Creativity in Advertising

Creativity is innovative, new and unique advertising, which can reach and connect to customers.
If is innovative and new, it can build brand image and increase popularity in market, by creating
a community. Creativity is a very subjective term. It is the ability to generate fresh, unique and
appropriate ideas to solve communication problems. Some people believe creativity is an
engrained concept that you are born with it.
Other people believe it is a talent that can be learned and taught.

Creative Messages
 Creative messages get more attention
 Leads to positive attitudes about products being marketed
 Influences purchase behavior
 More-creative campaigns are more effective

Creativity is something that influences brand popularity, it influences purchase behavior.

Advertising is something, which is always an ongoing research-oriented industry, where new
ideas and innovation are always in need.

Torrance tests of Creative Thinking

 Ellis Paul Torrance, an American psychologist built a five-dimension scale of
creativity

Torrance five dimensions are:

 Fluency
 Originality
 Elaboration
 Abstractness
 Resistance to premature closure

Fluency
 Fluency refers to the number of relevant ideas proposed in response to a given
question. If there, is a problem, people need to give solution to market. It has to be
fluent and should evolve with each activity and come to final answer. The evolution
should be with narration.

Originality
 Originality measures how uncommon or unique the responses are.
 So, originality is that it should message the first-hand information. The sponsors
should give their creative emotions, which should not be copy from others.

Elaboration
 Elaboration refers to the number of details given in a response. Advertising is
elaborating things, in a narrative way, where people can understand everything, with

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 little amount of narration. It should contain, content molded, but still has to give, most
impacting and narrative form of information.

Abstractness
 Abstractness measures the degree to which a slogan or a word moves beyond being a
label for something concrete. Abstractness is a form of art, where people try to connect
abstract ideas or objects, to give them shape, which attracts audiences and makes it, more
intellectual.

Resistance to Premature Measures

 Resistance to premature closure measures the ability to consider a variety of factors
when processing information.

Creativity is Soul of Advertising

 Creativity is the soul of advertising and branding
 Gives life to messages about products and services
 Design and development of campaigns with innovative ideas can give power to
products.

Creativity is Originality of Ideas

 Creativity is the ability to produce original ideas or ways of looking at existing ideas.
 Creativity can also be defined as an ability to draw connections between previously
unrelated ideas.

If people need to design something new, they can take something from ancient history and
redesign and remodel to combine them in new form, which relates to past also, and could
connect to future also. It is combination of everything, existing and which could exist in future.

Convergent Thinking in Creativity

 Convergent thinking process starts with narrowing facts collected to weed out all
possibilities
 Using rules and logic to converge on one “right” solution

Creativity is an Art
Creativity is the art of generating original connections between often divergent facts and
concepts, it exhibits three qualities:
1. Willingness to take risks
2. Divergent thinking
3. Sense of humor

Divergent Thinking in Creativity

Divergent thinking this is an open-ended approach to solving problems
 It is based on belief that some problems can be solved in more than one way
 Divergent thinking that broadens field, explore ideas
 Giving lots of options

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  Plenty of “thinking material” to work

Process of Creativity
Alex defines the process of creativity in 6 steps:
 Orientation
 Preparation
 Analysis
 Incubation
 Synthesis
 Evaluation

Orientation - The process of creativity needs mind orientation, to work in a positive way. The
mind must focus on a problem, so as to build a solution

Preparation - is collection of all material, content required for research. It is an ability to tap on
all resources and knock on all doors to collect all experts of the industry.

Analysis – is done to select the best and create an optimum solution. This is done to generate
idea for a particular problem to build a solution.

Incubation - is the time till people develop it. It has to be made fertile, by adding designs, other
sizes and shapes

Synthesis - inclines with the back ground, themes and product branding so as to build a culture,
to be displayed to customers.

Evaluation - evaluate on basis of marketing. People try to test before floating in mass market,
where they try to get acceptance or rejection of the customers.

Guidelines to Foster Creative Thinking

Creative thinking Suggested by Hanley Norins of Young & Rubicam:

 Set goals high and commit to them
 Cultivate an organizational culture that stimulates people towards hard work,
innovation and quality

All organization related to advertising industry, can work on creativity. They need to train
people. The innovative quality is hard to build synthesis with their ideas because unless and until
there is no culture in an organization, idea and creativity cannot be generated

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Philosophy of Creativity
The philosophy of creativity is built on four pillars.
 Research
 Results
 Creative brilliance
 Professional discipline

Creative Team
The creative team consists of copywriters, art directors or designers, and account planners.
1. Account planners convey needs and interests of clients to ad designers
2. Copywriters provides text or verbal copy for ad
3. Art direction provides visual elements, such as illustrations and design.

Creative Strategy
The creative strategy consists of
 Campaign executions with the foundation of strong message connected in unique
theme for the target customers.

The creative strategy has social and environmental issues, where people need to imbibe the
commercial success, with environmental sustainability.

Branding and Creativity

 Creativity can give meaning to brands in many ways –example is Kohler.
 Kohler has relied on depicting a product in an abstract setting with the tagline "The
bold look of Kohler. “
 The company has managed to use creativity to turn uninspiring products into a
reputation for sophistication and luxury.

The essential elements of creativity are imagination, inspiration and inventiveness disciplined by
routine skills. In advertising, creative communications is an integral part of agencies
Creativity is one of the reasons clients justify advertising and their choice of agencies. Creativity
and effectiveness ultimately join in the consumer's minds rather than being separate. Efficiency
of an ad is determined by the correct combination of its impact and retention.
Impact being the ability of an ad to attract attention and retention being the ability of an ad to
stay on viewers' minds. An advertisement needs to be creative to succeed. Its creativity needs to
be effective in both its impact and retention. Successful creative strategies result from
pinpointing an idea, a nuance, an insight, or a piece of information gathered from research or
sometime from an understanding or quickness of human nature.
The true role of the strategy is to make that bound which defines the relationship between the
brand and its user.

Purpose of using creativity in advertising

• to draw viewer’s attention
• to create interest
• to attract viewers