印刷广告属纯粹的、静态的视觉艺术,既缺乏听觉语言,画面的运动性又不强。所以,有的广告人认为,印刷广告的创意难于电视广告,是有一定道理的。但是,如果广告人能高超地、艺术地对印刷广告的文字、图形和色彩进行巧妙地组合,精彩地创意,也能在广告和受众无声的沟通中激起受众情感的波澜。那么,如何精彩地创意,才能克服印 Print advertising is a pure, static visual arts, the lack of auditory language, the picture is not strong exercise. Therefore, some advertisers believe that there is a certain truth in the creativeness of printed advertisements that is difficult to advertise on television. However, if the advertisers can skillfully and creatively combine the characters, graphics and colors of the printed advertisements with artfulness and artisticness, they can arouse the waves of audience emotion during the silent communication between the advertisement and the audience. So how brilliant ideas can overcome India