What is advertising creativity. With the continuous rapid growth of China's economy, the increasing expansion of market competition, the continuous upgrading of competition, the commercial war has begun to enter the "intelligent" war period, advertising has also risen from the so-called "media war" and "input war" to the competition of advertising creativity, and the word "creativity" has become a common word in China's advertising industry. "Creative" means "creative" in English, which means to create, create, cause. "Creativity" is literally understood as "the meaning of creating images". From this level, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the theme of the advertisement, through careful thinking and planning, the use of artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagination of advertising theme idea.

In order to better understand "advertising creativity", it is necessary to explain the idea, image, image and artistic conception.

"Idea" refers to thoughts and ideas. In artistic creation, idea is the idea and viewpoint expressed by the work, and it is the core of the content of the work. In advertising creativity and design, the idea is the theme of the advertisement, which refers to the idea that the advertisement wants to explain in order to achieve a certain purpose. It is an intangible, conceptual thing that can only be expressed by means of something tangible. Any artistic activity must have two elements: one is the objective thing itself, which is the object of artistic expression; The second is to express the image of objective things, which is the means of artistic expression. And the ideation activity that organically links the two together is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey the information of objective things. On the one hand, it must reflect the essential characteristics of the things expressed more accurately, and on the other hand, it must be able to understand and accept for the public. At the same time, the novelty of the image must also be important. In advertising creative activities, creators should also try to find appropriate artistic images to express the idea of advertising theme. If the artistic image selection is unsuccessful, it is impossible to stimulate regret and persuade consumers through the transmission of ideas.

The objective images that conform to the ideas of the creators of advertising and can be used to express the characteristics of goods and services are said to be appearances when they are not used as specific forms of expression. Appearances should generally be more familiar to the advertising audience, and has been generally defined in real life, can arouse some common association of objective images.

The image formed in people's minds through the creator's feelings, emotional experience and understanding, penetrate into the subjective emotion, emotion of a certain meaning, after a certain association, exaggeration, concentration, distortion and deformation, will be formed and transformed into images.

Once the image of creative advertising is transformed into an image, it has a specific meaning and subjective color. The degree of reflection of the image to the objective things and the creator's idea is different, and the feeling of the audience it can trigger is also different. Using images to reflect the style and degree of objective things is the artistic conception. That's what imagery can achieve. Artistic conception is an important index to measure the quality of artistic works.