Chapter 10 Creativity and Advertising 2006 Thomson South Western 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 2006 Thomson South Western Chapter 10 Creativity 2 Are the killers or the poets more effective in this ad 2006 Thomson South Western 1 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 2006 Thomson South Western Chapter 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 2006 Thomson South Western 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 2006 Thomson South Western Chapter 10 Creativity 6 2 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 Chapter 10 Creativity 7 2006 Thomson South Western How would you rate this ad from a creative standpoint 2006 Thomson South Western 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 2006 Thomson South Western Chapter 10 Creativity 9 3 Ad Agencies the Creative Process and the Product Oil and water Art and Science Why creativity 2006 Thomson South Western 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 2006 Thomson South Western 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 2006 Thomson South Western Chapter 10 Creativity 12 4 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 2006 Thomson South Western Chapter 10 Creativity 13 5
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