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广告的创意是表现广告主题的构思,是广告作品的构成要素之一。现代的广告作品之所以被视为一种特殊的艺术创作,其重要原因之一就是强调在展现主题的构思中,将广告内容上的思想性、科学性与广告表现形式的艺术性达到完善的结合,以增强广告的宣传效果和满足消费者对广告审美情趣的需求。许多成功的广告之作就表现在创意上的独到与绝妙,不但使广告宣传获得极大的成功,而且给人以美的享受,令人难以忘怀。美国著名广告学家詹尼斯·韦伯·杨(JANIES·WEBB·YOUNG)曾深有体
The creative idea of advertising is the idea of expressing the theme of advertising and is one of the constituent elements of advertising works. One of the important reasons why modern advertising works are regarded as a kind of special artistic creation is to emphasize that in the concept of displaying the theme, the ideological and scientific nature of the advertising content and the artistic quality of the advertising expression form must be perfectly combined. In order to enhance the effectiveness of advertising and meet consumer demand for advertising aesthetic appeal. The success of many successful advertisements is reflected in the originality and exquisiteness of creativity. It not only makes advertising successful, but also gives people a beautiful and enjoyable experience. The famous American advertising expert Janis WEBB·YOUNG once had a deep body.