法国广告巨人贝尔纳·罗布尚对广告的创作风格有一段很经典的话,认为广告的作用就是要“突出差别”,要通过增加产品、服务、乃至人的某种“想象的价值”来使人惊奇、使人诧异、使人受到诱惑广告是宣传产品或服务的,广告的目的是试图通过说服的方法,使消费者接受这种产品或服务。而产品或服务千姿百态,千差万别,各有特性,而广告人员只有充分地运用一切可以运用的手段,通过词语,通过形 The French advertising giant Bernard Robschamp has a classic story about the creative style of advertising. He believes that the role of advertising is to “prominently differentiate”, and it is necessary to increase people’s “imaginary value” by increasing products, services, and even people’s. Surprised, distracting, and tempting. Advertising is the promotion of products or services. The purpose of advertising is to try to persuade consumers to accept such products or services. The products or services are varied, vary widely, have their own characteristics, and the advertising staff can only fully use all the available means, through words, through the