摘要
作者从现代广告产生的历史背景、发展进程、基本功能和文化特性等诸多方面,详细分析了广告的发生、发展过程及必然性,通过阐述现代广告的设计理念、策划模式及创作类型使人们对现代广告有了一个系统的了解。
Author detailed analyses the buth growth processes of advertisement and its inevitability,based on the hictorical background,growth process,fondamental functions and cuiture characteristies of modern advertisement.People will have a systematic understanding to modern advertisement through the discussion of the design idea,planning model,creative type of modern advertisement.
关键词
历史背景
发展过程
文化特性
设计理念
策划模式
广告创意
historical background,growth process,culture characteristies,design idea,planning model,advertisement creative idea
