徐老师 发表于 2006-12-14 22:04:12

[智典观点]创意,不要太意想天开

<p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">创意,不要太意想天开!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">创意是广告的灵魂,标新立异的独特是创意的标准。很多商家和一些广告人都这样认为,久而久之,似乎成了一个公理。但细想下来,却不然,这就如我们日常生活中的一些生活现象大家都认为是对的,但却不一定是科学的,比如:饭后百步走,能活九十九。多年以来,很多人都认为饭后活动活动,溜达溜达,有助健康,延年益寿,但专家科学的认为,人饭后最好是平躺下来,否则容易得胃下垂!道理一样,回头我们再来说创意,过于强调标新立异和独特也是一种偏见和误解!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">假如说独特和标新立异是创意的标准!那么我们能否这样认为,每一个人,每一次的创意都具有独特性,按照哲学的概念,人不能踏进同一条河流,世上也没有完全相同的两片树叶,运动是绝对的,静止和重复都是相对的,树叶如此,作为意识的产物</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">——</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">创意更是如此,每一次思辨下的结果一定是与众不同的,而绝不会与别人雷同。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">过份的强调独特,在某种意义上便容易偏离创意的本原载体即产品,我们知道作为广告创意而言,其最终的目的是为了产品销售,面对目标消费者,创意只是为了求得目标受众的认同以及所能提呈本产品给其的利益承诺,不可形而上,更不可主观的代替消费者思考,天马行空,抖机灵,正如艺术来源于生活又高于生活是一样的道理,创意是在产品本身上的提升和再现,比尔。伯恩巴克(BIU BERNBACH)曾说过:</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">学问在就在产品中。。。。。。你应该与产品生活在一起,和产品融于一体,水乳交融。</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">对策划人而言,创意之前一定要到企业中,市场中走一走,问上数百个问题,了解产品是用什么材料做的,它的生产流程,它的销售管理,它的包装等等许多问题,你也许会在它们的某个环节,某个部分找到灵感,找到创意的答案。这样你的创意方能成为有源之水,有本之木!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">我们仔细的研究一下,世界上许多知多的广告,你会发现真正有销售力的广告,其本身的创意并非意想天开,而是具有很强的感知性,能引起目标消费者的认同,也许这样的广告不能获奖,但它的确存在创造销售佳绩。而不要只为改变而改变,相反,在创意改变前你一定要有改变的道理,不要只是与众不同。还是伯恩伯克老先生说的好:</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">要富有挑战性,但要确保你的挑战性来自产品。如果在你的产品中把人倒立只是为了引人注意那就不对了,如果那样做是为了说明你的商品可以防止口袋里的东西掉出来,你就对了。</span><font face="Times New Roman"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">”</span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p></p></span></font></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">只是意想天开,在创意中做与产品不相关的事,并不算真正的创意,真正的创意是你的每一处表现要素,包括创意的切入点,每个想法,每段文案,每一个点,每一条线,每一个画面都应转化为更生动,更可信,更能说明商品的优势。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">围绕产品的利益承诺点做文章,做创意,既使你的创意不那么</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">独特</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">,在消费者面前也会有这种利益的支撑回应点,所以我认为如若所谓的独特没有了产品的利益做后盾,倒不如不独特的好,相反,真正广告创意的根本,并不在于独特,而在于面对目标消费者的大众性</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">——</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">能够取悦于目标受众,不立文字,直指人心。这就是老百姓常说的,</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">良言一句三冬暧,见啥人说啥话。</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">用目标受众的语言告诉他们,他们会从内心里发出一声惊叹,</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">天啊!他所说的,全是我想的!</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">如此这般,怎能没有回应与互动,而广告的特质就是沟通与互动。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">创意的根本,广告的特质与目的是心与心之间的距离,心与心的碰撞与感应,既如此,在广告创意中我认为应遵循</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">大处着眼,小处入手</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">的原则,大,名则正,名正则言顺,而小则细微之处见功夫,以小见大,从人们日常温馨的生活琐事中找寻创意的类比点并加以提升与表现,其效果远比那种天马行空,不着边际的创意要好的多!这也许就是应了百姓常说的一句话,</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">大的唬人,小的感人</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">广告既然是一种说的艺术,我想还是感人的受用。许多专业人士,穷其一生弄不明白的理,往往在老百姓的一句话面前,大梦初醒,恍然大悟。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">真正优秀的广告,并没有特别独特的东西,更没有特别让人不可思议的,所谓高明的创意,平平淡淡才是真!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">譬如:<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">白天吃白片,不瞌睡;<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">晚上服黑片,睡的香;<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">清除感冒,黑白分明。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">白加黑感冒药 <p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">彻底去屑,飘洒自如。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">飘柔二合一,洗发水<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">妥贴保护,伸展自如。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">邦迪创可贴<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">香喷喷,你吃看得见。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">康师傅方便面<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">更干,更爽,更安心。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">护舒保卫生巾<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">晶晶亮,透心凉。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">雪碧气水<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">喝了娃哈哈,吃饭就是香。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">娃哈哈饮料<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">走!到省城黎华家居市场发财去!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">黎华家居装饰购物中心招商<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">找媳妇要看丈母娘,卖房子要看开发商。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">同发房地产开发</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">馨悦家园</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">的售房<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">吃火锅,没有川崎怎么呢?<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">川崎调料<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">草珊瑚含片,咽喉病能除。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">江中草珊瑚含片<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">降价大地震,震中在天安。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">———</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">天安药店药品降价风暴<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">。。。。。。<span style="mso-spacerun:yes">&nbsp; </span>。。。。。。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">哈药集团第六制药厂的维生素E酸脂胶囊的电视广告《自来水管篇》每天在电视上哗哗的流个不停,广告直白,俗的掉渣,但药店缺货。被业界所公认的脑白金的广告,曾被网上许为十大恶俗广告之首,可偏偏的这难看的广告一上电视,商场里就断货!但脑白金的广告独特吗?不!完全是俗不可耐,再看宝洁公司的产品系列广告,用生活化的场景,加以对比,夸张,让人感觉到广告中的场景就在自已的身边,就发生在自已的生活的大杂院内,可亲可敬,具有很强的认同感。说到此,我忽然感到对于此类终端产品的广告创意风格,似乎是宝洁公司的家传遗风,在20世纪70年代的美国,宝洁公司巧门品牌卫生巾的广告中的</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">阿炮</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">先生,也总是在电视中不邀而至,他总呆在他的杂货店里,拱着一张猪嘴,抬眼打量走进他杂货店里的女人,而这让拥有高中或大学文化的女人们总是让在货柜前,挤压一卷卷卫生纸,感觉着巧门牌卫生纸的柔软的弹性,每当这时,阿炮先生便跳出来用尖锐难听的声音指责道:</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">请不要挤压巧门!</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">当那女人勿勿跑开后,阿炮却偷偷摸摸地挤压那些卫生纸。也正是这则广告,在20世纪70年代被称作是最不受欢迎的电视广告之一。好几年的市场调查表明,</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">请不要挤压巧门!</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">是最愚蠢的,又难以置信的。当问及顾客们哪一则广告最令他们厌恶时,他们都会指责阿炮先生,但问题就在这儿,虽然公众不喜欢巧门卫生巾广告,但它却销售第一,卖出了销售量已达数十亿的卫生纸,并且1975年,一项调查表明,阿炮先生是美国第一知名度高的人!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">对于以上我所举例的广告,非我所推崇广告创意为了达求销售而通过降低品味或恶俗或适用性来获得烦人的,讨厌的,粗糙的,愚蠢的,广告对这个行业乃至对整个商业者是有害无益的。然而有一点却也是肯定的,不管怎么说,如果广告不能提高销售量,那肯定不是好广告!故此,对于这些</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">有效的推销,烦人的行为</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">式的广告,我们能否静下心来,透过现象看本质,找寻那种朴实的创意的高明之处,譬如:巧门卫生纸的广告,阿炮先生的指责,</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">不要挤压巧门</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">,一语中的</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">挤压</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">两字所显透的巧门卫生纸的柔软,弹性及呼之众出的那种作为家庭主妇的生活经验,自我真切感受下的手感,何尝不是女性在购买心理下的,一种相信自我真切感受的高明的创意挖掘,更为叫绝的是,阿炮先生在指责后,自已还偷偷的、幸灾乐祸的、自我陶醉的挤压巧门卫生纸。在这种创意的矛盾冲突下,作为消费者当然会有购买的欲望,购买的冲动,购买的行为,所以巧门卫生纸的热销便也在情理之中!<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">所以,创意的高明是来源于产品,来源于大众,反之我们第三只眼看策划界的创意高手们,是否有时在案积如山的面前,只是一味的在书山上攀登,信手拈来,巧结拼缝,足不出户,闭门造车,拿狂想,歪点子当创意,书生意气,躲进小楼成一统,不管春夏秋冬,忘了艺术来源于生活,高于生活的伟大哲理,如此这般,又怎能不在</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">实践是检验创意是真理的唯一标准</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">面前,折羽而归,黯然伤神。<p></p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><p>&nbsp;</p></span></p><p class="MsoNormal" align="left" style="margin:0cm 0cm 0pt;text-align:left;mso-layout-grid-align:none"><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">有一句话说的好,好创意是用脚量出来的,少一此浮躁,多走进民众,多深入生活,多接近产品,我们才发现梦寐以求的真实与合适。那是一种</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">“</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">无边落木潇潇下,不尽创意滚滚来</span><span style="font-size:10pt;mso-ascii-font-family:宋体;mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn"><font face="Times New Roman">”</font></span><span style="font-size:10pt;font-family:宋体;mso-hansi-font-family:'times new roman';mso-bidi-font-family:宋体;mso-font-kerning:0pt;mso-ansi-language:zh-cn">的潇洒与自在。<p></p></span></p>
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