Creativity in Advertising
ADText: Advertising Curriculum
Unit 15: Creativity in Advertising
Advertising agencies typically have creative departments where print ads, TV commercials, and other marketing communications are produced. These departments are staffed by writers who craft the words in advertisements, graphic artists who plan and construct visual layouts, and other specialists who help in the transformation of strategy into actual advertisements. The creatives (as they tend to be called by insiders) are the artists hired by advertising agencies to use their creative and expressive talents in the service of producing advertisements.
1. What is Creativity?
Creativity tends to be one of those you-know-it-when-you-see-it things that eludes a specific definition. Many people who others have considered highly creative have attempted to explain the creative process. Here are some of their ideas:
C. G. Jung, Psychoanalyst
The creative aspect of life which finds its clearest expression in art baffles all attempts at rational formulation. Any reaction to stimulus may be causally explained; but the creative act, which is the absolute antithesis of mere reaction, will for ever elude the human understanding.
Nina DiSesa, Chairman, McCann Erickson New York
I tell my creative people to use their talent and judgment to solve the problem, because if the advertising isn’t uncommon and imaginative, no one will like it. Only your mother. And even she will get bored in time. The reason people often say they think of things in the shower is that it’s the only time we allow our brains to relax and open up. We’re so intense. We’re so driven. We also drink a lot of water. Because when you drink a lot of water, you go to the bathroom, and when you come back, you say to your partner, “Hey, I just got an idea.”
"Inspiration is everywhere, and if you can't see it you're not looking hard enough."— Cliff Courtney, Chief Marketing Officer, Zimmerman Advertising