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In recent years, the cultural and creative industry has become an emerging industry that countries have vigorously supported and promoted in the new economic era. This article introduces the TRIZ innovation theory into the cultural and creative industry. As an innovative problem-solving theory, TRIZ has good practicability and operability. It seeks breakthroughs on the basis of original creative thinking and provides a scientific and efficient cultural creativity. Combining specific cases, analyze the innovative principles of TRIZ theory as the origin, stimulate creative methods that generate divergent thinking, aggregate thinking, and conversion thinking, and apply them to creative mechanisms and applications in cultural advertising creativity. The whole process is guided by rational principles to lead perceptual thinking, and concrete principles drive abstract imagination, exploring the source of thinking of the essence of cultural advertising creative design. This theory and its application mechanism have become a brand new thinking method and application attempt in the field of cultural advertising creativity.

Research on the Combination Technology of Cultural and Creative Industries Based on TRIZ Theory