从物质机能到人性化诉求

当物质产品大量充斥市场,人们被形形色色的商品包围在物质世界里的时候,广告显得尤为重要.它是品牌表象背后核心识别的重要视觉符号,是人们享受产品及产品物质机能以外的象征价值的选择依据,因为广告即形象。然而,在以技术为主,商品生产日益同质化的时代,商品在“物质”机能方面很难有什么独特新鲜的销售卖点。将功能性削离产品并寻求商品以外的象征价值、联想价值,是广告人发掘广告主题的重要手段。寻求人性诉求是现代广告创意制胜的法宝。

From Matcrial Ferture to Humanizatization Expression

When the material products are heavily flooded in the markets,and people are surrounded by all kindsof goods in the material world,the advertisement seems to be especially important.Because the advertisement meansimage,it is a Key visual symbol for distinguishing brand ideology and a basis for selecting symbol value out of productswell as its material feature enjoyed by people.However,in an era of taking technology as the dominant factor as wellas the same quality of the commodity production,it is hard to find a unique and novel selling point on the material fea-ture for goods.Not talking functions of product but seeking symbol value associational value out of the goods are theimportant means of conceiving ad-topic by advertiser.To seek humanization expression is a successful trump for mod-em advertising originality.