关于三地广告界的个性,关于4A与本土,广告界的各种声音从来没有停止过;其实“本土”与“4A”,只是文化与工具的漫长抗争和融合中的一段序幕,而三地广告业的个性形成,缘起于三地的地域人文特征,也是广告业界生存与发展的平衡的结果。外资广告公司总在强调自己的“本土化运作”,本土广告公司总在试图让客户明白咱也是在“国际化思维”,其实在这里,本土公司与外资公司殊途同归地走上了“国际化思维,本土化运作”的同一条回归线;但是,孰优孰劣,却是纷争不止。我看好本土广告人的上升空间,却不看好本土广告公司的成长。因为4A 带给本土广告人更多的是品牌思考、运作的工具,而工具是无法战胜几千年积淀的文化,何况一种经济学的思考工具。因此,当本土广告人能够将工具融进自己的文 As for the personalities of the three local advertising communities, the various voices of 4A and the local community and the advertising industry have never stopped. In fact, “indigenous” and “4A” are just the beginnings of the long struggle and integration of culture and tools. The formation of advertising personality, originated in the three geographical and cultural characteristics, but also the advertising industry’s balance of survival and development results. Foreign advertising companies are always emphasizing their own “localization operation”. Local advertising companies are always trying to make customers understand that we are also “international thinking.” In fact, local and foreign companies are embarking on an “international thinking , Local operation ”of the same regression line; however, which one is better, but it is more than dispute. I am optimistic about the upside of local advertising, but not optimistic about the growth of local advertising companies. Because 4A brings more local advertising is brand thinking, the operation of tools, and tools can not be overcome over thousands of years, the accumulation of culture, not to mention an economic thinking tool. Therefore, when local advertisers can integrate tools into their own texts