广告创意内涵蕴意

Meaning and Connotation of Advertising Creation

广告创意属于应用型创意,是广告行业的灵魂,准确把握广告创意的内涵对界定广告业的产业定位、强化其行业竞争力均有重要意义。现有对广告创意的理解多基于个人的经验,缺乏理论性和系统性。要深刻领悟广告创意的内涵,应以发展的观点,结合广告创意的实践,从广告创意呈现的形态、广告创意的本质、广告创意的原则、广告创意的表现、广告创意的途径等六个层面入手解析,并从狭义和广义的角度进行界定。

As the soul of the advertising industry, advertising creation belong to the applied creativity. It has an importmant meaning for us to define the position of the advertising industry and strengthen its competitiveness if only that we could grasp the connoatation of the advertising creation accurately. But now most understanding about the adverting creatiow are almost based on personal experience, and lack of theoretical and systematic features. If we want to have a profound comprehension of the advertising creation, we shall be based on the development point, combined with the practice of advertising creation, and analyse from six aspects. That means we should analyze the problem from advertising creative present form, advertising creative essence, advertising creative principle, advertis- ing creative performance and advertising creative pathway to get the connotation of the advertising creative. And we also define the connotation of advertising creation in a narrow sense and in a broad sense.