从“大创意”到“微创意”

From Big Idea to Mini Idea

本文旨在对被广告业界和学界奉为圭臬的“大创意”概念进行反思，指出“大创意”的创作方法体现了大市场、大众传媒体制下对广告的典型要求，但也日益不适应当下的媒介、市场和受众的需要，暴露出一些问题；需要转向关注以消费者自身、情境、网络等为特征的“微创意”之广告创作新思路，阐述广告创意的思维方法和模式正在进行“微小”的革命这一趋势。

This article aims to rethink the concept of ＂Big idea＂, which is creative rule in the advertising industry and academia. The concept of ＂Big idea＂ reflects the typical system requirements of large market, mass media advertising, but increasingly not be suitable for the nowadays media market and audience needs. ＂Big idea＂ has some big problems, needs to turn its attention to consumers, communication contexts, and networks, such as the features of the new concept of ＂Mini idea＂. It is actually the big change in advertising.