中国电视广告的创意来源研究+文献综述
毕业论文关键词： 广告；创意；电视广告创意；创意来源
The Research of China Television Advertising Creative Source
Abstract： Modern advertising campaign puts plan as the main body, the whole movement in the form of creativity as the core, uses the comprehensive of various elements to deliver the efficient information. It’s a innovative thinking activities of the ideological and cultural innovation and marketing concept that requires the marketing purpose and cultural heritage target highly united. Modern advertisement in several decades of development in China, begin to form China characteristics advertising creative method.
Chinese TV advertising development a lot in practice, TV advertising has become increasingly prominent role. So it’s very important to understand television advertising creative source. This article is pided into three parts. The first is mainly talking about the development status of creative advertising; The second is mainly about the basic situation of the advertising creative, the influence factors of TV advertising creative and television advertising creative source, especially the television advertising creative sources derived from characteristics of advertising products, brand image and consumption factors of consumers; And the third part is talking about the global advertising creative trend and my suggestions to the development of China's television advertising creative.
Keyword: Advertisement; creative idea; advertisement; creative source
目录
一、绪论 1
（一）广告创意的研究现状 1
（二）关于广告创意研究和实践中的问题与思考 2
二、本论 2
（一）广告创意 2
1、 广告创意的特征 3
（二）电视广告创意 3
1、 电视广告的概况 3
2、 电视广告的特点 4
3、 电视广告创意的方法和表现 5
4、 影响电视广告创意的因素 6
5、 电视广告创意的来源 8
三、结论 9
（一）广告创意的发展趋势 9
（二）对于发展广告创意及提高我国广告创意水平的意见和建议 10
致谢 13
参看文献 14
一、绪论
（一）广告创意的研究现状
（二）关于广告创意研究和实践中的问题与思考
在当今创意时代，广告离不开创意。随着常以产业的发展，广告在创意产业中也面临着转型问题。我国广告业经过多年的发展，大体上现状如下：首先， 广告创意创新水平参差不齐。在我国的港澳台、粤、沪、京以及一些经济较发达地区的广告发展水平明显高于其它经济相对落后的地区。其次，模仿抄袭现象严重。国内有很多广告创意人员并不完全理解广告的内涵，无论符合不符合产品或品牌的市场要求，只要看到好创意，就会大肆抄袭，抹杀广告创意的环境。最后，广告面临着无效、无趣、受众信任度低等问题，特别是“80’s后”新受众群的出现，使传统的广告模式必须转型。其中只有转变广告策划观念，转变传播手段。丰富传播方法，推进现代企业广告的实效性才能解决现代广告面临的问题。因此，我们只有靠创意和创新丰富电视广告，不断满足消费者的讯息需求和美的享受，把握住或者了解广告创意的来源，诸多问题和瓶颈就可以迎刃而解，我们就可以有系统而高效的方法释放创意的能量，文化的能量和国家的能量。
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