胸怀天下的观念广告

发布时间：2019-01-13 20:33

【摘要】：正当下,一些自吹自擂的产品广告和涂脂抹粉的品牌广告经常设计得"天花乱坠",但却都难入人眼,更难入人心。那些有广告诉求的企业是到了该好好想想企业应该为人们带来什么价值的时候了。意大利的著名品牌——"贝纳通"成为了这一探索的先驱。上个世纪80年代,其推出的一系列触目惊心的广告昭示了企业品牌不应只在自己的"一亩三分地里"打转转,而是要俯瞰苍穹,多去关注人类发展的命题。"贝纳通"的这些广告关注了战争、宗教、种族、粮食、疾病等,虽涉及一些禁忌,但却表现出了现实中存在的重大问题。此时的"贝纳通"已然成为了一名具有自身见解的思考者,这自然使其在一群庸
[Abstract]:Just as some boastful product ads and painted brand ads are often designed to be "fanciful," they are hard to get in the eyes of people, much less popular ones. It is time for companies with advertising claims to think about what value they should bring to people. Benetton, the famous Italian brand, became the pioneer of this exploration. In the 1980s, a series of startling advertisements showed that corporate brands should not only turn around in their own "one mu of ground", but should look down on the sky and pay more attention to the proposition of human development. " These ads in Benetton focus on war, religion, race, food, disease, and so on. Now Benetton has become a thinker of his own opinion, which naturally makes him in a group of mediocrity.
【作者单位】：中国人民大学新闻学院广告与传媒经济系;
【分类号】：F713.8

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