四则经典保险广告的对比分析  

Comparative Analysis of Four Classic Insurance Ads

作　　者：方坚[1] 

机构地区：[1]福建师范大学协和学院,福建福州350108

出　　处：《科教导刊》2013年第32期196-197,共2页The Guide Of Science & Education

摘　　要：创意策略是一个广告的灵魂,运用正确的策略是一个广告创意成功的关键,如果掌握了正确的策略方法,那么优秀的广告作品就会应运而生。广告创意表现是广告活动的中心;决定了广告作用的发挥程度;广告活动的管理水平最终由广告表现综和地体现出来。文章对提供的四则经典保险广告进行对比分析,从创意策略、创意表现、社会效应、行业评论等角度评价此四则经典保险广告。Creative strategy is the soul of advertising, using the right strategy is a key to successful advertising creative, if mastered the correct strategy, then it would come into being good advertising works. Advertising campaign creative expression is the center; decided to play the role of advertising degree; advertising campaigns advertising performance management level and ultimately by the sum reflected. Article provides four classic comparative analysis of the insurance advertising, from creative strategy, creative expression, social effects, industry commentator points to rate these four classic insurance ads.

关 键 词：创意策略和表现 USP 社会效应 行业评价 

分 类 号：F713.8[经济管理—广告]