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广告创作是用创造性技术和设计通过各种宣传媒介为消费者提供商品和服务信息的活动,它是以事实为依据,以艺术创作为主要手段对创作客体(产品、劳务等)进行塑造加以再创造的过程。这一过程的核心是广告构思。构思就是对广告创作的整个过程的构想和设计,构思优劣直接决定着广告的成败。一则优秀的广告原于新颖独特的构思,那么新颖独特的构思又取决于什么呢?取决于富有创新精神的思维活动。广告构思离不开思维,甚至可以说构思本身就是思维运行并发挥作用的过程。不仅如此,由于广告要达到最
Advertising is a creative activity that uses creative techniques and designs to provide consumers with information about goods and services through a variety of media. It is based on facts and is modeled after artistic creation as the main means of creation (products, services, etc.) The process of creation. The heart of this process is advertising ideas. The idea is the conception and design of the whole process of advertisement creation, the merits and demerits of the idea directly determine the success or failure of the advertisement. An excellent ad is based on a novel and unique concept. What then depends on innovative thinking? Advertising ideas can not be separated from thinking, you can even say that the idea itself is the process of thinking and functioning. Not only that, due to advertising to achieve the most