浅析影响广告创意的几个因素

Impact of Some Factors on Creativity

广告创意是介于广告策划与广告表现制作之间的艺术构思活动,即根据广告主题,经过精心思考和策划,运用艺术手段,把所掌握的材料进行创造性的组合,以塑造一个意象的过程。简而言之,即广告主题意念的意象化。创意在广告创作中最重要,并且影响到最终传播效果的就是广告创意这一环节。它是一个广告创作的开端,并决定了广告其他因素的选择。因此,明晰影响广告创意的因素是十分必要的。影响广告创意的因素是多方面的,包括意识形态、文化、想象力、形象诉求。

Advertising creativity is an idea of art activities between advertising planning and advertising production performance, In short, the idea that advertising theme of the image. Creativity in advertising created the most important, and will eventually spread to the effect of advertising in the creative aspect. It is the beginning of an advertising creative, advertising and other factors result in the choice. Therefore, the clear impact of advertising creative element is very necessary, The impact of advertising creativity to many factors, including ideology, culture, imagination, the image demands.