Comparison between Chinese Advertising Design and European and American Advertisements (3)

Advertising is a university subject composed of many specialized disciplines. In addition to art modeling and design, it also needs cooperation in various disciplines such as communications, advertising psychology, marketing, and literature. Strictly speaking, there is no prior support for various disciplines. There is no successful visual image design. A well-developed advertising company should have specialized personnel in all aspects, and face the collective participation of experts from all aspects of the case. The overall cooperation and joint completion are all necessary for this kind of work to be comprehensive and to be able to stand in order to stand the test of the market and the public.

I have visited the famous French black box design company headquartered in Paris. Black's more than 2,000 employees in more than 20 branches around the world include specialists, laborers, farmers, medical doctors, and so on. Diplomacy, military, sports, etc. are all-inclusive. Former president of France Mitterlang's presidential campaign once asked Black Design Company to participate in the planning, brainstorming and invincible. Some small advertising companies in China should strengthen their awareness of collaboration and joint development. They can't afford experts to hire part-time advisors. Advertising design can be different from pure painting. Designers are busy with each other and it is hard to produce more quality products.

Fifth, China’s designers’ investment in computer-aided equipment is not less than Europe and the United States. However, the level of application software development is generally used.
By examining advertising design companies in major cities such as New York, Dallas, Los Angeles, Milan, Paris, Brussels, and Frankfurt, I think that China’s designers’ investment in computer software and hardware equipment is not lower than in Europe and America, and even higher than them. Taking the computer configuration of a professional design company as an example, the new generation of Apple G3 series computers has just come out for a year, and most of the design companies in China are replaced by new ones. In 1998, the sales of the Apple G3 series in China were as high as 4 billion RMB. The high penetration rate made Apple Computer Inc. appalled, and the Apple Computers I saw in the booths of Belgian Buck Company, Italian Thomas Design Institute, and French Black Square Design Company were still 7300, 8500, 9500, etc. in the mid-1990s. The model is much lower than the configuration level of our design company.
However, European and American designers are very practical. One dollar can never be spent two dollars. The hardware is the same, the software is the same, taking the more popular image processing software Photoshop for example, Chinese designers have upgraded to use the 5.5 version, while European and American designers are mostly Photoshop4.0, and some well-known masterpieces actually use Photoshop3.0 Dealt with. Apple Computer's latest OS8.51 Chinese operating system, the use of the system manual design, the use of layout software PageMaker4.5 (China's printing industry uses PageMaker6.5), photo production using Photoshop4.0 (we use Photoshop5.0 This shows that the production of operating system manuals for big computer companies in the world does not use the latest software, as long as it is practical.
China's designers and computer operators can use 100% of all the features of the latest graphics software. However, European and American designers can use common basic software to their fullest extent. Although our investment in hardware and software equipment is not lower than Europe and the United States, we should admit that there is still a gap in the level of development and use of application software. Computers, camera (video camera) equipment is even slightly better than Europe and the United States, in our company, there are several high-end brand-name cameras can not be considered, and some advertising companies can have several million yuan of video and editing equipment Most of the video-recording equipment equipped by similar design companies in Europe and the United States was still in the early 1990s. This shows that people are quite practical and do not seek high-end brand names, but only seek economical and practical use.

6. China's advertising production materials are not inferior to Europe and the United States, but the effective coverage of information dissemination is low.
Comparing China's advertising production materials with those of Europe and the United States, I feel that China's material quality is no lower than that of the United States, slightly higher than that of Europe and the United States. For example, road sign advertisements have made China's road signs have basically been upgraded to large-scale computer inkjet printing in large and medium-sized cities. The road sign advertisements drawn by hand have rarely been seen. This is basically in sync with the US street signs, but Europe is different. There are very few large-scale computer inkjets. Except for extra-large street signs, most street signs are printed on paper. When finished, post on the street sign.
Another point is that the update cycle for European and American street signs advertising is generally in one month, and that in China is one year or so. The relevant factors are not discussed at the moment. The cost is a principle issue. The cost of making road signs in China is generally around 100,000 yuan, and the area is large. Millions. With such a large investment, SMEs can afford it. Even if they do, one city can only make one or two pieces. On the contrary, European print posters are different, and thousands of copies can be printed with very little money. Once posted, the whole The ads in the city are visible. The coverage of information dissemination is much higher than the large-scale inkjet road signs for individual combat. In our country, on the contrary, almost no one is interested in printing. Regardless of the size of street signs, they are keen on computer inkjet printing. The result is that they spend a lot of money and the communication effect is not satisfactory.
I think that printed posters are not inferior to inkjet printers, and they are economical and have high effective coverage of information dissemination. Because the cost is greatly reduced, they are suitable for China's national conditions and can reduce the burden on customers. They will certainly be welcomed, as long as they strengthen management and eliminate random Posting, poster advertising, or should be strongly promoted.