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20世纪末,中国广告界讨论最多的是96、97年中国广告作品在戛纳国际广告节上的接连败北,说明中国广告作品存在一定问题,策略和创意的问题姑且不谈,单就执行的粗糙就无法打动评委的心。中国的现代广告是从20世纪70年代末开始的,一直受西方发达国家的广告模式影响,生产力水平落后制约了中国广告的发展,近几年,中国的广告环境有了明显的变化,广告的整体水平有了一定的提高,出现了许多策略准确、创意精彩的作品,但是执行不够精良的问题始终未能解决。要提升中国广告的质量,在努力提高理论水平的
At the end of the 20th century, the most discussed of the Chinese advertising circles was the successive defeat of Chinese advertising works at the Cannes International Advertising Festival in 1996-97, which shows that there are some problems in China’s advertising works. The tactics and creative issues aside, Can not touch the heart of the judges. China’s modern advertising started from the late 1970s and has been affected by the advertising model of the western developed countries. The backward productivity has restricted the development of Chinese advertising. In recent years, the advertising environment in China has been significantly changed. The overall level has been improved to some extent, there have been many strategic and creative works, but the problem of not performing well enough has not been solved yet. To improve the quality of Chinese advertising, in an effort to improve the theoretical level