Page 1 of 41

Creativity in Advertising

Continues for 40 more pages »
Read full document

Creativity in Advertising

Page 1 of 41
[pic]

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.

[pic]

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...