Thinking Innovation In The Design Of Modern Advertising Originality

Originality and performance is very important in the process of of modern advertising designing. An excellent advertising originality can attract people's attention, provide deep impression; break people's inherent view, promote consumer's purchasing desire.Advertising originality is one kind of creative thinking activities, and is one kind of art. Its value lies in the thinking innovation. Thinking innovation is the soul of a successful advertising design.On the basis of related innovation theory, this article disscuses the thinking innovation in the modern advertising design. From the analysis on current status of China's thinking innovation of advertising design, basic concepts of modern advertising, content and the evolution process, thinking innovation theory and its applications in modern advertising designing are introduced. From the point of national culture, modern people's advertising-consuming psychology is analyzed, cultural tradition's effect to the modern advertising design originality is discussed. advertising originality theoretical system is riched from multiple levels.