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广告创意在现代广告制作中占有重要的位置。伯恩巴克说过:“所谓市场调查,选择媒体以及广告公司中的一切其他活动,都不过是最后执行(说服艺术的)的前奏而已。”可以认为,这个说服艺术就是创意。广告公司的整个运作过程都围绕创意进行,在广告活动中具有创造性的主意(IDEA)往往会决定一个品牌销售的成败甚至一个企业的兴衰,所以有人说,千金难买“IDEA”。先让我们来看一个广为人知的例子吧。世界著名广告大师奥格威曾应邀为哈撒韦衬衫策划一个全国性广告活动的方案,并承诺以3万美
Advertising creative occupy an important position in the production of modern advertising. Bernbach has said: “The so-called market research, the choice of media, and everything else in an advertising agency are just the last to perform (convincing art).” "It’s fair to say that this art of persuasion is creativity. The whole process of running an advertising agency revolves around creativity. Creative IDEA in advertising campaigns often determines the success or failure of a brand or even the rise and fall of a business, so some people say that IDEA is not easy to buy. Let us first look at a well-known example. Ogilvy, the world famous advertising master, was invited to plan a national advertising campaign for the Hathaway shirt and promised to use 30,000 U.S.