摘要
广告创作中最重要、并且将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。创意是广告的灵魂,广告创意是对广告作家能力的挑战,它要求广告作家要思考而不能乞求于灵感,要遵循一定的创意原则。
In the advertisement creation most will be important,affects finally disseminates the effect will be the creative idea,and has decided the advertisement other factor choice. The creative idea is the spirit of advertisement.The advertisement creativity is challenge to the advertisement writer ability,but it requests the advertisement writer to have to ponder can not beg in the inspiration.The advertisement creativity must abide by certain creativity principles.
关键词
广告创意
品牌形象
广告定位
创意方法
advertisement creativity,brand image,advertisement localization,creativity method
