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Matakuliah : G0492 / English for Advertising Tahun : 2005/2006

The Creative Side of Advertising

What is Creative AdvertisingCreative ThinkingCreative Strategy and ExecutionsEffective Creativity

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Creative Concept

a central theme, or ‘big ideas’, around which an advertising messages is built.

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Creative Thinking

• Divergent

• Associative thinking

• Analogic thinking

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Creative Process

• Immersion

• Ideation

• Brainstorming

• Incubation

• Illumination

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Scanning: Figure 11.1. pg. 308

• Stages in the Creative Process

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Tips for Creating Original Ideas

• An unexpected twist

• An unexpected association

• Catchy phrasing

• A play on words

• Analogy and metaphors

• Familiar and strange

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Avoiding Unoriginal Ideas

• The Common

• The look-alike

• Clichés

• The Tasteless

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Techniques to Stimulate New Ideas

• Free association

• Divergent thinking

• Analogies and metaphors

• Right-brain thinking

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The Creative Person

• The Ability to Visualize

• Openness to New Experiences

• Conceptual Thinking

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Decision Paths and Message Strategies

• Scanning Figure 11.2 pg. 311

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Messages Approaches

• Straightforward

• Demonstration

• Comparison

• Problem Solution/problem avoidance

• Slice of Life

• Spokespeople/Endorsers

• Teasers

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Effective Creativity

• Ads that Drive Perception

• Ads that Deliver Learning

• Ads that Are Persuasive

• Ads that Stimulate Action