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。 Advertising is the most important creative, and will affect the ultimate communication effect is the creative aspects of this. It is the beginning of an advertising creation, and determines the choice of other factors of advertising. Creativity is the soul of advertising. Advertising creativity is a challenge to the competence of advertising writers. It requires that advertisers want to think rather than beg for inspiration, and follow certain creative principles.