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1、第1章现代广告设计创意的思考（Thefirstchapterisabouttheoriginalityofmodernadvertisingdesign）ThefirstchapterisabouttheoriginalityofmodernadvertisingdesignWiththedevelopmentofsociety,theculturallevelandaestheticabilityofreadersarecontinuouslyimproved.Manydesignershavebee
2、ndeeplyawareoftheemotionalabilityofadvertisingdesigncreativity,circulationandconsumergroupsgraduallyfromtherationalworldtoemotionalsalesera.Advertisingcreativityhasalsobeguntostudythepsychologyofreaders,accordingtosocialculturetocreate.1.1,theideaofadver
3、tisingcreativityCreativityisthesoulofdesign.Indesigning,itisdifficultfordesignerstoformulateformulassuchasfixedconception,methodandconceptionprocedure.Thecreationisoftenfromimmaturetomature.Inthisprocess,affirmsomeordenysome,modifysomeorsupplementsome,th
4、esearenormalphenomena.Advertisingdesignworksmainlyfromthecontentofcommunication,performance,creativity,performanceskillsofthreeelements.Ifthecontentofthemessageistosolvetheproblemthatwhatadvertisingworks[];socreativeadvertisingworksistosolvetheproblemhow
5、tosay[];andpresentationskillswillsolvetheproblemofadvertisingworks[finallydo].Itseemsthreeareindispensable.Andcreativeperformanceplaysanimportantroleinthewholeprocessofadvertisingdesign.Specifically,creativeexpressionistoconveythecontentthatmakeconsumers
6、accept,acceptadvertisingtheme,andpersuadeandinduceconsumers,toencourageconsumersassoonaspossibleintoconsumerbehavior,changetheoriginalattitude.Advertisingcreativityisanimportantguaranteetoachievetheoverallstrategyofadvertising,isthemaindrivingforcetocons
7、umerdemand,isausefulmeansofproductpromotion,advertisingistheconcreteimplementationofthesoul.1.advertisingtopicsAdvertisingthemeiscomposedofthreeaspects:thepersonalityoftheproduct,thepsychologyofconsumptionandtheoriginalityofadvertisement.Inasense,theseth
8、reeareobjectiveexistence.Theideaofadvertisingistocreateideasandideasforgoodpublicityinthesethreeareas.Theideaofadvertisingstrivesfornovelty,uniqueness,andexcellence.Noconceptualorformulaicadvertisingideacanbeconsideredasuc
