Ten years in the ivory tower, sauna bath literature after graduation suddenly into the ad a slap in the face of teaching and research. Daily mood also have the morning sipping a cup of "Left Bank cafe," lay on the grass after the rain the evening poems or pinching a Wordsworth's poetry to switch to a loss in the campus lake inviting voice crying all day selling, sentiment of loss can be patient, but we all know, advertising is a "battlefield" type of subject, my generation, "scholar", who can lead the troops to fight? fear and trepidation, despite the jittery all day, but on paper, the end inevitably embarrassed Khan feet. Day break and suddenly, think back to the military strategists of ancient sages, there is some "musicians", who does? Zhuge Kong Ming is not also "scholar"? He does not have all "strategizing among the successful in distant" it? Is can be described as "scholars do not go out probably know that world affairs," the spirit of a victory, mind can not help but give birth to unlimited Delightful. But then I thought, after all, is "the ancient scholar," my generation "Modern Scholar" mean? "A goin, did not dare to go out." So Wu Wu poor years, behind closed doors. But for advertising, although not had to seize the rare, but whatever the outcome, picking up a little of what snake slough cicada shell. Then, the "advertisement" in the throat to speak out. Advertising and Innovative, but I do not Dare, "copy" Feng Meng, Ling Meng copy the title of Mr. second year, summarized as "three-Yan", taught to you prawn shrimp, beef cattle rookie.
Introduction: Reading Pictures Text bath
"Advertising Pope" David Ogilvy said: "Advertising is the word of life." However, this "career" is almost in the "Pope" died after the death of the unfortunate. "Pope" is dead when the secular establishment, is now a no "religious" Belief carnival time. Image is almost the sole representative of the ads say. Text is no longer able to shoulder the important task of filmmaking. "Write more, you can sell more and more" - David Ogilvy says. But in the modern, written in the more no one would watch. Due to the language of symbols as the carrier of the "second signal system" is no longer as "first signal system," the image as "sigh thirst", which is Pavlov dog derived from the experimental results, in advertising has become the golden rule.
Frankly, on reading the text difficult to dislike and avoid making sudden become the modern needs of the "Jack", the text is not longer viable way as in the past closely rely on the "second signal system" to bring the imagination Lenovo and thinking. The starting point of modern advertising and the end result is a consumer behavior among ad looks Feelings are to discuss consumer favor. The same is true of ad text, must take into account the existence of the reader. Anxious anxious readers, like readers to think. In this case, to want the reader to accept your ideas, you must first meet the readers pleasure in reading the text itself, only the first sale, "the word" can then sell the "culture." Text itself must become a consumer element to the encounter with the text into the reader's reading pleasure, let the reader in the text the same as in the swimming pool garden enjoy Sahuan children - Text bath. Only they are willing to "take a bath," you can allow them to receive your "Cuobei."
In the eyes of advertisers and readers is the text of the consumer, the reader is paying to see books, they spent the money, there is the power consumption of these words. This is to remind each engaged in "word of life" advertising people (people I do not care), your text is sold to consumers. These words should not do whatever you "products", but must be consumer-owned "brand." They must give "those who buy the word" bring the enjoyment of a consumer.
Therefore, consumers want to buy your word, you have to - mouth write.
Do not misunderstand, I'm not the hero you think in the waist. The title on the one hand is a gimmick to attract your attention, on the other hand, it is my desire at this moment a strong. (I dare say, it went wrong you had.)
As "a time when many people like to talk," the Jiaoshu Jiang, when writing, I always think, can the "write" are like "talk" the same. I do not mean to say that the contents of a tape recorded and then transferred into text, something like that is just a statement. I said "write your mouth" means: (Listen, most people I do not tell him)
First, write the same time as when they talk to at any time to treat your readers as the audience, showing their concern from time to time in order to attract them to follow you go. (You still see? Thank you. Then I went down and write.)
Second, when writing the same as when they talk to at any time the reader to consider the possible reactions and timely adjust their thinking. (You know this? Good, we look to the next.)
Third, when writing the same as when they talk, presented to the reader is thoroughly tempered around which a consensus is not necessarily the final again, "finalized", the best you can demonstrate the thinking process.
Because you spent the money, you have the power to a hot bath here and enjoy Cuobei, pedicure and other services. You can rest assured "shampoo", as can "brainwash", to see the effect after you read. But I dare say that this "pond" in under the "medicine" to ensure the real thing ("Who is who knows").
Come, Ke Guan, fragrant bath and pleasure in life.
Requests You take off their clothes -
"First moment" of surprises: the consumer is a fool
Perhaps this sentence will touch on your left side muscle twitching about the mouth. However, this is only a word. That all of that is: the consumer is a fool - if not, advertising is a fool. Must be one.
In fact, the advertising people, if we do not want a fool, it should be the consumer as a fool. (Of course, see here, the reader will of me as you may be crazy) because it and the ashes of our respect level "advertising Pope," runs counter to the views of David Ogilvy, the old "big" that: consumers are not stupid they are your wife and daughter, do not try to fool consumers. In fact, I am better than the old "big" as his wife and daughter also wanted to consumers, but unfortunately today's society has no longer the "big" brother, as husband and wife alive, loyal, obedient children. The relationship between advertising and consumers have become control and anti-control relationship. To become the winner of this controlling the game, we need to match wits and consumers. In this battle, the advertiser must be absolutely confident, with absolute psychological advantage to suppress the consumer, because you do not fool the consumer as the consumer will treat you as a fool. There is no way to do. Therefore, advertising must have a steel frame built above the clatter proud of "spiritual victory." Chairman Mao also the relationship between advertising and consumers did brilliantly instructions: a strategic emphasis on them in contempt for their tactics. This is today, was respected, "Mao-style advertising."
In fact, we say that consumers are stupid, this is because we do not want to fool themselves advertising; the other hand, we say that consumers are fools, not to say that consumers are mentally retarded idiot. In fact, as long as there buying behavior, any person who is a consumer, advertising is the consumer when the consumer. Here, we call the consumer, as the spread of advertising objects - in terms of audience.
Consumers usually may not be stupid, but the event of advertising, they flew a dull boy. Yore? Natural and well grounded. We do not have moved on communication theory Zayun readers Majesty scary. In fact, simply think about the consumer (audience) is what contacts the state advertising, the problem is Chef Ding see cows.
Thinking about - Is the audience rapt attention to see ads as you read this apology to the same time? Obviously not, the exclusion of consumers to the inherent attitude of the decision of consumers is not in contact with when struggling to avoid advertising, is deliberate. Consumers avoid advertising psychology, the creative decision to become a basic condition for advertising.
Back to the topic, be right back after advertising, advertising as exciting.
Such as Colgate, Crest and other foreign brands of toothpaste advertising, quick to claim that such toothpaste is used by dentists or dental recommended. Those mindless fool consumers see advertising as seen effects, and recommended that the dentist's choice is of course the most correct. But, dear consumer, slightly moving the head inside moving Zan 脳 mind that you will find: dentist may tell you what toothpaste he uses it? Dentist may recommend a toothpaste to you? Do you think you are dentists who ? If this toothpaste really have those advertised "moth solid tooth whitening ... bleeding ..." effect, that dentists recommend it, not my own job right? If the dentist really recommend it, it just shows that the effect of toothpaste - Hey, maybe dental clinic is his chilling pliers while holding the bit waiting for you, while still smiling at the news then.
Consumer Contact ads casual status, so many advertisers teeth scratching. Advertisers wishing they could burst into the home, consumers can breathe all the Guys and Dolls Agou Amao are tied to the TV tugging at the ears so that they concentrate in Advertising, Fang Xie heart of the gas. However, it is the consumer advertising casual contacts, skim the surface, fixed mind, we say that consumers are fools. It is also recognized as the consumer is a fool in advance, such a "stupid ad," it has been absolute "effective advertising." Because a consumer is not stupid, they will find that advertising people are stupid, even to make such a "mental handicap" ads.
Therefore, consumers are stupid - otherwise, advertising is a fool.
Where to go, you weigh myself.
"Half an hour" of surprises: customers not God
If someone feels the consumer as a fool or not to accept, then I also look to compromise, and George Lewis is no longer compete for that top "crazy" ad cap. Because, after all, is that you have access to "Confessions of an Advertising teachers" and "the first time." Now has come the "second time", then, well, let me say a serious point: customer is not king, advertising talent is God.
"Customer is God" concept, seems to have become the consensus of modern business. Whoever wants to do business, then customers must be the same as God, faith and care, even nodding hands, I find her. The reason why businesses in front of customers stuck to hard work, is the fear of offending the "God", that he no longer "blessed" to you. However, since the advertising has been born, the customer should not be God. The purpose of advertising is to create and guide the consumer, advertising is the consumer's baton. In other words, advertising talent is God, the customer is a believer. Advertising is to get consumers the ultimate Christian faith as "the Bible" as belief in advertising, in advertising, "Gospel", the consumer, such as Christians muddled as disappointed Xi Xi, Ruchirukuang, such as drunk as blind to Thinking Faith cover.
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