英文摘要 |
Advertising is the significant device to effect sales nowadays, playing the part of communication between products and consumers. Therefore, an exquisite advertising presents not only the consumers' accepting degree but also the products' selling level. ”Only good idea is acceptable” emphasis by David Orgway, which means a good advertising is definitely coming from ”Originality.” The word ”Originality”, however, only an abstract concept, can't be put into words in the operation of living up to this concept. Therefore, how to learn from the originality and to put it into practice in operation is the key point of this project. The originality is significant and able to be learned. First, the preface of this project focuses on the advertising importance of future industry and advertising utilization. Second, this project presents the difference between the ”originality” and ”re-originality” to be the basis of proof that originality can be learned. Third, This project analizes the relationship between practice and recognition, and points out the unity in order to emphasize the importance of exact recognition.. Fourth this project accounts for the marvelous development of the advertising, which is able to create much more originality. Finally, this project takes some advertising cases as examples to present three learning skill: one is association comparison; another is substitution combination; the other is imitation significance in order to account for the impossibility and possibility of the advertising living up to the originality. This project concludes several advantages to sum up. By means of this project presentation, the learning method of putting advertising into practice, makes the originality is not an abstract concept but a presenting skill which is able to be put into practice. |