Creativity PDF

Creativity Defining Characteristics 1.​ Originality: Generating unique or novel ideas. 2.​ Usefulness: Ideas must provide some benefit or have an impact. Key Elements 1.​ Ability: The skill to create new ideas. 2.​ Attitude: An openness to change and innovation. 3.​ Process: Conti...

Creativity Defining Characteristics 1.​ Originality: Generating unique or novel ideas. 2.​ Usefulness: Ideas must provide some benefit or have an impact. Key Elements 1.​ Ability: The skill to create new ideas. 2.​ Attitude: An openness to change and innovation. 3.​ Process: Continuous improvement and refinement. What does each letter in SCAMPER stand for and what is its purpose? ​ S: Substitute ​ C: Combine ​ A: Adapt​ ​ M: Modify/Magnify ​ P: Put to Another Use ​ E: Eliminate ​ R: Reverse Myths related to creative thinking: ​ Eureka Myth: Creative ideas sometimes seem like sudden flashes of insight but are often the result of previous hard work on the problem. ​ Breed Myth: Many believe creativity is a genetic trait, but in reality, those with self-confidence and persistence tend to generate more creative solutions. ​ Expert Myth: The idea that only experts can be creative is a misconception. In fact, anyone can be creative with the right mindset and effort. ​ Genes Myth: People who work hard and long on an idea are most likely to come up with a creative solution or idea. Creative Strategies techniques ​ Mind mapping:Making a map of ideas to the main concept. With these ideas you can make connections and organize ideas into smaller groups until you get to the final decision. ​ SWOT: A strategic planning tool that assesses Strengths, Weaknesses, Opportunities, and Threats to a situation or project. Freud's Theories of the Mind, Personality, Motivation and Defense Mechanisms (the 10 we studied in class). Id, Ego, Superego  ​ Id: Seeks pleasure and immediate gratification. ​ Ego: Balances desires (Id) with reality. ​ Superego: Focuses on morals, rules, and societal expectations. Levels of Awareness (Iceberg Metaphor) ​ Conscious (Tip of the iceberg): Current thoughts; what you’re aware of and can think about logically. ​ Preconscious (Just below the surface): Memories and info that can be easily recalled. ​ Subconscious/Unconscious (Deep underwater): Hidden influences, such as urges, feelings, and ideas tied to anxiety or conflict. Defense Mechanisms Ways the mind protects itself from anxiety or unacceptable impulses: ​ Repression: Blocking unpleasant thoughts. ​ Projection: Attributing your own feelings to someone else. ​ Denial: Refusing to accept reality. ​ Rationalization: Justifying behaviors with logical explanations. ​ Regression: Acting like a younger version of yourself when stressed. Self-Esteem and Esteem ​ Self-Esteem: How you evaluate your own worth. ​ Esteem: Respect or admiration for yourself or from others. According to Freud everything is motivated according to these two drives. Sex drive: Motivates us to procreate and it is what drives our life and minds. Aggressive drive: What motivates us to do certain things and act a certain way. In order to survive we must be aggressive in order to rule or defend ourselves. Maslow's Hierarchy of Needs Self-Actualization: The drive to reach one's full potential and to live a meaningful, fulfilling life. Esteem: The need for self-esteem and recognition, as well as respect and admiration from others. Love and Belonging: The desire to be accepted by others, to belong to a group, and to experience love and relationships. Safety: The need to feel secure in one's environment, free from harm or danger. Physiological: The basic need for food, water, shelter, and other essentials for survival. ​ unconscious. ​ Importance: Help brands show their personality and values to connect with consumers. Jung’s Four Main Archetypes  1.​ The Self: Unites the unconscious and conscious mind. 2.​ The Shadow: Repressed ideas, weaknesses, and desires in the unconscious mind. 3.​ The Anima/Animus: ○​ Anima: Feminine traits in the male psyche. ○​ Animus: Masculine traits in the female psyche.​ Represents the “true self.” 4.​ The Persona: The social mask we wear to present ourselves to the world. Relation to Branding ​ Archetypes define brand personality, values, and emotional connection with consumers. Difference Between Brand, Brand Image, and Brand Identity ​ Brand:​ A name, term, sign, symbol, or design that identifies a company’s goods or services and differentiates them from competitors.​ The most valuable asset of a company and an intangible concept that helps people recognize it. ​ Brand Image:​ How consumers perceive your brand and what they believe it stands for.​ May differ from brand identity; companies must ensure consumer experiences align with their intended message. ​ Brand Identity:​ What the company decides the brand stands for (the proposition to consumers).​ Includes features, benefits, quality, service, values, and everything the company wants the brand to represent. 4 Components of the Self 1.​ Looking Glass Self: How we think others perceive us. 2.​ Ideal Self: The person we want to be. 3.​ Self Image: How we see ourselves. 4.​ Real Self: Who we truly are, based on facts and reality. Proposition: The most important thing to determine before starting the advertising creative process is the proposition. This refers to the benefit or unique value that differentiates your brand from competitors, helping to set you apart in the market. The formula for effective creative advertising is: Impact + Branding + Relevance. The AIDA formula in advertising stands for:  ​ Attention: Grab the audience’s attention. ​ Interest: Spark interest in the product or service. ​ Desire: Create a desire or emotional connection to the product. ​ Action: Motivate the audience to take action, such as making a purchase. Key Design Elements for Print Ad Layout 1.​ Balance: ○​ Formal: Both sides of the ad are equal. ○​ Informal: Different elements have varying weights. 2.​ Flow: ○​ Guides the reader’s eye, typically from left to right and top to bottom. ○​ Example: Z-pattern (eye follows the shape of a "Z" across the ad). 3.​ Unity: ○​ Blending all components to create a complete, cohesive ad. 4.​ Color and Contrast: ○​ Use of colors and contrasts to grab attention in different ways. Key Proportional Guidelines for a Print Ad ​ Illustration: 65% ​ Headline: 10% ​ Copy: 20% ​ Logo: 5% ​ Whitespace: 20% The correct order of the creative advertising process is: 1.​ Strategy:​ Summarize, develop, and reflect on the campaign's core message and goals. This step helps define the purpose and direction of the campaign. 2.​ Concept:​ Create an idea based on the strategy. Develop a consistent and effective message and tone that will resonate with the target audience. 3.​ Campaign:​ Design and create a group of ads that all fall under the same overarching message or idea. Ensure that every ad complements and strengthens the campaign. 4.​ Execution:​ Finalize the design, produce the ads, and prepare for the launch of the campaign. This includes the actual production and delivery of the advertisements. 10 Types of Literary Devices 1.​ Metaphor: A comparison between two unlike things and showing its similarities in one important way.  ○​ Example: He’s a couch potato. 2.​ Personification: Giving non-human things human characteristics. ○​ Example: Snowflakes danced in the night sky. 3.​ Hyperbole: An exaggeration used to make a point. ○​ Example: I could eat an entire cow. 4.​ Irony: Saying something but meaning the other. ○​ Example: A cat-lover being allergic to cats. 5.​ Paradox: A statement that seems absurd or self-contradictory. ○​ Example: Less is More. 6.​ Puns: A play on words typically used in a rhythmic or in a soundalike way. ○​ Example: You can tune a guitar, but you can’t tuna fish. 7.​ Parallelism: Balance within a sentence based on factors such as structure, word choice, etc. ○​ Example: I came, I saw, I conquered. 8.​ Anesis: A concluding sentence that undercuts or diminishes what was said previously. ○​ Example: It’s like mom used to make it, just before she was arrested. 9.​ Simile: A comparison that uses the words “like” or “as.” ○​ Example: She’s as fast as a cheetah. 10.​Rhetorical Question: A question that doesn’t require an answer or an explanation. ​ Example: Who asked? The 5 Types of Headlines: 1.​ Promise/Benefit: Makes a clear and immediate promise to the audience. ○​ Example: "Lose 10 Pounds in 10 Days!" 2.​ Curiosity: Sparks the audience's curiosity, prompting them to seek more information. ○​ Example: "What’s the Secret to Perfect Skin?" 3.​ Question: Asks a question that makes the audience want to find an answer. ○​ Example: "Are You Ready for the Best Vacation Ever?" 4.​ News: Creates urgency or announces something new or a new benefit to the audience. ○​ Example: "New Smartphone Released Today – Get Yours Now!" 5.​ Command: Makes a request or command to the audience, often starting with an action verb. ○​ Example: "Try It Now!" Tone of Voice: The tone of voice is how the personality of the brand or product is communicated in writing. It matches the personality of both the client and product and is crucial in appealing to the target audience. An effective tone of voice feels personal and direct, as though one person is speaking to another. Example:​ If a brand is targeting young, adventurous customers, the tone might be energetic and playful: "Ready for your next adventure? Let’s go!" 5 Types of Media Options 1.​ Guerilla & Ambient Advertising: Unconventional, eye-catching methods, often in unexpected places or near the point of purchase, to surprise and engage consumers. 2.​ Interactive: Digital ads that respond to user actions. 3.​ Print: Ads in physical formats like newspapers, magazines, or posters. 4.​ Promotion: Short-term marketing tactics to boost sales. 5.​ Out of Home: Ads displayed outside the home, such as billboards. 6.​ Online Advertising: Uses the internet, including social media platforms like TikTok, Instagram, and Facebook, to engage and raise brand awareness. The different media appeals used in the creative strategy are: 1.​ Emotional Appeal: Targets the emotions of the audience to create a connection with the product. 2.​ Fear Appeal: Uses fear or anxiety to persuade the audience to take action. 3.​ Humour Appeal: Uses humor to grab attention and make the ad memorable. 4.​ Social Appeal: Focuses on societal values or peer pressure to influence behavior. 5.​ Scarcity Appeal: Creates a sense of urgency by emphasizing limited availability. Some key strategies used in campaigns include: 1.​ Before/After: Shows the difference a product can make by comparing the situation before and after use. 2.​ Before or After Only: Focuses on either the before or the after scenario, not both. 3.​ Advice/Knowledge: Provides expert advice or valuable information to educate the audience. 4.​ Testimonial: Uses customer or celebrity endorsements to build trust. 5.​ Demonstration: Shows how the product works or its benefits in real-life use. 6.​ Heritage: Emphasizes the long-standing tradition or history of the brand. 7.​ Product Positioning: Defines the product’s place in the market and how it stands out. 8.​ Competitive: Highlights the product’s advantages over competitors. 9.​ Negative: Focuses on the negative aspects of competitors or situations to create contrast. 10.​Honesty: Focuses on being truthful and transparent with the audience. 11.​Price: Promotes the value or cost-effectiveness of the product. 4 Key Ethical Principles in Marketing Campaigns 1.​ Truth and Honesty: Advertisements should be truthful and not manipulate customers. Testimonials must be factual. 2.​ Respect for Customers: Don't exploit customers' lack of experience or knowledge. 3.​ Privacy and Transparency: Be transparent and respectful of customers' personal information and privacy.  4.​ Social Responsibility: Advertisements should promote positive values and avoid offensive, discriminatory, or harmful content. Avoid promoting harmful behaviors or stereotypes related to race, gender, age, etc. A creative brief is a document used by the creative team to outline the strategy, objectives, and guidelines for a project. It serves as a roadmap for the team to develop the campaign, focusing on what the creative team needs to know to execute the project effectively. A client brief is a document provided by the client to an agency or creative team. It communicates the client's needs, goals, and expectations for the project or campaign, serving as a starting point for the creative team to understand the client's vision and requirements. Types of Advertising Agencies: 1.​ Full-Service Agencies: Offer all services (strategy, creative, media, PR). Effective for large campaigns needing coordination. 2.​ Digital Agencies: Focus on online marketing (SEO, social media, PPC). Best for businesses wanting strong online engagement. 3.​ Creative Boutiques: Specialize in design, copywriting, and branding. Ideal for unique, standout creative work. 4.​ Media Buying Agencies: Focus on purchasing ad space. Good at maximizing ad budgets and media placement. 5.​ In-House Agencies: Work within a company to handle all advertising. Best for companies wanting full control and cost savings. Difference Between Truism and Tagline ​ Truism: A statement that is an obvious or universally accepted truth, needing little explanation or evidence. It reflects common beliefs or observations. ​ Tagline: A catchy phrase used in advertising or branding to make a brand memorable. It’s designed to evoke emotions and is a strategic tool for recognition. Four Forms of Segmentation ​ Demographic: Age, gender, etc. ​ Psychographic: Attitudes, interests, values. ​ Behavioural: User behavior (e.g., low or high user). ​ Geographic: Consumer location.​ These help brands target specific customer groups effectively The 4 C Model of Creativity Mini C: Interpretive Creativity (Personal and unique insights or learning moments.) Little C: Everyday Creativity (Everyday problem-solving or creative tasks.) Pro C: Expert Creativity (Professional-level expertise and creativity.) Big C: Eminent Creativity ( World-changing, eminent creativity recognized widely.)