我国的电视广告越来越注重创意设计的表现力并将理论和实际结合展现出自己独特的风格。电视广告不仅仅需要创意,还需要广大受众的认可,如何提高广告在受众群体中的认同度是一个非常重要的问题。一、当前电视广告创意与设计思维1.逆向多角度的水平思维水平思维是近年来在广告界被广泛应用的一种设计思路,其想法是确立一个完整的概念后通过多角度进行反向思维,将原本看起来毫无关系的方法通过某种特殊的属性相连接,然后利用这种特殊属性连接的手段带给 China’s TV commercials pay more and more attention to the expressiveness of creative design and combine their theories and practices to show their own unique style. Television advertising is not only creative, but also needs the recognition of the general audience. How to improve the recognition of the audience in the audience is a very important issue. First, the current television advertising creative design and design 1. Reverse multi-angle level of thinking Thinking is widely used in advertising in recent years, a design idea, the idea is to establish a complete concept of multi-angle reverse thinking , Will have nothing to do with the original method of connecting through a special property, and then use this special property to bring the means of connection