“创意是广告的灵魂”。这是很久以来一直在广告界流传的一句名言,出自美国的广告设计大师大卫奥格威。这个人和这句话,给广告设计提出了一个明确和苛刻的要求,那就是广告设计者一定要具有创造性思维,创意思维。本文结合创作实际,对创意思维中的事实分析法、形象思维法、横向思维法、逆向思维法等方法的运用,进行了初步的分析。 “Creative is the soul of advertising ”. This is a famous phrase that has been circulating in the advertising industry for a long time, from American advertising designer David Ogilvy. This person and this sentence, advertising design made a clear and demanding requirements, that is, advertising designers must have a creative thinking, creative thinking. Based on the actual creation, this article makes a preliminary analysis of the application of the methods of fact analysis, image thinking, transverse thinking and reverse thinking in creative thinking.