内容
1.简介
2.广告的主要理论
3.创意元素的约翰·刘易斯的圣诞广告中的应用
4。结论
Content
1. Introduction
2. The main theories of advertisement
3. The application of creative element in Christmas advertisement of John Lewis
4. Conclusion
1. Introduction1引言
“除非你的广告有一个很好很长远的想法,它会像夜晚航行的船只,一个广告人大卫·奥格威的父亲说这是一本书的自白的广告。他强调创造力可以是广告的灵魂,它可以被视为在广告创作过程中最难处理的最难处理的元素。特别是现在,广告是商业世界的一个重要组成部分,企业要掌握提升产品的艺术(Uttara,2012)。
‘Unless your
advertising campaign contains a big idea, it will pass up like a ship in the night.’ This was said in a book-Confessions of an Advertising Man by the father of advertising: David Ogilvy. He emphasized creativity can be the soul of advertisement, and it can be regarded as the most difficult element to be handled in the process of advertisement creation. Especially now, advertising has been an essential part of the business world, companies have to master the art of promoting their product (Uttara, 2012).
2. The main theories of advertisement 广告的主要理论
由于我们都知道工业化见证了美国广告的急剧增加,这是因为在工业革命的巨大影响下美国成为世界上最顶尖的工业国。随着生产的商品竞争激烈,商家不得不采取以吸引更多的消费者和创造利润的有效途径(Ewen,1976)。因此,广告逐渐成为公司的一种工具。
As we all know industrialization witnessed the dramatic increase of advertisement in USA, it is because under the huge influence of industrial revolution, America became the top industrial country in the world. With fierce competition of the manufactured commodities, businessmen have to adopt efficient ways to attract more consumers and make profit (Ewen, 1976). As a result, advertising gradually became a vehicle for companies.
Since the 20th century, there emerges a lot of important theories, like the USP theory, BI theory, Positioning theory and so on. Which still have significant influence on the creation of advertisement in today’ life. The first theory which mainly discover creativity in advertisement is the USP theory (Unique Selling Proposition)which was proposed by television advertising pioneer Rosser Reeves in 1940s, it explains that companies should make unique proposition to persuade consumers choose their brand (Levitt, 1986). As the marketing concept gradually accepted in society, BI theory by David Ogilvy, ROI(Relevance Originality Impact) by William Bernbach and Leo Burnett were popular among society because of adapting to the new market. At the same time, the three advertisers were regarded as the leaders of creatively reforming in the
history of America.
3. The application of creative element in Christmas advertisement of John Lewis活性元素在约翰·刘易斯的圣诞广告中的应用
However, among all the advertisement in our practical life, the Christmas adverts released by John Lewis were the most anticipate one and widely accepted by public (Telegraph, 2015), and gradually became the signal of upcoming Christmas(Stone, 2013). Among all the adverts, love and hope are the forever themes in their adverts which can touch people’s heart, drive customers’ interest and arise some thoughts of the meaning of life. Like theMan On The Moon which is a thought- provoking advertin 2015, it tells a story that a little girl found a man with silverhair lonely on the moon, everyday she watches him b
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。