The Problems In Advertising Originality Criticism And Construction Of Its Standard System

Advertising originality criticism represents comments of advertising originality by prevailing current of social culture, this criticism's purpose is that shows the harmful trend of advertising originality and correct it, researches advertising originality rule and explain it, makes a virtuous circle relationship between advertising originality maker and adopter. As an important part of criticism, advertising originality criticism discusses from method and theory, it's an indispensable part to construct Advertising criticism system.However, it is not perfect yet, the research on system and regular pattern is less than satisfactory. And criticism also has many questions by itself. So analyzing problems from advertising originality criticism is good for changing current chaos.In other word, one particular object should accord with a same analyzing system. Standard of advertising originality criticism doesn't have a complete system in our country that means it is lie in the junior step. This gap restricts development of our advertising originality criticism, conduce to the sloe process about research on advertising originality criticism. Construct a complete and sensible Standard of advertising originality criticism is imperative.Basis on coordinating the bibliography and data of advertising originality criticism, the article analyzes and summarizes the problem of advertising originality criticism, discusses the real bath of solution from culture, propagate, marketing, society, rhetoric and appreciation of the beauty, and try to make a perfect standard frame. On the one hand, it could promote interaction between criticism and theory; On the other hand, it could give people a principle of conduct; At the same time, it is good for critics use for reference from macroscopic aspect. Hope this research could be a useful guide to make academia pay more attention, make more people research advertising originality criticism and advertising criticism to complete advertising criticism's theory frame that could form theory of advertising criticism.