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前些天,拿到了刚结束的全国第四届优秀广告作品展的获奖作品,其中有电视广告、广播广告和平面广告,视听之余,颇有感触。对于广告评奖,中外历来有持不同意见的人。所不同意者,并非认为广告毋需评奖,而是对评奖标准的质疑。因为,从广告的本体目的出发,衡量其优劣的标准,应视广告能否为企业的产品赢得消费者。但广告评奖中,对促销这条标准却考虑甚少,有时甚至忽略不
A few days ago, he received the award-winning works of the 4th National Excellent Advertising Exhibition which had just ended, including TV commercials, radio commercials and print advertisements. For advertisements, Chinese and foreigners have always had different opinions. Those who do not agree do not believe that advertisements are in urgent need of awards, but they question the criteria for awards. Because, from the standpoint of advertising, the criteria for measuring its merits should be based on whether the advertising can win consumers for the company’s products. However, in advertising awards, there are few considerations for the promotion of this standard, and sometimes even ignore