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年轻人现在的问题是生活问题,不是消费的问题,品牌有机会,广告、媒体也有机会,机会不只是推广消费,而是帮助年轻人更多地了解生活。《中国广告》:在戛纳的演讲中,您提到中国出现了第一代自问“Who am I?”的年轻人,他们正在构建一种自我认知,您代表China Youthology是从什么角度来谈这样的话题?Kevin:我们从年轻人的角度出发,运用人类学、社会学来了解年轻人的生活、环境,以及他们如何发展自己的values、behavior。我们从年轻人的角度告诉他们“我是什么样子”。
The problem for young people now is the issue of life. It is not a matter of consumption. Brand opportunities, advertising and media also have the opportunity to not only promote consumption but to help young people learn more about life. China Advertising: In Cannes, you mentioned the emergence of China’s first generation of self-questioning “Who am I?” Young people who are building a self-awareness, from what angle do you represent China Youthology Kevin: We use anthropology and sociology to understand young people’s lives, their environment, and how they develop their values and behaviors from a youth perspective. We tell them from a young person’s perspective, “What do I look like?”