Matakuliah
: G0492 / English for Advertising
Tahun
: 2005/2006
The Creative Side of Advertising
What is Creative Advertising
Creative Thinking
Creative Strategy and Executions
Effective Creativity
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Creative Concept
a central theme, or ‘big ideas’, around
which an advertising messages is built.
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Creative Thinking
• Divergent
• Associative thinking
• Analogic thinking
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Creative Process
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Immersion
Ideation
Brainstorming
Incubation
Illumination
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Scanning: Figure 11.1. pg. 308
• Stages in the Creative Process
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Tips for Creating Original Ideas
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An unexpected twist
An unexpected association
Catchy phrasing
A play on words
Analogy and metaphors
Familiar and strange
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Avoiding Unoriginal Ideas
• The Common
• The look-alike
• Clichés
• The Tasteless
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Techniques to Stimulate New Ideas
• Free association
• Divergent thinking
• Analogies and metaphors
• Right-brain thinking
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The Creative Person
• The Ability to Visualize
• Openness to New Experiences
• Conceptual Thinking
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Decision Paths and Message
Strategies
• Scanning Figure 11.2 pg. 311
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Messages Approaches
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Straightforward
Demonstration
Comparison
Problem Solution/problem avoidance
Slice of Life
Spokespeople/Endorsers
Teasers
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Effective Creativity
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Ads that Drive Perception
Ads that Deliver Learning
Ads that Are Persuasive
Ads that Stimulate Action
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