万宝路香烟广告:一个目光深沉、皮肤粗糙、浑身散发着粗犷豪气的美国牛仔,袖管高高卷起,露出多毛的手臂,手指夹着一支冉冉冒烟的“万宝路”香烟。这种洗尽女人脂粉味的广告于1954年问世,给“万宝路”带来巨大的财富。 如今,与其说广告是汽车公司之间的竞争,宁说是广告公司之间的竞争。许多汽车公司付给广告公司大笔的钞票,以便他们富有创意地表现其产品。但广告公司却陶醉在创意中,结果使得应传达的品牌原始信息常常流失,顾客接收不到。自说自话、插科打诨的广告没有效果,所以,许多为创意而 Marlboro cigarettes advertising: a deep-eyed, rough-skinned, bold and boldly exuding the American cowboy, cuffs curled up, exposing the hairy arm, fingers clutching a slowly smoking “Marlboro” cigarettes. The advertisement, which scrubs the woman’s powder flavor, was introduced in 1954, bringing tremendous wealth to Marlboro. Nowadays, advertising is not so much competition among car companies as it is rather competition among advertising agencies. Many car companies pay billions of dollars for advertising agencies so they can represent their products creatively. However, advertising agencies are intoxicated with ideas, resulting in the brand should be conveyed the original information is often lost, customers can not receive. Since the talk, gag ads have no effect, so many are creative