How To Be Creative In Advertising

January 1, 2016

Being "creative" is not something GENERATED...it is something OBSERVED.

 

That VERY phrase is now considered a creative statement because I created it. That doesn't mean it is the end-all, be-all to creative people, it just means that it is somewhat unique and evokes thought. It has been said that "There are no new ideas, just creative twists and combinations of all existing thoughts!"

 

By its very definition, CREATIVE explains itself as: having or showing an ability to make new things or think of new ideas. : using the ability to make or think of new things : involving the process by which new ideas, stories, etc., are created.

 

So, based on that, let's try an exercise. We have to start from scratch to create something NOT combined before.

 

If I say I would like to see a "winged, blue dog eating ice cream while piloting a helicopter," I could also say "Cool Blue Flying Chopper Dog" and achieve the same thing...just quicker. Which statement is more creative? It depends on your position!

 

If you are looking for a character, the Dog is most important.

If you are just wanting imaginative thought, the statement itself is important.

If you want a "descriptive"...the long phrase is important.

If you want a "visual" ...then the short phrase is important.

 

Now here's the confusing part...this is absolutely BACKWARDS! This exercise was intended to make you take the "chains" of conformity OFF and force unmasked creative thought! Sometimes the creative answer is working the project backwards and arriving at the question!

 

What it all comes down to is that a creative thought is only creative if it reaches the intended audience with the desired message. Mix it up! Make someone think. Cause a reaction. If you can do all of this while making a statement, you have achieved maximum creativity!

 

If all of this makes sense to you, then YOU are a creative person! Now, immediately seek therapy!

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Jim@JimHern.com

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