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广告创意是一种非常复杂的心智运动,是一种从无向到有向、从无形到有形、从无序到有序的思维过程,是激活潜意识,孕育和产生灵感的过程,它能将人们熟悉的基本材料以陌生的方式进行新的组合,构成特定意境,使消费者置身其中,对广告内涵产生认同与共鸣,从而留下较深的影响。当然,创意更是广告的灵魂,是赋予广告以“精神和生命”的活动。本文将以不同系列的平面广告为例,分析其广告创意的规律。
Creative advertising is a very complex mental movement, which is a process of thinking from nothing to direction, from invisibility to reality, from disorder to order. It is a process of activating subconsciousness, giving birth and generating inspiration. People familiar with the basic materials in a strange way to make a new combination, constitute a particular mood, so that consumers are exposed to the content of the ad recognition and resonance, leaving a deep impact. Of course, creativity is the soul of advertising, advertising is to give “spirit and life ” activities. This article will be different series of print ads, for example, analyze the laws of their creative advertising.