Creativity in Advertising
Topic: Creativity in Advertising
Outline 1. The Definition of “creativity”. 2. How creativity helps advertising. 3. How to measure it. 4. High levels creativity vs. low levels creativity. 5. Conclusion, my idea.
It seems that verybody is talking about creativity today, especially when it comes to advertising. This article discusses the definition of it, and asks how creativity helps advertising, how to measure it, and gives some examples to show what is a high levels creativity and what is a low level creativity.
The Definition First, starts with the definition of “creativity”. So, what is “creativity”? According to Microsoft Encarta (a digital multimedia encyclopedia published by Microsoft Corporation), the word “creativity” simply means “imaginative ability: the ability to use the imagination to develop new and original ideas or things, especially in an artistic context”. But in the field of advertising, according to Jaafar El-Murad and Douglas C.West, Creativity in advertising differs from creativity in the arts mainly in its purpose. Advertising creativity must achieve objectives set by others—this is not usually the case in the arts. Creativity in advertising is more about an aspect of problem solving, where the solution to the problem requires insight (e.g., Simonton, 1999; Stcrnberg and Davidson, 1995). But mostly, “newness” or “originality” is important. Both of them are required but insufficient condition for creativity: the work must also be of value; it should be “appropriate ” (i.e., useful, adaptive concerning task constraints)" (Stornberg and Lubart, 1999, p. 3). This combination of "novelty" and "appropriateness" or "usefulness" has met with idespread acceptance (e.g., Amabile, 1983; Gruber and Wallace, 1999; Lumsden, 1999; Martindale, 1999; Mumford and Gustafson, 1988; Unsworth, 2001).
How creativity helps advertising During a whole advertising campaign, it is important to get positioning, targeting and then media right, but without high-levels
Outline 1. The Definition of “creativity”. 2. How creativity helps advertising. 3. How to measure it. 4. High levels creativity vs. low levels creativity. 5. Conclusion, my idea.
It seems that verybody is talking about creativity today, especially when it comes to advertising. This article discusses the definition of it, and asks how creativity helps advertising, how to measure it, and gives some examples to show what is a high levels creativity and what is a low level creativity.
The Definition First, starts with the definition of “creativity”. So, what is “creativity”? According to Microsoft Encarta (a digital multimedia encyclopedia published by Microsoft Corporation), the word “creativity” simply means “imaginative ability: the ability to use the imagination to develop new and original ideas or things, especially in an artistic context”. But in the field of advertising, according to Jaafar El-Murad and Douglas C.West, Creativity in advertising differs from creativity in the arts mainly in its purpose. Advertising creativity must achieve objectives set by others—this is not usually the case in the arts. Creativity in advertising is more about an aspect of problem solving, where the solution to the problem requires insight (e.g., Simonton, 1999; Stcrnberg and Davidson, 1995). But mostly, “newness” or “originality” is important. Both of them are required but insufficient condition for creativity: the work must also be of value; it should be “appropriate ” (i.e., useful, adaptive concerning task constraints)" (Stornberg and Lubart, 1999, p. 3). This combination of "novelty" and "appropriateness" or "usefulness" has met with idespread acceptance (e.g., Amabile, 1983; Gruber and Wallace, 1999; Lumsden, 1999; Martindale, 1999; Mumford and Gustafson, 1988; Unsworth, 2001).
How creativity helps advertising During a whole advertising campaign, it is important to get positioning, targeting and then media right, but without high-levels
References: Dalen M, Rosengren, S & Torn, F 2008 ‘Advertising Creativity Matters’, Journal of Advertising Research, vol. 48 No. 3, pp.392-403. Drewniany, B & Jewler, A 2008, Creative Strategy in Advertising, Thomson, Boston. El-Murad, J & Prof West, D 2004, ‘The definition and measurement of creativity: what do we know? ’, Journal of Advertising Research, Vol. 44, No. 2, pp.188-201. Heath, R, Nairn, A & Bottomley, P 2009, ‘How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention’ Journal of Advertising Research, Vol. 49, No. 4, pp.450-463. Holman, R & Hecker, S 1983, ‘Advertising Impact: Creative Elements Affecting Brand Saliency’, Current Issues & Research in Advertising, Vol. 6, No. 1, pp157-171. Nyilasy, G & Reid, L 2009, ‘Agency practitioners ' meta-theories of advertising’ International Journal of Advertising, Vol. 28, No. 4, pp.639-668. Rossiter, J& Bellman, S 2005, Marketing communication:s theory and applications, Pearson Education Australia, Australia.