Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 10 Creativity and Advertising

10–2Copyright © 2006 Thomson Business and Economics. All rights reserved. Overview of Creativity The Poets versus the Killers –The tension between creativity and “selling” Creating brands –Advertising is about “brand-meaning creation” Creativity in general –The soul of advertising and branding

10–3Copyright © 2006 Thomson Business and Economics. All rights reserved. Creativity Involves combining two or more previously unconnected objects or ideas into something new –Informs –Persuades –Reminds –Creates a “BOOM” factor

10–4Copyright © 2006 Thomson Business and Economics. All rights reserved. Creativity Across Domains: Research Findings Howard Gardner studied seven creatives: –Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, Gandhi. Found these common characteristics: –Self-confident, alert, unconventional, hardworking, obsessive.

10–5Copyright © 2006 Thomson Business and Economics. All rights reserved. Can One Become Creative? A very big question Is creativity an end result? Or a way of thinking? –Public acceptance of a person’s work is not always a good measure of creativity.

10–6Copyright © 2006 Thomson Business and Economics. All rights reserved. Adaptation/Innovation Theory People facing creative tasks can be placed on a continuum between being an adaptor and an innovator. Adaptors: –Work within existing paradigms Innovators –View the paradigm as part of the problem

10–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Creative Process The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways –Improve chance of new possibilities –Cross-associate concepts –Select winning ideas

10–8Copyright © 2006 Thomson Business and Economics. All rights reserved. BRAINSTORMING BRAINSTORM – a process to form new ideas (free association) –Let your mind wander –No idea is “wrong” –Write all ideas down for later review

10–9Copyright © 2006 Thomson Business and Economics. All rights reserved. Paint Brush Lollipops

10–10Copyright © 2006 Thomson Business and Economics. All rights reserved. The Big Idea Search for the “Big Idea” (want more than one) –Most important step in creating an ad –Visualization or conceptualization Implement the “Big Idea”

10–11Copyright © 2006 Thomson Business and Economics. All rights reserved. The “Big Idea” Bold, creative initiative that… –builds on the strategy, –joins the product benefit with consumer desire in a fresh, involving way, –brings the subject to life, and –makes the audience stop, look, and listen Strategy describes the message direction Big Idea gives it life Big Idea requires inspiration

10–12Copyright © 2006 Thomson Business and Economics. All rights reserved. Transforming the Concept Adapt – change context; move away from obvious Imagine – let your imagination fly Reverse – look at it backward or upside down Connect – two unrelated ideas Compare – two unlike things Eliminate – subtract something (uncola) Parody – joke around; have fun

10–13Copyright © 2006 Thomson Business and Economics. All rights reserved. Judge your Big Idea Creatives evaluate the practicality of their “Big Ideas” and decide whether to implement, modify, or discard them Be critical, but make sure that you have ideas worth fighting for

10–14Copyright © 2006 Thomson Business and Economics. All rights reserved. Pitching the Idea Strategic Position – must be on strategy Savvy Psychology – receiver driven; meet client’s needs Slick Presentation – prepare & rehearse; use great visuals & emotional appeals Structural Persuasion – well-structured Solve the Problem – meet client’s needs; show how you solved problem