Professional Documents
Culture Documents
(1) SUMMARY
(3) CONTENTS
EXECUTIVE SUMMARY
Some people call this step convergent thinking because the process is
linear basis. Campaigns are created in linear formats. There are all
kinds of rails and fences and obstacles to keep creative thinking linear.
Advertising is a big business and ranks among the top industries in the
professionals.
The word advertising is derived from the Latin word ‘adverto’, that
motives.
potential customers and it is here that the fate of the campaign and
project are just mere tools to enhance and liberate one’s creative
skills.
It is observed that “Far too many people are leading their lives lie
they’re driving their cars with brakes on” this projects will enable you
Research Methodology:
Limitations:
then carefully takes through the five I’s of the creative process. It also
gives the insight of future creativity and the tools that can be helped to
EXECUTIVE SUMMARY
WHAT IS CREATIVITY
Definitions of Creativity
create: To cause to exist, Bring into being, Originate, To give rise to, Bring
about, Produce, To be first to portray and give character to a role or part
(appropriate to creating fictional characters and writing stories) creation:
An original product of human invention or imagination.
Creative: characterized by originality and expressiveness, imaginative
Create: author, bring into being, compose, conceive, parent, form, give
rise to, and throw together
There are many aspects to creativity, but one definition would include the
ability to take existing objects and combine them in different ways for new
purposes. For example, Gutenberg took the wine press and the die/punch
and produced a printing press. Thus, a simple definition of creativity is the
action of combining previously uncombined elements. From art, music and
invention to household chores, this is part of the nature of being creative.
Another way of looking at creativity is as playing with the way things are
interrelated. Creativity is the ability to generate novel and useful ideas and
solutions to everyday problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision
into an external reality that is new and useful. We must keep in mind that
creativity takes place unavoidably inside our own personal, social, and
cultural boundaries.
In the creative process there are always two different (but interrelated)
dimensions or levels of dynamics with which one can create:
• Serendipity
• Similarity
• and meditation
Also, the mode of activity one is in when being creative differs. For
example, there is a distinction between real-time creativity and multistage
creativity. Real-time creativity is spur-of-the-moment, improvisational, and
demands output in a short interval of time; whereas in multistage
creativity, sufficient time is allowed for the generation and selection of
ideas. Creative thought can be divided into divergent and convergent
reasoning.
OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking process is to think beyond existing
boundaries, to awake curiosity, to break away from rational, conventional
ideas and formalized procedures, to rely on the imagination, the divergent,
the random and to consider multiple solutions and alternatives (Candy
1997, Schlange and Juttner 1997).
The result of the creative thinking process is especially important for
businesses. Managers and managerial decisions and actions, confronted
with fast-changing and ambiguous environments in business, need to
develop creative solutions and creative action-based strategies to solve
problems, as they allow to increase understanding of problematic
situations, to find multiple problems, to produce new combinations, to
generate multiple solutions that are different from the past, to consider
possible alternatives in various situations that could occur in the future and
“to expand the opportunity horizon and competence base of firms” (dt
ogilvie 1998).
• Productivity increase
• Efficiency
• Rapidity
• Flexibility
• High performance
CHARACTERISTICS OF PROVIDERS
The implementation of creative techniques within work groups, requires
the assistance and advise of external consultants. One or two consultants,
experts in creative techniques, is normally enough to undertake the
implementation process in a company. His/hers job normally consists of
presenting the different techniques and their application method, defining
the problem to be studied for the participants, initiating and clarifying the
rules of the technique, gathering the necessary data and information to
approach the problem, stimulating the generation of ideas of participants,
and evaluating the ideas before proceeding to put them in practice.
Training of management staff by experts may also be very useful.
Management staff must be trained to stimulate creativity in employees, to
provide motivation, to facilitate a creative climate and to encourage the
use of creative techniques. Managers can also be trained to implement
creative techniques by themselves.
APPLICATION
Creativity processes are used regularly by many private and public sector
organisations of all sorts in manufacturing, services, banking, or
construction companies. Big firms such as Xerox, AT&T, Frito-Lay, as well
as car manufacturing firms, software development firms, railroad
pharmaceutical firms etc., use creativity techniques to increase efficiency
and quality, especially in their research, strategic planning and marketing
departments.
Creativity techniques may be applied in almost any functional area of the
company: strategic planning, corporate business strategy, product
development, improvement of services, functional strategy, finance,
human resources, marketing, management of collection of information,
product design, software design, quality management, etc.
effective in both its impact and retention. I found the quote at the
beginning of the page and thought it was just great. Although creativity in
advertising is an important factor, one must remember to not be creative
just for creative sake. The creativity must also be effective.
Successful creative strategies result from pinpointing an idea, a nuance,
an insight, or a nugget of information gleaned from research or sometime
from an intuitive understanding or quickness of human nature. The true
role of the strategy is to make that intuitive leap which defines the
relationship between the brand and its user.
BASICS OF CREATIVITY
Surround yourself with people who love and support you and you will be
even more creative. Spend time meditating on your own worthiness,
reading about other creative people and creative solutions, concentrating
on the positive power of your own creative forces - these activities,
combined with a belief in your own intuition and creative abilities, will help
improve your confidence.
Action Steps
Here are a few additional things you can do to improve your creativity:
• Attend courses on creative thinking and put the ideas into practice.
• Keep a daily journal and record your thoughts, ideas, sketches, etc.
as soon as you get them. Review your journal regularly and see
what ideas can be developed.
• Don't work too hard -you need time away from a problem to be
creative after periods of intense focus. It really helps to think of
creativity as a skill or set of skills. By practicing, one can get better
at using them. So whenever you have a chance try and do
mundane things in novel ways - it will make them more entertaining
and you will get more used to expressing your abilities.
b) the ideas are useful, they solve the problem or meet the
challenge
3. Third, read and learn about creativity techniques which are one of
the sections of the Creativity Web. This information can be
creative and ask them how they did it. There are many paths to
creativity.
at every opportunity within your own mind. Develop the attitude that your
creative work is important even if others do not share your belief; allow
Creativity is not a gift of some sort, it is a state of being ("un etat d'ame",
as they say in French). Learning a creativity- increasing technique of some
sort will give you some tools and help you, but will not automatically
change your point of view about yourself and your creativity; your belief
and value systems about creativity and creativity myths must change as
well.
"Everyone has creative potential, but creative people think they are
creative."
• Be an optimist
• Take your time
• Get enough information
• Brainstorm by yourself
• Redefine the problem
• Plan for results
• Break the routine
• Make a minus a plus
• Don't give up.
• Allow yourself to daydream
• Ask questions
• Have a sense of humor
• Tolerate ambiguity
CREATIVE FORCES
Force-Field Analysis
1. Members of the group identify and list the driving and restraining
forces (perhaps using a suitable brainstorming or brain writing
technique) openly discussing their understanding of them.
2. The group leader is representative of the current position as a
horizontal line across the middle of the page. The leader will draw
all the driving forces as arrows that either pull or push the line
upwards, and all the restraining forces as arrows that pull or push
the line downwards (see below). Where driving and restraining are
paired use arrow thickness to signify strength of impact of a force
and arrow length to show how complicated it would be to adapt. It is
normally best for the team to reach agreement on these details.
REATIVE ECHNIQUE
CREATIVE RANGE:
Whenever faced with a well-defined task, such as coming up eith an idea
for a launch product or phottocall, establish a ‘Creative Range’. Pose what
is called ‘the Safe Bet’ questin: ‘What is the very least, the safest, most
conservative idea that can be used?’ Then check ‘ what is the most
outrageous idea that could solve the problem?’ so as to create the
Extreme Option. By these two question , intial limiting parameters are
created.
The above can be visualised as below,
Option Option
THE CREATIVE RANGE
After creating the Creative Range of the situation see, ‘What further ideas
can you come up and then jot downall the ideas that come to mind. Thus,
by establishing the ‘Creative Range, you have already taken the pressure
off yourself and at the very least you have a safe option to fall back on,
and more importantly you ar harnessing the incremental nature of the
creative process. This also helps to suspend judgements because you are
not automatically screening every idea but merely filing in the ‘Creative
Range’.
Lack of
Personality Brand
of MD Credibility
Lack of Brand
Awareness
Media Interesting
Apath Photograp
y hy
Forthcoming
Competitor
Events-
Activity
Exhibition
Limited
Budget
News value Timing
of Story of lanch
Finish
Start
Roadblocks to Creativity
Following the rules - You often have to break out of pattern to discover
another.
Being practical - Practical people know how to get into an open frame of
mind, listen to their imagination and build on the ideas they find there.
Being afraid of making a mistake - Errors are a sign that you are
diverging from the norm. If you are not failing every now and then it is a
sign you are not being very innovative.
images that only you can see. A doodle releases the idea from your head
and so raises your chances of enthusing others.
Three Arguments In Favor Of Doodles
Doodles are an essential means of communication, enabling the
others in the team to see, and therefore understand, the images in
your head.
Doodles reinforce the associations of internal images and so trigger
new ideas new playful way.
Doodles enables teams to develop raw ideas in gradual stages and
so prevent good ideas from being killed off prematurely.
A Fool’s Freedom
The greatest fear of many people is making mistakes and looking silly I
front of other people. Learn to live with this fear, by making a fool of
you deliberately but staying in control. Put yourself in a ridiculous
What does the basic idea need, for the solution to hit the
bull’s eye?
What change could give the idea an emotional kick?
What weak points does the idea have, what seems
implausible? How could it be improved?
Is the idea to the point? What works better?
What substitute or alternate can be used to improve the idea?
Add new elements
Change a copy
Develop new headlines
What could be done to make idea so appealing
that people will want to see it more than once?
What results Can You Expect From The Dream Team Rules?
They produce a bigger catch of valuable ideas.
They give the team a creative boost.
They build structured freedom and prevent sessions of
destructive chaos.
They foster faith in the team and enhance motivation.
They allow a brilliant ‘group brain’ to develop.
They promote all sorts of fun and increase individual
creative potential.
They save time, money and nervous energy in the hunt for ideas.
ICKSTART ATALOGUE
Without Words
“A picture is worth a thousand words”
The object of this little exercise is to display the central advertising
statement about the product at a glance and without using the words. It’s
the best to start by working out a goal with single-minded proposition. For
Example: ‘How can you show without words that the new sports car
accelerates faster than any other car?’ Here, first look for pictorial way to
represent “Acceleration”. The key question is: ‘What are the key features
of “acceleration” and how can it be represented pictorially, without words?’
Think of the era of silent movies and how ingenious the actors had to be to
convey complex situation and feelings without words. Jokes which don’t
need words are another fruitful source of non-verbal stories to tell.
Comparative Juxtaposition
Comparative Juxtaposition such as ‘before and after’ are undoubtedly
some of the classics of advertising. To tap into new sources of inspiration
for comparisons, one can use the method to compose typical pairs of
opposites, like ‘before and after’, which can then be used to stimulate
advertising ideas. List of Pairs of Opposites:
• Old-Fashioned- Fashionable
• Blindness- Vision
• Ugly- Attractive
• Mass produced- Exclusive
• Past- Future, etc.
Exaggeration
Exaggeration in the depiction of features of the product, problem situations
or solutions can grab the viewer’s attention and emphasizes the benefit.
Use distortion and overstatement to develop great ideas; with stating clear
message and simple, to avoid any misunderstanding that would lead the
target group to make any negative associations. Don’t have any qualms
about exaggerating things, but do it with a wink so that the credibility of
your message doesn’t suffer.
A Change of Perspective
A change of perspective is first of all an excellent way to
generate a creative impulse during the process of looking for
ideas,and secondly it can be used in advertising to show the
target group new or interesting perspectives on the product.
There are two ways to use the Change of Perspective as a creative tool.
First, they can be used spatially, by showing objects or situations from
unusual viewpoints: bird’s eye view, extreme close-up, extreme distance,
detached from space and time. From outer space, or simply from possible
angle. The second way is to imagine yourself leaving your body and
slipping inside other people, objects or animals. Many creative
symbolically take on other identities to get a creative boost from the new
view point of view. For example: Walt Disney, used to “become” the figure
he was currently drawing, going so far as to speak, gesture and stand like
the character in his imagination.
Alternative Uses
Playful approaches to the idea of finding new uses for the product. Where
the product could be used, outside of its original context? What new
situations could it be put to emphasize the benefit, highlight a feature
through exaggeration, or reveal a new perspective or an unexpected
function
Double Meanings
This refers to visual and as well as non verbal double meanings. Most
visual ambiguity is based on optical illusions which are a playful way to
attract the viewer’s attention. Most verbal ambiguity, on the other hand,
makes its point by wordplay or suggestions, leading the reader along a
path that usually ends in an alternative meaning. Both types involve
people playfully by inviting them to see both meanings in a context that
makes sense.
"Pakde rehna," the woman screams. ...as the couple on screen keep up
"Chodna nahin," the man pleads. the "Pakde rehna-chodna nahin"
The workers watch... strain for an incredibly long period.
onclusion:
The foundation for creativity is in individual, and so these
methods and techniques are to be taken as tools and stimuli, to give you
more freedom of choice and so enhance and liberate your creative skills.
There is no one right way to be creative. Creativity is a living
process with many possible strategies, and the creative outcomes to
which they lead will depend on the context and the individual.
If one person has learnt how to develop really creative ideas,
it stands to reason that everyone else can.
Creativity demands abundance, which is why the objective is
to increase the possible choices, and so improve flexibility.
Don’t confuse the menu with the meal: theoretical knowledge
will do nothing to increase your creativity. Try the methods out, experience
will nourish you and become a part of your strategies in future.
If something doesn’t work for you, stop using it and try
something else.
Have fun!
ARTICLES
yard circle in cricket field, "so that we could clear that and see the
boundary lines".
"We, as creative people, should always do constant soul
searching to do things better and in a different manner and
not think of any framework and boundaries to restrict our
creativity", he said and gave a recent example of the Hutch ad's with the
`Chhota Recharge' offer.
IBLIOGRAPHY
Reference Books
• Creative Advertising Mario
Pricken
• Ogilvy in Advertising David
Ogilvy
Search Engines
• www.google.com
• www.angencyfaqs.com
Name: Khushbu.H.Ojha
College: Chetana’s Management Institute, Bandra(e)
E-mail Id: rkhushi_dayma@hotmail.com
TABLE OF CONTENTS
1. DESCRIPTION 4-13
• What is Creativity?
• Objectives of Creativity
• Description /structure of the methodology/
alternative solutions
• Expected results /benefits
• Characteristics of providers
2. APPLICATION 14-15
• Where Creativity development has been applied
• Types of firms /organizations concerned
8. Conclusion 51
9. Articles: 52-55
10. Bibliography 56