Creativity - PowerPoint by M77R5T

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									10
Creativity and
Advertising
    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

                                 Chapter 10: Creativity 2
Are the killers or the
poets more effective
in this ad?
Creativity across domains
   • Creativity is a gift, a way of seeing
     the world
   • Mozart, DaVinci, Keats, Ogilvy?
   • Creatives are unconventional,
     showing total commitment to
     their craft



                              10: Creativity 4
Creativity across domains
   • Howard Gardner studied seven
     creatives:
     – Freud, Einstein, Picasso, Stravinsky, Eliot,
       Graham, Gandhi.
   • Found these common characteristics:
     – Self-confident, alert, unconventional,
       hardworking, obsessive.




                                Chapter 10: Creativity 5
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.
   • Are you creative?


                             Chapter 10: Creativity 6
Creativity in the Business
          World
• The business world values creativity, but
  has a hard time deciding what it is
• Creativity is a positive trait
• Creatives are “famous” in their own
  organizations
• Why do the “killers” have a hard time with
  creativity?
How would you rate
this ad from a
creative
standpoint?
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
                            Chapter 10: Creativity 9
Ad Agencies, the Creative
Process, and the Product
  • Oil and water

  • Art and Science

  • Why creativity?



                      Chapter 10: Creativity 10
          How to Discourage
             Creativity
1. Treat your audience like a statistic

2. Make your strategy a hodgepodge

3. Have no philosophy

4. Analyze your creative effort as you do a
   research report


                                   Chapter 10: Creativity 11
…Discourage Creativity

5. Make the creative process professional

6. Say one thing and do another

7. Give your client a candy store

8. Mix and match your campaigns


                           Chapter 10: Creativity 12
…Discourage Creativity
9. Fix it in production
10.Blame the creatives for bad
   creative
11.Let your people imitate
12.Believe post-testing when you
   get a good score


                          Chapter 10: Creativity 13

								
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