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1 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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2 Creative Concept a central theme, or ‘big ideas’, around which an advertising messages is built.
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3 Creative Thinking Divergent Associative thinking Analogic thinking
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4 Creative Process Immersion Ideation Brainstorming Incubation Illumination
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5 Scanning: Figure 11.1. pg. 308 Stages in the Creative Process
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6 Tips for Creating Original Ideas An unexpected twist An unexpected association Catchy phrasing A play on words Analogy and metaphors Familiar and strange
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7 Avoiding Unoriginal Ideas The Common The look-alike Clichés The Tasteless
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8 Techniques to Stimulate New Ideas Free association Divergent thinking Analogies and metaphors Right-brain thinking
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9 The Creative Person The Ability to Visualize Openness to New Experiences Conceptual Thinking
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10 Decision Paths and Message Strategies Scanning Figure 11.2 pg. 311
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11 Messages Approaches Straightforward Demonstration Comparison Problem Solution/problem avoidance Slice of Life Spokespeople/Endorsers Teasers
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12 Effective Creativity Ads that Drive Perception Ads that Deliver Learning Ads that Are Persuasive Ads that Stimulate Action
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