广告创意——广告制作的灵魂

随着市场经济向知识经济的过渡,企业面临的市场状况已由卖方市场转化为买方市场,产品供过于求,市场竞争激烈,现代广告已不再是叫卖性广告,它已发展成为以策划为主导、以创意为中心、以文化为底蕴、以人才为前提的信息传播艺术和科学。世界各国的广告业都重视提高广告创意的水平,把广告创意看成是广告公司生存的支柱。广告创意是广告制作的灵魂,其方式和手段有多种,在此略述一二。

Creative Ideas of Advertisement--Soul of Advertisement making

With the transition from market economy to knowledge, the market confronted by business haschanged from sellers market to buyers market. Supply exceeds demand. Market competition becomes intense.Modern advertising is no more the advertising of hawk. It has developed into an art and science of spreadinginformation, with plot as its leading factor, with creative ideas as its center, with culture as its details, with talentsas its presupposition. Advertising pays more attention to promotion of the level of creative ideas. Advertisingagents regard creative ideas in advertising as its pillar of existence. Creative ideas in advertising are the soul ofadvertisement making. There are many ways to create ideas, only a few will be introduced here.