Criticizing Chinese Advertising Slogans

Author: Wang Ting
Publisher:
Publish Date: 2002-09-01
Features: This book attempts to reveal the essence and core of advertising planning and creative from the perspective of advertising slogans. Its content goes far beyond just slogans. It is not only a of inspiration for advertising creation but also the pulse of the overall thinking process in advertising creation. In other words, advertising slogans are the prelude to driving the thinking process of advertising creation and the platform for constructing the thinking process of advertising creation. This book not only has considerable academic value in advertising theory but is also a unique and artistic appreciation album for advertising design. Through the unique perspective of advertising slogans, it takes people into a new visual world of advertising, especially focusing on advertising creativity and strategy, reaching a level of full expression. The book collects successful works from the renowned advertising industry in the Chinese-speaking world, primarily in print advertising, but also covering other advertising fields such as television, the internet, and neon signs. The focus is on the analysis of works, including advertising strategy, client background, creative concepts, layout design, etc. It is mainly targeted at students of advertising majors in universities and colleges, as well as providing important enlightenment for advertising professionals, clients, and amateur enthusiasts. The book was published and released by Guangdong People's Publishing House in October 2000 and has now been reprinted for the seventh time. In December 2001, it was awarded the title of "National Outstanding Bestselling Book" by the China Book Publishing Industry Association. In April 2002, it was honored with the "First Prize of the Second Social Science Outstanding Achievement Award" by the Hunan Provincial Society of Aesthetics and the Social Sciences Achievement Evaluation Committee.