论现代广告创意的诉求变迁与未来走向

On Appeal Changes and Future Trends of Modern Advertising Creativity

伴随着现代社会经济的发展和媒介技术环境的变化,广告创意诉求的重心在发生改变。从商品的角度看,广告创意诉求经历了从物到物性的变化;从传播对象的角度看,广告创意诉求经历了从消费者到生活者、从受众到用户的变化;从商品与传播对象的关系而言,则经历了从物质到精神、从单向到多维、从被动到主动的变化。

With the social and economic development and the change of media environment,the focus of advertising creative appeal has also been changing.From the perspective of commodities,it has undergone a change from object to property.From the perspective of communication objects,it has undergone changes from consumers to livers and from audiences to users.In terms of the relationship between commodities and communication objects,it has experienced changes from material to spiritual,from one-way to multi-dimensional,and from passive to active.