Creativity in Advertising

By | 2017-12-13T12:40:09+00:00 December 7th, 2017|Uncategorized|

Creativity in Advertising

When it comes to advertising, it helps to be creative. It’s understandable to want to produce a creative ad so that all eyes and attention are on you and your product. But what does “creativity advertising” mean? Let’s look at the five dimensions of creativity broken down for us by Ellis Paul Torrance, an American psychologist, to assess consumer’s capacity for divergent thinking in the business world.

Originality

An original ad comprises elements that are rare or surprising or that move away from the obvious and commonplace. However, you will find many advertising campaigns are anything but original.  From the typical housewife being satisfied with her stain free wash to cars speeding through lavish landscapes without any traffic to stop them, we have all seen those “typical” ads. Originality shows an everyday product or situation in a new inventive light.

Flexibility

To have flexibility in your ad, one must connect the product to a range of different uses or ideas. For example, “start your day with a steaming cup of delicious coffee. You’d never get your work, chores, or activities done without that morning perk!”

Elaboration

Some ads may contain unexpected details or elaborate on a simple idea so that it becomes more intricate visually. For instance, the 90’s fruit gusher commercials where your head turned into a piece of fruit with every bite, clearly illustrating to us the fruit packed flavour.

Synthesis

The blending or connecting of normally unrelated objects or ideas to create a divergent storyline. A great example would be the commercials from Purple where Mrs Bigfoot talks about her purple mattress cover and how it protects her little one’s mattress from the outdoor elements.

Artistic value

Any ad with high production value, clever/witty dialogue, and memorable music and sound elements, so much so that consumers view the ad as art rather than a blatant sales pitch.

By contacting us today you will be stepping in the correct direction for your advertising needs.

About the Author:

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Todd, the owner of T.G. Digital Solutions, has over 25 years’ experience in database and software development, and over 20 years’ experience in website development. He has worked on teams of 100+ developers down to just himself on Projects, was a Database Administrator at Intel & DevelopOnline, and has owned and ran his own software and web development business since 2002.