一、广告创意辨创意是整个广告活动的核心,直接关系到广告活动的成败,因此,广告制作者们对广告的创意都给予了足够的重视。但另一方面,对“广告创意”这个基本概念的认识至今却仍然存在着较大的分歧,而认识的不到位,又直接影响到广告创意的广度与力度。广告创意有广义和狭义之分,如果我们把广告创意规定在某一个广告作品内这个狭义范围来考察的话,我们看到,关于广告创意,有三种典型的说法,其一是把广告创意局限于表现形式的创新,如方蔚林认为“广告创意是指广告主题的创造性表现方法。”(《现代广告写作》)其二是把广告创意视为广告内容的创新,张惠辛认为:“广告创意就是赋予或揭示品牌或产品某种全新的东西,使其引起受众 First, the creative creativity of advertising is the core of the entire advertising campaign, is directly related to the success or failure of advertising campaigns, therefore, ad producers have given enough attention to creative ideas. However, on the other hand, the understanding of the basic concept of ”creative advertisement“ still has big differences so far, and the lack of understanding directly affects the breadth and intensity of creative advertising. Advertising creativity has a broad sense and a narrow sense. If we examine the creative concept in a narrow range of advertising works, we can see that there are three typical approaches to advertising creativity. One of them is to limit advertising creativity to Manifestations of innovation, such as Fang Weilin think ”advertising creative refers to the creative expression of advertising themes. “ (”Modern advertising writing“) the second is the creative advertising as advertising content innovation, Zhang Huixin that: ”advertising creative Is to give or to reveal a brand or product something new, to attract the audience