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年终评选是各家报刊的压轴节目,在一个争夺话语权的时代里,各种评比是行之有效的方法。可如何做到差异化,如何提供不同的视角,是个见仁见智的事情。此次调查立足高端,也是广告类杂志在同质化竞争中的一种突破的尝试。本次调查选取的5个话题,从行业的大势判断到发展思路的忧思,从工作到生活,从事件到人物,都有较好的覆盖。最关键的是,我们希望从调查的结果和访谈中,能追踪和把握中国广告业发展的脉搏,予先进者以责任和压力,予后进者以经验和动力。
The year-end selection is the finale of various newspapers and periodicals. In an era of fighting for the right of discourse, various appraisals are effective methods. How to differentiate, how to provide a different perspective, is a matter of opinion. The survey based on the high-end, but also advertising magazine in the homogenization of a breakthrough attempt. The survey selected five topics, from the general trend of the industry to think of the thinking of development ideas, from work to life, from the incident to the people, have better coverage. At the most crucial point, we hope that from the survey results and interviews, we can track and grasp the pulse of the development of China’s advertising industry, giving priority to responsibility and pressure to the advanced people, and experience and motivation to the advanced people.