在当今高度发达的商业社会,广告渗透到每一个角落,从各个方面影响着人们的生活。这些广告有的浅薄庸俗,无聊少趣,甚至成为人们讨厌的广告污染;有的却独特新颖、新意怡人,给人们留下深刻的印象。之所以会产生如此大的差别,除了广告设计和制作等方面的影响因素外,广告创意是其中一个极其重要的原因。分析国内外广告大赛中的获奖作品, In today’s highly developed commercial society, advertising penetrates into every corner and affects people’s lives in all aspects. Some of these advertisements are superficial, vulgar, frivolous, and even become annoying to people; some are unique, novel, and pleasant, leaving people with a deep impression. The reason why such a big difference will occur is that advertising creativity is an extremely important factor in addition to factors such as advertising design and production. Analyze the winning entries in domestic and overseas advertising contests.