时下,广告大战硝烟弥漫。去年底,山东秦池酒厂一掷千金,夺得中央电视台的广告“标王”,为鼠年岁尾的中国商界平添了浓墨重彩的一笔。诚然,这种“有声有色”的广告是极易引起轰动效应的,但有一种“无声”广告,其威力亦不可小视,倘若策划得法,往往能产生“此时无声胜有声”的功效。据报载,香港企业在推销自已研制的新型“强力万能胶水”时,先在电视广告上进行了大量投入,结果收效甚微。情急之下,广告 Nowadays, ad wars are filled with smoke. At the end of last year, the Shandong Qinchi Brewery spent a large sum of money and won the advertisement of “China Standard Television” for the CCTV, adding a touch of color to the Chinese business community at the end of the year. It is true that such “voicing” advertisements are extremely prone to sensational effects. However, there is a kind of “silent” advertisement whose power cannot be underestimated. If it is planned, it will often produce the effect of “silent sounds at this time”. According to reports, Hong Kong companies have invested a lot in television commercials when they promoted their own new type of “strong adhesive,” resulting in little success. In desperation, advertising