创意就是创造性的想法 ,是表现广告主题的新颖构思 ,改变消费者的认识 ,为广告增添“轰动”效应 ,提升宣传内容终端竞争优势的主要动力。创意是广告的思想内涵和灵魂 ,是具有感染力和说服力的要素。本文结合广告创意实例 ,揭示了创意在实现广告目的过程中的重要地位。 Creativity is a creative idea. It is a novel motif that shows the theme of advertising, changes consumers’ perceptions, adds a “sensational” effect to advertisements and enhances the main motivation for the competitive edge of content terminals. Creativity is the ideological content of the ads and the soul, is contagious and persuasive elements. This article combines advertising creative examples to reveal the important position of creative in the process of advertising.