论文部分内容阅读
近来,各大电视台的洗发水广告骤然增多,如雨后春笋般,铺天盖地而来。一时间,电视屏幕上处处晃动着各式各样的秀发,令受众眼花瞭乱,目不暇接。据笔者统计,仅河南卫视8:00—10:30的黄金剧场时段(除半小时的中原焦点栏目外),洗发水广告就多达12种。广告中的产品多为新上市的品牌。商家的初衷也许是想借助黄金时段,采用集中轰炸式的广告策略,在观众面前先混个眼熟,迅速提高产品知名度,为品牌的进一步推广采取先声夺人的炒作方式。然而,细观每一支广告,无论是创意、策划、表现还是具体实施都存在一些问题,笔者在此就部分广告现象进行简单分析研讨,仅供参考。
Recently, the shampoo ads of major television stations suddenly increased, mushroomed, overwhelming. For a time, all kinds of hair was shaking around the TV screen, causing the eyes of the audience to be confused and dizzying. According to the author statistics, only Henan TV 8: 00-10: 30 Golden Theater period (except for half an hour of the Central Plains focus section), shampoo ads up to 12 species. Most of the ads in the product for the new listing of the brand. The original intention of the business may want to take advantage of prime time, the use of centralized bombing advertising strategy, in front of the audience mixed first familiar quickly improve product visibility for the promotion of the brand to take the lead in the hype. However, the meager view of each ad, whether it is creative, planning, performance or specific implementation of some problems, the author here to conduct some simple analysis of advertising phenomenon for reference purposes only.