With the increasing commodities and the coming of consumer society, advertising continually faces the test of the changing environment, such as the audience differentiation, advertising effect weakened and media technology reforming etc. Maybe it is breakthrough every time that the transformations of advertising creative dea seek a way. According to the I.ast thirty years China advertising creative dominant ideas＇ evolution, the transformation can be summarized as： from the advertising is publicity to advertising is communication; from a sing...
