廣告鳥人

广告50问

24
2010
05

带你去看世博

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风筝篇

 

 

26
2010
04

奔驰双V上线

不容易啊,终于上线了,奔驰外交级MPV VIANO及专业MPV VITO。

广播一下:www.mbmpv.com.

mbmpv

02
2010
04

奥美关于中国母亲的研究报告

 changingchinesemothers, kunal

 有三种妈妈:Go-geting, Easygoing, Dedicated, Easygoing类型正是我想操作的,也是非主流操作手法。

Easygoing的妈妈,给小孩更大的灵活空间,不过早施加压力,让他们开心的事情是生活小细节,而非大成就。

Fu Yuanhong wakes up at 5:45AM every day. As a teacher in a Beijing middle school she leaves for work at 6 am, a little earlier than her eight year-old daughter leaves for her school. “I have a very busy day until 5 pm. I have to take care of my students. On my way back home, I keep calling their parents and talking to them. When I get home, I go through their homework and publish it online so that they know how their child did at school today. Then my daughter returns and I have to spend time with her, cook dinner. Even though her grandma’s around and helps, it is all very exhausting,” she says.

changingchinesemothers, kunal

Cai Zhao Rong’s husband looks after the family business in Xiamen, and she helps him manage his fleet of delivery vans from home. She’s on the phone much of the time, but her child is always within sight when at home. She tells us, “I am responsible for my child like a housewife. I do not need to work outside. The child needs a mother’s care and my husband does not want the old to take care of the child. If I go out, there is no one to take care of my daughter. I think the most important thing is the child’s education and I’m afraid of her being left behind in her studies.”

When Xiao Yan returns home from the shopping mall in Shenyang, where she works, at 6 in the evening, there’s dinner to be made. “After doing the housework, and taking my bath, I look at my son and all my tiredness disappears. He is so considerate. He tells me to lie down, pounds my back and sometimes I just fall asleep,” she says. “Occasionally I check his homework, but he says he’s finished. I check nevertheless.”

Ma Yili is one of the most popular actresses in China. Last year, she walked away with the Best Actress award at the prestigious Changchun Film Festival for her performance in “The Good Man". Her own good man, Wen Zhang, is nine years her junior. Earlier this year, she gave birth to their daughter and put her career on hold to spend more time with her daughter. “Why not? I have plenty of time for work and filming in the future, but only such a short period in which to breastfeed my baby. I don’t dare cut it short. I want her nurtured in the best way,” she said in a radio interview.

Go-getting. Dedicated. Easygoing. All Chinese mothers are not the same. In a China where women indeed hold up half the sky, there are an estimated 320 million working mothers. That’s more than the entire population of the United States.

The least we must do is recognize the differences between them and go beyond the stereotype of a working mother, a mythical superhuman who can effortlessly balance the professional demands of an office, the emotional and sexual demands of a husband, play the nurturing role of a mother – and contribute to the advancement of society, all with the bat of a shimmering eyelid.

changingchinesemothers, kunal

changingchinesemothers, kunal

Indeed, Chinese mythology recognized the difference between a mother’s characteristics. The mother’s image was more identifiable with the power of nature than with nurture, or tender love. During the Shang Dynasty (1600-1100 BC), the sun was referred to as Dong Mu (East Mother), and the moon as Xi Mu (West Mother). The former was not all nurturing. The Goddess Xihe was said to be the mother of ten suns, which baked the earth so dry that many people died, Hou Yi had to shoot down nine suns and leave the one that we have today. Even Xi Wang Mu, the Queen Mother of the Western Paradise, is portrayed as a complex character. She has the fangs of a tiger and the tail of a panther. She lives alone and is protected by birds of prey and fearsome beasts. She also controls plagues and evil spirits. However frightful her appearance and her powers, Xi Wang Mu is a motherly figure to all the gods in heaven. In her enchanted garden grow the coveted peaches which she plucks and serves at a sumptuous banquet for the gods. She is an alchemist, or a person who practices the art of combining substances that will transform.

changingchinesemothers, kunal

11
2010
03

纯粹视觉

话讲太多影响理解,要让不同文化背景的消费者一看就懂,单一诉求+纯粹视觉,百试不爽。

奥美约翰内斯堡、曼谷、巴黎的三个作品,极具视觉冲击力,当然也考验执行。

春节我下厨,居然被双立人的刀背割了手。不过,看上去WUSTHOF更恐怖。

 

20090716022345950 

10
2010
03

有情感的广告

最近有印象的两支TVC,都是有强烈的情感打动力。

一支是台湾奥美为大众银行打造的真人故事演绎版的TVC,标榜自己是最懂大众的银行。情感来自:平凡人往往有不平凡之举。

一支是安全驾驶的公益广告,适合拖家带口者观看,情感来自:你是为家人而活。

04
2010
03

IPHONE就是不支持FLASH的原因

virgin

看到最新消息,VIRGIN 美国航空公司网站弃用FLASH,他们宣称为了让iPhone用户能够正确访问,不得不将网站改版,把Flash内容去得一干二净。

“之前的Flash给他们带来了太多的负担,要不是访问不能,要不就是占用过高,有些甚至还影响到了桌面用户,因此在他们看来Adobe插件被认为并不必要。 Virgin还表示将采用新的技术让iPhone和其它手持设备拥有更好的体验,并最终将网站转移到HTML5规范,让动画、可扩展图形和视频可以无需插件,并且无需消耗大量系统资源。”

VIRGIN的这个理由和JOBS宣称的FLASH过慢,不适合掌上应用的说辞一致。有另一种说法是,JOBS担心FLASH目前在WEB应用上的霸主地位,很容易使之转而开发基于FLASH的应用程序,进而威胁APPLE的ITUNES产业链。

当然JOBS和BRANSON的勾搭是很正常的

21
2010
02

核心能力

品牌资产不管你把它分成几个组成部分,产品力绝对是核心,其余有关视觉,形象等的资产都只是衍生资产。所以,塑造品牌的关键也在于对品牌资产中的产品力方面的诊断和挖掘。广告要做的事情,就是把产品力的优势放大传播出去。

产品力绝不仅仅是产品质量问题,而是以产品为核心的综合表现或特色表现。关于APPLE,不管对其品牌核心进行如何提炼,革命也好,简单也好,民主也好,都源于其产品的事实表现就是好用,就是简单,就是革命。甚至乔布斯亲手抓设计抓供应商,务必保证产品做到这点。

产品力当然也包括质量问题。日本制造之所以成为品牌,也是因为经年累月的全面质量管理要求,是因为戴明的管理思想和日本人精细作业的吻合。品牌化能保住消费者减少消费风险,日本制造就代表好的质量。丰田的召回事故,正在缓慢侵蚀日本制造的声名,日本制造的品牌如果要出问题,也是产品力开始出问题。

酒香不怕巷子深,是因为有口碑传播,但前提还是要酒香。做服装的,做家居用品的,如果产品的设计力弱的话,款式不好看,再怎么谈精神,也是不痛不痒的,有心无力的。

07
2010
02

眼镜的生意

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眼镜的渠道:

眼镜的渠道在眼镜的价值链中是最强势的一环,国内大多数眼镜采取的都是经销渠道制,由经销商往下属的店铺铺货。然后你才会在宝岛、精益高登、明视等眼镜店看到这些产品。经销商可以决定上什么产品,用什么样的海报。

眼镜的活动:

所以不要去构思眼镜的线下消费者活动,因为渠道不是你的,没有渠道会配合你做消费者活动。如果要做,也只能走经销商激励活动。所以,眼镜的活动开始推向线上,包括雷朋的NEVER HIDE CAMPAIN,也大多是在网路上做的。

眼镜广告:

像GUCCI,DIOR之类的时尚品牌,眼镜只是一个附属品,其广告的套路沿袭服装的做法,摆个POSE,其中甚多意味你就自己估摸着去吧。国内品牌也照单接收,只是模特和执行太欠火候,山寨感呼之欲出。

BOLON眼镜:

以前也是摆个POSE,上一句SLOGAN。现在回到消费者的内心。是的,你戴上眼镜,会有很大的改变,但改变后的你才是真的自己。REAL YOURSELF。和品牌现状匹配,没有NEVER HIDE的RAYBAN那么嚣张。

07
2010
02

京城小雪

6日早,飘起短暂的鹅毛雪,之后太阳挣扎着出了云端。7日沉,小雪静悄悄地把太阳按进厚厚的云层之上,白雪覆盖屋顶,浅浅的雪铺满道路,遮盖路边多日未化的积雪。

北方灰的天空,灰的房子,灰的树,衬上白的雪,远处,一副中国水墨画的味道。

DSC00863

02
2010
01

474M

2010/01/01; 20:20;

No.1,939,169;

100F; 474M