浅析广告创意的基本原则

Simple Analysis on Basic Principles of Advertising Creation

广告创意虽然是一种自由的创造性思维活动,但毕竟不同于艺术创作,必须遵循特定的原则。文章从目的性、转换性、简明性、相关性、原创性和震撼力这六点入手,通过对创意基本原则的分析,探讨广告"如何说"的问题。

Though advertising creation is a free creative conceptual work, it is different from art creation, it must obey specific principles. This article discusses 'how to say' in advertisement through analyzing basic principles of creation from six aspects, purpose, transformation, simplicity, relevancy, originality and impressiveness.