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从某种角度说,这些广告也在帮助消费者思考,甚至做出决定。价值观这件事儿,是品牌广告都难免提及的。有时候,为了赢得人心,你不得不传递一些价值观,但一旦你的表达稍有偏颇,就会成为众矢之的。凯迪拉克在这件事上栽了跟头,对手福特则很聪明地接过了话茬儿,打了一场关于“美式价值观”的广告大战。2014年“超级碗”期间,凯迪拉克投放了一支创意广告视频,一名典型的美国中产人士站在他的别墅泳池前发问:“为什么在欧洲人享受假期时,我们还在努力工作?为了更富足的物质生活?”接着,他自问自答:“美国人信仰努力工作,才能创造自己的财富和幸运,我们相信一切皆有可能。”
In some ways, these ads are also helping consumers think and even make decisions. Values of this thing, is the brand of advertising are inevitably mentioned. Sometimes, in order to win the hearts and minds of people, you have to pass some values, but once your expression is slightly biased, it will become the target of public criticism. Cadillac stumbled upon the incident, while rival Ford took a very clever takeover of the ad and fought an ad war on “American Values.” During the 2014 Super Bowl Cadillac ran a creative ad video where a typical American middle-aged man stood in front of his villa pool asking: “Why Europeans still work hard when they enjoy the holidays In order to have a richer physical life? ”“ Then he asked himself: ”Americans believe in hard work to create wealth and luck, and we believe everything is possible.“ ”