselves. The DMB&B advertising company has proposed nine principles to guide its creative work and help it consistently achieve the best ideas. DMB&B defines ads that meet all of these nine criteria as creative advertising. Now it is divided into the following: 1. Does the advertisement have a simple and unambiguous orientation to the product? For the advertised product/service, the audience must be able to instantly see and feel what it is doing and for whom And why they should feel right