随着商品经济的迅速发展,广告宣传业已成为一种普遍的商业现象,传递商品信息,引导消费。信息时代广告信息随处可见,如何创作有新意、有吸引力、有传播效果、能引起受众关注的广告,一直是广告创作的难题。为此,广告创意必须标新立异,但又不能为了创意而创异,必须尊重创意准则,迎合受众心理,在情理之中,意料之外,超出常理,合乎情理。 With the rapid development of commodity economy, advertising has become a common business phenomenon, delivering product information and guiding consumption. Advertising information in the information age can be seen everywhere. How to create innovative, attractive and communicative advertisements that attract the attention of the audience has always been a challenge for creative advertising. To this end, creative advertising must be unconventional, but not for creativity and innovation, we must respect the creative guidelines to meet the audience psychology, in reason, unexpected, beyond common sense, reasonable.