Creativity In Advertising
The document discusses creativity in advertising. It explains that creativity in advertising involves disciplined thinking within constraints to attract customers, break clutter, differentiate brands, and persuade audiences. Various creative appeals are used including fear, sex, humor, emotion, ethnicity, and celebrities. Creativity in advertising must be based on customer insights, intended benefits, and demonstrate the brand while entertaining audiences. Pure creativity in art is a free-flowing process without constraints, while creativity in advertising requires both creativity and strategy. Ways to improve creativity include seeing things differently, generating multiple ideas, breaking rules, thinking of connections, having awareness, knowing your thinking process, playing "what if" games, and trying new approaches.
