摘要
随着经济增长,市场竞争的扩大,商战已进入智战时期,广告也从以前的所谓媒体大战升到广告创意之间的竞争,创意一词就成为整个广告环节中最流行的词语。本文就创意在活动中的特征、与商品的关系进行分析和阐述。
With the development of economy and with the intensification of market competition, commercial war has entered the period of intelligent war. The medie competition of advertisement has changed into the meaning creation competition. Meaning creation has become the most popular words in the whole advertisement link. The paper analyzes and expounds the characteristics of meaning creation in the activities and the relations with commodities.
出处
《江西科技师范学院学报》
2004年第3期98-99,80,共3页
Journal of Nanchang Vocational & Technical Techers' College
关键词
广告创意
广告活动
消费者
竞争
形象化
meaning creation in advertisement
advertisement activities
consumers
