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广告创意是广告的灵魂,贵在创新。广告一词,从词义上分析即广而告之,“引起人们的注意”是它的本意,现代广告是有偿使用媒介,向选定的对象传递有关产品、形象或观念等信息,并说服其行动的传播活动。创意一词,从词义上看就是创造性的主意。广告创意是指在广告中有创造力地传达出销售讯息,以迎合或引导消费者的心理,并促成其购买行为的策略思想。无论从广告、创意这两个词的本意,还是从现代广告和广告创意的定义来看,创意贵在创新、必须创新。文学家 RoyWhitter 说过:“在广告业里,与众不同就是伟大的开端,随声附和就是失败的起源。”这句话是颇有道理的。广告是服务性的行业,广告公司主要是为客户制作广告。广告客户为了推销自己的产品才来找到广告公司,他首先要广
Advertising creativity is the soul of advertising, your innovation. The word advertising is widely interpreted in terms of meaning, “attracting people’s attention” is its original meaning, and modern advertising is a paid media that delivers information about selected products, images, or ideas to selected subjects and Communication activities that persuade their actions. The word creative, in terms of meaning, is a creative idea. Advertising creativity refers to creatively convey the sales message in the advertisement, in order to meet or guide the psychology of consumers, and promote the strategic thinking of their purchase behavior. In terms of the original meaning of the two words of advertisement and creativity, or from the definition of modern advertisement and advertisement idea, creativity is necessary for innovation and innovation. Writer RoyWhitter said: “In the advertising industry, the difference is the great beginning, echoed as the origin of failure. ” This sentence is quite justified. Advertising is a service industry, advertising companies mainly for the production of advertising clients. Advertisers in order to sell their products to find the advertising company, he first of all wide