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编者按没人敢否认艺术性对于一则广告是多么重要,但却有很多人觉得艺术对实际销售的帮助并没有想像中那么大。所以我们一方面看到各大创意奖项中的“石破天惊”的创意,一方面看到日常媒体中充斥着“直降100元!”式的直白叫喊。在行业中我们则经常听到广告公司的创意人员抱怨客户太胆小,不懂艺术,扼杀了伟大的创意;而广告主经常埋怨广告公司的创意太晦涩,产品LOGO太小,产品出现次数太少,广告口号位置太偏僻。广告到底需不需要艺术性?不管艺术不艺术,广告的最终目的就是为了销售,这一点毫无争议,于是争论的焦点自然而然的变成——什么样的广告是有销售力的广告?
Editor’s note No one dares to deny the importance of artistry to an advertisement, but many feel that the art’s help with actual sales is not as big as it is imagined. Therefore, on the one hand, we see the creative ideas in the major creative awards. On the one hand, we can see that the daily media is full of blamelessly straightforward “100 yuan straight down!” Style. In the industry, we often hear the creative staff of advertising companies complain that clients are too timid, do not understand art and stifle great ideas. Advertisers often complain that the advertising company’s ideas are too obscure, the product LOGO is too small, the number of products appear too Less, advertising slogan location is too remote. Does it matter whether the ads need artistry or not? Whether the art is art or not, the ultimate goal of advertising is to sell them. It is uncontroversial that the focus of the debate turns out to be - what kind of advertisement is a salesperson’s advertisement?