创意是公益广告的灵魂

Creativity-the Soul of Welfare Advertising

简述了公益广告创意的重要性,并着重论述了构思创意应从目标关联性、抽象性、独创性、简洁性、触动情感性几个方面去考虑.引用了中外经典公益广告,以论证公益广告的生命点就在于有好的创意.创意准确、新颖、独特就预示了其成功.

This article briefly introduces the importance of creativity in Welfare-Advertising and discusses the reason why we focus on creativity from the perspectives of objective correlation, abstraction, originality, conciseness, and feeling. By presenting the classic cases from China and other countries, the author concludes that the life of Welfare Advertising lies in excellent creativity, and accuracy, innovation and exclusive creativity will lead to the success.