摘要
广告创意是广告的精髓所在。广告创意的产生有其普遍的规律性，这种规律性因时间上的连续性而表现为广告创意产生的三个阶段：调取信息阶段、产品定位阶段、创意形成阶段。这三个阶段有各自的任务和特点，同时又是相互衔接和一脉相承的，后一阶段是前一阶段的本质延伸。它们都服从于创意的本质和目的。
Advertisement proposal is the quintessence of advertisement. The appearence of advertisement proposal has its general law, which, due to its continuity, shows three stages: gathering information, production orientating, proposal formation. They have their own task and chara cter. At the same time they are connected with each other and come together in one continuous line, and the latter is an extention of the former. They are all subordinated to the nature and aims of advertisement proposal.
关键词
广告创意
调取信息
产品定位
创意形成
产生规律
产生阶段
advertisement proposal
gathering information
production orientation
proposal formation
