论广告设计教学中的创意突破

On Originally Breakthrough In The Teaching Of The Advertisement Design

在现代市场激烈的竞争中,产品的竞争已上升为广告的竞争,广告要获得消费者的好感,并促使其产生购买行为,除了广告的产品自身具有一定的优势外,还必须运用卓越的广告创意,它是广告作品的灵魂。一个好的创意首先应该具有原创性,开发出来的应是未曾用过或被引起注意的新元素,创意就是要突破常规,逻辑被颠覆才有张力。在广告设计教学中,为什么要重视创意、选择何种创意评价标准。如何实现创意突破?正是本文所要探讨的。

The advertisement competition becomes another heated competitive way of products in the modern market. The advantages of advertisement product are not enough to win the consumers' favors, and consumers may be motivated to purchase it .So the application of originally breakthrough in design is considerably necessary, which is a soul of advertisement. Good originalities should appear originally which contain new elements never created or attracted attention by other people. Originality needs breaking with the convention. Only when breaking through conventional logic can it be extensive. The discussion in the context contains three ways: Why originality is emphasized? What kind of criteria for originality should be chosen and how original breakthrough is attained?