People like to talk about the end of the existing media when a new form comes out, just like people talked about the end of print (media) when the internet came. Recently, the CEO of Microsoft, Steve Ballmer also talked about the end of the print media in 10 years' time, because everything will be delivered in electronic form. Some also predict that TV commercial will have no place cause everyone is using the internet to promote, but I think what determine a good ad needs is a good concept, not the medium. People would still like to hold a piece of newspaper or magazine so that they can refer to the content more conveniently.
"I think what determine a good ad needs is a good concept, not the medium. "我十分認同你的說法.往後廣告形式上很有可能從主動(推銷)轉為被動(eg觀眾自行在網路上尋找廣告),一個好的concept就像一位氣質美女,用不著拋胸露臂,也能吸引別人望多兩眼. 但有一點我不太明白,產品只要不斷推陳出新,廣告自然有用武之地,但是身邊的親戚,網路上的流言,講述香港廣告的書中,都不約而同地說香港的廣告業已算是半個夕陽行業,是市場委縮引起,還是缺乏人材導致,還是...?關於這個問題你有什麼看法?
夕陽? I don't think so. Advertising is essential in a consumerist society. Advertising is the driving force in creating desires that people want. Where there is economy, there is advertising. However, I think young people like you should have wider vision, China is a very big market that drives vast consumption and thus has big need for advertising. The question is how do you prepare yourself for the bigger challenge?
6 comments:
同文章講的一樣,我都認為e_mail唔會在10年內消失,曾經有人認為e-mail的出現會令到普通的信件消失,但現在信件仍然普及,除了一大堆水電費帳單,寄信對我而言,還代表著一種浪漫的情懷.當寄信還沒消失前,說e-mail會被淘汰,好像有點言之過早~
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People like to talk about the end of the existing media when a new form comes out, just like people talked about the end of print (media) when the internet came. Recently, the CEO of Microsoft, Steve Ballmer also talked about the end of the print media in 10 years' time, because everything will be delivered in electronic form. Some also predict that TV commercial will have no place cause everyone is using the internet to promote, but I think what determine a good ad needs is a good concept, not the medium. People would still like to hold a piece of newspaper or magazine so that they can refer to the content more conveniently.
"I think what determine a good ad needs is a good concept, not the medium. "我十分認同你的說法.往後廣告形式上很有可能從主動(推銷)轉為被動(eg觀眾自行在網路上尋找廣告),一個好的concept就像一位氣質美女,用不著拋胸露臂,也能吸引別人望多兩眼.
但有一點我不太明白,產品只要不斷推陳出新,廣告自然有用武之地,但是身邊的親戚,網路上的流言,講述香港廣告的書中,都不約而同地說香港的廣告業已算是半個夕陽行業,是市場委縮引起,還是缺乏人材導致,還是...?關於這個問題你有什麼看法?
夕陽? I don't think so. Advertising is essential in a consumerist society. Advertising is the driving force in creating desires that people want. Where there is economy, there is advertising. However, I think young people like you should have wider vision, China is a very big market that drives vast consumption and thus has big need for advertising. The question is how do you prepare yourself for the bigger challenge?
對,開闢中國市場確實是一個很有趣的挑戰.我認為其難度不止是推動消費主義,還要處理與它有著吊詭關係的環保...畢竟,推動消費就是另一種破壞地球的方式.或許在中國工作,最大的挑戰便是要面對良心,對嗎?
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