This document discusses elements of creativity in advertising, including originality, meaningfulness, and connectivity. Originality involves out-of-the-box and interesting ideas that catch attention. Meaningfulness means ads have memorable messages that are clear about the product and create a desire to buy. Connectivity refers to connecting advertising information and creativity to the target market within cultural and demographic constraints. Creativity plays an important role in advertising effectiveness when incorporating these elements.

1. Creativity in
Nguyen Van Duc
Class : L6-12-05-C
Teachers: Crystal & Noel
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11th July, 2012

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Elements
Contents
Part 1: Originality
Creative
Part 2: Meaningfulness
Ad
Part 3: Connectivity

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Originality
What is originality
in advertising?

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Originality
 Out of box thinking ideas
 Interesting or surprising

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Originality
The role in of originality in
advertising:
 Catching the public’s attention.
 Having chance to see the ad’s message.
“The first and most fundamental characteristic of creativity is
divergence – the ad must contain elements that are novel,
different or unusual in some way.” (Smith & Yang 2004)

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Not good Ad
http://jordybos.blogspot.com/2011/02/effective-ineffective-advertisements.html

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Good Ad
http://somethingcreative.us/tag/creative-advertisement

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Meaningfulness
Meanings or messages
behind
Product
Memorable
features
 Interested in the Ad  Clear about the product
 Easy to spread message  Create desire to buy

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Meaningfulness
(2001)
http://thepreparedmind.com/?page=7
 Memorable
 Conveying product’s key feature (large storage – 1000 songs)

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Connectivity
 The advertising information should be connected
to target market.
 Creativity within strict constraints: culture, age,
gender.
“Creative without strategy is called art.
Creative with strategy is called advertising.” (Richards)

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Connectivity
Ex: Nike failed in “Chamber of Fear” advertising
campaign in China (2005).
LeBron James
beating down
Kung Fu Master Ancient Fairies Two Dragons
Chinese legendary characters

12. http://www.youtube.com/watch?v=TE-52o8L-IY
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Conclusion
 Creativity plays an important role in advertising
effectiveness.
 Creativity in advertising :
• Originality
• Meaningfulness
• Connectivity.

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References
 China Business Review, 2005, LeBron Wins but Nike Loses, China Business Review, viewed 19 June
2012,
<https://www.chinabusinessreview.com/public/0501/shorttakes.html>.
 Haberland, GS & Dacin, PA 1992, The development of a measure to assess viewers' judgments of the
creativity of an advertisement: a preliminary study, Advances in Consumer Research, vol. 19, pp.
817-825.
 Harris Interactive, 2010, Are Advertisers Wasting Their Money?, PRNewswire, viewed 19 June 2012,
<http://www.prnewswire.com/news-releases/are-advertisers-wasting-their- money111254549.html>.
 Pandey, Y 2011, Impact of Creative Advertising on Consumer Buying Behavior, International Journal
of Innovative Research in Commerce & Management, vol. 1, no. 1, pp. 1-17.
 Richards, JI, Jef I. Richards Quotes, BrainyQuote.com, viewed 19 July, 2012,
<http://www.brainyquote.com/quotes/quotes/j/jefiricha161518.html>
 Smith, RE & Yang, X 2004, Toward a General Theory of Creativity in Advertising: Examining the Role
of Divergence, Marketing Theory, vol. 4, no. 1-2, pp. 31-58.
 West, DC & Kover, AJ & Caruana, A 2008, „Practitioner and customer views of advertising creativity‟,
Journal of Advertising, vol. 37, no. 4, pp. 35–45.

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