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优秀的广告创意并不都是追求叛逆,而是根据对品牌和消费者的洞察力、理解度,制作出一段信息,在两者之间建立起联系纽带在世界上所有的地方,广告圈都充斥着自以为是、胆识过人的无政府主义者。全球第五大广告公司灵智整合行销传播集团的董事长鲍勃·施密特(BobSchmetterer)飞到戛纳去发表“打破规则”的演说。TBWA广告公司的网站上写着:“改变规则。”如我们所见,每一个创意总监和他的弟兄们都在说着粉碎障碍、颠覆禁忌、冲破束缚。但在大多数情况下,要是束缚定得清清楚楚、有理有据、真实可靠,文案人员、客户和消费者的日子都要好过得多。
Not all good creative ideas are based on rebellion, but based on insight and understanding of brands and consumers, a message is generated that establishes a link between the two in all parts of the world, Full of self-righteous, courageous anarchists. Bob Schmidterer, chairman of the world’s fifth-largest advertising agency, Spirit Integrated Marketing Communications, flew to Cannes to deliver a “Breaking the Rules.” The website of the TBWA Advertising Agency reads: “Change the rules.” As we can see, every creative director and his brethren are telling smashing obstacles, subverting taboos, and breaking the shackles. However, in most cases, if the restraints are set clear, well-founded and reliable, the days of copywriters, customers and consumers are far better off.