创意发生的机理与表现路径探幽——评段轩如教授主编的《广告创意与表现》

Exploration on the Mechanism and Performance Path of Creation——Assessment on “Advertising Creation and Performance” Edited by Professor Duan Xuanru

该书不仅全面、系统、深刻地阐释了广告创意与表现的基本原理,而且还阐释了许多新理念、新方法、新内容,既有较高的学术价值,又有较大的推广空间,符合广告学教学实践的需要与广告学科自身发展的需要,为高等院校广告学、艺术设计及相关专业学生、广告企业和艺术设计公司从业者的职业教育与岗位培训提供了新的教材选择。

The book not only comprehensive,system profoundly explained the basic principle of advertising creativity and performance,but also explains the many new ideas,new methods,new content,both high academic value,but also the promotion of greater space,in line withneed for their own development needs of teaching practice of advertising and advertising disciplines,new textbooks select universities advertising,art and design,and related professional students,advertising companies and artistic design firm practitioners vocational education and job training.