What are those Different Perspectives of Advertising Creativity?
Answers: ADVERTISING CREATIVITY
It is important to examine the concept of creativity, how it applies to media hype, and the challenge marketers facade in developing creative and influential advertising.
A. What Is Creativity?—Creativity is one of the most commonly used language in public relations as those who develop advertising messages are commonly referred to as “creative types” and agencies develop reputations for their creativity. So much attention is focused on the concept of creativity because the major urge given to those who develop advertising messages is to be creative. Creativity have been defined as “a feature possessed by persons that enable them to generate novel approaches contained by situations, generally reflect in different and improved solutions to problems.”
B. Different Perspectives of Advertising Creativity—perspectives of what constitutes creativity within advertising change. At one extreme are the “suits” or “rationalists” who argue that advertising is creative single if it sells the product or service. At the other wrapping up of the continuum are the “poets” who judge creativity surrounded by terms of its artistic or lush value and argue that creative exposure must be novel, artistic and unique. The answer as to what constitutes creative surrounded by advertising is probably somewhere between these two extreme positions.
We are concerned next to advertising creativity, which refers to “the means to generate fresh, unique and appropriate thinking that can be used as solutions to communications problems.” This perspective recognizes that creative hype ideas are those that are fresh, original and appropriate. To be appropriate a creative concept must be relevant or own some importance to the target audience. The “Universal Advertising Standards” (Figure 8-2) used by the former D’Arcy Masius Benton & Bowles agency surrounded by assessing the creativity of the advertising created by the agency should be reviewed as they provide an excellent check index for evaluating creative work.