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1、“鸡汤油”泛滥下广告行业的创新与发展13广告2级9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发展的基础，它的研究和探索将直接影响我国广告行业的长足发展和国际地位。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发展趋势。本文对我国广告创意研究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研究体会，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
2、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(UniqueSalesProposition)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(ProductPricePlacePromotion)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索与发展的探讨。关键词：广告创新鸡汤油发展AbstractSignificantsignsadvertisingindustryisinnovation,andinnovationist
3、hebasisofsurvivalanddevelopmentoftheadvertisingindustry,anditsresearchandexplorationwilldirectlyaffectthelong-termdevelopmentandinternationalstatusofChina'sadvertisingindustry.Inthispaper,thecurrentstatusoftheadvertisingindustry,"chickenoil"rampant,analyzean
4、ddiscussthefuturedevelopmenttrendoftheadvertisingindustry'sdrivingforceforinnovation,theneedforinnovationandadvertisingindustries. Inthispaper,thepresentsituationwiththemediacreativeresearchinChinawereanalyzedandfoundcreativeproblemsandcausesoftheseproblem
5、sandsolvetheseproblemsfound,accordingtotheauthor'sowntheoryreservesandcreativeresearchexperience,fromthedesigner'spointofview,combinedwiththepsychologicalneedsofthecommunity,forthepurposeofadvertisingcreative,creativemethods,designmethodsputforwardsomeconcre
6、teproposalsandmethods. Fromthecurrentsituationtheadvertisingindustry,thesystemanalyzestheadindustryproblemsandthemeasuresandthereasonsfortheapplicationofthemeasuresbyUSP(UniqueSalesProposition)CurrentSituationadvertisingindustry,communication,andadvertisi
7、ngindustryonhowtheproblemofinnovation,theuseof4P(ProductPricePlacePromotion)presentedthedirectionandmethodsofresponsemeasures,thepaperputforwardfortheadvertisingindustrytoexploreinnovativeexplorationanddevelopment.Keywords:advertisinginnovationchickenoildeve
8、lopment目录摘要..............................................................................................................IAbstract................................................................
