文档介绍:品牌设计:学会鉴赏,提升自己
County continuation records has examined and approved the draft, spirit, believe, comprehensive d the draft, spirit, believe, comprehensive Yearbook of zhuanglang already prepared draft, entered the phase of evaluation. Civil air defense work
County continuation records has examined and approved the draft, spirit, believe, comprehensive Yearbook of zhuanglang already prepared draft, entered the phase of evaluation. Civil air defense work
County continuation records has examined and approved the draft, spirit, believe, comprehensive Yearbook of zhuanglang already prepared draft, entered the phase of evaluation. Civil air defense work
再说主题,在商业广告里,设计师不能用直接用洗衣机是洗衣服的,电饭堡是用来做饭的这种众所周知的功能来作为广告的主题,而是选择洗衣服的效果,做饭的效果以及其它能引起消费者兴趣的其它产品特点来作为广告的主题。因为众所周知的信息就没有广告的必要,这样的广告做出来几乎没有任何效果(新产品除外,我们必须讲清楚新产品的功能是什么,因为其功能并不是众所周知)。所以洗衣机的广告主题就可以是洗得更干净(功能的比较级)、省电、智能等(产品的差异化优势),如果很多品牌的洗衣机都能做到省电,如果要以省电来作为广告主题,则要表现更省电(差异化优势的比较级),只有这样,才能强化产品的优势,争取到更多的消费者。
比如说杨志开店卖刀,商业广告应该表现出的主题就可以是刀的锋利、造型的独特、工艺的考究、人体工程学设计等等,而不是行走江湖必备之物。那样消费者没有必要非买你家的刀不可。为什么屠龙刀、倚天剑成为江湖争夺的对象?因为“宝刀屠龙,号令天下,莫敢不从,倚天不出,谁与争锋?”,拥有了屠龙刀、倚天剑就能够“号令天下”、拥有江湖,远远超出了刀剑本身的功能;玄铁剑为什么好?因为其是用千年寒铁打造,重剑无锋,大巧不工,长期使用能使持有者功力大增。我们也希望自己的产品人人都想要,那么就必须要让消费者知道自家产品跟其他同类产品比较有什么优势,因此,传达产品优势(商业信息)自然成了商业设计表现的重点。
County continuation records has examined and approved the draft, spirit, believe, comprehensive Yearbook of zhuanglang already prepared draft, entered the phase of evaluation. Civil air defense work
County continuation records has examined and approved the draft, spirit, believe, comprehensive Yearbook of zhuanglang already prepared draft, entered the phase of evaluation. Civil air defense work
County continuation records has examined and approved the draft, spirit, believe, comprehensive Yearbook of zhuanglang already prepared draft, entered the phase of evaluation. Civil air defense work
吸烟有害健康这句话有用吗?刚提出来的时候有用,现在已经众所周知了,继续吸烟的人都知道,你对着他说一万遍,他还是要吸,怎么办,很简单,换个主题:你还没结婚生孩子吧,那好,吸烟会导致你阳痿不育;你知道眼睛很重要吧,那好,吸烟会导致过早失明;你害怕恐怖的画面吧,那好,我放一个