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创意是广告的灵魂,直接影响到最终的传播效果环节。现代传播学和市场营销理论的发展,为广告创作注入了科学的内涵和新的活力,从而丰富并发展了现代广告创意过程及思考方法。
Creative is the soul of advertising, a direct impact on the final part of the communication effect. The development of modern communication theory and marketing theory infuses scientific connotation and new vitality into the advertising creation, thus enriching and developing the modern advertising creative process and thinking method.