21世纪的广告再造——新广告运动的缘起

通过对20世纪广告的反思,提出了21世纪广告再造的使命.广告再造的商业行为视角是聚焦提高广告效果,以较小的经济投入使广告主获得较大的商业利润.广告再造的人文精神视角最终导向终极关怀,建设顾客满意的合乎人性真善美的生活方式.广告再造需要通过新广告运动的推动和展开.

ADVERTISING REENGINEERING IN THE 21ST CENTURY--REASON FOR NEW ADVERTISING CAMPAIGN

On the basis of reflecting on the advertising in the 21st century,the writer pointed out the responsility for advertising reengineering in the 21st century.To improve the advertising effect and make more profits for advertisers with relatively small economic input is its commercial angle,however,the end care to establish a kind of desirable lifestyle which satisfies the consumers is the terminal orientation in the cultural angle of advertisng reengineering.Thus,advertisng reengineering should be pushed forward by a new advertising campaign.