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美国广告大师韦伯.扬的广告创意观主要包括“旧要素——新组合”、潜意识开发及在此基础上的创意方法与步骤等观念。这些观念揭示了广告创意与纯粹艺术构思的区别,强调资料的广泛收集在广告创意活动中基础的地位,肯定了潜意识和灵感在广告创意活动中的作用。这些观念不但对广告创意,甚至对通俗文艺、商业电影的创作,也有着积极的指导意义。
American advertising guru Weber Young’s creative concept of advertising mainly includes “old elements - a new combination ”, subconscious development and on this basis, creative methods and steps and other concepts. These notions reveal the distinction between creative advertising and purely artistic ideas, emphasizing the importance of extensive collection of information in the creative activities of advertising and affirming the role of subconsciousness and inspiration in advertising creative activities. These notions also have a positive guiding significance not only for creative advertising, but also for the creation of popular literature and art and commercial films.