众所周知,公益广告是为了社会和公众的共同利益,花钱在大众传播媒介买时段、买版面、买位置,向全社会和广大公众宣传和维护某种观念和行为的活动,而公益广告构思的主干,就是“创意”。“创意”是一则公益广告的中心,构思活动就是围绕着它进行的。我们通常习惯于把创意理解为主题、 As we all know, public service advertising is for the common interests of the community and the public, spend money in the mass media to buy time, buy pages, buy the location, to the whole society and the general public to promote and safeguard a concept and behavior activities, and public service advertising concept Trunk, is “creative.” Creativity is at the center of a public service announcement, and conceived activity revolves around it. We are usually accustomed to understanding creativity as the theme,