It Is Move, Not Sermonology

In recent years, people have been increasingly aware of the importance of gongyi advertisement. The extent of investment in gongyi advertisement, however, is relatively low in China. Therefore, under this lack of capitals circumstances, the graphic gongyi advertisement, which only requires low expenditure to make, certainly, becomes the most desirable way of gongyi advertisement in disseminating information. graphic gongyi advertisement usually represents the city "window", reflecting the image of the city. Unfortunately, the gongyi advertisement in China has been lacking in creativity. In China, the number of study into gongyi advertisement is very few, and it is needless to mention that the amount of research put into the creativity of the gongyi advertisement is even extremely rare. Hence this text involves this empty field, and through this, may bring some practical meaning for the development of the gongyi advertisement.This text discusses the creativity of the graphic gongyi advertisement from the point of view of communication and aesthetics study. The first part analyses the characteristics, the pros and cons, and the current situation of gongyi advertisement. The second one focuses on how to avert the limitation of graphic gongyi advertisement so as to utilise its advantages, the process of formulating the creativity of graphic gongyi advertisement, as well as the summary of seven feasibly creative ways. And in the third part, four criteria for the creativity of gongyi advertisement are put forward, and conclude the article.