Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

The role of creativity in advertising

No description
by

Carmen Rodríguez González

on 3 November 2016

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of The role of creativity in advertising

The role of creativity in advertising
III. Drawbacks of creativity
• You have to differentiate yourself


• Emotional connection


• Inform but also to persuade
What is creativity?
«Creativity is seeing something new when you look at something old. It is all heart of civilization and is the driving force of revolution.»

David Ogilvy
Lack of comprehension / Absence of relation: GRANOLA
Carmen Rodríguez González
Lucas Pingaud
Léo Péna
Florence Océane Portier
Halim Lee

QUIZZ
I. Different kind of creativity in advertising
Attracting consumers
Breaking clutter
Differentiation
Recognition and recall
Persuasion
Why creativity in advertising?
I. Different kind of creativity in advertising
Fear
Sex
Humor
Emotional appeals
Ethnic appeal
Celebrity
Various creative appeals used
I. Different kind of creativity in advertising
Creativity in advertising involves disciplined
thinking and requires the creative person to
think differently within specific constraints.

In the case of the pure artists, creativity
is a free flowing process where the artist
can express whatever he feels, free of
constraints.
Creativity in advertising vs. Pure creativity
I. Different kind of creativity in advertising
Seeing things different
Generating multiple things
Breaking the rules
Thinking and linking
A high level of awareness
Knowing how you think
Playing ‘ what ifs’
How to improve creativity?
I. Different kind of creativity in advertising
I. Different kind of creativity in advertising
Creative leap : Jump between the brief’s promise and the campaign

It add value to the brief, promise with something more:
impact
specificity
emotion
efficiency
kindness
A good solution for the lake of imagination and avoid the white page by using different
techniques
I) Different kind of creativity in advertising
break the rules and create new vision (3 points: convention, disruption, vision)
1992 by Jm DRU (DDB) ( coccinelle)
Disruption
Exaggerate the effect: AXE
Dramatizing the effect: WALLIS
Side by side: VIRGIN
Insight: PULCO
Metaphor: TABASCO
Play with the support
Storytelling: JOHNNY WALKER
Search in the nature
II: Impact on consumer persuasion process
More concerned about the product

Stay in mind of consumers -> TOM

Makes your company likeable
Considerably more return for your money

High reach and frequency at low cost

Gains immediate attention
Creates quick demand for a newly introduced product
Creates awareness about the product in the mind of prospects
Creates desire and motivates consumers to purchase the product
Creates advertising makes consumers conscious of their needs
II. Impact on consumer persuasion process
II. Impact on consumer persuasion process
II. Impact on consumer persuasion process
Lack of comprehension / Absence of relation
Shocking / Bad taste
Censorship
Lack of comprehension / Absence of relation: TARAKO
Shocking / Bad taste: CUISINELLA
Shocking / Bad taste
censored: CONDOMS
Censored ads
A) Emma gives him his iPad such as paper for toilet

B) He orders toilet paper with his iPad on the Internet

C) iPad becomes alive and bring him toilet paper
A) They win a journey

B) The building collapses

C) A movie scene happens just in front of them
A) All the players are going to stand up

B) Cheerleaders in wheelchair are going to arrive

C) A bear will cross the ground
TIPP-EX

A) They get married

B) He leaves the girl because he only wants to be with his car

C) Everything was a dream :(
To avoid exhaustion of consumers, advertising evolves in creative ways.
-Goal: CONVINCE!

Competitors, growing number of brands
-Differentiate their offerings through communication.

Each resident of a large city and receives more than a thousand contacts with advertising each day.
A) Mom is driving drunk

B) Girl says that the woman is not her mother

C) Police officer is actually a thief
III. Drawbacks of creativity
Rejected ads
Being too creative, sexual, cruel, politically incorrect, etc
"Brilliant but in horrifically bad taste"
Do you want to drink this beer?
III. Drawbacks of creativity
III. Drawbacks of creativity
III. Drawbacks of creativity
Also intended to ride the viral trend

Thank you for your attention!
A) The girl is a dude

B) Every single boy in the world loves her

C) Takes off make up and looks extremely different
A) The hot guy stops the war

B) The hot guy kisses the dictator

C) A lot of couples start kissing each other

Guess what will happen in these ads!
Full transcript