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感觉一直很欣赏“由我天地宽”。很敬重它的创作者。“由我天地宽”似乎把宽带网形象做到了极致,纵观国内媒体,很长时间在宽带纷争的广告战中,似乎能与之分庭抗礼的广告迟迟没有浮出水面。2001年夏天,在接手江苏多媒体通信局(隶属江苏电信)宽带网宣传的比稿案子后.有了一个剖析宽带的机会,也有了一个挑战“由我天地宽”设下的擂台的机会。在分析了北京电信宽带网 BBN 诚恳的“宽带能帮你做什么?”、网通大气磅礴的“由我天地宽”之后,有那么一段时间被这两则典型的创作所左右。在“宽”与“速”之间摇摆不定。提炼出诸如“体验极速,享受宽广”、“宽阔天地,极速空间”此类的广告语。既想说宽,又要谈速。结果都没能表现充分。AE 有着和客户一样的保守策略,鱼和熊掌都想兼得,结果诉求失去了犀利的锋芒。
Feel always appreciated “wide by my world ”. Very respect its creator. “From my world wide ” seems to be the ultimate broadband Internet image to the extreme, looking at the domestic media, for a long time in the advertising battle in the broadband dispute, seems to be able to rival advertising has not yet surfaced. In the summer of 2001, after taking over the case of the propaganda of the Broadband Network of Jiangsu Multimedia Communications Bureau (affiliated with Jiangsu Telecom), there was a chance of dissecting broadband and also a chance to challenge the ring set by “My World Wide” . In the analysis of Beijing Telecom broadband network BBN sincere “Broadband can do for you?”, Netcom magnificent “by my world wide ”, for some time by these two typical creative influence. Swing between “wide ” and “speed ”. Extract such as “experience speed, enjoy broad ”, “wide world, speed space ” such advertising slogan. Both want to say wide, but also talk about speed. The results did not fully demonstrated. AE has the same conservative strategy as the client, and both want to eat both fish and bear’s paw. As a result, the appeal has lost its sharp edge.