| The advertising creativity is a kind of creative thought according to its course; But from the perspective of its result, it is manifested in the form of advertising works. So, we could understand the concept of the advertising creativity from two aspects, one is the static advertising creativity which is the result of creativity thought symbolized ; the other is the dynamic advertising creativity which is the course of creative thought symbolized.The essential attribute of the advertising creativity is the thought. Without thinking of the human, there is no advertising creativity. It admits that the intimate application which pays attention to the law is materialization of thought, symbolized course, it is a plot how to display the products or the service, at the same time, its sublimation can not do without the application of the rhetoric. The function of the advertising creativity lies in how to click and transmit the interests of the products or the service to audiences creatively, and make the good advertising effect. It is to look in two angles of the advertiser and advertisement receiver, the advertising creativity can create additional value and optimize the effect of communicating.The perception is the entry and the beginning of people's cognitive world, the amazing information can be accepted by it can be summarized as five kinds of feeling symbols, namely, seeing, hearing, olfaction, gustation, touching, which is the material of advertising creativity, bearing the advertising information. People's alternative attention and the law of memory put forward some principles that can't be disobeyed for the advertising creativity with the law of memory, how to hold accepting the psychology , promoting the advertising creativity effect and offering theory support of the goal audiences for the advertising creativity with unite the phenomenon of thinking for the psychological dictionary. Two pairs of concepts in semiotics, namely, signified...
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