Comparison of Chinese Advertising Design with 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 stand live in order to stand the test of the market and the general 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 offices around the world have specialists, workers, farmers, medical doctors, and so on. Diplomacy, military, sports, etc. are all-inclusive. Former president of France Mitterlang's presidential campaign had asked Black Design Company to participate in 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 feel that our designers' investment in computer software and hardware equipment is not lower than Europe and America, and even higher than them. Taking the computer configuration of a professional design company as an example, a 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 Apple G3 series had sales of RMB 4 billion in China. 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, and one dollar can never cost two yuan. The hardware is the same, the software is the same, taking the more popular image processing software Photoshop as an example, the Chinese designers have upgraded to use the 5.5 version, and most European and American designers also Photoshop4.0, some well-known masterpiece 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 typesetting 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 software and hardware 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 recorder) 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 anything, 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 at the beginning of the 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 not lower than that of the United States, slightly higher than that of Europe and the United States. Take street sign advertising as an example. At present, China's road sign production has 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 the same as the US street signs, but Europe is different. There are very few large-scale computer inkjets. Except for the large-scale signposts used for computer printing, the majority of signage advertisements 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 for the time being. The cost is a principle issue, and the production cost of road signs in China generally costs about 100,000 yuan. Millions. With such a large investment, SMEs can afford it. Even if they do, a city can only make one or two pieces. On the contrary, European print posters are different. It can print thousands of copies 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, printing is almost unattended. 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 their communication results are not satisfactory.
I think that printed posters are not inferior to inkjet printers, and they are economical and have a high effective rate 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 randomness. Posting, poster advertising, or should be strongly promoted.