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当今世界中,电视广告是一项新兴的事业,传播速度快、艺术效果好,已经成为人们获取信息的重要媒介,在传媒市场中具有不可替代的作用。好的广告创意应该具有清晰、简练和结构得当这三点。广告简单明了,但是构思精巧不乏趣味;意思清晰易懂,但也平中见奇;结构得当但也要富有创意。因此,广告创意需要设计技巧的研究。
In today’s world, TV advertising is an emerging undertaking. With its rapid propagation and good artistic effect, it has become an important medium for people to access information and plays an irreplaceable role in the media market. Good advertising ideas should be clear, concise and structured properly these three points. Advertising is simple and straightforward, but there is no shortage of interesting ideas; the meaning is clear and easy to understand, but it is also surprisingly flat; the structure is reasonable but creative. Therefore, creative advertising needs design skills research.