广告创意作为一门科学性和艺术性高度统一的学科,作为一门正在形成的具有很强的实践性的学问,它有自己的运作规律和原则。多年来,广告界同仁对这一学科不断开掘与探索,取得了一些成果。随之而来的电子时代,取消了人类意识中时间和空间的概念,电视广告愈发的具有更强的冲击力和说服力。随着我国经济持续高速增长、市场竞争日益扩张、竞争不断升级、商战已开始进入“智”战时期,广告也从以前的所谓“媒体大战”、“投入大战”上升到广告创意的竞争,“创意”一词成为我国广告界最流行的词汇。 Advertising as a highly scientific and artistic unity of discipline, as a forming is a strong practical knowledge, it has its own rules and principles of operation. Over the years, colleagues in the advertising industry continue to dig and explore this discipline and achieved some results. The ensuing electronic age canceled the notion of time and space in human consciousness, and television advertisements have become more powerful and persuasive. With the continuous rapid economic growth in our country, the ever-expanding market competition and escalating competition, the commercial warfare has begun to enter the “war” era. Advertising has also risen from the so-called “media warfare” and “war of engagement” Advertising creative competition, “creative ” the word has become the most popular advertising vocabulary.