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创意是什么?它是广告界同仁们放在每一个广告构思中的东两,也是广告行业起源的基础。每一年,世界各地都会有许多针对当年业界中各种奇思妙想所颁发的奖项,以资来鼓励广告人的创意。作为起步较晚的中国广告行业,创意一直是回避不掉的软肋,尽管当下多媒体环境,创意不再只是广告行业健康发展的唯一要素,但一定是万变不离其宗的要素之一。 相似文献
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被誉为异常级广告人的凯文·罗伯茨说:“创意是未来的货币。(Ideas are the currecy of the future.)”果真如此,那么,戛纳这个法国的小镇,也堪称未来财富中心了。2009年6月27日,随着奥巴马竞选毓营销活动获得钛狮大奖,一年一度的戛纳广告节落下帷幕。 相似文献
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许多成功的广告走上了跨越类别的康庄大道:一条TVC的源头是一次巨大的植入活动,一张平面的背后是一场成功的PR推动,一条VIRAL视频的真身是一次真实的事件营销……这些创意的穿越,跨越媒体与类别的传播成为了这一届戛纳的主旋律。与上海上海戛纳走过了59个年头,今年是戛纳广告节更名为戛纳国际创意节的第二年。主办方的进步改革,全球创意领域的变化,都在这一年的戛纳更为明显地展现出来。我们二人有幸成为《中国广告》的前方特派观察员 相似文献
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作为国际上最具影响力的”广告人奥林匹克盛会”——戛纳广告节一直以来都是全世界广告人,尤其是广告创意人公认的,在广告人职业生涯中必须要去朝拜的”圣地”,而如果能获得它的殊荣,那将是广告人的最高荣誉。中国的广告人也不例外,近几年来,不仅积极组团观摩戛纳广告节,而且选送作品参与评选,并取得过突破性进展。 相似文献
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早在2001年,我刚考上武汉大学广告传播方向的研究生,即与《中国广告》结下了不解之缘,到今年正好是二十年,正值《中国广告》创刊四十周年。我见证了《中国广告》近二十年的快速发展,从体验广告、植入式广告、互动广告到智能代言等十篇论文的发表,《中国广告》也见证并激励了我二十年的广告学术之路。走上广告学术之路实属机缘巧合。 相似文献
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中国春节文化象征着家族的凝聚与团圆。岁末将至,所有在外忙碌工作的游子们,都在这个时候纷纷返乡过节,置办亲朋好友的礼物、准备年货等,从每年度在各地创造上亿人次的交通运输量,说明了春节在国人心中屹立不摇的地位。 相似文献
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This paper analyzes how national institutions impact corporate social responsibility (CSR) practices for small- and medium-sized enterprises (SMEs) in the food-processing industries of France and Morocco. In this study, CSR practices are defined around two main dimensions: corporate performance (financial vs. global) and the CSR approach (defensive vs. active). Qualitative data were collected during semi-structured interviews with SME managers in charge of CSR issues. We then performed a content analysis. Our study shows that there is a distinct difference between the CSR practices adopted by SMEs in France and Morocco. Indeed, the findings suggest that under the rule-based governance system of France, most SMEs view CSR as an economic tool and it is adopted as an opportunity-seeking perspective anchored in the search for global performance. The findings also show that under the relationship-based governance system of Morocco, SMEs mainly see CSR from a constraint-reducing perspective. However, some Moroccan SMEs have begun to see the economic opportunities of CSR, especially in accessing foreign markets. 相似文献
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罗东 《21世纪商业评论》2009,(11):56-60
企业很少忽视近在眼前的威胁,但却往往错失了产业变化带来的真正机遇。就在道具收费模式给网络游戏产业注入的一剂强心针正在失去效果时,完美时空为何能异军突起? 相似文献
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Margaux Schreurs 《中国对外贸易(英文版)》2015,(2):69
This year was the first time that I celebrated Spring Festival in Beijing.In previous years I have flown home to spend the holiday with my family.For foreigners,Spring Festival may feel like just another holiday and a few days off,but it has been an amazing experience to celebrate it in China,one that brings me closer to Chinas traditions and values,and will help me understand the country better as I plan to live here longer.I spent a few days of it at mv house 相似文献
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This article explores the role of innovation in small and medium sized firms, in relation to the firm's success. After a discussion of the relationship between success, innovation and creativity, some possible backgrounds of creativity and innovation are presented. For one part these are of a personal nature, like the entrepreneur's values, attitudes and level of education. For another part they concern institutional aspects of the firm.After the development of a number of hypotheses these are empirically checked with data from a survey among 200 entrepreneurs in six countries. In the appendices some details of the data and variables may be found. 相似文献
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《中国对外贸易(英文版)》2001,(10)
Scenery in four seasons has different styles. As early in Song Dynasty (960-1279), Mr. Guo Xi, the famous Chinese writer described, "In spring, it is harmonious. In summer, it is green. In autumn, it is sparse. In winter, it is dismal". "Spring mountain looks bright with breeze. Summer mountain looks verdant with wetness. Autumn mountain looks clear with brisk air. Winter mountain looks gloomy with hiberna-tion". In four seasons, winter seems not good as other three, but it has its own sp… 相似文献