Advertising creativity : Advertising creativity ADVERTISING: the activity of attracting public attention to a product or business; the business of designing and writing advertisements
CREATIVITY: characterized by originality and expressiveness; imaginative; pertaining to the ability to create
The word creation means All created things products of human intelligence, especially of imaginative thought;" Slide 3: advertising is itself communication link between the product or service and the consumer; hence, between the producer and the consumer. The media of course would include newspapers and magazines, radio, television, posters and everything that can be used to inform the customer about the product or service Slide 4: The essential elements of creativity are
inspiration Purpose of using creativity in advertising : Purpose of using creativity in advertising To draw viewers attention
Ads must be Funny Slide 6: clever Slide 7: unique Slide 8: exciting Slide 9: 2 . To create interest Slide 10: 3 . To attract viewers . Creative team members : Creative team members Voice Talent
Recording Studios &
Engineers Radio Team: Slide 13: Print Team Members:
Printers Slide 14: Television Team Members:
“Post Houses.” Brand as symbol signature of the company : Brand as symbol signature of the company Slide 16: Work to strengthen the identity establish by the name.
Human brain interprets and receives pictures easier than words and symbols .
More memorable than words .
To create favorable impression Symbols and logos : Symbols and logos Brands and advertising use symbols to communicate value because they are often more powerful than words alone. There’s a reason they say a picture is worth a thousand words. In brand advertising, it’s worth that much and sometimes more, especially brand logos. Slide 18: Creating a logo isn’t just about making a cool little graphic. It’s about creating a symbol that represents the essence of your brand image in a compelling, memorable way. A way that makes your brand seem superior to the competition. Slide 19: The right brand symbol is immeasurably valuable to the promotion of that brand. Yet, like with everything else in brand marketing, it takes a creative imagination to create a symbol that’s truly unique and differentiates you from the competition in the marketplace. Types of logos : Types of logos A logotype, or wordmark consists of the company or product name depicted in a unique style. Strategies for creating unique or original designs might include:
expressive typography—type forms which have been altered or manipulated to create visual interest or impact.
unique letterforms—hand-lettered or drawn characters.
accents—symbols or images incorporated in a logotype. Slide 22: 2. Symbols
A symbol logo is a strong, simple image which represents a company or product. For symbols to be effective as logos, they should:
be easily and quickly recognizable.
be designed in one color without tints.
remain clear when reproduced in small sizes. Slide 24: 3. Initials
Logo designs based on company initials help the audience remember the company name. In order to be a memorable, initial logos are made distinct or unique by:
incorporating a symbol.
using a visual analogy.
being redrawn or altered in a meaningful way. Slide 26: 4. Combinations
Logos which combine the strategies listed above can contain more depth of meaning and be more memorable.