广告最核心最本质的因素是什么?是创意。创意决定着大众对广告的关注度,创意决定着广告对象产生的文化增值度;创意过程中必须遵循独特性、实效性、艺术性和合理性原则;创意过程中极易陷入过分追求广告作品艺术性的误区。因此,广告创意必须同时遵循艺术创作和科学认识的规律。 Advertising is the core of the most essential factor is what? Creative. Creativity determines the public’s attention to advertisements. Creativity determines the value added by the advertisers. The process of creativity must follow the principle of uniqueness, effectiveness, artistry and rationality. In the creative process, it is easy to fall into the excessive pursuit of artistry of advertisement works Misunderstanding. Therefore, creative advertising must follow both the rules of artistic creation and scientific understanding.