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Creativity and Advertising

Chapter 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.

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Creativity and Advertising

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  1. Chapter 10 Creativity and Advertising

  2. 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

  3. If you had to guess who came up with this ad would you guess the killers or the poets?

  4. 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 Chapter 10: Creativity 4

  5. 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

  6. 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 6

  7. Ad Agencies, the Creative Process, and the Product • Oil and water • Art and Science • Why creativity? Chapter 10: Creativity 7

  8. How would you rate this ad from a creative standpoint?

  9. How would you rate the creativity of this ad?

  10. How to Effectively Hurt Creativity • Treat your audience like a statistic • Make your strategy a hodgepodge • Have no philosophy • Analyze your creative effort as you do a research report Chapter 10: Creativity 10

  11. Hurting Creativity • Make the creative process professional • Say one thing and do another • Give your client a candy store • Mix and match your campaigns Chapter 10: Creativity 11

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

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