其实,无论怎样创意和表现,无论怎样风格和手法,广告作品和艺术作品还是有质的不同。广告作品的高下存在着一个至高的判断标准,那就是能否促进销售,能否对品牌有贡献。简言之——能否带来商业利益。这已是所有企业主和广告人都认可的。在这一铁的标准下,我们不难发现,中国广告的创意和表现领域存在着致命的四大问题: In fact, no matter how creative and performance, no matter what style and technique, advertising works and works of art are still qualitatively different. There is a high standard of admiration for ad works, which is whether it can promote sales and whether it can contribute to the brand. In short - can bring business benefits. This is already approved by all business owners and advertisers. Under this iron standard, we can easily find out that there are four fatal problems in the field of creative and performance of Chinese advertising: