| 广告创意的新观念构想 |
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| 引用本文： | 王天岚.广告创意的新观念构想[J].合肥工业大学学报(社会科学版),2006,20(2):126-128. |
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| 作者姓名： | 王天岚 |
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| 作者单位： | 巢湖学院,艺术系,安徽,巢湖,238000 |
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| 摘 要： | 广告创意要遵循一定的创意原则,使之成为一种更为理性、更为科学的广告创作步骤.真正的广告创意是由目标消费者所需、产品的定位和市场局势三者的最佳结合所产生出来的,因此,广告创意必须为广告目标消费者服务,广告表现必须为广告目标服务,同时,广告创意是整体的运作过程.
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| 关 键 词： | 广告创意 广告表现 广告目标 |
| 文章编号： | 1008-3634(2006)02-0126-03 |
| 修稿时间： | 2005年3月22日 |
On a new concept of the advertising intention |
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| WANG Tian-lan.On a new concept of the advertising intention[J].Journal of Hefei University of Technology(Social Sciences),2006,20(2):126-128. |
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| Authors: | WANG Tian-lan |
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| Abstract: | The advertising intention should follow certain rules which make it a more rational and scientific production procedure.The real advertisement intention comes into being out of the best combination of the demand of target consumers,products aim and marketing situation.Therefore,the advertising intention must serve the target consumers,and the representation should serve the goal,meanwhile,the advertising intention is the operation process as a whole. |
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| Keywords: | advertising intention advertising representation advertising goal |
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