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百威啤酒在中国高端啤酒市场常年占据50%的市场份额,使得中国本土的啤酒企业鞭长莫及。究其原因,百威啤酒除了品质上乘之外,其独特的、细腻的、温情的广告方式为品牌树立了长期的正面、积极的形象。和追求宏大叙事、概念性的和看似安全的固有思维方式不同,百威啤酒的广告设计师另辟蹊径,挖掘生活中的细节和人最简单的情感需求,并且在广告中展示。相对比教条式的叫卖,这种广告方式显得更加真诚,更易打动消费者。
Budweiser beer market in China’s high-end beer market share of 50% of the perennial, making China’s local beer business beyond the reach. The reason, Budweiser in addition to high quality, its unique, delicate, warmth of advertising for the brand to establish a long-term positive, positive image. Instead of pursuing grand narratives, conceptual and seemingly safe, inherent ways of thinking, advertisers at Budweiser find another way to tap into the details of life and the simplest emotional needs of people and show them in their ads. Relatively dogmatic selling, this way of advertising appears more sincere, more likely to impress consumers.