广告创意的“原型管理”——定位危机之对策探讨  

"Prototypal Management" of advertising creation:Solutions to crisis positioning

作　　者：塔娜[1] 

机构地区：[1]南开大学文学院

出　　处：《广告大观（理论版）》2010年第3期20-23,共4页Journal of Advertising Study

摘　　要：在市场同质化的严峻形势下,分割消费者成为广告与媒介共谋下的计策,企图运用定位理论以部分消费者对品牌的忠诚来弥补大众性消费的缺失。广告越来越倾向于品牌意义的建构,然而以亲情、友情、爱情等大范围的场景性区别又过于粗糙。正是意义符号的不确定性、意义的缺失以及意义实现的困境,形成了广告中的定位危机。本文提出,区隔只是定位的一个步骤,关键在于区隔之后怎样将消费者个体聚合成整体,并使其不断地稳固、扩大。这就赋予了定位新的含义——聚合。同时指出,可以创造性地运用原型的回忆性作用,为解决广告创意中诸如广告创意表现无法精准地体现定位要求、众多广告创意无法统一于一个明确的定位意义等问题,提出创新性的解决思路——原型管理。Under the serious situation of marketing assimilation, dividing consumers becomes a solution to the problem through the combination of advertisement and media. According to the positioning theory, it is necessary to make up the lack of popular consuming through the loyalty to some trademarks of the consumer. Nowadays, advertisements tend to construct the special meaning of trademarks. But the unclear dividing of family, friendship and love is not effective in advertisements. Because of the uncertainty of the signs, lack of meaning and dilemma of realization, there is positioning crisis in advertisements. The essay proposes that dividing consumers is only one stage of positioning. The more important thing is how to make those dividing parts into one integral and make it stable and enlarging. It gives the new meaning of assembling to positioning. The essay also suggests that we can solve the problem of advertising creativity through prototype-management.

关 键 词：定位 危机 意义 原型 

分 类 号：F713.8[经济管理—广告]