PRESENTATION ON

CREATIVITY AND ADVERTISING

MADE BY
VIJAI PRATAP SINGH
PGDM-3rd SEM.
SEC.-B
ROLL NO. –M08111
Advertising creativity
 ADVERTISING: the activity of attracting
public attention to a product or business;
the business of designing and writing
advertisements
 CREATIVITY: characterized by originality
and expressiveness; imaginative;
pertaining to the ability to create
 The word creation means All
created things products of human
intelligence, especially of
imaginative thought;"
 advertising is itself communication
link between the product or service
and the consumer; hence, between
the producer and the consumer.
The media of course would include
newspapers and magazines, radio,
television, posters and everything
that can be used to inform the
customer about the product or
service
 The essential elements of
creativity are
imagination
inventiveness
inspiration
Purpose of using creativity
in advertising
1. To draw viewers attention
Ads must be Funny
clever
unique
exciting
2 . To create interest
3 . To attract viewers .
 Examples of Creative
Advertising
 SURF EXCEL (Daag acche hain)
 CHLORMINT (Log chlormint kyun
khate hain)
 SONY MAX (Deewana bana de)
CREATIVITY IN THE
ADVERTISING IN CASTROL
POWER INGINE OIL
Creative team members

 Radio Team:
 Voice Talent
 Announcers

 Actors

 Singers

 Composers
& musicians
 Recording Studios &
Engineers
 Print Team Members:
 Electronic pre-production
 Art buyers
 Photographers
 Illustrators
 Printers
 Television Team Members:
 Agency Producers
 Production Houses

 Art Directors

 Creative directors

 Actors

 Editors and

“Post Houses.”
Brand as symbol
signature of the
company
 Work to strengthen the identity
establish by the name.
 Human brain interprets and receives
pictures easier than words and
symbols .
 More memorable than words .
 To create favorable impression
Symbols and logos
 Brands and advertising use symbols
to communicate value because they
are often more powerful than words
alone. There’s a reason they say a
picture is worth a thousand words. In
brand advertising, it’s worth that
much and sometimes more,
especially brand logos.
 Creating a logo isn’t just about
making a cool little graphic. It’s about
creating a symbol that represents the
essence of your brand image in a
compelling, memorable way. A way
that makes your brand seem superior
to the competition.
 The right brand symbol is
immeasurably valuable to the
promotion of that brand. Yet, like with
everything else in brand marketing, it
takes a creative imagination to create
a symbol that’s truly unique and
differentiates you from the
competition in the marketplace.
Types of logos
 A logotype, or wordmark consists of the
company or product name
depicted in a unique style. Strategies
for creating unique or original designs
might include:
expressive typography—type forms
which have been altered or manipulated to
create visual interest or impact.
unique letterforms—hand-lettered or
drawn characters.
accents—symbols or images incorporated
in a logotype.
 2. Symbols
A symbol logo is a strong, simple image
which represents a company or product.
For symbols to be effective as logos, they
should:
 be easily and quickly recognizable.
 be memorable.
 be designed in one color without tints.
 remain clear when reproduced in small
sizes.
 3. Initials
Logo designs based on company
initials help the audience remember
the company name. In order to be a
memorable, initial logos are made
distinct or unique by:
 incorporating a symbol.
 using a visual analogy.
 being redrawn or altered in a
meaningful way.
 4. Combinations
Logos which combine the strategies
listed above can contain more depth
of meaning and be more memorable.