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Chapter 10
Creativity and
Advertising
Copyright © 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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–2
Creativity
• Involves combining two or more previously
unconnected objects or ideas into
something new
– Informs
– Persuades
– Reminds
– Creates a “BOOM” factor
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–3
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.
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–4
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.
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–5
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–6
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–7
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–8
Paint Brush Lollipops
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–9
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”
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–10
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–11
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–12
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–13
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
Copyright © 2006 Thomson Business and Economics. All rights reserved.
10–14