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随着我国经济的腾飞;人民生活水平以及消费水平的日益提高,广告逐渐成为人们生活当中不可或缺的一部分。每天,无论是打开电视、电脑、广播或是报刊,总会有各种各样的广告出现在我们眼前。不可否认,有的广告会令我们觉得赏心悦目,留下深刻印象,从而刺激我们的消费欲望;而有的广告会令我们看到后从心底升腾出一种厌恶感。这就是广告的好与不好两种效应。每个广告商都希望自己的产品能产生良好的效应,但是现实是只有懂得运用一些策略才能产生好的广告效应。惠普与《同一首歌》的合作所产生的广告效应就是一个很好的例子。本文试从它挣脱了广告的一般的模式、节省了广告费用却获得了出其不意好的效果以及提高了自身形象者三个成功方面来谈一下它成功的原因。
With the rapid development of our country’s economy, people’s living standards and rising consumption levels, advertisements have gradually become an integral part of people’s lives. Every day, whether it is to turn on television, computers, radio or newspapers, there will always be various kinds of advertisements that appear before our eyes. It is undeniable that some advertisements will make us feel pleasing to the eye and make a deep impression, thus stimulating our consumer desires; and some advertisements will make us feel a sense of disgust from the bottom of my heart. This is the effect of advertising both good and bad. Each advertiser wants its products to produce good results, but the reality is that only knowing how to use some strategies can produce good advertising effects. The advertising effect produced by HP’s cooperation with “same song” is a good example. This article tries to break away from the general mode of advertising, save advertising costs but get unexpected results, and improve the self-image person’s three success aspects to talk about its success.