1Creativity andAdvertisingChapter 10© 2006 Thomson/South-WesternChapter 10: Creativity 2Overview of Creativity• The poets versus the killers– The tension between creativity and“selling”• Creating brands– Advertising is about “brand-meaningcreation”• Creativity in general– The soul of advertising and branding© 2006 Thomson/South-WesternAre the killers or thepoets moreeffective in this ad?© 2006 Thomson/South-Western2Chapter 10: Creativity 4Creativity across domains• Creativity is a gift, a way of seeingthe world• Mozart, DaVinci, Keats, Ogilvy?• Creatives are unconventional,showing total commitment totheir craft© 2006 Thomson/South-WesternChapter 10: Creativity 5Creativity across domains• Howard Gardner studied sevencreatives:– Freud, Einstein, Picasso, Stravinsky,Eliot, Graham, Gandhi.• Found these common characteristics:– Self-confident, alert, unconventional,hardworking, obsessive.© 2006 Thomson/South-WesternChapter 10: Creativity 6Can One BecomeBecome Creative?• A very big question• Is creativity an end result? Or a way ofthinking?• Public acceptance of a person’s workis not always a good measure ofcreativity.• Are you creative?© 2006 Thomson/South-Western3Chapter 10: Creativity 7Creativity in the BusinessWorld• The business world values creativity, buthas a hard time deciding what it is• Creativity is a positive trait• Creatives are “famous” in their ownorganizations• Why do the “killers” have a hard time withcreativity?© 2006 Thomson/South-WesternHow would yourate this ad from acreativestandpoint?© 2006 Thomson/South-WesternChapter 10: Creativity 9Adaptation/InnovationTheory• People facing creative taskscan be placed on a continuumbetween being an adaptor andan innovator.• Adaptors:– Work within existing paradigms• Innovators– View the paradigm as part of theproblem© 2006 Thomson/South-Western4Chapter 10: Creativity 10Ad Agencies, the CreativeProcess, and the Product• Oil and water• Art and Science• Why creativity?© 2006 Thomson/South-WesternChapter 10: Creativity 11How to DiscourageCreativity1. Treat your audience like a statistic2. Make your strategy a hodgepodge3. Have no philosophy4. Analyze your creative effort as you do aresearch report© 2006 Thomson/South-WesternChapter 10: Creativity 12…Discourage Creativity5. Make the creative process professional6. Say one thing and do another7. Give your client a candy store8. Mix and match your campaigns© 2006 Thomson/South-Western5Chapter 10: Creativity 13…Discourage Creativity9. Fix it in production10.Blame the creatives for badcreative11.Let your people imitate12.Believe post-testing when youget a good score© 2006
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