廣告教父孫大偉平面廣告文案研析

A Study on Print Advertisement of Advertising Giant Sun Da-Wei

汪淑珍(Wang, Shu-Chen) ； 蔡娉婷(Tsai, Ping-Ting)

《藝見學刊》 14期 (2017/10) Pp. 25-34

https://doi.org/10.6207/ART-VISION.201710_(14).025-034

摘要

一生以廣告為信仰的孫大偉，是第一位奧美廣告的華人執行創意總監，有「廣告教父」之譽，數十年來其創意發想不勝枚舉，許多知名廣告皆出自他手，多年來影響了無數的廣告人，在廣告界擁有不可撼動的地位。孫大偉有許多人生觀及價值觀，都深深影響著他的創意表現，因此他所寫的廣告文案，不僅是絕佳行銷利器，更是動人的哲理思考。本文試從孫大偉他如老頑童般的個性來論述其人格特質與其思想理念，如何影響他的廣告發想；其次就他的平面廣告文案特質進行解析，找出其特點及可貴的廣告價值。

關鍵字

孫大偉 ； 廣告教父 ； 廣告文案

並列摘要

Advertising is the faith of Sun Da-Wei's whole life. Sun Da-Wei who is even called as the ancestor of advertising is the first Chinese Creative Director in Ogilvy & Mather Advertising. His creativity is definitely numerous to enumerate in recent years. Also, he is involved in so many famous advertising. With his designs, many advertising designer are infected which places Sun Da-Weia unshakable position in the field of advertising. Sun Da-Wei has many views and ideas about life and values that always impacts on his advertising creative performance. His advertising program, therefore, is not only the best marketing weapon, but it is also the touching philosophy ideas.This article tries to discuss the traits of his personality and how his thinking can impact his advertising designs. Also, to analysis the distinction of his print-ads program in which we can find his features and what the value of his advertisement is.

並列關鍵字

Sun Da‐Wei ； Advertisement authority ； print ads program