论文部分内容阅读
做广告免不了玩些噱头。虽说不少有识之士风雅之流对此颇不以为然,甚至不屑一顾,但噱头在广告中仍是出足了风头,过足了瘾。本人是奥格威父亲反对“过分花巧的噱头”的坚决拥护者,但在此。我却要对另一种噱头大加赞辞。广告公司替别人搞策划、搞创意,常常忘了替自己搞好策划和创意。这种忘我精神固然可嘉,但却不宜发扬。广告公司搞好了策划、创意,面临的最大同题就是如何把这策划、创意卖出去。碰到一个通达明智的广告主当然是很幸运,但更多的时候广告公司是没有此等幸运的,尤其碰到一个“不仅他自己
Advertising can’t avoid playing gimmicks. Although many people with knowledgeable attitude are rather unconvinced about this, and even dismissively, Shantou is still advancing the limelight in adverts and has become addicted. I am a strong proponent of Ogilvy’s father’s opposition to ”excessively fancy gimmicks," but here it is. I want to praise another kind of gimmick. Advertising companies plan and do creative work for others, often forgot planning and creativity for themselves. This spirit of selflessness is commendable, but it is not advisable to carry forward. The advertising company has done a good job in planning and creativity. The biggest problem faced by advertising companies is how to sell this planning and ideas. It is of course very fortunate to encounter a sensible advertiser, but more often than not, the advertising company has no such luck, especially when it comes to a