Creativity

How Creativity Enhances Advertising

Creativity … … Involves combining two or more previously unconnected objects or ideas into something new … Is a step by step process rather than the result of “human intuition”

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Main roles of creativity in advertising

• Inform • Persuade • Remind

Main goal of creative ads Achieve the Boom Factor: the impact of a great and creative advertising that can be illustrated by the power of a large explosive.

Creativity to Inform Creative ads are more vivid, attract the consumers’ attention, maintains interest, and stimulates consumers’ thinking Commonly used techniques: play on words, visual or verbal metaphors, image composition, pose of the model

A creative poster ?

Creativity to Persuade Use of modern myths and heroes to motivate consumers’ action (energizer bunny, green giant) : helps to establish a unique identity for the product in the collective mindset The verbal message is reinforced by the nonverbal elements of the ad (color, layout..) to increase vividness, stimulate consumers and motivate them to buy

A creative use of space ?

Creativity to Remind By using creative ads, brands can convey their message and remind consumers in an interesting and entertaining way so that the consumers won’t be bored with repetitive ads of the same brand

A creative TV commercial ? Lions Cannes 2008 Film Lions Bronze (Product and Services) Title: Non-Blinking Woman Agency: Dentsu (Japan)