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在广告传播中,广告信息能够到达消费者,使其接受影响并最终导致购买行为的重要环节,是广告创意.所谓创意,是指在广告中,有创造力地传达出广告品牌的销售信息,以迎合或引导消费者心理需求的广告创作构思.现代意义上的广告自本世纪初成型以来,广告创意一直是广告活动的中心,如何运用成功的创意来增强广告信息的说服力,是广告能否取得效果的关键.许多广告人已经对创意进行了探索,并创作出无数成功的广告.创意观念的形成,是五十年代,在广告业最发达的美国.
In advertisement communication, advertisement information can reach consumers, make them accept influence, and ultimately lead to an important part of the purchase behavior. It is advertisement creativity. The so-called creativity refers to creatively conveying sales information of advertisement brands in advertisements. Advertising ideas that cater to or guide consumers’ psychological needs. Advertisements in the modern sense have been the center of advertising since the beginning of this century. How to use successful creative ideas to enhance the persuasiveness of advertising information is an advertising energy. The key to achieving results. Many advertisers have explored ideas and created countless successful advertisements. The formation of creative ideas was in the fifties, the most developed in the advertising industry in the United States.