随着信息社会的到来,新型的、反传统的广告创意应运而生。本文对反传统的成功广告创意模式的特点、类型、创作策略等诸多方面进行了研究与分析,归纳了可资借鉴的创意方法,并指出若不充分考虑产品、消费者、市场,盲目使用反传统广告,势必难以成功。 With the advent of the information society, new and anti-traditional advertising ideas came into being. This paper studies and analyzes the features, types, creative strategies and other aspects of the anti-traditional successful advertising creative model, summarizes the creative methods available for reference, and points out that if we do not fully consider the products, consumers, markets, blind use of anti- Traditional advertising is bound to be difficult to succeed.