| 中国广告创意30年探要 |
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| 引用本文： | 赵赜.中国广告创意30年探要[J].国际新闻界,2009(5). |
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| 作者姓名： | 赵赜 |
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| 作者单位： | 中国人民大学新闻学院; |
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| 摘 要： | 中国改革开放30年来,广告创意在竞争中向4A公司学习,从品牌意识的建立,到整合营销传播理念的形成,实现了质的飞跃。广告创意以人为本,注重人情、人生与人文关怀,注重国际化与中国风格、中国气派的统一。但广告创意中目前也还存在一些误区。
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| 关 键 词： | 广告创意 品牌 人文精神 民族风格 |
30 years of China's Advertising Creativity |
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| ZHAO Ze.30 years of China's Advertising Creativity[J].Journal of International Communication,2009(5). |
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| Authors: | ZHAO Ze |
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| Institution: | ZHAO Ze (School of Journalism and Communication,Renmin University of China,Beijing,100872) |
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| Abstract: | Since the 30 years of reform and opening-up,China's advertising creation learned from4A Companyand made significant improvement in both brand awareness and IMC(Integration of Marketing Communication).The modem creativity of advertising is people-oriented,and focuses on the internationalization of Chinese style.However,there are still some misunderstandings in advertising creativity. |
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| Keywords: | Advertising Creativity Brand Human Culture National Style |
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