“创意”这个概念最先为广告界津津乐道,它是创造力、想象力、个性化的代名词。在短短的三五十秒中,一则广告要将产品的形象深入人心,其中创意须涉及到传播学、心理学、美学的诸多因素。音乐电视超越了广告的层次而作为音乐和电视结合而成的艺术品出现时,创意便有了更丰富的内涵。我们提出以下的几个创意原则: The concept of “creativity” was first remembered by the advertising community. It is synonymous with creativity, imagination, and personalization. In a short period of thirty-fifty seconds, an advertisement should take the image of the product deeply rooted in the hearts of the people, among which creativity should involve many factors such as communication, psychology and aesthetics. Music and television beyond the level of advertising as a combination of music and television works of art appeared, there is a more creative connotation. We propose the following several creative principles: