此为广告学专业学生广告创意课程讲稿

1. 广告创意 Advertising Creative

2. - 1- 习作

3. - 2- 手绘

4. - 3- 分析

5. 第一节 创意导论

6. 创意是符号过程 √

7. 创意是增值手段 ×

8. 创意是无烟工业 ×

9. 创造是指人类的某种有价值的创新活动。 Creativity refers to the phenomenon whereby a person creates something new (a product, a solution, a work of art, a novel, a joke, etc.) that has some kind of value. (Wikipedia)

10. 其实大部分古老文明只谈发现不言创造。 Most ancient cultures, including thinkers of Ancient Greece, Ancient China, and Ancient India, lacked the concept of creativity, seeing art as a form of discovery and not creation. (Wikipedia)

11. Asked in The Republic, "Will we say, of a painter, that he makes something?", he answers, "Certainly not, he merely imitates."

12. According to the historian Daniel J. Boorstin, "the early Western conception of creativity was the Biblical story of creation given in the Genesis."

13. It was during the Renaissance that creativity was first seen, not as a conduit for the divine, but from the abilities of "great men".

14. By the 18th century and the Age of Enlightenment, mention of creativity (notably in art theory), linked with the concept of imagination, became more frequent.

15. In his work Art of Thought, published in 1926, Wallas presented one of the first models of the creative process. Preparation 准备 Incubation 孵化 Illumination 想象 Verification 证实

16. The Creative Industries Mapping Document 2001 广告 建筑 艺术 工艺 设计 时装 电影 网络 音乐 演出 出版 电脑 广播

17. 电脑 设计 出版 广播 音乐 电影 艺术 广告 建筑 网络 时装 演出 工艺

18. The Creative Industries Mapping Document 2001

19. The Creative Industries Mapping Document 2001

20. 其实创意产业外的各行各业都需要创新。 This suggests that the world of business is beginning to accept that creativity is of value in a diversity of industries, rather than being simply the preserve of the creative industries.

22. Sir Ken Robinson argues that the current education system is "educating people out of their creativity".

23. 第二节 创意概念

24. 概念无直观 则空 ；直观无概念 则盲

25. Concept over executive, substance over style

26. 解决：送大气送健康 概念：作为高级礼物的保健品 问题：头疼送礼 分析：一拿不出手二不知缘由 方法：洗脑式传播

27. Point A Point B Challenge Concept Problem Change Button Support

28. Point A Point B Challenge Concept - 1-

29. Challenge Problem Change - 2-

30. 问题和机会来源于产品 / 消费 / 竞争分析

31. 品牌创制、品牌动能、品牌破译

32. 李宁：“尴尬”的消费群和渠道定位（人民网）

33. 2012 会是诺基亚的翻身之年吗 ( 赛迪网 )

34. Concept Button Support - 3-

35. Button 按钮 说的更大声 有 有，也说了 重要 有 有 我们的产品 大声说出来 有，但没说 重要 大声说出来 没有，没说 重要 方式 竞争者 消费者认为

37. 作业 1 ：简短分析后撰写 LI-NING 或 NOKIA 的 3 个创意概念

38. 价值：运动中的主张，追求，愿景 - 兄弟的故事，对手的故事 形象：运动者 - 东方巨人、东方运动，普通人故事 功能：设计理念，款型特点，材质用料 - 适合东方人身形的体育装备 LI-NING Make The Change