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广告的生命在于真实,它的使命是向消费者传达真实的商品信息,而在现代商品社会,艺术性乃广告的灵魂,缺乏艺术表达的广告苍白无力,只会湮没在商业社会的喧嚣中。本文有感于近年来国内不断出现的问题广告现状,除了商业利益诱导导致的人为虚假欺骗广告外,有一部分广告作品出现问题的原因是没处理好创意广告中的写实和艺术性表达二者之间的关系,此二者关系的处理,即是本文探讨的主要问题。
The life of advertisements is real. Its mission is to convey real product information to consumers. In the modern commodity society, art is the soul of advertisement and the advertisement of lack of artistic expressions is pale and weak, and it will only be obliterated in the bustle of commercial society. This article has a feeling that in recent years, the problems that continue to emerge in China are the status quo of advertisements. Apart from artificial false deceptive advertisements caused by commercial interests, some of the reasons why advertising works are problematic are that they fail to deal with the realistic and artistic expression in creative advertisements The relationship between the two, that is the main issue discussed in this article.