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Creative Side of Advertising
Creative Side of Advertising
Advertising Management
Assignment on: Creative side of advertising
Submitted by:Saumya Jaiswal Roll No. 33 MBA 3rd sem. FMS, BHU
DEFINATION OF CREATIVITY:
Creativity as such can be described as something of a rare commodity which is of extreme importance yet possessed by a few. The roots of the word follow from create which means to cause something new or original. It refers to the process by which novel but situationally appropriate outcomes are brought about. The essence of creativity is the element of freshness, originality, and novelty that is also appropriate to the context. It is therefore a virtue caused either by the inner stimulus or by the external stimulus. The greater the inner stimulus, the great is the natural flow of creative power. However, external stimulus also has an equally important bearing on the development of creative potential. Creativity refers to the process by which novel but situational appropriate outcomes are brought about. Creativity may be conceived of as an exercise of the configurative powers of the whole psyche, involving all its substance, the play of its entire energy. -Brewster Ghiselin The long and complex series of interactions between an individual and his environment that culminate in something new. -James H. Austin
Originality one of a kind ideas that only one person thinks of.
Impact a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before. This creativity leads to a Big Idea, which expresses an original advertising thought, and involves a mind shift.
thinking on the task at hand. During incubation, the individual engages in other pursuits while the mind considers the problem and works on it. It does not involve forgetting about the problem or issue, the problem is still simmering in ones mind, but it is not at the forefront of ones attention. Incubation can be thought of as a period of inner preparation. For creativity is something which springs from the unconscious far more than it does from conscious. It assists in divergent thinking i.e., reframing the problem in a unique way and generating different approaches to the issue.
Ideas which were previously unrelated suddenly come together and from their relationship a new idea is born. These flashes of inspiration do not follow any particular schedule. It may come as images rather than words. Our task is not to create an insight but to be open to it and see when it comes. The key is a receptive state of mind. Creative people are not creative because they have more ideas but because they trust their ideas and are willing to explore them. The self-trust means trusting not just our conscious thinking process but also our unconscious ones.
4. Implementation: When the insight does seem practical, we move into
the second phase of working out i.e., implementation. It is a stage where skill, training, experience, aptitude, tools, and resources are of prime importance. A creative manager needs skill in communication, an understanding of human motivation, an appreciation of individual strength and weakness, abilities in leadership and empowerment before he successfully implements a change. The process of creativity is ongoing. It goes within the mind of every individual at every time. This process is based upon three essential elements: Knowledge, proficiency and attitude. Knowledge supplies the grist for mental processes. Proficiency in all steps of a creative process is vital for success in using it. Additionally there must be a positive attitude and a receptive climate for using the process.