“鸡汤油”泛滥下广告行业的创新与进展13 广告 2 级 130501021129 杨佳摘要 广告行业的显著标志是创新，创新是广告行业赖以生存和进展的基础，它的讨论和探究将直接影响我国广告行业的长足进展和国际地位。本文针对当下“鸡汤油”泛滥的广告行业现状，分析并探讨广告行业的创新动力、创新必要性以及广告行业未来的进展趋势。 本文对我国广告创意讨论的现状与传播媒介进行分析，发现创意存在的问题以及这些问题产生的原因，针对发现的这些问题，笔者根据自己的理论储备和创意讨论体会，从设计师的角度出发，结合社会大众的心理需求，对广告的创作目的、创意方法、设计手段提出几点具体的建议和方法。 从广告行业现状出发，系统分析广告行业存在的问题，以及应对措施及应用该措施的原因，通过USP(Unique Sales Proposition)分析广告行业传播现状，以及广告行业如何创新的问题，运用4P(Product Price Place Promotion)提出应对措施的方向和方法，本文为广告行业提出创新的探究与进展的探讨。关键词：广告 创新 鸡汤油 进展Abstract Significant signs advertising industry is innovation, and innovation is the basis of survival and development of the advertising industry, and its research and exploration will directly affect the long-term development and international status of China's advertising industry. In this paper, the current status of the advertising industry, "chicken oil" rampant, analyze and discuss the future development trend of the advertising industry's driving force for innovation, the need for innovation and advertising industries. In this paper, the present situation with the media creative research in China were analyzed and found creative problems and causes of these problems and solve these problems found, according to the author's own theory reserves and creative research experience, from the designer's point of view, combined with the psychological needs of the community, for the purpose of advertising creative, creative methods, design methods put forward some concrete ...
