现代广告是一门视听艺术。它调用了诸多手段与方法,使其有更强的卖点、更有效的定位。所有这些,体现在现代广告身上的似乎是不尽的现代灵光:产品、创意、消费者。市场是赤裸而残酷的,稍有不慎,大笔巨资就打了水漂。现代广告的检验标准只有一个:实效。这是现代广告人必备的心理准备。于是,从哪里产生新的创意(Big Idea),似乎是现代文 Modern advertising is an audio-visual art. It calls a lot of means and methods, it has a stronger selling point, more effective positioning. All of these, seemingly inexhaustible Modern Emotions embodied in modern advertising: products, ideas, consumers. The market is naked and cruel, a little careless, a lot of huge sums of money have been hit. There is only one standard of modern advertising: practical. This is a must for modern ad creative psychology. So, where to create a new idea (Big Idea), seems to be modern