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EXECUTIVE SUMMARY
THE CAT IS ON THE MAT, is not the story. THE CAT IS ON THE DOGS MAT, now thats the story.
Advetising is both art and science. The science of advertising is the analyititcal part that we have been looking at up yo this point: setting goals, deciding strategy, choosing among different creativity styles. Some people call this step convergent thinking because the process is to distill lots of information into the core advertising strategy. What is it that adds sparkle and life to a well-planned and implemented advertising campaign? Its th ah factor: that brilliantly simple,but inspired creative edge. In Advertising the world is flat. Agencies are structured on a 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 world. The growth of the top advertising industry in any country is in direct relation, its creative senses and talents if the advertising professionals. The word advertising is derived from the Latin word adverto, that means To turn towards. Advertising leads to attention towards something i.e.
the advertising message, which is the purpose of advertising and the objective of the advertising Creative Advertising starts with proper
creative planning. This includes the conceptualizing of basic ideas to
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their final implementation. The ideas are visualized considering basic human motives. Advertising is nothing but selling ideas. Creative thinking is the sound ground where one can reap a rich harvest of ideas. The creative part of advertising is what comes before the potential customers and it is here that the fate of the campaign and consequently of the product being sold could be decided.
Research Methodology:
The information is gathered from various sources like books, periodicals and journals and sites.
Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project report debunks some of the myths surrounding creativity and then carefully takes through the five Is of the creative process. It also gives the insight of future creativity and the tools that can be helped to help
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advertising professionals to enhance and enliven their work.The subject of creativity in advertising is something of an enigma. Project shows how creative director in an ad agency goes under the skin of creative to use it to greater effect in their work and in wider aspects of their lives.
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WHAT IS CREATIVITY
There are many definitions of creativity. A number of them suggest that creativity is the generation of imaginative new ideas (Newell and Shaw 1972), involving a radical newness innovation or solution to a problem, and a radical reformulation of problems. Other definitions propose that a creative solution can simply integrate existing knowledge in a different way.
Definitions of Creativity
There are many definitions of creativity; dictionaries give the following meanings:
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Create: author, bring into being, compose, conceive, parent, form, give rise to, and throw together Creative: generative, ground-breaking, innovative, originate, handmade According to Boden (1998), there are three main types of creativity, involving different ways of generating the novel ideas: The combinational creativity that involves new combinations of familiar ideas. The exploratory creativity that involves the generation of new ideas by the Exploration of structured concepts. The transformational creativity that involves the transformation of some dimension of the structure, so that new structures can be generated Other related words re: creativity: Creativity creativeness, formativeness, innovation, inventiveness,
originality, productivity, craftsmanship, authorship, creatorship "Being creative is seeing the same thing as everybody else but thinking of something different" 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.
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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. The more we define our creativity by identifying with specific sets of values, meanings, beliefs and symbols, the more our creativity will be focused and limited; the more we define our creativity by focusing on how values, meanings, beliefs and symbols are formed, the greater the chance that our creativity will become less restricted. In the creative process there are always two different (but interrelated) dimensions or levels of dynamics with which one can create:
The system which may be a particular medium (e.g. oil painting or a particular musical form), or a particular process (like a problem solving agenda, or an approach to creativity like Synectics). dimension "content" The is creative described which the person by the manipulates that means to a creative end. The second conceptual medium
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changes, manipulates, and expresses
somehow the idea of that content. There is no one definition of creativity that everyone can agree with.
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Creativity researchers, mostly from the field of psychology, usually claim at being creative means being novel and appropriate. Subsumed under the appropriateness criterion are qualities of fit, utility, and value. At least three aspects of creativity have drawn much attention. The creative process, receiving the most attention, focuses on the mechanisms and phases involved as one partakes in a creative act.
A second aspect of creativity is the creative person. Here, personality traits of creative people are central. The environmental atmosphere and influence are concerns of a third aspect, the creative situation.
Lastly, the criteria or characteristics of creative products have been sought. This area is of particular importance because it is the basis of any performance assessment of real world creativity and may provide a window on the other aspects of creativity.
Briefly stated, creativity is often thought to exist on at least five levels: 1. A higher level versus a lower level 2. Grand versus modest 3. Big "C" versus little c 4. Paradigm-shifting versus garden-variety 5. Eminent versus everyday
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Some researchers claim other categories of creativity as well: 1. Expressive versus Productive 2. Expressive versus Inventive
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3. Expressive versus Innovative 4. Invention versus Discovery 5. Theory versus Invention versus Discovery 6. Accommodative versus Assimilative 7. Personal versus Public. There are three general ways of achieving a creative solution:
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.
Divergent thinking is the intellectual ability to think of many original, diverse, and elaborate ideas. Convergent thinking: the intellectual ability to logically evaluate critique and choose the best idea from a selection of ideas.
Both abilities are required for creative output. Divergent thinking is essential to the novelty of creative products whereas convergent thinking is fundamental to the appropriateness. To combine this variety of definitions, we can say that creativity involves the generation of new ideas
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or the recombination of known elements into something new, providing valuable solutions to a problem. It also involves motivation and emotion.
Creativity is a fundamental feature of human intelligence in general. It is grounded in everyday capacities such as the association of
ideas, reminding, perception, analogical thinking, searching a structured problem-space, and reflecting self-criticism. It involves not only a cognitive dimension (the generation of new ideas) but also motivation and emotion, and is closely linked to cultural context and personality factors. (Boden 1998). Thus, any general definition of creativity must account for the process of recognition or discovery of novel ideas and solutions and hence most of the definition fall into one or more of these categories like as an individual talent, as a process, as a product and last but not the least as a recognition by others.
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
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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).
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Create the
analogies and metaphors, through symbols, between we situation, which we wish to understand and another already understand.
To be happy, to have fun
Build imaginative and ideal situations (invent the ideal vision). Find ways to make the ideal vision happen. Relate things or ideas which were previously unrelated. Generate multiple solutions to a problem.
Main points to increase or encourage creativity in a company are: Keep channels of communication open Trust, failure accepted Contacts with external sources of information Independence, initiatives taken Support participatory decision-making and employees contribution Experiment with new ideas.
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changes the attitude of the staff of the organization. Creative thought processes are also important at all stages in the R&D process. Some expected results of the creativity process are:
ideas
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Productivity increase Efficiency Rapidity Flexibility Quality of products or services 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.
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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.
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In case where the company focus is to increase group creativity and to create environments where a collaborating team works creatively together, the firm must have at least 20 employees, including 3 members as management staff.
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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.
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work can be said to be innovative; it has inspired the application of some creative element of the original work by a third party. Thus, creative thinking in a disciplined manner can play a real role in innovation. Creativity and innovation are normally complementary activities, since creativity generates the basis of innovation, which, in its development, raises difficulties that must be solved once again; with creativityIt is not possible to conceive innovation without creative ideas, as these are the starting point. (European Commission 1998).Innovation results when creativity occurs within the right organizational culture. The right organizational culture is one that provides through creativity processes (creative techniques) the possibilities for the development of personal and group creativity skills. We can define creativity IMT as the establishment of skills by implementing creativity generation techniques.
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BASICS OF CREATIVITY
Creative Thinking Skills Can Be Learned!!
Study books on creative thinking techniques and put them into practice
Attend courses on creative thinking and put the ideas into practice.
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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.
Indulge in relaxation activities and sports to give the mind a rest and time for the subconscious to digest information.
Develop an interest in a variety of different things, preferably well away from your normal sphere of work. For example, read comic books or magazines you wouldn't normally get. This keeps the brain busy with new things. It is a common trait of creative people that they are interested in a wide variety of subjects.
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.
Practicing at overcoming irrational inhibitions will also help to improve your creativity. When you're at a standstill, and you witness somebody with a vital and flowing creative force, it can be intimidating. The thing that's easy to miss when you're caught up in the magic of somebody doing something effortlessly that seems impossible is that it doesn't happen all at once. Anything can be achieved by breaking it down into its component parts. Creativity requires patience and a willingness to work for a creative outcome rather than simply wait for enlightenment. Still, it is important to creativity to happen. This can be encouraged by setting up an
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environment that encourages creative output, a comfortable space within which you feel non-threatened and able to create. A program to improve your personal creativity might include the following steps. 1. First set a measurable goal. Some goals might be: to generate 10% more solutions within 6 months to come up with
an original solution for problem "X" within 2 weeks to practice generating ideas bybrainstorming (for example, "find at least 100 ideas for a new pen") to find a new and effective way to relate to my children that results in them wanting to spend more time with me. 2. Second, set up criteria to indicate whether or not you have or are reaching your goal. Typical criteria are: a) the ideas are novel (in that particular context) b) the ideas are useful, they solve the problem or meet the challenge c) the ideas can be implemented within an appropriate time and budget 3. Third, read and learn about creativity techniques which are one of the sections of the Creativity Web. This information can be
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gathered from books, conferences, other people, software products and the Internet. Spend time with people who you believe are
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creative and ask them how they did it. There are many paths to creativity. 4. Fourth, surround yourself with people who love and respect you; people who encourage you to take risks. 5. Fifth, celebrate your progress in reaching your creativity goals. 6. Finally, begin thinking of yourself as a creative person. Surround that identity with beliefs about your creative abilities. Learn the skills of creativity, act creatively every opportunity you get and find environments that support creative behavior. Creativity is increased by acknowledging that it exists and by nurturing it. Create a sensory stimulating environment, increase awareness of that environment and provide sufficient quiet time to allow that ensory stimulation to be translated into external reality ... a poem, a bridge, a meal, a song, a quilt, a business report, a game, a dance, a garden. Flood yourself with information in your chosen area of creativity then deliberately expose yourself to information outside your area. Respect and care for your creativity as you would a child. Attend to your needs, listen to your creative inner voice, and spend time with yourself. Manage stress in your life as much as possible. Practice meditation or some kind of peaceful, relaxing activity such as handwork or quiet exercise. Avoid becoming too entrenched in your routines. Don't allow your beliefs to distort your perceptions. A useful technique is to deliberately and consciously attempt to integrate opposites
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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
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such judgmental attitudes to be their problem, not yours. Practice using affirmations and reframing (seeing things from another angle or in another context) to de-program your self critical habits. 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.
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explorer) into something new. Judge. Ideas developed by the artist are
evaluated and their merits are weighed; suggestions are offered on how they can be improved or further developed.
by the judge requiring persistence and determination. Secrets to Creative Problem Solving 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
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Force-Field Analysis Force-field analysis characterizes the conflicting forces in a situation. The recommended approach to this method is to outline the points involved in
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problematic situations at the problem exploration stage, followed by recognizing factors likely to help or hinder at the action planning and implementation stages. 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.
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3. The diagram should then be used to find as many possible combinations of moving the centre line in the desired direction. Try to: Find ways to strengthen or add positive forces a. Find ways to weaken or remove negative forces b. Recognize that the negative forces are too strong and abandon the idea.
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REATIVE
ECHNIQUE
How do you come with a creative idea when faced with a blank sheet of paper? Easy. Dont have a blank sheet of paper.
Every working day, creative directors are faced with emands to come up with creative solutions to the problems. Some outstanding creative heads may display what is called unconscious competence in appearing to be able to come up with ideas inuitively. There is no magic wand for coming up with ideas, but there are some echniques and process to help being creative. These tecniques, coupled with a knowledge and understanding of the creative process -- with its five stages Information Incubation Illumination Integration, Illustration -- will help considerably to improve ones creative abilities. 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
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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,
Extreme
Option
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.
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Personality of MD
Interesting
Photograp hy
Competitor Activity
Timing of lanch
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Finish
Start
process. Storyboarding uses a process similar to parliamentary procedure to gain support of an idea before it can remain part of the discussion. Storyboarding allows group members to produce data and solutions to problems generating ideas off of previous suggestions. Nominal Group Technique - Focuses attention on individual members' ideas by having members write down their ideas/solutions on their own before sharing them with the group. Ideas are all recorded, everyone votes to prioritize ideas, and then discussion is held on only the top ones
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before another vote is taken. This technique allows everyone to participate and contribute ideas before the group reaches its decision.
Roadblocks to Creativity
Thinking there is one right answer - Many of us have the tendency to stop looking for alternative right answers after the first answer has been found. Often it is the third, fifth or tenth right answer that is what we need to solve a problem in an innovative way. "That's not logical" - Logic is an important creative thinking tool when you are searching for ideas, however, excessive logical thinking can short circuit your creative process.
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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. Avoiding ambiguity - Too much specificity can stifle your imagination! 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.
REAM
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Creative without strategy is called Art. Creative with strategy is called Advertising. Set Clear Goals
The goal and solution are like question and answer. Only a good question can give a satisfactory answer. What Does A Goal Achieve? The goal is in clear view and acts a focal point, leading to a clearly defined objective. It helps to prevent chaos and time-wasting discussions. Fine - Tuning the Goal Saves Time and Nervous Energy Of course it isnt possible to achieve a clear goal and straightforward definition of the goal at the first attempt. Often it is only while you are formulating the goal that you realize that brief does not describe the product fully, that the target group is not defined precisely enough or that there is no clear strategic positioning.
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Ideas need imagination more than knowledge, so its important to keep the stage when ideas are being generated strictly separate from the stage when theyre being evaluated. In this stage people should set their imaginations to roam free, and no limits to be set on creative gameplaying.
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The 10 Best Responses to Idea-Killer Phrases Nothing will come out of that. Not if you just dismiss the idea Lets just wait and see what happens What, until everyone else has overtaken us? That doesnt work!! But its great idea We do things differently!! So, no change there This mail shot idea doesnt work!! But what if? Thats ridiculous!! So what it is Well come back to your idea. All right. When? The client will never accept that!! Give it a chance Whats so original about that? The fact that no one else has thought of it Anyone could come up with that. Exactly
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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.
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A Fools 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
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position by making an abstruse suggestion, and exaggerate it to the point where you have to laugh at yourself. By doing so you can achieve a degree of inner freedom that allows you to leave familiar paths behind and let your imagination run free.
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Democratically: - The team leader invites every member of the meeting to give a score to the ideas they think are best and deserve to be worked up for the presentation. The idea with most points wins. Use the Brief as a Yardstick: - The main criteria from the clients brief are used as the yardstick for assessing which ideas have reached the objectives. Creative Director or Art Director: - Depending on the agency culture, it is of course possible that the creative director or the art director will be the one to decree which of the starter ideas will developed for the presentation
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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 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
destructive chaos.
creative potential. They save time, money and nervous energy in the hunt for ideas.
ICKSTART
What is Kickstart Catalogue?
ATALOGUE
Kickstart Catalogue offers strategies likely to promote great ideas for campaigns. There are no discussions within the catalogue itself about what is good or bad advertising, nor are the tips on how to improve layout or copy.
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Systematic analysis of the work produced by creative reveals certain patterns and strategies in their thinking. Some creative strength lies in analogy, while others always try to induce a change of perspective and others develop ideas by turning every days situating on their heads. One thing is clearing every case even the best creative use only the part the spectrum of possible ways of thinking. If your strengths lie, for example in the filed of metaphor or comparative juxtaposition, then you probably dont combine or reframe things very often. This catalogue is a tool box containing an inexhaustible supply of new brain tools which one can use to expand their own strategies. This is incredibly useful when you are looking for new unusual campaign ideas for the press, TV and cinemas, events, promotions, packaging, web banners, brochures or direct mailing.
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. Its 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 dont need words are another fruitful source of non-verbal stories to tell.
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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
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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 viewers 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. Dont have any qualms about exaggerating things, but do it with a wink so that the credibility of your message doesnt 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.
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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: birds 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.
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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 viewers 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.
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A group of carpenters are at work. However, their attention is divided between their work...
...and a TV set, where a man hanging over a chasm is clinging on to a woman for dear life.
"Pakde rehna," the woman screams. "Chodna nahin," the man pleads. The workers watch...
...as the couple on screen keep up the "Pakde rehna-chodna nahin" strain for an incredibly long period.
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Fed up with the melodrama, one of the carpenters gets up in disgust. "Arre, yeh bhi koi film hai!" he exclaims.
Wanting to continue with his work, he walks over to the TV and picks up a can of Fevicol placed on top of it.
Instantly, the man on screen plummets. Surprised, the carpenter peers at the can of Fevicol he has picked up. Slowly, he turns...
...and eyes another TV, atop which a tub of Fevicol is perched. The man on screen is still dangling over the chasm. "Chodna nahi..."
Headline: Fevicol Ka Jodd Hai Tootega Nahin Agency: O&M (National Winning Award) Client: Pidilite Industries
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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. Dont 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 doesnt work for you, stop using it and try something else. Have fun!
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ARTICLES
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be addressing the event with respect to positioning of advertising beyond boundaries. The symposium will attract a galaxy of eminent speakers (including the minister of state for tourism Renuka Chowdhury and ad guru Prahlad Kakkar) who will share their unique perspectives on the future world in the areas of connecting with audiences.
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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.
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kills' anti-smoking campaign for the Cancer Patients Aid Association (CPAA); and silver for the `overloaded bus' spot for Fevicol, at the Cannes Lions, International Advertising Festival held in June this year. The antismoking ad also won a silver Pencil at the One Show 2002 and a bronze at the Clio Awards 2002.Similarly, Pidilite Industries Limited --- the makers of Fevicol ---- has won several international advertising awards.
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IBLIOGRAPHY
Reference Books
Pricken
Creative Advertising
Mario
Ogilvy in Advertising
David
www.google.com www.angencyfaqs.com
Name: Khushbu.H.Ojha College: Chetanas Management Institute, Bandra(e) E-mail Id: rkhushi_dayma@hotmail.com
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