2009年底,一则在CNN播放的“中国制造”形象广告引起国内外广泛关注。这则广告有很强的现实针对性,它表明了“中国制造”主动出击的新姿态,宣传技巧上也有可取之处,具有积极意义。但从广告创意分析,其不完善的地方也是显而易见的:广告诉求避重就轻,不得要领;自主品牌意识缺失,软弱无力。说这个所谓的形象广告提升了“中国制造”的形象,有点勉强。 The end of 2009, a CNN broadcast “Made in China ” image advertising aroused widespread concern at home and abroad. This ad has a strong reality-oriented, it shows “Made in China ” a new attitude to take the initiative, there are merits of promotional techniques, with positive significance. But from the creative analysis of advertising, its imperfections are also obvious: advertising demands to avoid the light, not essentials; lack of awareness of independent brands, weakness and weakness. It is a bit reluctant to say that this so-called image advertisement has promoted the image of “Made in China.”