洋酒广告在华媒体投放与创意分析——以2012年平面广告为例

Wine Advertising Media and Creative Analysis in China——Take 2012 in print advertisement as an example

随着中国经济的快速发展,外商投资增多,在华经商、工作、学习、旅游度假的外国人不断增加,他们将国外的消费方式带入中国,并悄然让中国人的消费方式发生改变。作为消费品的洋酒,精明的商家乘机扩大在华的销售。在媒体广告的投放上,洋酒的商家在广告的投放媒体选择上和其创意的展现上,值得借鉴。

With the rapid development of China's economy and the increased foreign investment,the number of foreigners who do business,study and travel is growing. At the same time the foreigners bring the way they consume into China, which has changed Chinese's consumption patten. Sales of wine, a kind of consumer goods, will be expanded by the smart businessmen in China. The media that merchants select to deliver advertisements as well as the display of ideas is worth considering.