| Entering the 21st century, the international community was moving towards the creativity economy times. It is no longer a simple rule in the times of the industrial economy, the size decides everything, nor a rule in the era of information that technology revolution omnipotent. Human creativity, imagination and creativity becomes the core of economy. Creativity industries have become the core and guiding force of economy.This paper began with the basic theories of creativity economy, analyzed the content and characters of creativity economy which is a new living environment of ads, discussed the relations between advertising industry and creativity economy, and brought up the issue that traditional advertising had been away from the track of creativity industries: lack of cognition in cultural creative's core position, lack of attention to the importance of the right brain talents, or lack of application with new media and new technologies.Contacting with the characteristics of creativity economy and the present situation of advertising, this paper further analyzed the existing problems of our advertising facing the creativity economy times, and then focused on the countermeasures of development the advertising should make.Facing the creative economy times, advertisement must pose its own position in creative industry. From the perspective of strategic height, creation as precursor and soul, we should construct well creative atmosphere in various levels of advertisement creation and operation. Talent strategy as the keypoint of cultural creative industry, we must pay attention to creative talent cultivation and talent structure adjustment, focus on cooporation and communication, and apply the people-oriented creative management and operating mechanism; consumers' needs as orientation, we should build up healthy cultural orientation, and apply intellectual property right law as the protection for creative fulfillment of advertisement core-assets. |
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