以个性设计打造成功品牌——谈地产广告的整合推广

Creating Successful Brand with Individuliztd Designing——about whole ad activity of real estate

广告创意是在广告策划全过程中确定和表达广告主题的创造性思维活动,一个好的广告创意首先是要新颖奇特,张扬个性。设计的真正灵魂来自创意,只有当创作意念融入到设计中,整个设计才有了灵魂。人类有两种思维,一种是客观的、理智的,一种是定性的、本能的。优秀的地产广告往往是两种思维方式的结合再创造。

The advertising originality is a creative thinking activity which expresses and confirms the advertising theme in the course of the advertising planning.A good advertising originality should be a novel and peculiar one, which shows the particular character firstly. The soul of a design actually comes from originality. A design without an idea is as the same as an empty body with beautiful appearance. Only when the design is incorporated with idea, can the design have its spirit. The mankind has tow kinds of thought-way. One is objective and logical, the other is natural and distinctive. An excellent advertisement is often the combination an recreation of the tow kinds of thought-way.