文档介绍：湖南大学
硕士学位论文
创意经济时代我国广告发展探析
姓名:万超群
申请学位级别:硕士
专业:传播学
指导教师:姚曦
20070430
硕士学位论文
摘要
进入 21 世纪以后,人类社会正逐步迈向一个创意经济时代。不再是简单的工
业经济时代的规模决定一切,也不再是信息革命时代的技术万能,人的创造力、
想象力、创意成了核心,创意产业成为经济发展的核心和主导力量。
本文从创意经济基本理论着手,分析了作为广告业全新生存环境的创意经济
的内涵及特征,论述了广告业与创意经济的关系,并提出传统广告偏离创意产业
发展轨道的问题:传统广告对文化创意的核心地位认识不够,对右脑人才的重视
不够,对新媒体及新技术的运用不够。
联系创意经济的特征以及广告发展现状,本文进一步分析了面临创意经济时
代我国广告发展中存在的问题,并重点论述了广告在创意经济时代应做出的发展
对策。
面对创意经济时代的来临,广告必须摆正其在创意产业中的位置,从创意经
济的战略高度出发,以创意为先导与灵魂,在广告创作及运营的各个层次营造良
好的创意氛围;以人才战略占据文化创意产业制高点,重视创意人才培养及人才
结构的调整,注重合作和沟通,采用以人为本的创新型管理和运作机制;以消费
者需求为导向,树立健康的文化导向,并以知识产权法保护作为广告核心资产的
创意成果。

关键词:创意经济时代;创意产业;广告;广告策略

I
创意经济时代我国广告发展探析
Abstract
Entering the 21st century, the munity was moving towards the
creativity economy times. It is no longer a simple rule in the times of the industrial
economy, the size decides everything, nor a rule in the era of information that technology
revolution omnipotent. Human creativity, imagination and creativity es the core
of economy. Creativity industries have e the core and guiding force of economy.
This paper began with the basic theories of creativity economy, analyzed the
content and characters of creativity economy which is a new living environment of ads,
discussed the relations between advertising industry and creativity economy, and
brought up the issue that traditional advertising had been away from the track of
creativity industries: lack of cognition in cultural creative’s core position, lack of
attention to the importance of the right brain talents, or lack of application with new
media and new technologies.
Contacting with the characteristics of creativity economy and the present situation
of advertising, this paper further analyzed the existing problems of our advertising
facing the creativity economy times, and then focused on the countermeasures of
development the advertising should make.
Facing the creative economy times, advertisement must pose its own position in