论文部分内容阅读
本文通过对广告的内涵、定位及创意等方面的分析,简略地探讨了写好广告应具备的要素,着重探究和论述了广告创意及应遵循的三大原则,即真实性原则、思想性原则和艺术性原则。真实是广告的生命,是广告成功的前提;思想性决定广告的深度,是广告的灵魂;艺术性是广告的升华,它能够给读者或观者带来一种审美享受。一则优秀的经典广告必须将三者有机地结合起来。
Through the analysis of advertisement connotation, orientation and creativeness, this article briefly discusses the key elements of writing advertisements, focuses on exploring and discussing the three major principles of creative advertising and should follow: the authenticity principle, ideological principle and Artistic principle The truth is the life of the advertisement, which is the premise of the success of the advertisement. The depth of the advertisement determines the depth of the advertisement, the soul of the advertisement. The artistic nature is the sublimation of the advertisement. It can bring readers and spectators an aesthetic enjoyment. A good classic ad must be organic combination of the three.