创意是广告的灵魂 ,创意是广告的生命力。广告创意与其他科学发明不同 ,它并不需要有多么高的科学技术水平 ,但是需要有广泛的知识及想象、联想、发散的思维能力。本文旨在从创意、广告创意、创意思维的概念和内涵出发 ,帮助人们了解广告创意的作用以及创意思维的训练途径。 Creative is the soul of advertising, creativity is the vitality of advertising. Unlike other scientific inventions, creative advertising does not require much advanced science and technology, but requires a wide range of knowledge and imagination, Lenovo, divergent thinking skills. The purpose of this article is to help people understand the role of creative advertising and how to train creative ideas from the concepts and connotation of creativity, advertising creativity and creative thinking.