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法国戛纳第43届国际广告节虽然早已落下帷幕,但是在这次广告节中中国广告所遭遇的冷落和尴尬——中国选送的88件平面广告作品和31件影视广告作品全军覆没——至今仍引起我们每个关心中国广告的人的深刻反思——中国的广告到底怎么了?中国广告具有悠久的发展历史。北宋时期张择端创作的《清明上河图》,生动形象地描绘了当时汴京的繁华景象,各种各样的商业广告已活生生地重现于纸上。济南刘家功夫针铺的广告可称为世界现已发现的最早的印刷广告物,比西方的印刷广告早了
Although the 43rd International Advertising Festival in Cannes, France, has already come to an end, the coldness and embarrassment encountered in China’s advertising in this festival have been completely annihilated by the 88 print advertisements and 31 TV commercials selected and sent by China. Still caused a deep reflection on each and every one of us who cares about China’s advertising. What’s wrong with China’s advertising? Chinese advertising has a long history of development. During the Northern Song Dynasty, Zhang Zeduan’s “Riverside Map of Qingming River” vividly portrayed the bustling scene of Beijing at that time. A variety of commercial advertisements have been vividly reproduced on paper. The advertising of Jinan Liu’s Kung Fu needle shop can be called the earliest printed advertising material in the world, which is earlier than the print advertising in the West.