广告——一个生产形象的产业

Advertising is an Industry of Creating Image

中国的广告业正在走向成熟 ,由“请消费者注意”开始转向“请注意消费者”。在我国商品市场相继经历了生产竞争与品牌竞争之后 ,“个性形象”越来越成为消费者追寻的享用价值和商品的营销卖点 ,市场也由此进入了一种以品牌个性为企业竞争实力表现的形象竞争时代。生产和经营品牌形象 ,正是现代广告产业为企业服务的核心内涵。形象是产品品牌的无形资产 ;是超越于产品自然属性之上的文化附加值 ;是存在于消费者心智中的营销价值。广告策划要为产品确立一个明确的品牌形象 ;广告创意要为品牌寻找一个贴切的形象载体 ;

The advertising industry in China is stepping into a maturity period,which pays more attention to consumers rather than just making them concern.Having experienced the competition of products and of brands,the market in China has turned its focus on personality image,which is becoming the use value and the appealing of product always pursued by consumers and marketers respectively.It's a time of image competition.The force of an enterprise is embodied as brand personality.So creating and managing brand image are the core service of the advertising industry.Image is the intangible asset of a brand.It is the additional culture value of a product beyond its natural character. Image also has its marketing value in consumers' mind.Various activities in an advertising campaign served for different purposes when building an image.The strategy is for establishing a definite image for one product;the creative is for looking for a suitable image expression for one brand;the designing and production are the concrete forms of the image expression.