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现代广告集经济、科学、艺术、文化于一身,是传播信息的工具、推动生产的手段,是促进社会物质文明和精神文明发展不可忽略的力量。广告是传达信息最直接且最有效的手段,它能够有效地在广告主与消费者之间承担起信息沟通的作用。创意是现代广告的核心部分,情感性广告更是以打动消费者情感为主要目的创意性广告。在进行此类广告创意时,广告人要将各种情感性信息符号元素进行最佳组合,使其具有适度的新颖性和独创性。
Modern advertising integrates economy, science, art, and culture into a single tool. It is a tool for disseminating information, a means for promoting production, and an indispensable force for promoting the development of social material civilization and spiritual civilization. Advertising is the most direct and effective way to convey information. It can effectively assume the role of information communication between advertisers and consumers. Creativity is the core part of modern advertising. Emotional advertising is a creative advertisement that focuses on stimulating consumer emotions. In carrying out such creative advertising, the advertiser should combine the various elements of emotional information symbolically so that it is moderately novel and original.