十年(2001-2010)来中国广告创意研究  

Summary of advertising creativity studies in the recent ten years in China

作　　者：金定海[1] 吴冰冰[1] 

机构地区：[1]上海师范大学人文与传播学院

出　　处：《广告大观（理论版）》2011年第5期32-37,共6页Journal of Advertising Study

摘　　要：本文通过对10年来中国广告创意现状的描述,探讨了现阶段中国广告创意的内涵、外延、表现、文化、效果等多方面问题,对"中国元素"复兴、新媒体发展以及创意产业兴起等集中现象进行了深入评析,并从宏观上总结了中国广告创意今后将进一步走向技术与艺术、行业与产业、本土与国际的融合。The paper tries to summarize the general study and trend study of China advertising creativity research as the sample of 2001- 2010 advertising creativity research papers. The trend study focuses on the study of the past ten years advertising creativity hot issues, including the ＂Chinese elements＂ , creative industries, the rise of new media ＂Interactive＂ creativity and so on. While at^irming the existing research results also pointed out a number of research gaps and errors, in order to provided China advertising creativity research with a detailed blueprint.

关 键 词：广告创意 中国元素 新媒体 创意产业 

分 类 号：F713.8[经济管理—广告]