在当下设计界、广告界、文化创意产业的蓬勃发展中,创意成了社会上的热门词汇。但什么才是创意?可能很多人都说不清楚。从本义来说,创意是被设计师用来强化传播效果的某种富有理念性和创造力的洞见。但在各级政府大举建设文化创意产业的今天,对创意的滥用也进入白热化状态,创意成为媒体和商业宣传中惯用的“法宝”。在言必称创意的时代,也就不可避免地走向创意的反面了。君不见,在当今各种场合,滥用创意的现象比比皆是:创意一词甚至成为企业和地方 In the current design, advertising, cultural and creative industries in the vigorous development, creativity has become a popular word in the community. But what is creativity? Many people may not know. In its original meaning, creativity is some sort of intellectual and creative insight that designers use to reinforce the effects of communication. However, at all levels of government to build a cultural and creative industries today, the abuse of creativity has also entered a white-hot state, creativity has become the usual media and commercial propaganda “magic weapon.” In the age of asserting creativity, it inevitably leads to the opposite of creativity. Do not you ever see, in today’s various occasions, the phenomenon of abuse of creativity abound: the word creative even become a business and place