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广告具有两种特性:简单和复杂简单容易理解,短短数秒钟要把产品说明白,让观众留有深刻的印象甚至激发他们的购买欲望。所以,表述的语言和创意必须简单有效,大部分产品的广告表现形式都应以简单为主,因为愿意费脑细胞琢磨你广告的观众确实不太多。除了专业广告人士。广告的复杂性就是给产品带来一种文化或是情感以及其他高复杂程度的东西:使得低复杂度的产品向高复杂度的产品转换,从而使一个简单的商品从一个未被区分的市场竞争领域脱颖而出。很多策划人员常讲的品类切割多采用该种手段。就是说,让广告简单中带着复杂,也就是“笑里藏刀”手法。以期趣味地展示广告这种双面性:用笑(简单)承载着刀(复杂)。
Advertising has two characteristics: simple and complex easy to understand, just a few seconds to explain the product white, so that the audience left a deep impression or even stimulate their desire to buy. Therefore, the language of the presentation and the ideas must be simple and effective, and most of the products should be simple and ad-based because the audience who are willing to brainstorming your ads is really not too large. In addition to professional advertisers. The complexity of advertising is to bring a culture or emotion and other high complexity to the product: the transition from a low-complexity product to a high-complexity product, so that a simple product from an undifferentiated market Stand out in the field of competition. Many planners often talk about category cutting more use of this kind of means. In other words, to make advertising simple and complicated, that is, “laughter” means. To show the duality of advertising in a fun way: Laugh with (simple) knife (complex).