论文部分内容阅读
刚过去的百年,是广告发展的辉煌百年,广告业已经在国民经济中占据重要地位,同时,也是广告创作观、广告作品形态层出不穷、推陈出新的百年。广告的本质是一种营销传播,既为营销服务,也通过信息传播来服务于营销。所以,作为信息载体的广告作品的形态,必然与营销环境、传播环境密切关联,并随其变化而变化。广告创作观是广告创作主体对广告创作的根本看法,广告作品形态由广告创作观决定,因此,一个必然的推论是:广告创作观会随着营销环境与传播环境的变化而嬗变。
The past 100 years have been a splendid one hundred years in the development of advertising. The advertising industry has occupied an important position in the national economy. At the same time, it is also an advertising concept of creation and an endless stream of advertising works. The essence of advertising is a kind of marketing communication, which not only serves for marketing but also serves for marketing through information dissemination. Therefore, the form of advertising works as an information carrier must be closely related to the marketing environment and the communication environment, and change along with its changes. The concept of advertising creation is the basic idea of the creative body of advertisements for advertising creation. The form of advertising works is determined by the concept of advertising creation. Therefore, an inevitable inference is that the concept of advertising creation will change with the change of marketing environment and communication environment.