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广告的创意
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Advertising has an assignment of attracting readers. And then, the thinking process of advertising creation should use some methods of literary creation for reference, with the help of the regulatin of praitical writyng. Advertising creation not only make ad. subject have a accurate orientation, but also make the content have certain character depth and lively from to draw favour from consumers.

广告具有大多数应用文所没有的任务-吸引读者,因此广告创意就需在遵循应用文构思规则的基础上,借鉴文学创作的一些思路和方法.广告创意不仅要为广告主体找到准确的定位,而且还要使广告最终所宣传的内容具有一定的个性和深度及生动引人的外在形式,这样才能获得消费者的注意和认可。

Unconventional reverse thinking is one of the basics in adverdsing creation. Hence, this paper analyses the relationships between reverse thinking and advertising creation from such angles of implicate essences and conventional techni ques. It holds that finding the exact opposite side to work out advertising is the basic train of thought since reverse thinking is actually the reflection of the law of dialectical unity in thinking. lt also illustrates such unconventional technique as deliberate admission of...

Unconventional reverse thinking is one of the basics in adverdsing creation. Hence, this paper analyses the relationships between reverse thinking and advertising creation from such angles of implicate essences and conventional techni ques. It holds that finding the exact opposite side to work out advertising is the basic train of thought since reverse thinking is actually the reflection of the law of dialectical unity in thinking. lt also illustrates such unconventional technique as deliberate admission of the weaknesses, reverse variation, and inversion of the images which can achieve unexpected results. lt holds that reverse thinking, along with crosswise and many-sided thinking, are complementary and harmonious in advertising creation and should be greatly noticed by the advertiser.

逆向思维是一种超常思维,是广告创意的基础思维之一。文章从逆向思维的内涵实质、常用技巧等角度探讨了逆向思维和广告创意的关系。认为:逆向思维就其实质是事物对立统一规律在思维上的反映,所以找准事物对立面并以此为基点展开构思,是逆向思维创意的基本思路。文章用丰富的案例阐述分析了反弹琵琶、有意示短、反向变体、逆向假设、倒置形象等从广告诉求主题相反方向开辟表现蹊径的反常技巧.指出:逆向思维和多向思维、横向思维在广告创意中是融合交叉、相辅相成的,应同样为广告人重视。

We should broaden our vision in the study of advertisement creation to be regard as a strategy to display advertisement,and make a manifold research from the macroscopic angle of the system of advertisement activities.the positioniong strategy of the advertisement creation and its relevant problems.

开拓广告创意研究的视野,把广告创意作为一种广告表现战略,从广告活动系统的宏观角度对广告创意的定位策略及其有关问题进行多层次、多向度的研究

 
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