Advertising creativity

Author: Wang Jian
Publisher:
Publish Date: 1998-05-01
Features: This book is one of the "Teaching Series for Advertising Majors in Higher Education and Advanced Training Textbooks." "Creativity" refers to creative ideas, and the success or failure of an advertisement depends on creativity. This book discusses the principles of advertising creativity (uniqueness, effectiveness, authenticity, artistry, rationality) from the perspective that creativity is the soul of advertising. It also explores the relationship between advertising creativity and national culture, traditional psychological culture, and consumer psychology, as well as the process and methods of advertising creativity, the connection between creativity and advertising strategy, and the qualities required of an advertising creative person.