儿童广告创意越来越引起人们的关注。
本文首先介绍了儿童广告的相关概念及分类，然后从儿童广告创意表现原则、创意表现手法、创意表现元素三方面对儿童广告创意表现策略进行了较为详细的分析。为加深理解，论文对5个实际儿童广告案例进行了进一步阐述，在此基础上，通过对比国外优秀儿童广告，对国内儿童广告创意方面存在问题进行了归纳，论文最后就今后国内儿童广告发展进行了展望。本文的目的在于探索儿童广告的创意表现策略和中国儿童广告的优点和弊端，并为将来的中国儿童广告发展提出自己的看法和策略。
关键词：儿童广告；创意表现；策略
Abstract
Child advertisement writing has attracted the attention of the people. This article first of all introduces the concept and classification of child advertisement and then analyzes the strategy of child advertisement in detail from the view points of expression principle, techniques and elements of child advertisement. For a better understanding this article gives a further demonstration of five child advertisement cases based on the comparison between China’s and foreign child advertisement. This article is aimed to explore the expression strategy of child advertisement and analyze the advantages and disadvantages of child advertisement. Last, some viewpoints and strategies of China’s child advertisement are given.
Key words: child advertisement； creation expression； strategy
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