Creativity in Advertising [MAC 325]

What is Creativity in Advertising [MAC 325]

Creativity is the use of imagination or original ideas to create something; it is the use of the imagination or original ideas, especially in the production of an artistic work such as print and broadcast advertisement. https://www.lexico.com/en/definition/creativity

Creativity is probably one of the most commonly used terms in advertising. Ads are often called creative. The people who develop ads and commercials are known as creative types. And advertising agencies develop reputations for their creativity.

Perhaps so much attention is focused on the concept of creativity because many people view the specific challenge given to those who develop an advertising message as being creative. It is their job to turn all of the information regarding product features and benefits, marketing plans, consumer research, and communication objectives into a creative concept that will bring the advertising message to life.

Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. To be appropriate and effective, a creative idea must be relevant to the target audience.

 

A creative advertising message is one that is built around a creative core or big idea and uses excellent design and execution to communicate information that interests the target audience.

 

The creative specialists must recognize that the goal of advertising is to assist in selling the product or service and good advertising must communicate in a manner that helps the client achieve this goal.

 

Those who work on the creative side of advertising often face a real challenge. Their job is to write copy, design layouts and illustrations, or produce commercials that effectively communicate the central theme on which the campaign is based.

Rather than simply stating the features or benefits of a product or service, they must put the advertising message into a form that will engage the audience’s interest and make the ads memorable

 

 

Creativity is composed of three key elements:

1.     Absorption

2.     Reflection

3.     Inspiration

We start by absorbing books, music, movies, conversations with friends, and activities with family, etc.

 Absorption is the process of filling up ourselves with so many ideas or concepts that our creative reservoir reaches maximum potential.

With all the new ideas, considerations, and dilemmas flowing through our mind we are ready to sit back and reflect.

Reflection frees the mind to examine how best to use our creativity and process it before we move forward on a particular creative path, whether that be writing a blog post, drafting a novel, painting a picture, or even writing an advertising copy. The possibilities of creativity are endless.

Inspiration at last kicks in. Our brain is overflowing with ideas. Some good and some not, yet we can move forward. The reservoir is full and we are ready to take pen to paper, plan and write the advertising copy.

http://authorappleton.com/3-elements-of-creative-thinking/

The last thing to do is Verification. Refining and polishing the idea and seeing if it is an appropriate solution. That is, studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.

 

Good creative advertising copies try to engage the consumer by a variety of means such as, catchy music, emotions, drama, humour, action, use of celebrities, use of fictional characters, use of imagery, use of kids, etc.

 

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