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通過傳播和標識設計來向消費者傳遞信息
Post by hotelvi, 2018-4-9, Views:比如化妝品產品,可以賣美白,可以賣祛痘,可以賣潔凈…但歸根到底賣給女孩子的是美,是青春,是自信,是一種幻覺,畢竟不可能有人真正永葆青春和美麗。所以對于化妝品企業來說,必須將產品利潤中的很大部分作為傳播成本,通過傳播和廣告的標識設計來向消費者傳遞這種種幻覺。
巴黎歐萊雅在中國市場非常成功,其在廣告傳播中有一個關鍵的訴求是“你值得擁有”,擁有什么呢?當鞏俐、張梓琳、李冰冰、范冰冰、李嘉欣、楊紫瓊等重量級女明星紛紛在廣告中和你溝通“巴黎歐萊雅,你值得擁有”的的時候,這些明星的美麗、自信和成就自然而然的就與歐萊雅的產品關聯起來。因此,對歐萊雅品牌來說,其售賣的核心產品并非那些漂亮的瓶瓶罐罐,而是每個女人都向往的那種美麗、自信和成就。
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