摘要
广告创意诉求是现代商家进行商业广告宣传必不可少的手段,阐述理性诉求和感性诉求的形式以及进行广告创意诉求必须遵循的原则,希望能给进行广告创意的创意人提供一些借鉴性的经验。
he pursuit for original concepts serves as an indispensable skill in advertising and publicity made by modern businesses. This paper presents the forms in which rational pursuits and perceptual pursuits are made; it also discusses the principles that advertising should follow in its pursuit for creative thinking and concepts. We hope advertising people can draw on some experience from our paper presentation.
出处
《哈尔滨商业大学学报（社会科学版）》
2004年第3期34-35,57,共3页
Journal of Harbin University of Commerce:Social Science Edition
