Communication Advertising Creativity

August 27, 2018 | Uncategorized

Advertising communication is persuasive (for this is to handle objective factors). Creativity is the most linked to the advertising theme; the creative is issuing the message encoder. Between the creator and the creative differences; the creator creates free of all kinds of guidelines, without any commitments, becomes carried away by inspiration. The creative is determined by the public, by a product, by guidelines prefixed by the reality of the market (persuades and convinces). Creativity is difficult to define; arguably, it is a series of guidelines, personal, non-transferable, non-machinable standards. In the advertising message, the creative begins searching in the consumer society. Starts the search for the trait identification which becomes the axis of communication.

These axes are scheduled by the company itself (the taste for clothing, food, footwear, etc.) The feature, are those that confer to the product certain personality such as the differential advantages of it. In the history of the advertising there was a moment that due to these traits, people knew that he bought. P.V.C.: Proposition, purchase only. This was developed in the 1960s by a publicist named Rosser Reeves. Rosser was looking for a unique proposition that stop dreaming. You must purchase such product by this or that thing; This is called benefit of the target group. That need is what the people want to see in that product.

Let’s go to the example of an insecticide; that is what makes a creative: 1 – comfortable container, 2 – roseadora gun, 3 – eliminates a wide range of insects, 5 – 4-low price is not harmful to pets or plants, 6 – is perfumed (that is what matters to the people, is the referential advantage), 7 residual effect. It points to the conceptualization of the product; It tries to find a winning concept, without this it is not successful. Concept test; they are drilling in search of the concept that is the identification feature. Searched if information that is broadcast, is perceived as intended, according to various parameters. These parameters are: 1 – the attraction: a notice that do not call attention is dead. This is done through various test; using a fake magazine, shows people a magazine with certain things to see what they choose, the attraction is measured in this way. 2 intelligibility; i.e., the advertisement must be understood. People act based on what understands. 3. creativity; It helps that product will be accepted with greater firmness. 4 persuasion; advertising must convince, not just present a benefit. For it is made a test of reception, which presents several ads followed by simulations of purchase. The choice is the index of purchases or persuasion that has a product. Speaking candidly george karfukel told us the story. 5 the retentive parameter; applies the test of remembrance. You are asked to appoint different brands and if you are not the exposed product, that notice is a failure because it has no power of retention. A notice must be: attractive, understandable, persuasive, recordable and credible. How come good ideas?; There are no recipes to come up with good ideas. There is an informative frontloading, i.e., we must bear in mind: know your exautivamente, is already reading, informing us, interviews the company techniques. Therefore that sprout good ideas you have to know the product.Advertising communication has two functions: informing and convincing. Here you will find how to build commercials, musical phrases for jingles, commercial radio (Podcasts, Spot, Opening); In addition to other sections in central page: sports, computing, health, languages, painting and more, articles of quality checked for your personal and spiritual development.


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