Professional Documents
Culture Documents
Creative Advertising
Creative Advertising
CREATIVITY IN
ADVERTISING
GROUP MEMBERS
Creative Concept
Relevance:
Advertising tries to deliver the right message to the
right person at the right time.
Originality:
One of a kind – never thought of before – fresh –
unexpected – unusual.
Impact:
The effect that a message has on an audience.
ADVERTISING: THREE POWERS
Ideation
Illumination Incubation
Immersion
Read, Research and learn everything you can
About the Problem.
Ideation
Look at the problem from every Angle; develop ideas,
generate As many alternatives as possible.
Brainfog
You may hit a blank wall and want to give up.
Incubation
Illumination
1. VISUALS
2. SOUNDS
VISUALS
• Props
• Media graphics
• Location
• Models
• Colors
• Sets
• Production techniques
COLOR
CONVEY A MOOD
A: Attention
B: Branding
C: Communication
D: Distant
E: Engaging
BBC FILM (3 POINTS)
INFORMATIONAL/RATIONAL APPEALS
EMOTIONAL APPEALS
MORAL APPEALS
MOST COMMONLY USED APPEALS
Humor appeal
Sex appeal
Fear appeal
Love
Slice of life
CREATIVE
STRATEGIES
CREATIVE
MESSAGE STRATEGIES
Pre-emptive
USP
Brand Image
Positioning
Resonance
Anomalous/Affective
ELECTRONIC MEDIA
ELECTRONIC MEDIA (TELEVISION)
Principle
Television commercials should be
intriguing as well as intrusive.
Message Strategy
• Action and Motion.
• Story Telling – Slice of Life.
• Emotion.
• Demonstration.
• Sight and Sound.
Rules of Thumb for producing TV Ads
Message Strategy
Principle
• When in doubt – delete.
Message Strategy
• Use Headlines.
• Pay particular attention to the layout.
• Make use of design principles.
i. Gutenberg Diagonal.
ii. Use Contrast.
iii. Optical Center.
iv. Color.
v. Illustrations v.s. Photos.
Principle
Message must be delivered with quick impact.
Message Strategy
Primarily Pictorial and Symbolic.
Type Designed artistically for impact.
Billboards
CREATIVITY
VS.
EFFECTIVENESS
EFFECTIVENESS DEFINED
1) It is Cost Effective.
2) It Gets the Message Across
Effectively
3) Influences the Target Market
4) Makes use of Good Visuals
A CREATIVE AND EFFECTIVE AD