Advertising Creativity- an overview. [MAC 325]


Great ads, whether part of a campaign or as single ads do two things. They touch the hearts of the consumers and at the same time deliver a selling message. Great ads try to engage the consumer by a variety of means.

They include:
· Catchy music
· Emotions
· Drama
· Use of kids
· Use of celebrities
· Use of imagery
· Humor
· Action
· Sex
· Use of fictional characters

Music
Whatever the variety, music is an all time favorite in advertising. The musical catch line puts across a message that the particular brand being advertised is something special. Music entertains, engages and involves the audience. At the same time it helps in the easy acceptance of the selling messages. In fact, catchy jingles become so popular that they are hummed by the masses.

Humor
One of the most used elements in advertising is humor. As today’s world is full of stress and strain, humor in advertisements gives us a chance to have a laugh and at the same time remember the advertised product or service.

Emotions
As the emotions touch our hearts, many ads use emotions through different relations. For example, the sensitive and emotional relation between father and daughter, husband and wife, etc.

Action
Macho men, action and power are all used effectively in many advertisements. Action may be dramatized and portrayed in advertisements to compel people to act and buy the product.

Drama
Like emotions, drama also plays an important part in many ads. By nature, all of us love drama as it adds spice to our lives.

Sex
Sex is used as a mere attention-grabbing device in the ad world. Like use of scantily dressed women in advertisements of products like tyres, suitcases, pens, etc seems very illogical.

Use of Kids
Kids are adorable, cute and playful. Thus, they evoke many emotions and are good vehicles of conveying the messages in the advertisements. Kids are not only used for products of kids, but in a wide variety of products.

Use of Celebrities
Celebrities today are storming the advertisements. Film stars, musicians, singers, and sports persons are all engaged to promote top brands in goods and services.
They sell us cars, scooters, noodles, hair oils, soft drinks, tea, coffee, and a whole lot of other products and services such as banking, insurance, etc. Today, every second advertisement on TV have a famous personality.

Use of Fictional Characters
These characters are highly appealing. Being ‘fantasy’ characters they offer complete flexibility and capture the inherent drama of the product. This way a complex message is easily and effectively communicated.

Parts of Advertisements
u Headline
u Direct Promise of benefits
u News about the product
u Curiosity or provocative sentences
u Subhead line
u Slogan
u Body copy
u Visualization
u Layout
u Trademark
u Logo


Comments

  1. Joy MatthewMay 6, 2020 at 11:57 PM

    Thank you Sir. Pls can you explain more on Sex

    ReplyDelete
  2. Prof. Jimi KayodeMay 7, 2020 at 3:05 AM

    "Sex" here is about the use of nude or sexually explicit pictures or models to catch consumers' attention in an advertisement. This is often regarded as unethical though.

    ReplyDelete

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