广告作品是否有创意,创意是否卓越正确,充分而深刻地表达了广告主题,是决定广告作品成败的关键所在。“创意”是现代广告领域中最具挑战性的工作,也是现代设计教育中最富创造性的课题,创意成为现代设计,尤其是现代广告设计的灵魂,是一切设计表现的基础。优秀和成功的广告设计师都是在创造性思维上大胆探索前进的开拓者。 Ad creative work is creative excellence is correct, full and profound expression of the theme of advertising is the key to determining the success of advertising works. Creativity is the most challenging task in the field of modern advertising. It is also the most creative topic in modern design education. Creativity has become the soul of modern design, especially the design of modern advertising. It is the foundation of all design performance. Excellent and successful advertisers are bold pioneers in creative thinking.