中国当代广告创意的形态轨迹与特征解析
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摘要
伴随着消费市场、媒体环境和技术手段等诸多因素的变化和发展,中国当代广告创意在40年的发展历程中表现出三种不同的形态轨迹:广而告之、广而论之和广而玩之。这三种形态既反映了不同历史时期广告关注重心从物到人的变化,也折射出国人的精神追求从物质向审美的变迁。
With the change and development of many factors such as consumer market, media environment and technology, creative ideas of China's contemporary advertising have shown three different tracks in the course of more than 30 years of development: informing, persuasion and game playing. These three key words demonstrate the change of advertisements' focuses from material to person in different historical periods, and reflect the change of Chinese people's spirit pursuit from material things to aesthetic appreciation.
With the change and development of many factors such as consumer market, media environment and technology, creative ideas of China's contemporary advertising have shown three different tracks in the course of more than 30 years of development: informing, persuasion and game playing. These three key words demonstrate the change of advertisements' focuses from material to person in different historical periods, and reflect the change of Chinese people's spirit pursuit from material things to aesthetic appreciation.
引文
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[5]杜积西.1978-2008:广告审美意识的流变[D].西南大学,2012.
[6]王怀明.理性广告和情感广告对消费者品牌态度的影响[J].心理学动态,1999(1):56.
[7]陈书杰.理性广告常用的说服方法及其特点[J].湛江师范学院学报,2014(5):113-115.
[8]缪文海.广告诉求策略:理性与感性的融合[J].江南大学学报(人文社会科学版),2003(5):110-112.
[9]菲利普·科特勒,费尔南多·德·巴斯.水平营销[M].陈燕茹,译.北京:中信出版社,2005:10-11.
[10]尼尔·波兹曼.娱乐至死[M].章艳,吴燕莛,译.桂林:广西师范大学出版社,2009:201.
[11]丁俊杰.新时代与新广告(一):新变化[J].中国广告,2016(7):105.
[12]刘英华.电视剧植入式广告瓶颈突破后的营销转身[J].现代传播,2010(10):149.
[2]余虹,邓正强.中国当代广告史[M].长沙:湖南科学技术出版社,1999.
[3]赵赜.中国广告创意30年探要[J].国际新闻界,2009(5):14-17.
[4]汝羊.中国当代广告审美变革与取向[J].暨南学报(哲学社会科学),1991(1):119-129.
[5]杜积西.1978-2008:广告审美意识的流变[D].西南大学,2012.
[6]王怀明.理性广告和情感广告对消费者品牌态度的影响[J].心理学动态,1999(1):56.
[7]陈书杰.理性广告常用的说服方法及其特点[J].湛江师范学院学报,2014(5):113-115.
[8]缪文海.广告诉求策略:理性与感性的融合[J].江南大学学报(人文社会科学版),2003(5):110-112.
[9]菲利普·科特勒,费尔南多·德·巴斯.水平营销[M].陈燕茹,译.北京:中信出版社,2005:10-11.
[10]尼尔·波兹曼.娱乐至死[M].章艳,吴燕莛,译.桂林:广西师范大学出版社,2009:201.
[11]丁俊杰.新时代与新广告(一):新变化[J].中国广告,2016(7):105.
[12]刘英华.电视剧植入式广告瓶颈突破后的营销转身[J].现代传播,2010(10):149.