Research Of American Advertising Creativeideas Evolement And Value In 20th Century

In commodity economy rapid development of today,advertising becomes one essential means of human engagement in commercial activities and commodity economy development,however,since advertising appeared,different advertising creative concept began affect economy development,these advertising creative concept not only push economic development,and also affect people?s consumption and social concept,of which most obviously is help pushing various changes of lifestyle,consumption culture is multiple and pale under the marketing of advertising creative concept,our current economic development and the evolution of advertising concepts,as experienced in the 20 th century of United States,what kind of advertising creative ideas flows had the United States experienced in the 20 th century,what kind of theoretical value and practical enlightenment could bring to us,this is the core meaning of this study.20th century is the rapid economic development of the United States and an important period of transition.This research takes the time line of advertising idea as the main line,combs American advertising creative ideas development and value influence line in the 20 th century,try to reveal the course of creative concept evolution and the deep motive,and explore the involvement of advertising company and its contributor led to important changes of advertising creative ideas and advertising industry,as well as the profound impact brought to economic development,brand rise,social daily life.The main body of this thesis is divided into eleven parts,which combs the background and development of the rise of American advertising idea in the 20 th century,and discusses the concept and practice of Raskell,Hopkins,Reeves,Ogilvy,Leo Burnett,Bourne Barker,Weber Young,Lewis,Gesell and other advertising creative masters.Trying to explain the important role of advertising companies and their representatives for American advertising creatives? changes in the 20 th century.Advertising creative concept is the basic idea of advertising creativity,is the core concept of how to look at advertising,is the guiding ideology of doing advertising creative.Advertiser's need was decided by economic development,advertisers? needs greatly affect advertising people?s creative concept evolvement;additionally advertising creative concept evolvement cannot apart from social environment,like people?s consumption concept,social concept,and art concept,advertising creative people have to take into these factors,which also plays a major role in advertising creative ideas evolvement;advertising creative as booster for economic development,on the one hand be able to constantly update and improve ad creative concepts in the course of increasing focus on social ideas,art building,and in this manner promoting a social benign consumer culture be generated;American advertising creative practice and creative theory of the 20 th century became the classical microcosm of the development of the world's advertising history,this century experienced from the rise to the end of the advertising master.The history of advertising in the first 60 years of the 20 th century is the history of advertising masters,from the beginning of the late sixties and early seventies of the 20 th century,the raise of positioning theory from Rees and Trout made the center of advertising transfer from creativity to the strategy,integrated marketing communication development which was proposed by Don Schultz makes advertising ideas to give way to the communication and marketing furtherly in the nineties,and then to the end of the 20 th century,the advertising communication ecology has been changed by the Internet,the core feature of the new media era is only one,that is,"no center",this feature display at many aspects as media,information,consumer and advertising creative and many other aspects,the era of advertising creative master has been ended.