1浅析影视商业广告的创意表现策略—以统帅电器广告为例Analysis on the creative performance strategy of film and Television Commercial Advertisement —— Taking the advertisement of commanding electric appliance as an example2中文摘要目前，我国的广告创意设计并非十分出众。在广告行业的发展中，除了存在自身创作人员的思维和制作能力的限制外，还有许许多多的因素在影响着，如市场发展的程度，市场需求、市场当下人们的固定思维等，从而极大地局限广告主对广告产品的认识，导致对广告创意的投入不足，很大程度上也影响了广告创意的质量。广告创意要表现出独特的新鲜感，才能给人们留下深刻的印象。广告创意水平也就成为了广告创意中的一个重要因素，掌握广告创意过程中的思维和策略，努力使广告创意思维和观念是否具有商业推广的价值和独特的意义，这是决定广告设计水平的关键环节，也是商品处于一个坚不可摧的地位的重要保证。本文旨在研究我国影视商业广告创意表现的发展状况,通过对国内外家电广告案例的分析，提出广告创意的重要以及进行广告创意升级的必要性。关键词： 创意表现；家电广告；品牌形象3AbstractAt present, China's advertising creative design is not very outstanding. The development of advertising, in addition to some restrictions on the thinking and production ability of its own creative personnel, is affected by many factors, such as the degree of market development, market demand, and the fixed thinking of people in the market, which leads to the limitations of advertisers' own understanding of advertising and the relatively low investment in advertising creativity, and to a large extent affects the quality of advertising creativity.Advertising creativity must show unique freshness in order to impress people deeply. The level of advertising creativity has also become an important factor in advertising creativity. Mastering the thinking and strategies in the process of advertising creativity and trying to make the thinking and ideas of advertising creativity have...
