Discussion on Evaluation of Advertising Creativity

摘要

People vary very much when it comes to evaluation of advertising creativity．The lack of uniform standards and methods may be the main reason．In this paper we put forward selection principles of evaluation index and established an index system of advertising creativity．The analytic hierarchy process and fuzzy comprehensive evaluation technology were also used to construct evaluation model．An advertisement on health care product broadcasted on channel of China Central Television(CCTV)was evaluated by the model．Evaluation result was consistent with the fact,which shows that the evaluation index system and model put forward in this paper can be operated practically．