WeekFour: Creative Thinking and Insight

Insights are important to create an idea, and an idea is important to create an ad! But where should insights come from? As Nic mentioned, insights come from people’s experiences, aspirations, likes and dislikes: insights, then, come from our target audiences’ emotions. In order to feel as they do, I need to write down some…

WeekThree: Branding and Consumer behaviour

In my opinion, sometimes, promoting the brand is far more important than promoting a product. According to consumer behaviour, even though there are huge amounts of advertising, consumers might stay loyal to the brand of their preference, particularly when they are consuming existing products (when no new products for that category have been created). Therefore, when a…

WeekTwo: Creative Leap

In this week, Nic told us that the creative leap is very important in creating an ad. Leap means both an ‘object’ in the ad and also what the ‘object’ symbolises. I really enjoyed watching this commercial: ‘Bud Light Too Heavy Too Light’. It’s interesting and creative, particularly the first one, with the man calling Amy outside her window, as…

WeekOne: Advertising and Creativity

Creativity can benefit from generating an emotional response from the consumer, to be able to generate a change of behaviour or to encourage a consumer to buy (or at least to consider buying) a product. As Calne suggested, “[t]he essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions”…