本文阐述了创意与广告的关系,强调创意在广告中的功效,特别是在现代社会,好的广告创意是商品消费者和人性的一种完美整合。在进行广告创意时,广告人必须做到三点:一是个性特色设计;其次,广告创意要贴切达意,富有温馨的情调,亲情融融;其三,广告创意必须进行市场研究,从大的背景、气候条件下进行策划。 This article illustrates the relationship between creativity and advertising, emphasizing the effectiveness of creative ideas in advertising, especially in modern societies where good advertising is a perfect integration of the consumer of goods and human nature. In ad creative, advertisers must do three things: First, the design of personality; secondly, advertising ideas should be appropriate, rich warm atmosphere, affection; Third, creative advertising must conduct market research, from a large background , Under the conditions of climate planning.