Dave the Black Boy-Man: Anger

Introduction

In his article, Zinnias (1993) says, without creativity, advertising could not exist, and due to its nature, creativity is hard to be measured. In his opinion, any advertising campaigns succeeded Just because they "break commonly accepted rules of what a commercial message should be or say'. As everyone knows, with creativity, practitioners could produce totally different and uncommon advertisements, while what about the rest of them?

This paper is being written for discussing and impairing three different video advertisements of beer. Moreover, doing a further discussion about creativity in advertising, to find out whether advertising could still exist without creativity, and both the positive and negative sides.

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Creativity in advertising what is creativity?

According to Darwinian and Jeweler (201 1), creativity advertisements are ads which make relevant connections between products and target audience and present commercial ideas, "in an unexpected way'.

Creativity in Advertising is differing from that in other domains, due to the existence of products ND target audience. No matter what advertisement it is, it should serve the product or service, to increase its popularity or selling. That is how creativity in advertising cannot be like art creativity which could be whatever the artists like. The first paid newspaper advertisement is an announcement for selling estate in 1704 (Bishop 2013). After reading the text of that ad, we can tell that at the beginning of advertising, there was no creativity.

Publishers Just expressed their selling messages directly. While in modern society, why creativity seems so important for advertising?

Due to the development of global economy and technology, people have seen enough advertisements, especially ads of different brands in one same category. The use of creativity is to catch people's attention, make them know the brand better than any others. Back to the topic, is it real that in modern world, advertising could not exist without creativity, or should it be advertising sometimes could be more effective with creativity?

Carlton Draught - The big ad

The big ad for Carlton Draught is an advertisement full of creativity. It matches the heartsickness of creativity which is "in an unexpected way' (Darwinian and Jeweler 2011). This ad used the scenery Just like in the movie Lord of the Rings, the effective use of magnificent view and music catches audience's attention right from the beginning. The funny lyric does not tell audience what ad it is until "for Carlton would cause people's negative feelings. However in this ad, audience is already curious about the product.

Furthermore, it describes men's desire for Carlton Draught when the "body' and "beer" run towards each other. This ad with creativity is tie memorable thus audience would hardly forget this ad and product. What is more important, is consumes' positive emotion on this ad would turn into the emotion on the product. That is how advertisements with creativity could be effective.

Heinlein - not expensive

This is an old ad of Heinlein. Compare to the former one, this ad does not have creativity in it. This ad is more like an ordinary beer ad which expresses the commercial message in an ordinary way.

This Heinlein ad describes the process of a man drinking Heinlein. It shows the characteristics of beer well. The purpose of this advertisement is to make audience eel desire for beer by effectively use scenes like beer flowing and water on the bottle. However, it is not that memorable as the Carlton Draught ads because it shows what any beer is. Consumers would not be able to remember this ad and its product over time. Moreover, the biggest problem of this ad is that it does not match its slogan which is "not that much more expensive".

This ad does not make full use of creativity as "the big ad" does, to make audience easily remember and like this brand.

Toasting Beer - Space ship

Comparing to the former two ads, this beer ad from China does try to use creativity. However, this ad could be any other brand or even any other product because it delivers the selling message in a common and expected way and the "creativity' (a space ship) in it is really not relevant. It uses extremely normal commercial message when it tries to make audience feel they want to drink beer.

And it tries to use a space ship flying over to impress the audience. It is an ad without creativity since the whole advertisement expresses the message in a very ordinary way. However, this kind of ads without creativity help this brand remains one of the top sellers for recent years (USDA 2010). The reason of this phenomenon is that, this brand is a very old brand in China and it already has great brand awareness. The use of this ad is to enhance consumers recall of the brand, and it works.

Advertisements with creativity

The creativity in advertising brings several advantages. First of all, advertisements with creativity could make audience remember the products much more easily. About the products. For example the Carlton Draught ad, audience would feel like watching a movie (Kenya 2007). This helps to make them remember this ad, thus remember the product much more easily. Secondly, ads with creativity will hardly cause audience's negative feelings. Since there are already numerous advertisements in modern society, most people do not like ads keep showing around them.

The consequence of consumers' negative feelings on the ads is that they will have negative emotions on the product or service and normally people will not choose the brand they do not like. The advertisements with creativity could ratify this issue by making consumers like the ad thus like the brand.

Disadvantages

Although creativity in advertising is effective, it still has some drawbacks. Sometimes, practitioners over emphasize the creativity part and forget that the ads should be relevant between brands and target audience. It will make people confused and difficult to understand the ads.

If audience cannot understand what the ad is trying to tell, they would not get the selling messages properly, and it would not fit the function of advertisements (Cover et al 1995). Furthermore, unlike ordinary ads, a creative ad is usually more difficult to produce and express. A wonderful creativity like Carlton Draught ad needs a group of practitioners' wisdom and hard work to design and to implement.

Advertisements without creativity

• Advertisements without creativity are those who tell the commercial messages in expected ways, namely ordinary ads or normal ads.
• As the ad of Toasting Beer proves, advertisements do exist without creativity.

Advantages

Hegel said "all that is real is rational", in this case, ordinary ads also have their advantages. Ordinary ads are much easier to design, produce and implement. Because they do not require for a large group's brain storm, normal ads are usually cheaper than creative ads. Moreover, due to the fact that it does not have creativity inside, an ordinary ad could fulfill the function of advertising, which is to tell target audience the commercial messages, in a direct way.

Disadvantages

Comparing to advertisements with creativity, the disadvantages of ordinary ads are obvious. Firstly, audience ignores ordinary ads (SCM 2012). People think these ads are boring and sometimes even forget about them. Secondly, ordinary ads can hardly possible. When it happens, ads could not even fulfill its basic function which is benefit claim. Thirdly, ordinary ads are all similar, especially ads of the products in the same category. Therefore it would be much more difficult for consumers to remember the ads and the products after watching them.

So that normal ads would hardly be effective. The most important one is sometimes practitioners and publishers like to repeat the same short ads which have only a few words three or more times continuously. This method does help to make people remember the product. However, it will always cause peoples negative feelings. Negative feelings sometimes could be used for deeper promotion (Young 2006), however, sometimes are quite deadly and needs practitioners to be risky.

Conclusion

Ultimately, it is widely accepted that the creativity is an important component of advertising.

With the element of creativity, the practitioners could make successful ads and advertising campaigns. The creativity could be beneficial to the broadcast and benefit claim of the products, services or concepts. On the other hand, at the right beginning of advertising activities, there were only simply notifications without any creativity, and they still had the basic function of ads. This evidence shows that advertising could still exist without creativity. These ordinary ads are rational and sometimes are also useful based on different brands' backgrounds and current situations.

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