文档介绍：摘要

摘要

广告设计创意的过度化已成为当今广告市场不可忽略的现象,过度
的广告设计创意不仅影响广告自身的宣传效果与利益,更会引起社会层
面上诸如风气、道德责任、审美趣味等方面的不良效应。广告设计创意
需要受到一定的约束与规范,切不可盲目的追求广告自身的经济利益而
忽略创意所引起的各方面的社会效应。本文通过对广告设计中过度创意
所带来的弊端和产生的原因等问题的研究,提出了创意需要在创造良好
的综合效益基础之上,实现广告的自身利益,同时要以高度的社会责任
感为己任,树立创意良知,引导恰当的创意方向,实现创意共性诉求与
释放个性表达的统一,以高水准的艺术表现来提升创意的审美趣味,营
造良好的广告文化环境等对策,以寻求解决过度创意问题的有效途径,
期望能对当今过度创意的现状有所帮助。

关键词:广告创意过度创意创意效益

I
Abstract

Abstract

As a non-neglect phenomenon in advertising market, exaggerating design of
advertisement not only impairs the effect and benefit of advertisement, but also
has ill effects on social level such as ethos, morals, social responsibility and
aesthetics. Therefore, rather than blindly pursue the interests and ignore the ill
effects it generates, advertising design needs to be regulated by reasonable
standards. The present paper attempts to investigate the bad effects exaggerating
advertisement design generates and the main reasons contributing to this
phenomenon. The study suggests economic benefits of creative advertisement
design should be obtained on the basis of bringing positive social influence such
as sense of social responsibility, conscience. Proposed measures such as
appropriate orientation of advertising design, combination mon interests
and expression of personality, adopting high-level art expression, improving
aesthetic ability and creating healthy advertising environment are hoped to be
helpful for solving this problem.

Keywords: Advertising creativity Excessive creativity Benefits of creativity

II
引言
引言
创意在广告设计中具有举足轻重的作用,是广告设计的核心与灵魂,它直接
影响着广告本身的传播效果及自身效益。在广告市场竞争激烈的今天,只有创意
独特的广告设计才能在众多广告中脱颖而出,因此,寻求与众不同的有效创意显
得尤为重要。许多广告为了寻求所谓的独特创意,不惜一切代价追求所谓的标新
立异,就毫无约束的创异与搞怪,而全然不顾广告应该担负的使命和社会责任,
只片面追求自身经济利益,对广告创意引起的各方面的负面效应也置之不理。也
有一些“极具”创意的广告,使观者看了以后摸不清头脑,与其说是观看广告不
如说是在“猜谜”,这种信息传递不够明了、故弄玄虚的创意在快节奏的今天,很
难跟上时代的步伐。还有的广告利用当今不正当的社会风气大做创意文章,把送
礼、请客、***等等作为正面创意;更有甚者利用一些暴力、色情等不健康的创
意点去吸引受众眼球,不顾受众