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广告创意是表现广告主题的新颖构想，是为了展现广告主题的一种创造思维活动，它是科学与艺术结合的产物，是广告的思想内涵和灵魂，是具有说服力的要素。
Advertising idea is a novel idea of the theme of advertising. It is a kind of creative thinking activity to show the theme of advertisement. It is the product of the combination of science and art, the connotation and soul of advertisement, and is a persuasive element.