ADV305_Mar_23 - 20090323 ADV305 The Fundamentals of...

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2009 03 23 1 Creative Strategy and the Creative Process Ch10. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Mar 23, 2009 What is Creativity? How Creativity Enhances Advertising Voltaire: “Originality is nothing but judicious imitation.” To create means: to originate or conceive a thing or idea that did not exist before not exist before. Typically, creativity involves combining two or more previously unconnected objects or ideas into something new. The creative process is a systematic procedure that can be learned and used to generate original ideas. The Role of Creativity in Advertising How Creativity Enhances Advertising While creativity is important to advertising’s basic mission of informing, persuading, and reminding, it is vital to achieving the boom factor. 1. Creativity helps advertising inform 2. Creativity helps advertising persuade 3. Creativity helps advertising remind 4. Creativity puts the “Boom” in advertising How Creativity Enhances Advertising Good creative work adds vividness, which researchers believe attracts attention, maintains interest, and stimulates consumer’s thinking. 1. Creativity helps advertising inform Advertising writers and artists must arrange visual and verbal message components according to a genre of social meaning, so that readers or viewers can easily interpret an ad using commonly accepted symbols. How Creativity Enhances Advertising Advertising has been used to create myths and heroes to motivate customers (Jolly Green Giant, Energizer Bunny) and helps position a product on the top rung of consumers’ mental ladders. 2. Creativity helps advertising persuade To be persuasive, an ad’s verbal message must be enhanced and reinforced by the creative use of nonverbal message elements. How Creativity Enhances Advertising A creative story or persona can establish a unique identity for the product in the collective mindset, a key factor in helping a product beat the competition.
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2009 03 23 2 How Creativity Enhances Advertising We are entertained daily by creative ads—for soft drinks, snacks, and cereals—whose primary mission is simply to remind us to
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This note was uploaded on 08/24/2009 for the course ADV 05600 taught by Professor Kim,yeoj during the Spring '08 term at University of Texas at Austin.

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ADV305_Mar_23 - 20090323 ADV305 The Fundamentals of...

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