中秋又要到了,作为中国人的第二大节日,走亲串友的需求会刺激送礼市场进入第一波高潮。电视、报纸、电台、网络到处都将弥漫“媚俗”的送礼。到底,谁是送礼广告的最大赢家?到底,什么样的送礼广告最具有魔力?笔者试图对这几年投播量最大的保健类别广告做一番梳理,总结出其中的成败因素。 Mid-Autumn Festival is coming again. As the second largest festival for Chinese people, the need to visit relatives and friends will stimulate the first wave of the gift market. TV, newspapers, radio stations, networks everywhere filled with “kitsch” gift. In the end, who is the biggest winner of gift ads? In the end, what kind of gift ads the most magical? I tried to vote in the past few years the largest amount of health care ads do some sort, summed up the success or failure of the factors.