创意被赋予了神奇的能力,甚至可以与产品在市场的销售效果直接对话,成为提升竞争力的主要原因。本文认为这是片面的夸大了广告创意的作用,创意不是广告的全部,好创意并不意味着就有好的销售效果。造成这种现象的原因是多方面的,包括广告客户、广告人、学术界。如果创意神话的气球再继续膨胀,最终受伤的只会是广告创意人及广告行业。 Creativity has been given the magical ability to even talk directly with the product’s sales effectiveness in the market, becoming the main reason for enhancing its competitiveness. This paper argues that this one-sided exaggerated the role of creative advertising, creativity is not all advertising, good ideas do not mean that there is a good sales effect. The reasons for this phenomenon are many, including advertisers, advertisers, academics. If the balloon of creative myth continues to swell, the ultimate victim will only be an ad creative and advertising industry.