La dimension créative de la publicité

Résumé du document

The creative concept is the « Big Idea » that makes the message distinctive, attention-getting and memorable.
To come up with the Big Idea, you have to move beyond the safety of the strategy statement and leap into the creative unknown.
The creative team's mission is to find a novel and unexpected way to showcase a salespoint.

Extraits

[...] < number > THE CREATIVE LEAP In the business language the idea might sound like a dull statement of strategy, but in an advertisement the same idea is expressed in a way that grabs the audiences mind. The creative leap dramatizes the strategy behind the message, captures attention, and makes the advertisement memorable. < number > FROM STRATEGY TO CREATIVE CONCEPT The springboard for the leap is the strategy. Advertising has to be creative, but it also has to be strategic. The creative brief is usually written in marketing language ; the creative concept is the Big Idea. [...]

[...] Original means one of a kind. The essence of a creative idea is not only that the idea is new to you, but also that no one else has thought of it either. An unexpected idea can be one with a twist, an unexpected association, a catchy phrasing. A great idea is only great the first time around. < number > ABOUT IMPACT To be creative, the ideas must also have impact. A commercial with impact can break through the screen of indifference and focus the audience's attention on the message and the product. [...]

[...] It is both an art and a disciplined solution to a communication problem. Positioning is as important as targeting. < number > CREATIVE PLATFORM The creative platform is a way to structure the situation analysis. It also serves as a guide to others involved in developing the advertismement so that everyone is working with the same understanding of the message strategy. Most creative platforms combine the basic advertising decisions – problems, objectives, and target markets – with the critical elements of the sales message strategy : selling premise or main idea, and details about how the idea will be executed. [...]

[...] Creativity in advertising requires empathy, a keen awareness of the audience : how they think and feel, what they value, and what makes them take notice. < number > THE PURPOSE OF ADVERTISING The purpose of advertising is first and foremost to sell the product, service or idea. No matter how much the creative people or the client may like the idea. It must communicate the right message or the right product personality to the right audience. < number > ABOUT ORIGINALITY An advertising idea is considered creative when it is novel, fresh, unexpected and unusual. [...]

[...] Copywriters and art directors are responsible for dreaming up the creative concept and crafting the execution. The concept can come to mind as a visual, a phrase or a thought using both visual and verbal expression. < number > WHAT MAKES AN IDEA CREATIVE ? The creative philosophy of DDB Needham Worldwide is summarized in a play on the bottom-line concerns of business as ROI : relevance, originality, and impact. These three characteristics help describe what makes ideas creative in advertising. Advertising is a disciplined, goal-oriented field that tries to deliver the right message to the right person at the right time. [...]