要树立广告信誉,使广大受众感到可信,广告从业人员必须具有辩证的思维。众所周知,真实性是广告的生命和灵魂。但要把握广告的生命和灵魂,并非易事。其中一个重要原因就是一些广告从业人员缺乏辩证思维。讲效应时,不管正面还是反面,不管导向正确还是错误;讲策划时,思想认识绝对化,漠视广告宣传的客体——商品品牌的一些属性。 To establish the credibility of advertising, so that the majority of the audience feel credible, advertising practitioners must have a dialectical thinking. As we all know, authenticity is the life and soul of advertising. But to grasp the life and soul of the advertisement is not easy. One of the important reasons is that some advertising practitioners lack of dialectical thinking. Talk about the effect, whether positive or negative, regardless of the right or wrong orientation; when planning, absolute understanding of ideas, ignoring the advertising of advertising - some of the attributes of the product brand.