Creativity in Advertising

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TABLE OF CONTENTS

1. Abstract – Creativity in Advertising……………….. 5

2. Emotions and Brand value…………………………… 6

3. Innovations in Advertising……………………………. 9

4. Survey for Creative advertisements……………… 34

5. Analysis……………………………………………………….. 41

6. Conclusion…………………………………………………… 47

7. References……………………………………………………. 48

CREATIVITY IN ADVERTISING

“Creativity is seeing something new when you look at something old; it is all heart of civilization and is the driving force of revolution.” - David Ogilvy.

It is an accepted fact that there should be an element of creativity in an advertisement. This creativity is something new, unique, extreme attractive and appealing to the consumers. In fact, advertising itself is a creative process. It is the outcome of long term planning and hard work on the part of the copy writer or artist who prepares the final copy of the advertisement. This is natural as creative ideas do not come over night. They are required to be developed through systematic thinking process.

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Creative advertising needs to imaginative, intelligent, sharp, to the point, and extremely catchy. It must motivate people to purchase the advertised product. The message and appeal made should be able to make positive impact on the consumers. According to Albert Wesley, “Creativity is the ability to develop new useful ideas that produce desired results.”

Creativity should focus the attention of the reader on the product and he must feel the urge to have that product for the same benefit. This suggests that creative advertising should be able to create demand for the product when it is introduced for the first time.

Emotions and Brand Value

Emotional advertising improves a brand’s impression, personality and value by instilling feelings in the advertisement. Here are some examples in the Indian scenario. The ‘Josh’ machine campaign gave a young-at-heart image for a high brand recall to Ford Ikon. ‘Youthful Individuality’ is the soul of the Levi’s brand which defines universal values like originality, self-confidence, and integrity. Titan has launched a range of watches most suited to the individual’s personality and attitude. For example: Fastrack, Timex, Raga, etc. In a Titan advertisement a father and his younger daughter gift a Titan watch to the elder daughter on the occasion of her marriage. Raymond is uniquely positioned as a brand that addresses the innate need of men to look good and at the same time possess strength of character. This emphasis on human values creates a warm emotional link with consumers- the essence of 'The Complete Man'.

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THE ICICI Prudential Advertisement brings out the emotional appeal of the husband and wife and therefore is able to move consumers into considering the Brand seriously.

Such emotions help an advertiser to create brands. Brands are built in the minds and hearts of the customers and it is important to understand that consumers like the consumer brands rationally as well as emotionally.

In countries like India, emotions are definitely a critical factor for consumers, in accepting and loving brands. Promotions like small offers & reduction in prices or buy & win offers leave a short term impact on customer’s mind where as emotional appeal helps an advertiser to create a long lasting impact.

Marketing emotions a must to woo customers

Indians are very emotional. The Bollywood movies only prove this point. There may also be a lot of demand for the “K serials”. But do we need a forced dosage of emotions in the ads too? On TV the viewers (much to the advantage of the advertisers) do not have much choice. One might just not be in the same mood, as being expressed by the advertisement, worse still, nowhere close. Imagine one watching Monday night laughs & then see the emotional ad of HDFC.

The advertising campaigns of things...
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