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创意是广告人使用频率最高的词汇,对创意的理解却有着五花八门、莫衷一是的理解。创意生成所显示出来的隐蔽与神秘的特点,总有些不可知的东西,18世纪的法国哲学家就把“我不知道为什么”列为创作中一种必要和主要的因素。莫康孙就以为原创的东西本来就少之又少,真正的原创者只有上帝,广告人更多的是在发现与重新组合,找到事物之间的关联性。所以最好不要说原创,说创意就可以了,原创是无中生有,创意是推陈出新．
Creativity is the most frequently used vocabulary advertisers, but there are a wide range of understanding of creativity, incomprehensible understanding. The hidden and mysterious features revealed by the creative production always have some unknown things. In the 18th century, French philosophers listed “I do not know why” as a necessary and major factor in their creation. Mo Hongsun thought that originally original things were few and far between. The true original creators were only God, and the advertisers were more interested in discovering and regrouping to find the connection between things. So it is best not to say that the original, that creativity can be, original is nothing, creativity is innovation.