解读广告创意中的破“旧”求“新”

Breaking the Old for the New in the Advertisements' Originality

创意是广告的灵魂,表现独特、新意怡人的广告,能给人们留下深刻印象。广告创意是对设计者能力的挑战,它要求设计者要遵循一定的创意原则,通过分析创意的法则和特性、创意中的“新关系”,力求找到新的创意点,以达到向人们传递信息的目的,通过新关系表现新意义。

The originality is the soul of advertisements. The originality of advertisements is the challenge to designers＇ ability, which demands the designers to obey some certain creating principles. Special and novel advertisements can have deep impression in the audience. The paper, by way of analyzing the principle and characters and new relationships in creation, tries to a new originality point, so as to realize the objective of spreading information and expressing new meaning through new relationships.