Dave Trott眼中的世界:一个采访

IF 1.3 Q1 Social Sciences
Carl W. Jones
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引用次数: 0

摘要

戴夫·特洛特被认为是英国广告史上“鼓舞人心的人物”之一(2018年《广告信托史》)。创意总监、文案兼作家戴夫·特洛特曾为东芝、霍尔斯顿·比尔斯、Ariston和百事可乐等公司设计过标志性的广告,并与Gold Greenlees Trott、Bainsfair Sharkey Trott、Walsh Trott Chick Smith和最近的the Gate等公司合作。除了消费产品活动,Trott还通过广告解决社会问题,特别是疟疾和取消第三世界债务,在这样做的过程中支持挑战传统思维。他相信使用冲击策略,以大胆而简单的创意脱颖而出并明智地对待消费者,他是四本书(2009年,2013年,2015年,2019年)的作者。在WPCC关于“广告造福人类”的问题上,编辑Carl W. Jones请Trott考虑广告造福人类的潜力,并就以下几个主要问题给出了广泛的答案:广告是否应该发挥这样的作用?大学教育是创造力的阻碍吗?以及是否很多广告可以被认为是“污染”。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The World According to Dave Trott: An Interview
Considered one of the UK’s advertising’s ‘inspiring minds’ (History of Advertising Trust, 2018) creative director, copywriter and author Dave Trott has worked on iconic campaigns for the likes of Toshiba, Holsten Pils, Ariston and Pepsi and with agencies including Gold Greenlees Trott, Bainsfair Sharkey Trott, Walsh Trott Chick Smith and latterly The Gate. As well as consumer product campaigns, Trott has also addressed social issues via advertising, notably on malaria and cancelling third world debt, championing challenging conventional thinking in doing so. A believer in using shock tactics, standing out and treating the consumer intelligently with bold and simple creative ideas he is the author of four books (2009, 2013, 2015, 2019). For WPCC’s issue on ‘Advertising for the Human Good’ issue editor Carl W. Jones asked Trott to consider the potential of advertising for the human good with wide-ranging answers given on major questions: should advertising have such a role?; is university education a hinderance to creativity; and whether much of advertising can be considered ‘pollution’.
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