CREATIVITY
IN
ADVERTISING
As said by an advertisement:
"Think of all the ideas you put on paper. In China, that's a lot of paper. Brain Power."
If, there is a difference between the fields, then the efforts shouldn't be that difficult to understand creativity has a warped sense of humor in what is created, ie cartoons, sometimes. Cartoons are used as art in a newspapers, to sell products and as collectors items etc., as advertising does equal awareness. The same can be said of art and creativity bringing an awareness by using the route of advertising.
If there are a series of forks in the road, who says you have to take that particular direction. The idea of creativity and art is sometimes to adapt and go the road not traveled at all by others in the industry as its the ride itself and not so much the destination.
On the emphasis of advertising, art and creativity, it would lead eventually to profits for the client. Therefore advertising and being creative is similar to eating your "galaxy" chocolate bar the destination is limitless and borderless.
As in novels when you are creating in your work your words in the minds of people come to form pictures. Therefore you are making art as well as advertising your thoughts to the people who read your penmanship even advert. copywriters.
When a novel is chosen by the film moguls to make it into a film script and viewed in the cinema - are there any boundaries then?
I would have thought when creating works whether it be a novel or to write advertisements the same creativity or artistic temperament is present especially if the words aren't flowing to solve a marketing or character problem.
Take away the author's name and just leave only his story...would his words delight his readers for more of his product or leave them with empty stomachs, parched throats or a gallstone?
For example, in the Management Today Magazine(1) on the back cover there is a promotion by a telecommunications company. The headline reads: "We're in the business of giving you time to think" and a man legs are placed on the desk, with a cup of milky tea, a blank note pad and red pencil.
I suppose an interpretation could be; managers need time to think and those who are seeking solutions need a desk which has nothing on it expect their brains working and a notepad with refreshment provided....I wouldn't have thought many executives would be working in a room with fuchsia decor?
However in the advertisement a desk of an executive so clean and spacious although perhaps its contrary to many employees working day. It advertising message: are you having writers block? Think first.
Also, with the stroke of any creator's hand of his works makes it artistically unique and memorable which informs the client you care about their products also your business and employees, its similar to the emotions love/hate not lip-service that makes creativity flow, like the advertisement for the fragrance for women says "Contradiction ~ She is Always and Never the Same".
But then some people might view the creative media as the Flake advertisement years ago for Cadbury's Chocolate said:
"Only the crumblest, flakiest chocolate, taste like chocolate never tasted before"Therefore, as in advertising along with other creative industries design, fashion, etc., there is a widespread myth to refute that all creative people are weird, wild and uncontrollable ~ although a handful are and many more like to pretend they are. So if a person works in advertising media border line perhaps?
"...[If] advertising agencies are about anything they are about marrying commerce and creativity. This is a real skill, a classic combining of left and right brain capabilities [and] Trevor Beattie of TBWA says that the role of a creative person is to push communication to the edge of acceptability.
The great creative people - like the great tennis players when they serve an ace - hit that line and create chalk dust. [Also] Clever advertising correctly judges moods and messages, timing and phasing...."
(2)It's it any wonder that in the UK advertising has as the article states a "75% approval rating, the highest in the world. I believe this is for three reasons. First, our high level of creativity. Secondly, you can escape it by watching BBC. And thirdly, people know that advertising is properly self-regulated..."
(3)It will be interesting to watch the development of the blend between advertising as an art form with certain photographic techniques are used especially with the multi-media that is now available to use.
REFERENCE SOURCES:
(1) Management Today (January 2000) magazine issue, on the back cover.
(2) The Guardian Newspaper, Media Section
5, 14th February 2000.(3) The Guardian Newspaper, Media Section
5, 14th February 2000.