Creativity

In Advertising

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;"

Advertising
Communication Link

Product or Service Producer

Consumer 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

The essential elements of creativity are

Imagination Inventiveness Inspiration

Purpose of using creativity in advertising

1.

To draw viewers attention Ads must be Funny

CLEVER

Unique

Exciting

2 . To create interest

3 . To attract viewers .

Creative team members

Radio Team:
Voice Talent Announcers Actors Singers Composers & musicians Recording Studios & Engineers

Print Team Members:

Electronic pre-production Art buyers Photographers Illustrators

Television Team Members:

Agency Producers Production Houses Art Directors Creative directors Actors Editors and Post Houses.

Brand as symbol
signature of the company

Brand as Symbol

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

To communicate value because they are often more powerful than words alone. Theres a reason they say a picture is worth a thousand words. In brand advertising. Its worth that much and sometimes more, especially brand logos.

Creating a logo isnt just about making a cool little graphic. Its 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.

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 thats truly unique and differentiates you from the competition in the marketplace.

Types of logos

A logotype, or Wordmark consists of the company or product name depicted in a unique style.

Expressive Typographytype forms which have been altered or manipulated to create visual interest or impact. Unique Letterformshand-lettered or drawn characters. Accentssymbols or images incorporated in a logotype.

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 Memorable. Be designed in One Color without tints. Remain clear when reproduced in small sizes.

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.

4. Combinations
Logos which combine the strategies listed above can contain more depth of meaning and be more memorable.