The combination of originality, relevance and shock.
The so-called originality refers to irreplaceable creativity and a new combination of old elements. Relevance refers to the internal relationship between advertising products and advertising creativity, which is both unexpected and understandable. For example1June, 1996, the advertising prize winner of Cannes International Advertising Festival was Dentsu Youg &；; Rubicam) created the "Volvo safety pin", which everyone will not forget after reading it. As American judge Gary Goldsmith said, "This is an advertisement with only one sentence (a car you can trust)-pure visual creativity. Some of the best things I have seen are that information is transmitted quickly and in place, and you don't need to worry about thinking or reading. " Therefore, advertising creativity must skillfully combine originality, relevance and shock in order to become an advertising work with profound appeal.