平面广告作为视觉传达的媒介之一,是品牌及文化与消费者之间的重要纽带。本文以平面广告的创意思维为立足点,通过从大众认知,体验、感受等角度进行综合分析,阐述了“体验式”创意对广告内容的解码和对广告受众群体精神层面的引导。试图打破广告的表面现象潜入创意思维本质,构建围绕广告受众体验感知的创意思维。在整个创意过程中,呼吁设计师回归大众感知体验,设计出基于受众体验感的广告作品,以满足这一时代人们的情感以及精神需求。 Print advertising, as one of the media of visual communication, is an important link between the brand and culture and consumers. This article takes the creative thinking of print ads as its starting point. Through a comprehensive analysis from the perspectives of public cognition, experience and feelings, this article expounds the decoding of advertisement content by “experiential” creativity and the guidance of the advertising audience spirit. Trying to break the surface of advertising sneaks into the nature of creative thinking, to build creative perception around the experience of advertising audience experience. Throughout the creative process, designers are called upon to return to the public perception experience and design advertising works based on the experience of the audience in order to meet the emotional and spiritual needs of people in this era.