发散与延伸——广告专业教学中创意思维训练的两个维度

摘要

Divergence and extension are significant dimensions of creative thinking cultivation in the advertising instruction.Divergent thinking can be trained in radiative case teaching through diversified use of an object,varied change of an image,and different association of a concept,and extensive thinking can be acquired by duplication,deduction,and abstraction.Additionally,assisting devices can be provided to emphasize the speed and accuracy of original ad thinking in scientific and systematic training.%发散与延伸是广告创意思维训练中的两个重要维度。发散性思维可通过一个物品多种用途、一个形象多种变化、一个概念多种联想、结合案例进行发散等教学手段加以训练。延伸性思维可通过模仿与延伸、推论与延伸、提炼与延伸等教学手段加以训练。并通过添加辅助条件来提高广告创意思维的速度和精度,此外,还需要注重思维训练的系统化与科学化。