摘要
罗瑟·瑞夫斯的 USP 理论精义集中体现在"独特"二字上,即建立个性化与差异化,它将从产品功能出发探求广告有效诉求的传统广告理论完善和发展到一种极致。USP 理论不愧为经典的广告理论,它并没有过时,在现代的广告实践中,它仍具有相当强的实用性,仍具有持久的生命力。
The essence of USP Theory is greatly embodied in the word'uniqueness',which means setting up personality and differentiation.It has developed and perfected the tradition- al advertising theories which explore the effective advertising appeal in the aspect of the product's function.Thus the USP Theory is still a classic advertising theory and in large practice with permanent vitality.
出处
《新闻与传播评论辑刊》
2002年第1期249-255,282,共11页
Journalism & Communication Review
