广告英语精要教案Chap008..docVIP

Chapter 08 CREATIVE STRATEGY AND THE CREATIVE PROCESS Objectives The objective of this chapter is to show how advertising strategies are translated into creative briefs and message strategies that guide the creative process. The chapter examines the characteristics of great advertising, styles of thinking, the nature of creativity, its importance in advertising, and the role of the agency creative team. We discuss how research serves as the foundation for creative development and planning, and we review common problems and pitfalls faced by members of the creative team. (p. 370) After studyi