| 广告风格与产品生命周期 |
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| 引用本文： | 杨波.广告风格与产品生命周期[J].商业研究,2008(10). |
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| 作者姓名： | 杨波 |
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| 作者单位： | 陕西师范大学政治经济学院,陕西,西安,710061 |
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| 摘 要： | 广告风格是广告作品在创作过程中所表现出来的艺术特色和创作个性。把握产品在生命周期不同阶段上所面临的不同营销特征,并在广告创作中依从和反映这些特征,则是广告风格形成机制的决定性因素。产品导入期,规则式广告风格是必须考虑和追求的;产品成长期,呼唤和决定了感化式广告风格的出现和盛行;论证式风格的广告,则是结合产品生命周期不同阶段的营销特征而灵活采用。
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| 关 键 词： | 广告风格 产品生命周期 规则式广告 感化式广告 论证式广告 |
The Style of Ads and the Life Cycle of Products |
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| YANG Bo.The Style of Ads and the Life Cycle of Products[J].Commercial Research,2008(10). |
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| Authors: | YANG Bo |
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| Abstract: | The style of ads refers to artistic features and creative characteristics exhibited in the advertising-making.To know the marketing features in the different stages of the life cycle of products and to comply and reflect the features in advertising-making decide the style of ads.The introducing stage requires the regulative style and the growing stage needs the touching style.The argumentative style flexibly mixes the marketing features at the different stages. |
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| Keywords: | ad style product life cycle regulative style touching style argumentative style |
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