Question

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一、广告创意内涵
（一）什么是广告创意。随着我国经济持续高速增长、市场竞争日益扩张、竞争不断升级、商战已开始进入“智”战时期，广告也从以前的所谓“媒体大战”、“投入大战”上升到广告创意的竞争，“创意”一词成为我国广告界最流行的常用词。“ Creative ”在英语中表示“创意”，其意思是创造、创建、造成。“创意”从字面上理解是“创造意象之意”，从这一层面进行挖掘，则广告创意是介于广告策划与广告表现制作之间的艺术构思活动。即根据广告主题，经过精心思考和策划，运用艺术手段，把所掌握的材料进行创造性的组合，以塑造一个意象的过程。简而言之，即广告主题意念的意象化。
（二）广告创意的原则。
广告创意的独创性原则。所谓独创性原则是指广告创意中不能因循守旧、墨守成规，而要勇于的善于标新立异、独辟蹊径。独创性的广告创意具有最大强度的心理突破效果。与众不同的 新奇感是引入注目，且其鲜明的魅力会触发人们烈的兴趣，能够在受众脑海中留下深刻的印象。长久地被记忆，这一系列心理过程符合广告传达的心理阶梯的目标。
二、广告创意的金字塔原理。
对发展广告表现的创意面议，金字塔原理（ Pyramid Principle) 是特别有效而极具实用性的工具。从金字塔原理，可洞察广告设计者的思考过程，究竟用什么逻辑把创意发展到极致
从金字塔结构可以看出广告的创意是仅次于金字塔顶端。创意的金字塔原理，共分三个层次 ，第一层是资讯（ information) ，它涉及的范围相当广泛，包括企业内部资料，竞争企业情报以及经济环境资讯等。这些包罗万象的资讯只是个别的统计数据，仅供参考，不可照本宣科笼统应用，必须经过第二个层次审慎的分析 (analysis). 此一层次涉及的范畴犹为广泛，必须运用统计学，心理学，经济学以及社会学等，经过分析评估之后，才有第三层次广告创意的出现。唯有通过这些层次所延伸出来的创意都是发挥广告效果的动力，才是弹无虚发的广告招术。

Answer 1

What is an advertisement innovative idea.High speed increases by , the marketplace competes to dilate gradually , competition escalates unceasingly , commercial war already begins to enter the "wisdom" war period with the fact that our country economy continues for, advertisement "throws into big battle " also from before so-called "medium big battle ", rising by one word to advertisement innovative idea competition ", "innovative idea" becoming the most popular our country advertisement boundary often-used words. ``
Creative " expresses an "innovative idea" in English, whose meaning be be created by , be established , be brought about. The "innovative idea" understands "intention of being to create an imago" from character surface , excavate from being in progress face to face this one tier, the advertisement innovative idea is that betweenness advertisement plans and advertisement shows the art between fabrication to make up a mental outline of an activity then. Be to be based on the advertisement subject , through, to think deeply that meticulously and plan , wield artistic media, creativeness combination what be grasped material is carried out, to mold a imago process. In short, be advertisement subject thought's imago-rization.
(Two) advertisement innovative ideas principle. Advertisement innovative idea originality principle.So-called originality principle is that being good at being able to not be fettered by old conventions , falling into a groove, but needing to have the courage in referring to the advertisement innovative idea creates something new and original , develops a new style. The originality advertisement innovative idea has maximal intensity mentality breaking effect. That novelty different from the rest feels is an introduction fix eyes on , whose distinct charm will be upright at present triggering people interest, is able to leave deep impression in accepting numerous minds. Be remembered that this a series of mentality process accords with mentality ladder target that advertisement communicates for a long while cover。
Two, advertisement innovative idea pyramid principle. Discuss the innovative idea showing to developing advertisement face to face , pyramid principle (Pyramid Principle) is an utility especially effective but extreme utensil implement. That the structure complying with pyramid principle, but discerning the advertisement designer's to think deeply that what logic process , what actually happened use an innovative idea to be developed to the extreme from the pyramid can perceive the advertisement innovative idea is to be next only to the pyramid top. The innovative idea pyramid principle, divides into three arrangement of ideas together, be information the first tiers (information), the range that it relates to is commensurate to including the inside of enterprise data broadly, competing for enterprise intelligence and economy environment information and so on. These all-embracing information counts a data , provides a reference only only individually, be not allowed to echo what the books say generally applying , must analyse cautiously course second arrangement of ideas (analysis). The category that this one arrangement of ideas relates to is still broad , must wield statistics , psychology , economics and sociology etc. , estimates that course analysis turn up having third arrangement of ideas advertisement innovative ideas afterwards , just now. Only be the driving force bringing advertisement effect into play by innovative idea extended out by these arrangement of ideas, the advertisement being really hitting the target every time without a miss courts a skill.

Answer 2

First, the creative content of advertising
(A) What is creative. As China's sustained and rapid economic growth, the increasing expansion of market competition, competition has been escalating to war has already begun to enter the "unwise" war period, the ads from the previous so-called "media war", "in World War II" up to the advertising and creative competition, " creativity "in the advertising industry in China has become the most popular words used."Creative" in English that "creative", the meaning is to create, create, cause. "Creative" is understood literally, "meaning the creation of imagery," Mining from this level, it is between advertising creative advertising advertising planning and performance art of the production of ideas between the activities. That is, under the theme, after careful thought and planning, the use of artistic means, the material obtained by a combination of creativity, to shape the course of an imageIn short, the theme of the advertising imagery of ideas.
B) the principle of creative advertising.
The principle of creative originality. Original principle of the so-called creative means not following the beaten track and stay in a rut, and to dare to be good at the unconventional, inventive. Original creative strength with the greatest effect of the psychological breakthroughNovelty is the introduction of special attention, and its distinctive charm will trigger people's strong interest in mind in the audience impressed. Been a long time memory, this series of psychological processes in line with the ads to convey the objectives of the mental ladder
这是一、广告创意内涵 二我不会

Answer 3

First, the creative content of advertising
(A) What is creative. As China's sustained and rapid economic growth, the increasing expansion of market competition, competition has been escalating to war has already begun to enter the "unwise" war period, the ads from the previous so-called "media war", "in World War II" up to the advertising and creative competition, " creativity "in the advertising industry in China has become the most popular words used."Creative" in English that "creative", the meaning is to create, create, cause. "Creative" is understood literally, "meaning the creation of imagery," Mining from this level, it is between advertising creative advertising advertising planning and performance art of the production of ideas between the activities. That is, under the theme, after careful thought and planning, the use of artistic means, the material obtained by a combination of creativity, to shape the course of an imageIn short, the theme of the advertising imagery of ideas.
B) the principle of creative advertising.
The principle of creative originality. Original principle of the so-called creative means not following the beaten track and stay in a rut, and to dare to be good at the unconventional, inventive. Original creative strength with the greatest effect of the psychological breakthroughNovelty is the introduction of special attention, and its distinctive charm will trigger people's strong interest in mind in the audience impressed. Been a long time memory, this series of psychological processes in line with the ads to convey the objectives of the mental ladder