| 论广告创新的动力 |
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| 引用本文： | 肖德荣.论广告创新的动力[J].湖南大学学报(社会科学版),2006,20(6):140-143. |
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| 作者姓名： | 肖德荣 |
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| 作者单位： | 中南林业科技大学,环艺设计学院,湖南,长沙,410004 |
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| 摘 要： | 创新是广告的核心和灵魂。广告的创新动力源自设计主体的内在需要和市场竞争、科技进步、产权制度等外在环境的激励。理性分析设计创新的动力,有助于我们进一步挖掘广告的创新潜能,改善环境的激励机制,激发广告创新的活力。
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| 关 键 词： | 市场竞争 广告 创新 动力 |
| 文章编号： | 1008-1763(2006)06-0140-04 |
| 修稿时间： | 2006年4月29日 |
On the Motive of Creativeness in Advertisement |
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| XIAO De-rong.On the Motive of Creativeness in Advertisement[J].Journal of Hunan University(Social Sciences),2006,20(6):140-143. |
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| Authors: | XIAO De-rong |
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| Abstract: | Creativeness is the core and soul of advertisement. The motive of advertising creativeness originates from inner demand of consumers and designers, and the encouragement of outer environment including market competition, property ownership system, and technological progress. Analyzing the motive of designing creativity is a great help for us to find out the creative potential of advertisement, improve the environmental system, and stimulate vitality of advertising creativity in a further step. |
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| Keywords: | marketing competition advertisement creativity motive |
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