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我们生活在一个充满广告的世界,正如法国广告评论家罗贝尔·格兰的一句至理名言那样:“我们呼吸着的空气,是由氮气、氧气和广告组成的”。[1]各种各样的广告,以其新颖的造型、色彩、动感、富有吸引力的语言或极为夸张的文字,向人们传播着各类信息,竭力影响着人们的心理,包括消费诉求心理。在审美立体化的今天,电视广告如何脱颖而出,实现其传播目标和营销目标呢?概括起来,只有两个字:创意。
We live in an advertising world, as the French advertising critic Robert Granay put it: “The air we breathe is composed of nitrogen, oxygen, and advertising.” [1] Various advertisements, with their novel styling, color, movement, attractive language or extremely exaggerated language, spread various kinds of information to people and exerted their utmost influence on people’s psychology, including the psychology of consumer appeals . In today’s aesthetic three-dimensional, how does television advertising stand out and achieve its communication and marketing goals? To summarize, there are only two words: creativity.