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作为塑造公司形象的重要部门,苹果的营销团队似乎习惯借助参考别人的创意来启发自己的灵感,其为即将上市的iPhone所推出的广告,广告本身的原创性与产品相比,可说是相差甚远。这段广告在奥斯卡颁奖典礼期间首播,尽管评价普通,却很快就被人们发现广告内容与十多年前的一部影片十分雷同,而这并非巧合;苹果稍早前曾与该影片的创作者接触,希望能获得其授权使用,但就像针对iPhone商标与Cisco进行协商时一样,苹果总是在还未得到结论前就擅自行动。
As an important part of shaping the company’s image, Apple’s marketing team seems to be accustomed to using the ideas of others to inspire their inspiration for the upcoming iPhone launch of the ad, the originality of the ads compared with the product, it can be said that the difference Far away. It was no coincidence that the ad, which premiered during the Academy Awards, was soon found out to be very similar to a film a dozen years ago, albeit modestly; and Apple’s earlier work with the film Contact, hoping to get its license to use, but just as with the iPhone trademark negotiated with Cisco, Apple always before the conclusion is not arbitrarily.