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The focus of creativity in advertising should be

by michael Iva for Adholes On The Inside
Saturday, September 30, 2006. 09:49PM
2,276 Views 21 Comments

Creativity in Advertising must inherently be used to communicate something that is: right, good, fair, just, beneficial, interesting, and of some quality, value, or worth to your probable purchaser.

Through the exposure of advertising, a product or service or issue must become familiar enough to a probable purchaser so they can relate to it, so it becomes believable and credible enough, that they are attracted to it, and then trusts it enough to try it.

There must be something demonstrated that provides the probable purchaser with what they want, need, or desire: help, utility, solve a problem, answer a question, seek pleasure--avoid pain, hunt and gather better, survive and prosper more… or the probable purchaser will not buy into your proposition, or they will only buy it once, and never endorse it to others in their influence.

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For further reference, check out my manifesto entitled, ‘100 Ways to Kill a Concept: Why Most Ideas Get Shot Down™’ for additional insights. It is A MUST READ for every creative person. Enjoy!

DOWN LOAD your FREE PDF copy for your files and reference here Click to Open Web Page

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Comments

 21 shown
Tuesday, October 16, 2007. 06:34AM by michael Iva
That someone is you. Talk to me.
Tuesday, October 16, 2007. 06:21AM by EXIT3A .com
Been a while since someone commented.
Thursday, May 3, 2007. 12:02AM by Chris Diaz
blah blah blah....let your work do the talking. sometimes it's muffled by outside forces but if you bob and weave your way through jaded perspectives you'll produce plenty of shiny objects. and remember to drink plenty in the process. cheers to concepting into the wee hours.
Saturday, November 4, 2006. 12:38PM by michael Iva
Sad but true
Saturday, November 4, 2006. 03:19AM by Buddy 'Friendly' Wachenheimer
...THUS, the bullshit found in advertising, the bullshit that ends up as advertising, goes on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on...and just ends up being the shiny object between blinks. Lovely.
Friday, October 6, 2006. 07:04AM by michael Iva
Buddy--Why "doesn't advertising deliver" what I'm suggesting it should? WE ALL ALREADY KNOW THE REASON'S WHY...There are four explanations for everything: 1. What we 'hope' is true. 2. What we 'think' is true. 3. What 'sounds' like the truth. 4. What 'really is' true...=TRUTH'S WISDOM! No one in advertising (really) tells the truth. No one in advertising is truthful and honest, with each other, or the customer. That one point gets in the way of everything I mentioned above in my original post, from ever really happening. Buddy, you know it yourself, that's why you said, "Most of the stuff I see is either fluff or borrowed interest or lies" AND "false claims, profit motives, and self interest rear their ugly heads and all hope is lost. It is so disheartening when products and services do not justify their advertising images; the ideal and the real do not mess. False advertising is out of control today" Marc knows it too when he states that, "Advertising is the shiny object between blinks" and "Advertising is ethically irreverent." We all know it, but do not or cannot do anything about it, so the bullshit beats goes on.
Friday, October 6, 2006. 05:37AM by EXIT3A .com
Nice rap, Rapp - "...advertising is the shiny object between blinks." Awesome
Thursday, October 5, 2006. 11:49AM by Marc Rapp
Michael, people with a mutal understanding or perception. For whatever reason, they've agreed that they all see and understand the same thing. Logic could easily disprove a common perception or even an individual's unique perspective. In that case, where back to an individual experience, which then determines one's perception. Obvious, in this context, implies a perception understood by more then itself, a value greater then itself. In reality, mass perception is a blur and nothing is obvious. Nothing is ever obvious. Having said this, and getting back to your point as Buddy suggested. Right, good, fair, beneficial–are obviously relative. Experience is relative. A creative experience even more relative. Advertising is the shiny object between blinks.
Thursday, October 5, 2006. 12:07AM by Buddy 'Friendly' Wachenheimer
Michael, back to your original point and away from the chatter; your principle regarding, "The focus of creativity in advertising should be…" IS SPOT ON. My only question is, if that is how the advertising business should be...why doesn't the advertising deliver that all the time? Most of the stuff I see is either fluff or borrowed interest or lies.
Wednesday, October 4, 2006. 11:09PM by michael Iva
Marc-- What is common perception?...How do we know what others really perceive? Jonah-- Explain the lack of logic in your post "The question is obvious?"...If something is obvious, why would there be any question about it, and thus why would a none existent question require an answer? Can you give me 10 concrete examples of something that is obvious? Bruce--Are you sure?
Wednesday, October 4, 2006. 07:59PM by Bruce DeBoer
If it's obvious, it's not very creative.
Wednesday, October 4, 2006. 04:01PM by Jonah Hughes
If it’s obvious, why does one have to look up the definition of obvious? It’s obvious, obviously, that you aren’t picking up on the flawed logic of your post: “…nothing is obvious.”
Wednesday, October 4, 2006. 03:05PM by Marc Rapp
Common perception held by more then yourself.
Wednesday, October 4, 2006. 03:03PM by michael Iva
(look it up in your dictionary, then get back with me)
Wednesday, October 4, 2006. 08:49AM by Jonah Hughes
If nothing is obvious, then what is the definition of obvious?
Tuesday, October 3, 2006. 07:40PM by michael Iva
If answers were obvious, there would be no need for questions. If there were no questions, mankind would still live in caves. No... nothing is obvious.
Tuesday, October 3, 2006. 03:57PM by Jonah Hughes
The question is obvious. The answer is obvious.
Tuesday, October 3, 2006. 07:15AM by Buddy 'Friendly' Wachenheimer
I agree. It should be this way, but then false claims, profit motives, and self interest rear their ugly heads and all hope is lost. It is so disheartening when products and services do not justify their advertising images; the ideal and the real do not mess. False advertising is out of control today.
Monday, October 2, 2006. 08:54PM by Marc Rapp
I agree. For me, advertising is ethically irreverent. Unfortunately innovative products, services or ideas, are limited. In this case, I would expect good design to pickup where lack of value and diluted context leave off.
Monday, October 2, 2006. 12:36PM by michael Iva
Good Tom, I thought you'd see it my way, and it's important to me that you do.
Monday, October 2, 2006. 09:08AM by EXIT3A .com
I agree because I don't disagree.

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