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广告创意是一项思维活动,它涉及形象思维、直觉思维、发散思维、逆向思维等,但我们认为,最切合广告创意思维活动特性的则是奥狄浦斯思维。奥狄浦斯曾经给世人出了这样一则谜语:什么东西早晨用四条腿走路,中午用两条腿走路,而晚上用三条腿走路? 这已是童叟皆知的谜语。我们注意到奥狄浦斯没有试图在他所熟悉的事物中寻找一个成品,而是用结构、顺序和关系的不同概念来昭揭这个谜。他运用了两种不同的角度——顺序和
Ad creative is a thinking activity, which involves the image of thinking, intuition thinking, divergent thinking, reverse thinking, etc., but we think, the most suitable advertising creative thinking activities are Oedipus thinking. Oedipus once gave the world such a riddle: what things to walk in the morning with four legs, walk with two legs at noon, and walk with three legs at night? This is a riddle that children are all known to. We note that Oedipus did not try to find a finished product among the things he knew, but used the different concepts of structure, order, and relationship to reveal the mystery. He uses two different perspectives - order and