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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