产品的同质化程度越来越高,广告的创作本应该尽全力挖掘产品的卖点,从形象树立和品牌打造等诸多方面提高企业同质化产品被消费者识别的几率,从产品的品牌外衍上挖掘产品独特的销售说词。现实情况恰恰相反,众多的电视广告创意仍然是千篇一律,今天这个厂商的DVD超强纠错,明天另一家就是超级解码。在一个产品同质化来临的时代,创意又怎能再被同质化? 可以这么说,广告创意同质化现象的出现是广告创作水平的倒退。稍稍注意如今的电视广告,广告的创意非但近似甚至是几近雷同,虽不是孪生兄弟,也是姑表亲一类,观众最终见到的广告总有似曾相识的感觉:相似的思维,相似的制作,相似的品位与格调,相似的种种也就导致了相似的迷惑——无法分辨 The homogeneity of the product is getting higher and higher, the advertising creation should try its best to tap the selling point of the product, enhance the recognition rate of the homogeneity product by the consumer from many aspects such as image building and brand building, Spread the digging product unique sales talk. The reality is the opposite, many television creatives are still stereotyped, today’s DVD super-error correction vendors, the other is the super-decoding tomorrow. How can creativity be homogenized again in the era of homogenization of products? It can be said that the emergence of homogenization of advertising creativity is a retrogression in the level of advertising creation. A little attention to today’s television commercials, creative advertising not only approximate or almost the same, although not a twin brother, aunt and cousin, the audience eventually see the ads always have the same feeling of déjà vu: similar thinking, similar to the production, similar The taste and style, similar to all that has led to a similar confusion - can not tell