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What is the value of creativity in advertising
Literature review of advertisement strategy
Strategy of advertising
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“Advertising, as we know it, could not exist without creativity.”
“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.” -Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer
Creativity has always remained to be a very subjective term. Every individual has a different opinion of what they think about creativity. Some believe that creativity is a quality that you are born with; others believe that it is a talent that can be learnt and taught. The essential elements of creativity can be considered as imagination and inventiveness disciplined by routine skills. Generally creativity may vary with taste, geography, culture, time, gender, age, etc.
Advertising is a form of communicative activation which may be informative and persuasive in nature. It utilizes the mass
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, Forbes, viewed 9 August 2015,
Jain, R 2014, Role of creativity in Advertising and Digital Marketing, Shootorder, viewed 9 August 2015,
Heffernan, M 2015, Woolworths ads not so cheap, but Coles ads down, down, The Sydney Morning Herald, viewed 9 August 2015,
Ricki 2014, ALDI puts a new spin on price comparison ads in the new “like like” campaign via BMF Sydney, Campaign Brief, viewed 10 August 2015,
Down Down Big Red Hand Guitar (Extended Version) - Coles TV Ad, July 2012, viewed 10 August 2015 < https://www.youtube.com/watch?v=GdV4pr4frd4>
Woolworths The Fresh Food People, June 2012, viewed 10 August
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
Florida (2002) defines creativity as the ability to synthesize. In his book, he claims creativity as the “decisive source” of competitive advantage and that creative class is the prominent driving force of economic development. Creativity in artistic and cultural forms has involved in inspiring economic and technological creativity and it is believed that, in that sense, economy moves from a system of company-centered to more of a mechanism of people-driven.
It was even before the counter culture took hold in the media that admen were rejecting technical expertise and bureaucracy, feuding with traditional means of advertising that put emphasis on rationality, rules, and statistics (56). Advertising reached a Creative Revolution, in which firms like Doyle Dane Bernbach lead the way in giving creative workers more say, and governed more opposition to traditional orders of power within the industry (57). It was also in advertising’s quest for creativity that it found a new understanding of consumerism. The industry recognized the need for nonconformity as an element of a shifted capitalism, and in turn rethought its ads in order to make similar products stand out and offer consumers the chance to be idolized and admired
Marshall, Patrick. "Advertising Overload." CQ Press 2014: n. pag. CQ Researcher Online. Web. 18 Mar. 2014. .
There are four dimensions that assess creativity; individual, product, processes and environment (Malakate et al. 2007) To assess creativity, one compares personality traits that are common in creative individuals with traits of the job candidate. Traits associated with creativity include ambition, drive to succeed, a high level of self-confidence, resourcefulness, self-motivation and risk-taking. Personality tests are used in this type of assessment (Malakate et al. 2007). Also, cognitive abilities are used to assess creativity. Cognitive abilities evaluated include mental flexibility, remote associations, suspension of judgment, and originality
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
A recent debate tackled a particular aspect of creativity studies that focused on whether creativity studies should be included in the core curriculum of education or should be integrated into existing courses. Though some colleges and other institutions have already implemented creativity studies programs. The question of whether this is the right decision is yet to be answered. Many professionals and authors have made claims regarding this issue of creativity studies and have provided effective arguments. Since each one of them has different assumptions about creativity studies and agree only on few aspects of the
McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111
Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle& Saunders, 1990).
What exactly is creativity? To be creative is to understand and connect the small details of our experiences, both good and bad (creative something). Creativity involves a person using his or her original ideas to create something. Artists such as poets, writers, painters, designers, and more use creativity on a regular basis. They use creativity to come up with new ideas and create original works of art. A poet would use his or her creative abilities to write and produce a poem just like a painter would use creativity to paint a painting.
‘Creative without strategy is called “art”. Creative with strategy is called ‘advertising’. Creativity grabs attention. People are flooded with millions of ads each day, but screens most of them out. Creativity allows advertisements to get past the filtering process and appeal to the intended audience. (Altstiel & Grow 2012) Advertising agencies nowadays are forced to think outside the box, by looking at the bigger picture and constantly discovering new ideas and ways to grab people’s attention. A successful creative advertisement results from the ability to incorporate strategic concepts in order to draw the line between plain art and advertising. There are no rules, no patterns to creating highly creative advertising. (Lee 2000)
“How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.
Since we are born we have imagination and as we grow up this imagination may increase or decrease. Creativity strongly relies in our imagination. Depending on different circumstances people learn to express their creativity openly while other people close themselves and believe they do not have creativity. Creativity is a natural talent that every single human has. Creativity can be used to solve a complex problem in a different manner or just to find innovative ways to have fun. Creativity is thinking out of the box. Even though creativity cannot be taught from scratch there should be a class that is specific for creativity.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.