國際廣告欣賞(十八) -- forum

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Subject: 國際廣告欣賞(十八)

Author:
Almon Lam

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Date Posted: 10:47:31 12/10/02 Tue
In reply to: Almon Lam 's message, "國際廣告欣賞" on 20:54:51 11/22/02 Fri

文案: Proud sponsor of the SA Wheelchair Marathon Team. Paralympics 2000.

(譯翻：2000年傷殘人士奧運會南非輪椅馬拉松隊榮譽贊肋商。)

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Replies:

[> [> Subject: Copy and Visual Synergy

Author:
Almon Lam
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Date Posted: 11:25:48 12/11/02 Wed

這張平面採用的是圖文化學作用手法(Copy and Visual Synergy)，
單看圖畫你會不明所以，單看文案也會摸不著頭腦，
但兩者相合就會產生化學作用。
這是最傳統的創作手法，
從前很多著名的廣告，如vw就愛用這種手法。
這張平面還加了一點感性元素,
以手去講用腳走的馬拉松,
更突出了傷殘人士不能走路之苦。
雙手包著繃帶就加強了運動員的付出,
讓人很容易想像到運動員練習的辛勞。
更重要是說坐輪椅的傷殘人士,卻不見輪椅,
是比較高手的做法。
文案比較平實,美指沒有花巧,大家恰到好處。