如同鱼和熊掌不可兼得,广告创意要想做到叫好又叫座,在国内现阶段几近奢望。请注意,这里所谓的叫好特指专家认可甚至获奖。为什么这么说?原因有二。第一,广告是一种社会化的动态商业行为,为市场与消费者所容纳进而帮助企业实现利润的最大化是其唯一的价值体现。而专家对广告进行的是一种孤立、静态的评鉴,它抽离了广告发生的前因后果,仅仅停留在专业技巧、表现手法乃至主观感受的层面上——就广告而论广告。正由于市场(消费者)与专家对广告的评价是基于两种不同的平 Like fish and bear’s paw can not have both, creative advertising want to be acclaimed and praised in the country at this stage almost expecting. Please note that the so-called acclaimed experts even won the award here. Why do you say that? There are two reasons. First, advertising is a socialized dynamic business behavior, which is the only manifestation of the maximization of profits for the market and consumers to help enterprises achieve profit. The expert on the advertising is an isolated, static assessment, it is removed from the antecedents and consequences of the ad, just stay in the professional skills, performance techniques and subjective feelings of the level - on advertising and advertising. It is precisely because of the market (consumers) and experts on the evaluation of advertising is based on two different levels