第章 现代广告设计创意的思考（The first chapter is about the originality of modern advertising design）.docVIP

第1章 现代广告设计创意的思考（The first chapter is about the originality of modern advertising design） The first chapter is about the originality of modern advertising design With the development of society, the cultural level and aesthetic ability of readers are continuously improved. Many designers have been deeply aware of the emotional ability of advertising design creativity, circulation and consumer groups gradually from the rational world to emotional sales era. Advertising creativity has also begun to study the psychology of readers, according to social culture to create. 1.1, the idea of advertising creativity Creativity is the soul of design. In designing, it is difficult for designers to formulate formulas such as fixed conception, method and conception procedure. The creation is often from immature to mature. In this process, affirm some or deny some, modify some or supplement some, these are normal phenomena. Advertising design works mainly from the content of communication, performance, creativity, performance skills of three elements. If the content of the message is to solve the problem that what advertising works []; so creative advertising works is to solve the problem how to say []; and presentation skills will solve the problem of advertising works [finally do]. It seems three are indispensable. And creative performance plays an important role in the whole process of advertising design. Specifically, creative expression is to convey the content that make consumers accept, accept advertising theme, and persuade and induce consumers, to encourage consumers as soon as possible into consumer behavior, change the original attitude. Advertising creativity is an important guarantee to achieve the overall strategy of advertising, is the main driving force to consumer demand, is a useful means of product promotion, advertising is the concrete implementation of the soul. 1. advertising topics Advertising theme is composed of three aspects: the personality of the product