中国广告创意发展的新趋势  

new Trend of Chinese ad Creativity

作　　者：段淳林[1,2] 廖善恩[1] 

机构地区：[1]华南理工大学新闻与传播学院 [2]华南理工大学品牌研究所

出　　处：《中国广告》2009年第8期116-121,共6页China Advertising

摘　　要：随着市场经济的迅速发展,互联网等新媒体的兴起,我国消费者不断成熟。广告不再能完全依靠广告创意取胜,传统意义上的广告正在受到挑战。广告创意未来的发展也将面临更多的机遇与挑战。本文则认为,广告创意的娱乐化、互动化和整合化将引领广告走向另一个高峰。随之而来的是广告创意方式、产业关系和广告人才选择的新变化。With the rapid development of market economy, the rise of new media, such as the Internet,our consumers are more and more matural. Advertising can rely entirely on creativity to gain the market no longer. The traditional sense of advertising is being challenged. The development of creativity in future will face more challenges and opportunities. In this paper, that of creative entertainment, interaction and integration, then advertising will lead to another peak. Followed, creative methods, industrial relations and the standar of advertising professionals have new changes.

关 键 词：广告创意 新趋势 行业影响 

分 类 号：F713.8[经济管理—广告]