What is the definition of creativity? A combination of talented abilities and expertise, from the existing resources to find new concepts, new practices, new styles of process. In fact, 99 per cent of advertising ideas are improved off-the-go creative material.

     Chishun culture believes that we can think of ideas as a mechanical machine - revolvers. The pistol contains three important components: the body of the gun, the star, the trigger, and of course the bullet. Each of these four things represents four important elements in the creative thought process.

1, the body of the gun - the brain of the creative man

     Designers should be sensitive enough to images, colors, spatial concepts, and the text and language sensitivity of the text and language should be high in order to be competent. But if you want to be a creative advertiser, the key is imagination. Imagination is a catalyst for creativity that can bring together the innate abilities, expertise and life experiences that exist in your brain into exciting ideas. Try to use your imagination to list the uses of a glass: you can plant flowers, write a pen, be a handset, draw a circle with a cup, be a candlestick, knock out a self-defense weapon, fill a water and knock out music... Wait a minute. The richer the imagination, the lower the boiling point at which creativity can be generated, and the less it ignites.

2, quasi-star - creative strategy

     Powerful weapons also need quasi-star assistance to aim, find the right direction and lock in the right direction. Unless you're willing to use a shotgun suspected of wasting bullets and cast a net to try your luck, it's important to know the creative strategy in advance and where the bullet is going.

3, trigger - creative concept

     Used to fire bullets. Once the trigger fails, the bullet will be useless. Concepts are like triggers that help stimulate ideas. For example, the use of Macy's coffee: "Whenever and wherever you use the coffee you make to motivate or comfort yourself to start over" can come up with some ideas, including: after the heartbreak to calm the mood, when nervous to make a bag to relax themselves and so on. These ideas are inspired by a concept. Concepts are fixed, but ideas can change, and finding ideas in life that are related to concepts can be good ideas.

4, bullets - ideas

     The performance of images and text is an important factor in the effectiveness of advertising and the impact on consumers. An idea that can be described as an advertising idea is best to draw the attention of consumers and to find out exactly what interest, images or text can leave a deep impression on consumers, the main advertising message to provide clearly, in line with the brand image and product personality. Whatever ideas you think, be sure to be consumer-oriented. Advertising is for consumers, neither to please the advertising award judges, nor to let others collect. So creative people need to think very deeply about the mentality of the target object, the idea is easy to resonate.