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现在有个词挺流行,叫“潜规则”。意思就是在正式规则之下,还有隐藏的规则。这个词一流行,各个行业的人都跟发现新大陆似的,好像这词没出来之前中国人都特别的单纯而不识世事一样。广告行业也是如此,一方面广告人、广告公司谈着专业,谈着创意,谈着策略等等,附庸风雅、风花雪月;而另一方面,巨大而平静的水面之下良莠不齐,鱼龙混杂,泥沙俱下。在广告这个以“服务”取胜的行业,“服务”的内容远远超过了“广告服
Now there is a very popular word, called ”unspoken rules “. The meaning is that under the formal rules, there are hidden rules. It is a popular word, people in all walks of life are just like people who discovered the New World. It seems like the Chinese people were especially simple and unimpressed before the word came out. The same is true of the advertising industry. On the one hand, advertisers and advertising companies talk about professionalism, talking about creativity, talking about tactics and so on. They are artworky and romantic. On the other hand, they are mixed with great and calm water, mixed with fish and dragons. In the advertising industry to ”service “ to win the industry, ”service “ content far exceeds the ”advertising service