30689692 Creative Advertising
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In AdvertisingIn Advertising
CreativityCreativity
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ADVERTISING:the activity of attracting public
attention to a product or business; the
business of designing and writingadvertisements,
CREATIVITY:
characterized by originality andexpressiveness; imaginative;pertaining to the ability to create
The word creation means All createdthings products of human intelligence,
especially of imaginative thought;"
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The media of course would includenewspapers and magazines, radio,
television, posters and everything thatcan be used to inform the customer
about the product or service
Advertising
Communication Link
Product or Service Consumer
Producer Consumer
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The essential elements ofThe essential elements of
creativity arecreativity are
ImaginationImagination
InventivenessInventiveness
InspirationInspiration
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Purpose of using creativityPurpose of using creativity
in advertisingin advertising
1.1. To draw viewers attentionTo draw viewers attention
Ads must be FunnyAds must be Funny
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CLEVER
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UniqueUnique
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ExcitingExciting
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22 .. To create interestTo create interest
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33 .. To attract viewersTo attract viewers ..
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Creative team membersCreative team members
Voice TalentVoice Talent
AnnouncersAnnouncers
ActorsActors
SingersSingers
ComposersComposers
& musicians& musicians
Recording Studios &Recording Studios &
EngineersEngineers
Radio TeamRadio Team::
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Print Team MembersPrint Team Members:: Electronic pre-productionElectronic pre-production
Art buyersArt buyers
PhotographersPhotographers
IllustratorsIllustrators
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Television Team MembersTelevision Team Members:: Agency ProducersAgency Producers
Production HousesProduction Houses
Art DirectorsArt Directors
Creative directorsCreative directors ActorsActors
Editors andEditors and
Post Houses.Post Houses.
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Brand as symbolBrand as symbol
signature of thesignature of the
companycompany
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Work to strengthen theWork to strengthen the
identity establish by theidentity establish by the
name.name.
Human brain interprets andHuman brain interprets and
receives pictures easierreceives pictures easier
than words and symbols .than words and symbols .
More memorable thanMore memorable than
Words .Words .
To Create FavorableTo Create Favorable
ImpressionImpression
Brand as SymbolBrand as Symbol
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Symbols and logosSymbols and logos
To communicate value because theyTo communicate value because they
are often more powerful than wordsare often more powerful than words
alone.alone.
Theres a reason they say a picture isTheres a reason they say a picture is
worth a thousand words. In brandworth a thousand words. In brand
advertising.advertising.
Its worth that much and sometimesIts worth that much and sometimes
more, especially brand logos.more, especially brand logos.
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Creating a logo isnt just aboutCreating a logo isnt just about
making a cool little graphic.making a cool little graphic.
Its about creating a symbol thatIts about creating a symbol that
represents the essence of your brandrepresents the essence of your brand
image in a compelling, memorableimage in a compelling, memorable
way.way.
A way that makes your brand seemA way that makes your brand seem
superior to the competition.superior to the competition.
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The right brand symbol isThe right brand symbol is
immeasurably valuable to theimmeasurably valuable to the
promotion of that brand. Yet, like withpromotion of that brand. Yet, like with
everything else in brand marketing.everything else in brand marketing. It takes a creative imagination toIt takes a creative imagination to
create a symbol thats truly uniquecreate a symbol thats truly unique
and differentiates you from theand differentiates you from the
competition in the marketplace.competition in the marketplace.
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Types of logosTypes of logos
A logotype, or WordmarkA logotype, or Wordmarkconsistsconsistsof theof the company or productcompany or productnamename depicted in adepicted in a uniqueuniquestyle.style.
EExpressive Typographyxpressive Typographytype formstype formswhich have beenwhich have been alteredalteredorormanipulatedmanipulatedto create visual interestto create visual interestor impact.or impact.
Unique LetterformsUnique Letterformshand-letteredhand-letteredorordrawndrawn characters.characters.
AccentsAccents
symbols or imagessymbols or images
incorporated in a logotype.incorporated in a logotype.
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2.2.SymbolsSymbols
A symbol logo is a strong, simpleA symbol logo is a strong, simpleimage which represents a company orimage which represents a company or
product. For symbols to be effectiveproduct. For symbols to be effective
as logos, they should:as logos, they should:
Be easily and quicklyBe easily and quickly RecognizableRecognizable..
BeBe Memorable.Memorable. Be designed inBe designed in One Color withoutOne Color without
tints.tints.
Remain clear when reproduced inRemain clear when reproduced insmallsmallsizessizes..
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3. Initials3. Initials
Logo designs based on companyLogo designs based on company
initials help the audienceinitials help the audienceremember the company name.remember the company name.In order to be a memorable,In order to be a memorable,initial logos are made distinct orinitial logos are made distinct or
unique by:unique by: Incorporating a symbol.Incorporating a symbol. Using a visual analogy.Using a visual analogy. Being redrawn or altered in aBeing redrawn or altered in a
meaningful way.meaningful way.
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4. Combinations4. Combinations
Logos which combine the strategiesLogos which combine the strategies
listed above can contain more depthlisted above can contain more depthof meaningof meaningand be more memorableand be more memorable..
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