讲座 | Alan Rado: 广告,说服的艺术

2月6日,Adrado设计公司的创办者、创意总监,杜佩奇学院平面设计系教授Alan Rado受我校科研办邀请,在商学院森马厅为在场将近两百名师生带来了一场精彩的广告学讲座。

Alan Rado

Alan Rado教授

  Rado教授从广告发展历史开始讲起。为了进一步阐释广告学理念,讲座中他穿插播放了多段广告短片作为案例,让在场的听众全方位感受广告的魅力。

Alan Rado3

通过案例,在场的同学老师更直接地明白了广告学理念

什么是广告?在Rado看来,广告总是与一种明确信息联系起来,这些信息以建立商标为目的去告知、说服、影响人们的行为。为了强调建立商标在广告中的重要性,他以Alka Seltzer的“麻辣肉球”广告、泰国的Soomthe E广告以及售卖得最好的饼干OREO为例。“OREO它甚至将自己的商标印在每块饼干上。”Rado说。

 

Rado认为,对于商标来说非常重要的两个元素是徽标与宣传语。他提出了构建商标的三个步骤:“策略性思索”,首先思考商标意识,目标观众等;“媒介选择”,选择广告的传播媒介,如电视、杂志、报纸、电视以及网络等;“创造性方向选择”,选择广告最终的呈现形式,包括“态度、吸引力以及执行方式”。

Alan Rado2

他重点提到了时代从传统媒体到信息媒体(如脸书、推特以及YouTube)转变,网络的发展也对广告的传播产生了巨大影响。他提到,在2015年,GOOGLE的广告税收达到了六千七百三十九万美元。

在演讲的最后,Rado再次点明了广告的最终目的:“广告在不断创新,广告商与机构不断发现新的传播途径并发展新的技术。然而广告的目的始终一致,那就是去介绍产品并说服人们购买。”

Alan Rado1

来源 | 科研办 & 建筑与设计学院

文字 | 黄菁

文稿编辑 | 王舒

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Productivity decline
profession
professional
Professional trap
Rate gossip
report
reputation
Resource
revolution
Rule of thumb
Rumor
Sensational
Sensitive information
Sharing secrets
Social
Social media era
Star gossip
Subversive news
Subway newspaper

theme
topic
travel
Trivial things
TV gossip
Unique dynamics
Who is the rumor girl
Why do women say gossip
Workplace
Workplace conflict
Written communication
Analysis information
Animation
Blog
broadcast
business
Buzzword
celebrity
Celebrity gossip
Channel
chat
collect information
communicate with
Communication channel
Confidential Information
conversation
Danger
data
dialogue
Discrimination
Dissemination of information
Drama
Education career
Educational information
Emotional story
Encyclopedia entry
entertainment
Entertainment industry
Evolutionary psychology
expert
Express ideas
Female blog
Gossip
Gossip 99
Gossip culture
gossip Girl
Gossip influence
Gossip Lanca
Gossip man
Gossip meaning
Gossip meaning in Hindi
Gossip meaning in Urdu
Gossip watch
Gossipstar
Harassment
Hollywood gossip
How to avoid gossip
Human Resources
Information consumption
Information gap
Information Sharing
magazine
management
Man’s gossip
mask
media
Melodrama
Modern fashion
news
News gossip
Newsletter
Office gossip policy
Office teasing
opinion
physical education
play games
political
Productivity decline
profession
professional
Professional trap
Rate gossip
report
reputation
Resource
revolution
Rule of thumb
Rumor
Sensational
Sensitive information
Sharing secrets
Social
Social media era
Star gossip
Subversive news
Subway newspaper
The consequences of gossip
theme
topic
travel
Trivial things
TV gossip
Unique dynamics
Who is the rumor girl
Why do women say gossip
Workplace
Workplace conflict
Written communication
Analysis information
Animation
Blog
broadcast
business
Buzzword
celebrity
Celebrity gossip
Channel
chat
collect information
communicate with
Communication channel
Confidential Information
conversation
Danger
data
dialogue
Dissemination of information
Drama
Education career
Educational information
Emotional story
Encyclopedia entry
entertainment
Entertainment industry
Evolutionary psychology
expert
Express ideas
Female blog
Gossip
Gossip 99
Gossip culture
gossip Girl
Gossip influence
Gossip Lanca
Gossip man
Gossip meaning
Gossip meaning in Hindi
Gossip meaning in Urdu
Gossip watch
Gossipstar
Harassment
Hollywood gossip
How to avoid gossip
Human Resources
Information consumption
Information gap
Information Sharing
magazine
management
Man’s gossip
mask
media
Melodrama
Modern fashion
news
News gossip
Newsletter
Office gossip policy
Office teasing
opinion
physical education
play games
political
Productivity decline
profession
professional
Professional trap
Rate gossip
report
reputation
Resource
revolution
Rule of thumb
Rumor
Sensational
Sensitive information
Sharing secrets
Social
Social media era
Star gossip
Subversive news
Subway newspaper
The consequences of gossip
theme
topic
travel
Trivial things
TV gossip
Unique dynamics
Who is the rumor girl
Why do women say gossip
Workplace
Workplace conflict
Written communication