“创意不是拼出来的”

Originality cannot be Spelled Out

2004年度台湾第十三届广告金犊契已经落幕了，它的征集海报却给我留下了深刻的印象：其“创意不是拼出来的”的广告语更是令人深思．海报上的小牛犊由老虎、豹、斑马长颈鹿、斑点狗等动物拼接而成并且还穿着运动鞋，幽默之极、让人忍俊不禁。这幅海报主要是说广告设计要重视策略而不要仅仅靠瞎拼来出众，这不能不让我们想到当下很多的设计师都喜欢不费脑筋的东拼西凑来做作品这现象。“创意不是拼出来”的这句话正好给了我们一个提醒。

Isomorph is the usual means of graphic design. But sometimes, it brings on lazy and dgescent thoughts. Many students and even some designers produce a large quartity of low-quality work in this way We must put emphasis on the latent and reasonabie linkage of different image. The linkage is the focus of idea. This paper is about the linkage in the work.