[揽瓜阁精读]69.软硬广告

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索尼亞

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断了的弦

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Jeffrey-

1

树夏实

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chishua

P1 在期刊上发表文章进行软硬广告之争；与很多“接受视角”的现代广告一致，但也解释了为什么这种争议会存在这么久（伴随着广告效率的定义和广告策略（的选择）变得更加复杂）
P2 93年前就有很多研究。气氛/印象类，硬/软类，理性导向/感性导向类
P3 以往研究用很多个纬度考量广告，但被认为这些因素没什么用， 不符合现实
P4 软硬兼施广告似乎在20世纪反复横跳，但没有人从广告从业者的角度描述争议的实质
P5 研究：先明确/调查定义。硬广告：有形特点，直接回应；软广：与情绪相关，强调心理好处，通过娱乐、品牌形象、品牌喜爱间接引发购买
P6 另点：有效广告的角色与特点。RP：不同的广告最终殊途同归
P7 也调查了批评家等攻击对手和维护观点（的方法）

Uchujin

1

筱雅Jane510

Article 69  Aug 9  27’57’’

[Main Idea] The study about hard- & soft-sell advertising, It’s background and method.

[Structure]

P1: Study about what

P2: Study background

        P3: Problems

        P4: Another view point

P5: Method to examine. Influence 1

        P6: Influence 2

        P7: Method also examine

[Each Paragraph]

P1: The study is about the debate on hard- & soft-sell advertising. The findings of the study not only content the “received view” of modern advertising, but also explained why the terms of the debate remained.

P2: The debate about “advertising for selling” or “advertising for building bonds and leaving emotional impressions” started 93 years ago.

P3: A lot efforts have spent on the study of modern advertising, but with negative results: little impact & little evidence.

P4: SF suggested that hard- & soft-sell advertising may cycle back-and-forth.

P5: The study uses the traditional method, examined the influences. First is the definitions remained: hard-sell — logical appeals; soft-sell — emotional appeals.

P6: Second is about changing professional perspectives.

P7: The method of traditional historical analysis also examine the criticisms & arguments.

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