广告口号及广告创意.ppt

AD Idea & Slogan Directory : What is advertising ? 1 The nature of advertising -communication 2 The characteristics of advertising slogan 3 U The soul of advertising-advertising creative 4 The purpose and principles of creative 5 Ⅰ .What is advertising Advertising ? Advertising is a particular need to, through some form of media, public and widely publicize to the public means of transmitting information. 广告是为了某种特定的需要,通过一定形式的媒体,公开而广泛地向公众传递信息的宣传手段。 Communication is the essence of advertising, creativity is the soul of advertising 广告的本质是传播,广告的灵魂是创意。? A question to you : What is the nature and soul of advertising? Ⅰ .What is advertising Ⅰ .What is advertising wait for your answer Ⅱ . The nature of advertising ? The nature of advertising is to pass the message , we can munication, that is, the transmission of advertising slogans. ?广告的本质是传递信息,即传播,也就是广告语的传递。? Advertising slogans have a direct impact on the effect of advertising ?广告语的好坏直接影响到广告的效果 A “ well-known ” advertisement in China Slogan: 今年过节不收礼,收礼就(还)收脑白金! Ⅱ . The nature of advertising Ⅱ . The nature of advertising Advertising slogan Advertising slogan Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. Popular slogans have proved to be so essful that they have e part of our daily life and our culture . 广告口号是短暂的,是常常令人难忘的广告活动中使用的词语。他们被看作是提请注意的一个或多个产品方面的最有效手段。流行的口号已被证明是非常成功,他们已成为我们日常生活和我们文化的一部分。 Famous ad slogans are now seen as catchwords used as mottos and catch-phrases to identify various brands. 著名的广告口号是现在被看作是作为座右铭,并追赶短语来识别各种品牌的流行语。