从宝马汽车电影广告看广告创意的嬗变

宝马汽车的电影广告是一种从广告的创意到表现在到传播的全新尝试，为广告的创意与表现树立了一种崭新的模式。这种创意表现模式使广告更具艺术性、故事性和观赏性，广告似乎正在从营销的阴影里走出来，而消费者似乎也从被动的接受广告到主动的欣赏广告转变。广告已经不单单是商品信息的传播者，广告更是意识形态的传播者。因此，广告活动的核心内容必将以提炼并传播企业价值理念、文化品味、风格个性、审美情趣等讯息并以此塑造品牌形象为中心职能。

A review of advertisement creativity transmutation from the BMW's movie advertising

BMW's movie advertising is a kind of new attempt from advertising creativity to performance and then to communication,it set up a new pat-tern.This kind of creative expression mode is more artistic,narrative and entertaining.Advertising seems to come out from the marketing shadow,while con-sumers seem also to change their attitudes from accept ads passively to appreciate ads actively.Advertising is not only the disseminator of commodity information but the communicator of ideology.Therefore,the core of adve...