本文通过分析某百货公司的多例经典广告文案,从创意、生活的不同概念出发,选取二者相结合的角度,力求从多方面探讨创意与生活的关系,论证出创意源于生活的本质。同时,在对该百货公司经典广告文案进行简要归纳与分析的基础上,求得对广告创意更深刻的理解。 Based on the analysis of a few classic ad copyings of a department store company, this article starts from the different concepts of creativity and life, and chooses the combination of the two. This paper tries to explore the relationship between creativity and life from many aspects, and demonstrates that creativity originates from the essence of life. At the same time, based on a brief summary and analysis of the classic advertisement copy of the department store, a more profound understanding of advertisement creation is obtained.