The appearence of advertisement proposal has its general law, which, due to its continuity, shows three stages: gathering information, production orientating, proposal formation.

• 广告创意的产生有其普遍的规律性，这种规律性因时间上的连续性而表现为广告创意产生的三个阶段：调取信息阶段、产品定位阶段、创意形成阶段。