广告创意与生活世界

摘要

广告创意源于生活,体现生活,服务生活。回归生活世界是广告创意的根本精神,也是它的普遍趋向。消费者的情感是人的生活世界的内在表征,也是广告创意成功与否的关键所在。关注消费者情感因素应是广告创意的题中之义。%Creative advertising is from life,reflects life and services life. Return to the world of lite is the essential spirit of the creative advertising and is the general trend too. Consumer is one of the emotional life of the internal representation of the world. Advertising creative is the key to success. Concern about the emotional factors should be consumer advertising creative questions of righteousness.