What is an advertisement innovative idea.High speed increases by , the marketplace competes to dilate gradually , competition escalates unceasingly , commercial war already begins to enter the "wisdom" war period with the fact that our country economy continues for, advertisement "throws into big battle " also from before so-called "medium big battle ", rising by one word to advertisement innovative idea competition ", "innovative idea" becoming the most popular our country advertisement boundary often-used words. ``Creative " expresses an "innovative idea" in English, whose meaning be be created by , be established , be brought about. The "innovative idea" understands "intention of being to create an imago" from character surface , excavate from being in progress face to face this one tier, the advertisement innovative idea is that betweenness advertisement plans and advertisement shows the art between fabrication to make up a mental outline of an activity then. Be to be based on the advertisement subject , through, to think deeply that meticulously and plan , wield artistic media, creativeness combination what be grasped material is carried out, to mold a imago process. In short, be advertisement subject thought's imago-rization. (Two) advertisement innovative ideas principle. Advertisement innovative idea originality principle.So-called originality principle is that being good at being able to not be fettered by old conventions , falling into a groove, but needing to have the courage in referring to the advertisement innovative idea creates something new and original , develops a new style. The originality advertisement innovative idea has maximal intensity mentality breaking effect. That novelty different from the rest feels is an introduction fix eyes on , whose distinct charm will be upright at present triggering people interest, is able to leave deep impression in accepting numerous minds. Be remembered that this a series of mentality process accords with mentality ladder target that advertisement communicates for a long while cover。Two, advertisement innovative idea pyramid principle. Discuss the innovative idea showing to developing advertisement face to face , pyramid principle (Pyramid Principle) is an utility especially effective but extreme utensil implement. That the structure complying with pyramid principle, but discerning the advertisement designer's to think deeply that what logic process , what actually happened use an innovative idea to be developed to the extreme from the pyramid can perceive the advertisement innovative idea is to be next only to the pyramid top. The innovative idea pyramid principle, divides into three arrangement of ideas together, be information the first tiers (information), the range that it relates to is commensurate to including the inside of enterprise data broadly, competing for enterprise intelligence and economy environment information and so on. These all-embracing information counts a data , provides a reference only only individually, be not allowed to echo what the books say generally applying , must analyse cautiously course second arrangement of ideas (analysis). The category that this one arrangement of ideas relates to is still broad , must wield statistics , psychology , economics and sociology etc. , estimates that course analysis turn up having third arrangement of ideas advertisement innovative ideas afterwards , just now. Only be the driving force bringing advertisement effect into play by innovative idea extended out by these arrangement of ideas, the advertisement being really hitting the target every time without a miss courts a skill.