广告创作的一个根本要求就是新颖，广告的创新是区别于其他商品及其广告的原创点。李维牛仔裤的广告就颇为符合这种原创精神：一位女子脱下身上的牛仔裤，把它甩在铁轨上，让火车将其辗轧成毛边短裤。广告怎样才能令人耳目一新呢？广告创新首先要突破常规的禁锢，善于寻找诉求 One of the fundamental requirements of creative advertising is novelty, creative advertising is different from the original point of other goods and their ads. Vivian Lee’s advertising is quite consistent with this original spirit: a woman took off his jeans, throw it on the rails, so that the train will be rolled into fur shorts. How can advertising be refreshing? Advertising innovation must first break the customary imprisonment, be good at finding appeals