承蒙《中国广告》杂志邀请,要我谈谈创意之道。我一直很赞同作家钟阿城所说:“道变了,德就跟着改变。”广告是不同艺术的一种商业创作,以专业一点的话说,是经济活动和消费者接触沟通的一环,市场是分分秒秒在变化的,通俗一点来说,世道无常,自然消费者衡量的标准也就经常在转变。我的创意来源就是观察人心与人性,了解什么样的沟通方式是他们现在最想要、最能接受的。如果消费者看了广告后多数 Thanks to the invitation of “China Advertising”, let me talk about the creative way. I always agree with the writer Zhong Acheng said: “Road changed, Germany followed change.” Advertising is a commercial creation of different art, in a professional point of view, is the economic activity and consumer contact communication Ring, the market is changing every minute, popular point of view, the world’s impermanence, natural consumers are often measured by the standard change. My source of creativity is to observe people’s minds and human nature and to understand what kind of communication they most want and accept most. If consumers read the majority of ads