精选3码中特

广告是什么时候产生的?

发布日期:2015-04-09 浏览量: 678

精选3码中特CONGGUANGGAODEZUIZAOCHUXIANLAIKAN,DAODISHIQIYUANYUHESHIHEDI,ZHEIGEWENTISHIGUANGGAOJIEZHENGLUNBUXIUDEWENTI。JIUMUQIANWOMENJIECHUDAODEZILIAOLAIKAN,YINGGAISHIZAIDONGFANGHEXIFANGJIHUTONGSHICHUXIANLEGUANGGAOXIANXIANG。DANSHI,XIANDAIGUANGGAODEFAYUANDIWEIXIFANGGUOJIA,ZHEISHIWURONGZHIYIDE。

一、西方广告形式

RENMENXIANZAISUOJIANDAODEZUIZAODEGUANGGAO,SHIXIANCUNYUYINGGUOLUNDUNBOWUGUANNEIDEYIZHANGXIEZAIYANGPIZHISHANGDEGUANGGAO。JUKAOZHENG,TASHIGONGYUANQIAN1000NIANZUOYOU,GUAIJIDEYIZHANGXUNZHAOYIGECHUZOUYONGREN(NULI)DEGUANGGAO。JUJIZAI,GULUOMADEDUCAITONGZHIZHERULVE·KAISAMIANDUIJIJIANGLAILINDEZHANZHENG,JINGCHANGTONGGUOSANFAGEZHONGCHUANDANLAIKAIZHANDAGUIMODEXUANCHUANHUODONG,YIBIANHUODEMINZHONGDEZHICHI。KEJIAN,CHUANDANGUANGGAOXINGSHIZAIXIFANGBEIZUIZAOSHIYONG。

XIFANGGUANGGAOXINGSHICENGJINGLUXUCUNZAIGUOZHAOTIEGUANGGAO、SHENGXIANGGUANGGAO、YANZOUGUANGGAO。ZUOWEIYANZOUGUANGGAOZAIZHONGGUOGUANGGAOSHISHANGWANGWANGSHIMANGYIRENCAIYONGDEGUANGGAOXINGSHI,BINGBUBEIPUBIANCAIYONG。ERZAIXIFANGSHEHUIZHONG,YIYANZOUXINGSHIYINGXIANG、ZHAOLAIGUKEZEBIANJIAOPUBIAN。CIFANGSHIQIYUANYU1141NIANDEFAGUODEBEILIZHOU,12GERENZUCHENGDEKOUTOUGUANGGAOTUANTI,JINGFAGUOGUOWANGLUYIQISHIDETEXU,ZAITEDINGDEJIUDIANLICHUIDIZI,ZHAOLAIGUKE,CONGERDUIGUANGGUDEKERENJINXINGTUIXIAOXUANCHUAN。

XIFANGGUOJIAZUIZHUYAODEGUANGGAOXINGSHIGOUCHENGLEXIANDAIGUANGGAOXINGSHIDETIXI。XIFANGGUOJIAZHUYAOGUANGGAOXINGSHISUIZHESHEHUIJINGJIDEFAZHANERFAZHANBINGBUDUANWANSHAN,CHENGWEILEXIANDAISHEHUIZHONGZHUYAODEGUANGGAOXINGSHI。

1.报纸广告

ZAIOUZHOUGUOJIA,BAOZHILISHISHIFENJIUYUAN。l 5SHIJIMOYE,ZAIOUZHOUGUOJIACHUXIANLEYINYOUXINWENDEXIAOBAO,SHICHENG“XINWENSHU”,WEIDUIZHESIKAIDEYINZHANG,BEISHIWEIBAOZHIDEZHIJIEQIYUAN。MEIGUOZAOQIDEBAOZHIYOU《NIUYUETAIYANGBAO》、《MEIGUOXIANQUBAO》、《NIUYUESHIBAO》DENG。《NIUYUETAIYANGBAO》BAI1833NIAN9YUE3RIYOUB·H·DAIDERENCHUANGLIYIHOU,HENKUAIZAIMEIGUOXIANQILEBIANSHIBAOYUNDONG,JI“ZHIYAOHUAYIBIANSHIJIUKEYIMAIYIFENBAOZHI”,CONGERKAICHUANGLEMEIGUOLISHISHANGDE“BAOKANXUANCHUANHUODONG”(Pressagentry),ZAIMEIGUOBAOYESHISHANGJUYOULICHENGBEIYIYI。BIANSHIBAOYUNDONGKAIZHANZHIHOU,YOUYUBAOZHISHOUJIADILIAN。RENRENDOUKEYIMAIDEQI,YINCIBAOZHIFAXINGXINGDAZENG,SUIJIGUANGGAOFEIYEXUNSUSHANGZHANG,SHISHIYOUXIEQIYEWEILEJIESHENGGUANGGAOFEI,BIANGUYONGZHUANMENRENYUANLAIZHIZAOSHANDONGXINGXINWEN,YICIKUODAYINGXIANG。JINGUANZHEIYISHIQIZAIMEIGUOCHUANBOLISHISHANGBEICHENGWEI“ZUIBUGUANGCAIDESHIQI”,DANBIJINGTUIDONGLEMEIGUOBAOKANYEDEFAZHAN。

JINRU20SHIJIYIHOU,BAOZHIGUANGGAOFAZHANGENGWEIXUNSU。SUIZHEGUANGGAOKANZAISHULIANGDEZENGDUO,YIFENBAOZHIDEBANMIANYUELAIYUEDUO,BAOZHIGUANGGAOCONGZHENGZHI、JUNSHI、JINGJI、WENHUADENGXINXIDECHUANBO,YIZHIDAOGERENSHENGHUODEGEGELINGYU,RUDINGHUN、JIAQU、QIUZHI、GONGZHI、ZUFANG、JIAJIAO、YUER、JIDIANGONGDENGDENG。ZAIXIFANGJINGJIFADAGUOJIA,YOUDEBAOZHIDEZHOUMOBANSHANGXINXIRONGLIANGJINGRANDAWULIUSHIWANZI,ERQIZHONGYOUHENDABUFENDEWEIGUANGGAOXINXIYIJIYUGUANGGAOYOUGUANDEXUANCHUANXINXI。BAOZHIGUANGGAOZAIXIFANGSHEHUISHENGHUOZHONGDEYINGXIANGYUZUOYONGKEKUIQIYIBANLE。

2.广播广告

GUANGBODECHUXIAN,SHIRENLEICHUANBOLINGYUZUIDADETUPOZHIYI,YOUCICHANSHENGLEBUSHOUSHIJIAN、DIDIANYIJIFUZAZHIZUOGONGYIXIANZHIDEGUANGBOGUANGGAO。1920NIAN,MEIGUOSHOUJIASHANGYEGUANGBODIANTAICHUANGLI,1926NIANCHUXIANLEQUANGUOXINGGUANGBODIANTAI,GUANGBODIANTAIBIANCHENGLEQIANSUOWEIYOUDEZHUYAOGUANGGAOMEIJIE。SUIHOU,SHIJIESHANGGEGEGUOJIAFENFENJIANLIZIJIDEDIANTAI。YOUYUGEGEGUOJIADEGUOQINGBUTONG,ZAIDIANTAIGUANGBOLINGYU,YOUDEGUOJIAZHENGFUMINGJINXIANZHIHUOJINZHIDIANTAIGUANGBOGUANGGAO。DANSHIJIUDUOSHUGUOJIAHUODIQUDEGUANGBODIANTAIERYAN,GUANGBOGUANGGAOSHIDIANTAIJINGFEIKAIZHIDEZHONGYAOLAIYUANZHIYI。

3.电视广告

1936NIANYINGGUOJIANLIQISHIJIESHANGDIYIZUODIANSHITAI。1939NIANMEIGUOCHUANGBANLEMEIZHOUDIYIJIADIANSHITAI,DANZHENGSHIKAIBANSHANGYEDIANSHITAISHI1941NIAN6YUE。DIERCISHIJIEDAZHANYIHOU,DIANSHICHUANBOSHIYEXUNSUFAZHAN,GEGUODIANSHITAIXIANGJIJIANLI。QIZHONGXUDUODIANSHITAIDOUJINGYINGDIANSHIGUANGGAOYEWU,CONGERSHIDIANSHIGUANGGAOXUNSUFAZHAN。

4.杂志广告

精选3码中特1731NIANYINGGUOCHUBANDE《SHENSHIZAZHI》,ZUIZAOYONG“magazlne”(ZAZHI)YICICHENGHUQIKAN。DUIZHIYOUGUORUCIMIAOSHU:“MEIYUECHENGJI,JINWENHUICUI,RUZAZHI”。“magazine”YICISHIYOUALABOWENDE“makhzan”BIANHUAERLAI,YUANCIYISHI“CANGKU”DEYISI,YEXUJIUCIZHUANYONGZHISHIDECANGKU,BAHOULAIKANDENGLUNWEN、XIAOSHUODENGWENZIDEQIKANDOUJIAOZUOLEZAZHI。ZHIDAOBENSHIJIERSANSHINIANDAIYIHOU,ZAZHICAIZHUJIANBEIPUBIANZHONGSHI。ZAZHIDEDAFAZHANSHIZAIERZHANYIHOU;SHIJIECHUYUWENDINGFAZHANZHISHI,GEGEZHUANYELINGYUHEZONGHEXINGLINGYUDEFAZHAN,KEGUANSHANGXUYAOJINXINGJIAOLIUHECHUANBOSUODAOZHIDE。XIANGDEGUODE《MINGJING》,MEIGUODE《SHIDAI》,RIBENDE《DUMAIZHOUKAN》DENGZAZHIDOUCHENGWEISHIJIEXINGDEZHONGYAOZAZHI。TONGSHI,DALIANGQUWEIXING、ZHISHIXING、YULEXING—DEZAZHIBUDUANCHUXIAN,BINGQIEYUGUANGGAOCHUANBOJIEHEZAIYIQI,CONGERXINGCHENGLEXIANDAIZAZHIGUANGGAO。

5.其他广告

HUWAIGUANGGAO:HUWAIGUANGGAOZAIGUOWAI17SHIJIYIHOUCHUXIANBINGFAZHAN。ZAI1870NIAN,HUWAIGUANGGAODESHOURUZHANDAOSHANGYEGUANGGAODE30%,DAO20SHIJICHU,SUIZHEJIAOTONGGONGJUDEGAIJIN,YOUQISHIQICHEDEPUJI,GONGLUJIANSHEDEFAZHAN,HUWAIGUANGGAODEZHONGYAOXINGJINYIBUTIGAO。HUWAIGUANGGAODUOYITUHUAWEIZHU,MUDESHIJIASHENRENDEYINXIANG。HUWAIGUANGGAODEZHONGLEIYOUGUANGGAOPAI、HAIBAO、JIANZHUGUANGGAODENG。

精选3码中特KONGZHONGGUANGGAO。KONGZHONGGUANGGAOSHIYIKONGZHONGPIAOFUWUHEFEIXINGWUZUOMEIJIE,CHUIGUAHUOSHUXIEGUANGGAO,YIYINQIDAZHONGDEZHUYIHEXINGQUDEGUANGGAOXINGSHI。ZAOQIDEKONGZHONGGUANGGAOSHIYIFENGZHENGXINGSHILAIBIAOXIANDE。1913NIAN,YINGGUOHUANGJIAKONGJUNJ·c·SAWEIQISHAOXIAOKAISHIZUZHIYANWUKONGZHONGGUANGGAOSHIYAN。1922NIANZAIYINGGUOJUXINGLESHOUCIBIAOYAN,FEIJIZAIKONGZHONGLIYONGYANWUXIEXIALE“Daily Mail”(《MEIRIYOUBAO》)DEZIYANG。HOULAIMEIGUORENFAMINGLEKONGZHONGTOUGUANGGUANGGAO,JIRENYIHONGWEIZHUANGGUANDEGANSHOU。ZAI1991NIANHAINIHONGDENGGUANGGAO。SHIJIESHANGDIYILINIHONGDENGGUANGGAOSHIYOUFAGUORENKELAOTEANZHUANGZAIBALIHUANGGONGSHANGDE。SUIHOUYINGGUORENKAISHIXIAOFANG。BENSHIJI20NIANDAI,CAIJINRUMEIGUO。NIHONGDENGGUANGGAODEPUJIYUNYONGSHIZAIBENSHIJI20NIANDAIMOHE30NIANDAICHU,ZHIHOU,DAO50NIANDAINIHONGDENGGUANGGAOSUIZHEXINJISHUXINCAILIAODEFAMINGJISHIYONG,BIANDEDUOZHONGDUOYANG。DAO90NIANDAIZHIHOU,QIXINGSHIGENGSHIFANHUADUOCAI。NIHONGDENGGUANGGAOCHENGWEILEYIGEDIQUJINGJIFANRONGYUFOUDEZHONGYAOXIANSHI。

ZHIYOUGUANGGAO:ZHIYOUGUANGGAOSHICAIQUJIANGCHANPINXUANCHUANZILIAOZHIJIEYOUJIJIXIAOFEIZHEDEGUANGGAOXINGSHI,CIXINGSHIGUANGGAOZAIXIFANGMOUXIEGUOJIASUOZHANBIZHONGHENDA,SHENZHIBEIYUWEIQUDAIZAZHIDESIDAMEIJIEZHIYI。

二、广告职业化和专业化

精选3码中特GUANGGAOHUODONGDEZHUANYEHUAHEZHIYEHUASHICONGMEIGUOKAISHIDE,BINGYOUMEIGUOCHUANDAOOUZHOUXUDUOGUOJIA。

精选3码中特1869NIAN,ZAIMEIGUODEFEICHENG,N·w·AIYEFUZICHUANGLILEJUYOUZHENZHENGZHUANYEGUANGGAOGONGSIYIYIDEGUANGGAOGONGSI,JI“AIYEFUZIGUANGGAOGONGSI”。GAIGONGSIJINGYINGDEZHONGDIANCONGDANCHUNDEBAOZHIBANMIANZHUANDAOWEIKEHUFUWU,WEIKEHUZHIZUOGUANGGAO,BANGZHUKEHUZHIDINGGUANGGAOCELVE,BINGZHUZHONGGUANGGAOXIAOGUO。

20SHIJICHUQI,GUANGGAOZHUANYEGONGSIDEFAZHANSHIFENXUNSU。MEIGUOGUANGGAOYEZIKAISHIBIANSHOUDANGQICHONG,YINDAOGUANGGAOZHUANYEGONGSIFAZHANDACHAO,CHANSHENGLEYIDAPIZHUMINGDEGUANGGAOGONGSI。ZAI20NIANDAIMOKAISHIDEJINGJIDAXIAOTIAOSHIQI,GUANGGAOGONGSIZUOLEDALIANGGONGZUO,DUISHIMEIGUOGONGSHANGQIYEBAITUOJINGJIXIAOTIAOQIDAOLEJIQIZHONGYAOWEIZUOYONG。YINCI;ZAISHIJIESHANGXINGCHENGLEYIMEIGUOWEIHEXINDEGUANGGAOGONGSIXINGYEQUNTI。

MEIGUOGUANGGAOYEDEFAZHANDAIDONGLESHIJIEFANWEIDEGUANGGAOYEDEHUOYUEHEFAZHAN。CONGGUANGGAOYETAISHILAIKAN,CONGERZHANYIHOU,ZAISHIJIESHANGCHUXIANLEYIMEIGUOWEIHEXINLINGDAO,XIOUHERIBENWEIZHONGYAOZHUTIDESHIJIEGUANGGAOYEDEDAFAZHAN。

三、广告学的产生与发展

(一)广告学的产生

GUANGGAOXUEZHISUOYICHUXIAN,CUNZAIZHESANGEYUANYIN,JISHANGPINJINGJIDEFAZHANERCHANSHENGKEGUANTUIDONG,XINLIXUEDEFAZHANDIANDINGLILUNJICHUHEXUEKEFENHUADEBIRAN。

DIYI,KEGUANJICHU。20SHIJICHU,ZHUANYEGUANGGAOGONGSIDEXUNSUFAZHAN,TUIDONGSHANGPINJINGJIDEJINYIBUFAZHAN,ERSHANGPINJINGJIDEFEISUFAZHANYOUJIGUANGGAOYETICHULEGENGGAODEYAOQIU,JIXUZAIGUANGGAOLILUNSHANGJIANGGUANGGAOSHIJIANZHONGDEJINGYANJIAYIZONGJIEHETIGAO,YIBIANJINYIBUTUIDONGGUANGGAOSHIYEDEFAZHAN。ZHENGSHIYOUYUSHANGPINJINGJIZAIBENSHIJICHUDEDAFAZHAN,CAIXINGCHENGLEGUANGGAOLILUNYANJIUDEKEGUANJICHU。

DIER,XINLIXUELILUNDEFAZHANDIANDINGLELILUNJICHU。ZI1879NIANDEGUODEFENGTEJIAOSHOUZAILAIBIXIDAXUECHUANGLIDIYIJIAXINLIXUESHIYANSHIZHIHOU,CONGSHIZHENGJIAODUZHANKAILEDUIXINLIJIZHIHEXINLIHUODONGDEYANJIU,BINGQIEQUDELEYIXILIECHENGGUO,CONGERSHIXINLIXUEZUOWEIYIMENDULIDEXUEKECONGZHEXUEZHONGFENLICHULAI。XIANDAIXINLIXUEDECHANSHENGHEJINYIBUFAZHANDUIXIAOFEIXINLIXUEHEGUANGGAOXUECHANSHENGLEZHONGYAOYINGXIANG。XINLIXUELILUNMEIYICIFAZHANHETUPODOUDAOZHIGUANGGAOLILUNYANJIUDESHENRUHEXINLILUNDECHANSHENG。

DISAN,XUEKEDULIDACHAODEBIRAN。20SHIJICHUQI,SHISHEHUIKEXUEXUEKEFENHUADESHIQI。SUIZHESHEHUIKEXUE18SHIJIXINGERSHANGXUEDIFAZHANHE19SHIJIZAIXUEKEJINGYANHEMENGYAGAINIANSHANGDEJILEI,SHEHUIKEXUEZHONGDEXUDUOLINGYUKAISHICHUXIANLEFENHUAXIANXIANG。CONGERCHANSHENGLEYIDAPIDE20SHIJIXINXUEKE。JIUGUANGGAOERYAN,TASHISHIYINGZHEIYIXUEKEDAZONGHEHEDAFENHUADEKEGUANXINGSHI,BAYUANSHUXINWEN、CHUANBO、YINGXIAOHEXINLIHUODONGZHONGDEGAINIAN、FANCHOUJIAYIZONGHE、CHOUXIANGHEFENLICHULAI,BINGZHAOCHUQIZHONGNEIZAILUOJI,JINXINGXINDEJIEGOUZUHE,CONGERGOUJIANCHULEDULIDEGUANGGAOXUELILUNTIXI。

(二)国外广告学的发展

GUOWAIGUANGGAOXUEDEFAZHANJINGLILESANGEJIEDUAN,JICHUANGLI、CHENGSHUHECHUANGXIN。

1.CHUANGLIJIEDUAN

CONGSHANGGESHIJIMOZHIBENSHIJI30NIANDAIWEIGUANGGAOXUEDECHUANGLIJIEDUAN。

精选3码中特1900NIAN,MEIGUOXINLIXUEJIAHALUO·GAIER(Har]ow Gale)ZAIDUONIANGUANGFANDIAOCHAYANJIUDEJICHUSHANGXIECHENG《GUANGGAOXINLIXUE》YISHU,QIANGDIAOSHANGPINGUANGGAODENEIRONGYINGGAISHIXIAOFEIZHERONGYILEJIE,BINGYINGSHIDANGYUNYONGXINLIXUEYUANLIYIYINQIXIAOFEIZHEDEZHUYIHEXINGQU。1901NIANMEIGUOXIBEIDAXUEXIAOZHANG、SHEHUIXINLIXUEJIAWAERTE·DIER·SIKETE(WalterD513Scott)ZAIXIBEIDAXUEZUOBAOGAOSHI,XITONGTICHUXINLIXUERUHEYINGYONGYUGUANGGAOXUANCHUANZHUYAODIAN。SUIHOU,TALIANXUFABIAOYOUGUANLUNWEN12PIAN,BINGZHENGLICHENGCECHUBAN《GUANGGAOLUN》(YOUYIWEI《GUANGGAOYUANLI》)YISHU。1903NIANWENSHIDE《GUANGGAOLUN》RENWEIXINLIXUEYINGYONGSHIFENGUANGFAN,BUJINZAIGUANGGAOYEFANWEI,GEZHONGCHANYEMOBUKEXING,WEIGUANGGAOXUEDEJIANLIDIANDINGLEJICHU。ZHIHOU,MEIGUOJINGJIXUEJIAXIKESIBIANZHULE《GUANGGAOXUEDAGANG》,DUIGUANGGAOHUODONGJINXINGLEJIAOWEIXITONGDETANTAO。《GUANGGAOLUN》HE《GUANGGAOXUEDAGANG》BEISHILISHIJIESHANGZUIZAODEGUANGGAOXUEZHUZUO。

精选3码中特1908NIAN,MEIGUOSHEHUIXUEJIALUOSIZHUANXIELE《SHEHUIXINLIXUE》YISHU,FENXIBINGYANJIUQUNTIYUGERENZAISHEHUISHENGHUOZHONGDEXINLIHEXINGWEIBIAOXIAN,QIZHONGDALIANGSHEJIYUXIAOFEIXINLIYOUGUANDEZHIJIEHEJIANJIEYINSU,DUIGUANGGAOXUEDEJIANLIQIDAOLILUNBEIJINGDEZHICHIZUOYONG。1912NIANDEGUOXINLIXUEJIAMINSITEBOGEFABIAO《XINLIXUEYUJINGJISHENGHUO》YISHU,ZHONGDIANYANJIUGONGYEXINLIXUEZHUWENTI,ZAIBUFENZHANGJIEZHONGMINGQUETICHUGUANGGAOXIAOGUOHECHUCHUANGCHENLIEDENGHEXIAOFEIXINLIXIANGGUANDEWENTI。1902—1905NIANQIJIAN,MEIGUODEBINXIFANIYADAXUE、JIAZHOUDAXUE、MIXIGENDAXUEHEXIBEIDAXUEDOUKAISHIJIANGSHOUYOUGUANGUANGGAOXUEFANGMIANDEKECHENG。

ZI19SHIJIMODAO20SHIJI30NIANDAI,YANJIUGUANGGAODELILUNCHUXIAN,BINGYOULEYIDINGCHENGDUDEFAZHAN。ZHEIGESHIQIGUANGGAOLILUNYANJIUDETEDIANSHITICHUWENTI,JIANDANLUNZHENG,LILUNBIJIAOLINGSAN,WEIXINGCHENGWANZHENGXUEKETIXI。DANSHI,GUANGGAOXUEZUOWEIYIGEXUEKEYIJINGCHUXIAN。

2.CHENGSHUSHIQI

精选3码中特ZIBENSHIJI30NIANDAIDAO60NIANDAI,WEIGUANGGAOXUECHENGSHUFAZHANSHIQI。

精选3码中特ZAIBENSHIJI20NIANDAI,CHUANBOXUEHESHICHANGXUEKAISHICHUXIAN,YOUQISHISHICHANGYINGXIAOHUODONGDEKAIZHANJILILUNDEFAZHANHEWANSHAN,TUIDONGLEGUANGGAOXUEDEJINYIBUCHENGXING。1929~1933NIANDESHIJIEXINGJINGJIWEIJIDAILAIDEJINGJIDAXIAOTIAO,KEGUANSHANGDUIGUANGGAOXUETICHULELILUNYAOQIU。YINER,CISHIQICHUXIANLEYIDAPIGUANGGAOZHUANJIAHEXUEZHE,YANJIUXIANSHIWENTI,LIYONGGUANGGAOYINGXIANGHETUIDONGXIANSHIJINGJIDEFAZHAN。

YIPIGUANGGAOLILUNYANJIURENYUANZAISHIGUANGGAOLILUNCHENGSHUHUASHANGZUOCHULETUCHUDEGONGXIAN,CHANSHENGLEXUDUOGUANGGAOLILUNLIUPAI。BENSHIJIQIANQIMEIGUOZUIYOUYINGXIANGDEWENANZHUANGAORENYUEHAN·KENNIDI(John Kennedy),CHUANGLILEQINGLIGUANGGAOPAI,TAWEIGUANGGAODINGXIALE“ZHISHANGTUIXIAOYUAN”DEZHUMINGDINGYI。KELAODE·HUOPUJINSIFAZHANLEYUEHAN·KENNIDIDEQINGLIGUANGGAO,CHENGWEIQINGLIPAIDEDAIBIAORENWU。TARENWEI,GUANGGAOZHIYUSHANGPIN,YOURUXIJUZHIYURENSHENG,TAJISHISHANGPIN,YOUGAOYUSHANGPIN。TAXIEGUOWUSHUZHUMINGDEGUANGGAOWENAN,SHIBUSHAOSHANGPINCHENGWEIMINGPAI。TADEZHUZUO《KEXUEDEGUANGGAO》YISHUSHIMEIGUOXIUXUEGUANGGAODEXUESHENGDEBIDUSHU。LIAO·BEINAJIANLIHEFAZHANLE“ZHIJIAGEGUANGGAOXUEPAI”,ZAIGUANGGAOBIAOXIANSHANG“WOMENLIQIUGENGWEITANCHENGERBUWUDUAN。WOMENLIQIUREQINGERBUGANQINGYONGSHI”。LUOSE·RUIFUSI(Tosser Reeves)SHOUCHUANGLEGUANGGAOSHI“DUJUTEDIANDEXIAOSHOUSHUOCI”(Unique Selling Proposition)DELILUN。MINGQUE“GUANGGAODEYISHUSHIYONGKENENGZUIDIDEFEIYONGBAYIXIANGXUNXIGUANZHUDAOZUIDADUOSHURENDEXINZHONG”。WEILIAN·BOENBAKE(William Bernbach)TICHUGUANGGAOXIEZUOYIDINGYAOYOUCHUANGZAOLI,ZAIGUANGGAOSHANGZUIZHONGYAODEDONGXIJIUSHIYAOYOUDUCHUANGXING(original)YUXINQIXING(fresh),“NIXIECHUDEMEIYIJIANSHIQING,ZAIYINCHUDEGUANGGAOSHANGDEMEIYIJIANDONGXI、MEIYIGEZI、MEIYIGETUBIAOFUHAO、MEIYIGEYINYING,DOUYINGGAIYOUZHUYUNISUOYAOCHUANDADEXUNXIDEGONGXIAO”。DAWEI·AOGEWEI(David Ogilvy)CHUANGLILE“XINGXIANGSHEJI”LILUN,BEIYUWEI“XINGXIANGSHEJISHIDAIDEJIANZHUDASHI”,TADE《YIGEGUANGGAORENDEZIBAI》YISHU。ZONGJIELEZIJICONGSHIGUANGGAOSHIWUDEJINGYANHETIHUI,ZI1962NIANCHUBANZHIJINYIBEIYICHENG20YUZHONGWENZI,ZAIMEIGUOGUONEITADEXIAOLIANGYIYU30WANCE。CISHUZAIOUMEIZHUANXIUGUANGGAODEXUEXIZHONG,SHIXUESHENGBIDUDECANKAOSHU,QIZHONGJIYOUGUANGGAODECHUANGZUO,YESHEJIDAOZHUDUOJINGYINGGUANLIDEXIANDAIHUALILUN。QIAOZHI·GELIBIN(George Gribbin)JIANGLUOBIKAIXUEPAIXITONGHUA,TARENWEI“XIEHAOGUANGGAOYUXIEQITARENHEDONGXIDEYAODIAN,DOUSHIXIEZUOZHEYAOZUODAOLEJIEBIEREN,DUIBIERENDONGCHARUWEI,BINGDUITAMENYOUTONGQINGXIN。”ZAIGUANGGAOZHONG,YAOSHIDUIFANGLIANXUBUDUANDIQUDUWENANDEDIYIJUHUA、DIERJUHUA,ZHIDAOKANWANGUANGGAODEZUIHOUYIZI。TAMINGQUEZHICHUGUANGGAORENYUANYIDINGSHIYUEDUGUANGFANDEREN,BUJINZHUANWENRENYUANSHENZHIYIQIEYUCHUANGZUOGUANGGAOYOUGUANDERENDOUYINGRUCIGUANGGAOZHUANWENHECHUANGZUO,YINGGAIBUDUANXIUGAI,SHIQIWANSHAN。GUANGGAOYAOTIEJINSHENGHUO,WENANXIEZUORENYUANYINGGAIDUISHANGPINYOUSHENKEDELEJIE,QULEJIEWEILAIDEGUKE,QULEJIENIDESHANGPIN,CAINENGCHUANGZAOCHUHAODEGUANGGAO。

ZHEIYISHIQI,ZAIMEIGUONIUYUEMANHADUNQUDEMAIDIXUNDADAO(Madison Aven Me),CHUXIANLEXUDUOZHUMINGDEGUANGGAOGONGSIZONGBU,YINER,ZHEITIAOJIEDAOCHENGWEILEMEIGUOGUANGGAOYEDEDAIMINGCI。

3.CHUANGXINSHIQI

70NIANDAIYIHOU,SUIZHEXINJISHUGEMINGXIJUANQUANQIU,SHIGUANGGAODEXIANDAIHUASHOUDUANJIJIQIAOYOULEDAFUDUDEGEXIN,GUANGGAODIAOYANYUCEJISHU、MEITICEHUAJISHU、GUANGGAOBIAOXIANJISHUCHUXIANDIANNAOHUAQUSHI,GUANGGAOLILUNCHUXIANLEBUDUANCHUANGXINDEQUSHI。

60NIANDAIMO70NIANDAICHUAI·LISI(AL Rise)HEJIE·TELAOTE(Jack Trout)TICHU“DINGWEI”(Positioning)GAINIAN,BINGXIELEYIXILIEMINGWEI“DINGWEISHIDAI’’(Positioing Age)DEWENZHANG。GUANGGAODINGWEILILUNXUNSUCHUANBODAOXUDUOGUOJIA。ZUIJIN,JIE·TELAOTEZAIZONGJIE25NIANLAIDEJINGYANJICHUZHISHANGCHUBANLE《XINDINGWEI》(The New positioning)YISHU,TICHULEGENGFUHESHIDAIYAOQIUDINGWEICELVE。YUCITONGSHI,GUANGGAOMEITIDEYANJIU、GUANGGAOXINLIDEYANJIU、GUANGGAOYUNDONGCELVE、GUANGGAOJINGJIXUE、GUANGGAOSHEHUIXUE、GUANGGAOWENHUAXUEYUCHUANBOXUERUYUHOUCHUNSUNBANKAISHICHUXIAN,FENGFU、CUJINLEGUANGGAOXUEJIBENLILUN,YOUTONGSHITUIDONGLEGUANGGAOSHIYEDEFAZHAN。


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