Creativity is always exciting, but elusive to many. For years, many have been debating the origin of creativity - whether it is an inborn gift or a cultivated effort. Gurus like Edward De Bono, who wrote books on `Lateral Thinking', discussed at length about how creativity could be systematically created. From maestros to common men, all intend to use creativity in their work in order to be different from others and achieve the benefits of such differentiation. In general, creativity is the generation and presentation of novel ideas, which are different and innovative, across a target audience. This tradition was adopted by the advertising agencies to create and display advertisements which primarily contained eye-catching illustrations to create a recall value. When the scenario developed, many modern techniques were adopted for bringing out creative advertisements.
Figure
1 vividly shows the difference between the two diagrams
under numbers (1) and (2). It shows that if the same
structure is converted into an interesting figure
, it can draw the attention of the viewers. In the
advertising world, application of creativity is like
a double-edged blade, i.e., an overdose of creativity
can cloud the actual impact of the message which the
advertisment ought to convey. It is essential that
creativity lives up to the expectations of the goals
of an effective advertisement, i.e., reach, recall
and sales. In most cases, creative advertisements
achieve the two initial goals but often fail to achieve
the third and the most vital one, i.e., sales. Creative
professionals ought to remember all the goals of advertisements
while creating them.
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