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本文来源:曼朗 发布时间:2015-10-23 分享:
从自艺术与设计实践中走来的广告创意设计与文案人员却更希望在理性得毫无温情的市场原则里透出更多的感动和震撼。当代的广告创意设计与文案传播的口碑营销公司就是在这两股理想的影响下尴尬地生存了许久。幸运的是,正确的方向似乎已经被探寻到。我们看到,更多的广告创意设计与文案是站在受众的角度,利用精彩与动人的艺术表现,给受众以丰富的联想空间,并引导受众的消费品位和观念,使其从物质层面的消费要求升华至精神层面的消费欲望。上海seo网络推广介绍在广告信息媒体呈多元化趋势的今天,广告创意设计与文案传播更应零距离地面对受众,加深彼此的沟通和理解,使广告创意设计与文案从深层次的心理层面感动消费者。这是艺术设计走向民众、走向社会的需要,也是广告创意设计与文案服务商品信息传播的需要,同时,更是致力于广告业振兴、营造良好广告市场发展前景的需要。
导向的融合在20世纪60年代的美国创意革命浪潮中,有几种理念极具代表性。一是以USP理论为代表的产品特征派,强调以产品的独特优势和特点来吸引和打动消费者,促进购买行为,并在竞争对手之上占领一个显著的位置。其实70年代的定位网络品牌营销理论也是在此基础上的延伸和概括。另一个是以奥格威为代表的品牌形象派,这是迎合了产品同质化发展趋势,迎合了激烈市场竞争而产生的立足于产品之间物质特点相似而形象感觉不同的广告设计与创意观念。如果前一理论我们称之为硬推销,后一观念则是软推销的理论方法。
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