1. 1 Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 The Creative Side of Advertising What is Creative Advertising Creative Thinking Creative Strategy and Executions Effective Creativity

2. 2 Creative Concept a central theme, or ‘big ideas’, around which an advertising messages is built.

3. 3 Creative Thinking Divergent Associative thinking Analogic thinking

4. 4 Creative Process Immersion Ideation Brainstorming Incubation Illumination

5. 5 Scanning: Figure 11.1. pg. 308 Stages in the Creative Process

6. 6 Tips for Creating Original Ideas An unexpected twist An unexpected association Catchy phrasing A play on words Analogy and metaphors Familiar and strange

7. 7 Avoiding Unoriginal Ideas The Common The look-alike Clichés The Tasteless

8. 8 Techniques to Stimulate New Ideas Free association Divergent thinking Analogies and metaphors Right-brain thinking

9. 9 The Creative Person The Ability to Visualize Openness to New Experiences Conceptual Thinking

10. 10 Decision Paths and Message Strategies Scanning Figure 11.2 pg. 311

11. 11 Messages Approaches Straightforward Demonstration Comparison Problem Solution/problem avoidance Slice of Life Spokespeople/Endorsers Teasers

12. 12 Effective Creativity Ads that Drive Perception Ads that Deliver Learning Ads that Are Persuasive Ads that Stimulate Action