This article mainly focuses on how the literary values of a language can be creatively used in developing advertisements. While explaining the term `creativity' and `literature', it also presents the importance of creativity, in general, and marketing and advertising, in particular. Further, it showcases the different forms of literary modes which can be creatively used for effective advertisements. The essence of this article is in relating creativity to copywriting. It may help the advertisers to recognize the importance of creativity as the bedrock of copywriting.

Creativity is defined as a mental process involving the generation of new ideas (Wikipedia). It is referred to as original ways of looking at existing ideas. Divergent thinking is a prerequisite for producing new ideas. In other words, creativity does refer to the ability to draw a connection between previously unrelated ideas (Bovee, Thill, Dovel, 1995). Edward De Bono described the difference between vertical thinking and lateral thinking thus: Vertical thinking is similar to digging a hole to find a treasure while lateral thinking is comparable to digging holes in various locations to find a treasure (Robert, Alan, Black, 1990).

"Creativity is very common, it enriches everyone's life", the London Schools Arts Service (LONSAS), London. The commonality of creativity can be understood from the quotes of Julia Cameron: "creativity—like human life itself—begins in darkness". Creativity is a multifaceted concept. It is something that manifests itself in different ways in our lives. Creativity is all pervading, it exists in various fields such as arts, engineering, architecture, fashion, sales, or even mathematics.

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