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广告,作为商战的利器,在激烈的市场竞争中,为企业树立良好的信誉和形象,迅速占位、拓宽市场,致胜商界起到了举足轻重的作用。广告界权威人士认为目前现代社会的广告最大的缺憾是独创性与新奇性的不足,因而85％的广告并没有引起公众的注意,达到预想的宣传目的和商业效果。于是,创意便成了现代广告策划、设计所依循的主题核心。 广告宣传的艺术魅力不仅依赖于产品质量本身,更依赖于广告设计者的素质能力,依赖于他们的想象力和创造力。在高度信息化的社会中,过频的信息会使公众产生“信息麻木”而无所适从,只有独特、新奇、富有创意的信息才能激
Advertising, as a weapon of commercial warfare, fostered a good reputation and image for enterprises in the fierce market competition, quickly took the place and broadened the market, and the successful business community played a decisive role. In the opinion of the authoritative media in the advertising industry, the biggest shortcomings of the advertisements in modern society are the insufficiency of originality and novelty. Therefore, 85% of the advertisements did not attract public attention and achieve the expected publicity purpose and commercial effect. As a result, creativity has become a modern advertising planning, design, the theme of the core. The artistic charm of advertising not only depends on the product quality itself, but also depends on the quality of advertising designers, depends on their imagination and creativity. In a highly informatized society, excessive frequency of information can make the public feel “numb information” at a loss, only the unique, novel, creative information to stimulate