常识在广告创作中的运用研究

目的研究人们日常生活和工作中各类常识对广告创作的作用与意义。方法通过对常识的属性和运用于广告创作的效用的分析,并通过对全国大学生广告艺术大赛参赛作品《友善如水》创作过程的回顾,较为详尽地阐述了生活、工作常识对这则作品的成型和获奖所起的作用,简要分析了各种常识与广告创作知识的关系,以案例佐证常识对理论知识运用的意义。结论提出在高校广告教育中增加常识教育单元或专题的建议,丰富广告教学内涵,让常识与知识融会贯通,引导学生要细心观察生活,积累各种常识,为高等院校广告系科的教学改革提供补充。

Application of Common Sense in Advertising Creation

It aims to study the role and significance of common sense in daily life and work. Through the analysis of the properties of common sense and the utility of advertising, and through reviewing the creative process of national university student advertising art contest entries "Friendly as water", it expounds the role of life and work common sense in shaping and winning the work, makes a brief analysis of the relationship between common sense and knowledge of advertising creation. Cases are applied to prove the significance of common sense for theoretical knowledge application. It puts forward some suggestions on how to increase the unit of common sense education or special subject in the advertisement education in colleges and universities, enrich the connotation of advertising teaching, let common sense and knowledge together and understand thoroughly, guide students to observe life carefully, accumulation of common sense, to supplement the teaching reform of advertising department in colleges and universities.