The World of Creativity and Advertising
When you watch TV or surf on the Internet, there are certain breathtaking advertisements that are genuinely impressive! Sometimes, you wonder who made it. How did they think of it? How did they connect those totally different subjects together? It seems like creativity plays a major role in advertising. ST talks about creativity in advertising ……………………………………………….……………………………………………....Ed
"Creativity" refers to the ability to create new, original, and useful content, or the ability to create new relationships or produce unusual ideas beyond the traditional manner of thinking. People who are highly creative often have careers in art, such as writing novels and painting. Furthermore, there are advertisements (ads) that are essential to creativity. Advertising promotes certain things or ideas to persuade others to act according to their intended message. For this reason, first, we must attract people's attention, and encourage them to share what the ad is saying. To achieve this process, advertising must seek to draw people's attention through 'creativity' based on the exact content, and must communicate with the brilliant ideas of other people. In Advertising in Humanities, author Park Woong-hyun (Park), a representative creative director in an advertising agency in Korea, said, “I’m working to find a way to communicate with people through advertising, and it takes creativity. When creating advertisements, we should not emphasize what companies or advertisers want to say, but show and tell what consumers want to see.”
There are many unique advertisements today. Yet, these ads did not come from nothing but by creativity. Park said, "In fact, advertising is a well-known truth. If it's not true, you won't get that much social response." He added that our own experiences are important. Based on a well-observed reality, people are encouraged to empathize, but, with creativity, make the story interesting. That is, the role of advertisers is not to convey exactly what they want to say, but to produce creative, value-oriented ads.
The medium and the purpose of an ad vary, and the creative expression added to the ad may change based on each medium or purpose. <Photo 1> and <Photo 2> are public service poster ads that aim to convey ethical messages, not commercial profits. <Photo 1> stresses the damage inflicted by disposable products on surrounding plants and animals. <Photo 2> describes a child who is abused as a result of domestic violence. Both act as a reminder to the dangers by using straightforward expression to make a stronger impression. These ads become more effective by visually grabbing the public's attention, than mere words constructed in sentences. They show the danger to those who do not realize it, thus raising awareness in the hopes to spur change.
<Photo 3> features an advertisement that utilizes the facade of a busy building. If you look closely, you cannot see a dog, but you can see the meaning of the advertisement if you look down from the escalator. This is an ad from Frontline, a manufacturer of flea and tick treatment for dogs. In the picture, the dog on the floor scratched its body, and people were stepping on it. People appear to be flying bugs around dogs, and are shown bullying them. It is a clever commercial advertisement that utilizes the building's height, floors, and people. Another example is job placement. These days, it is done through smartphone applications, and the same format is followed in any field. However, additional creativity can make it more pleasant, and attract more attention. <Photo 4> is a McDonald's job ad, using a poster with hamburgers and fries. This conveys a message that “Even those who don`t have working experience are fine. You can make a mistake.” Lastly, <Photo 5> is an advertisement flyer that won the 2006 Cannes Film Festival gold medal. As you can see from the picture, it is an advertising sticker on a front door. By putting it in front of a lens attached to the front door, it can create an illusion of a genuine pizza delivery.
On the other hand, too much pursuit of creativity and art can undermine the essential meaning and role of advertising. Advertising is a manner of sharing information on which businesses, individuals, and organizations can invest in to achieve the purpose of spreading information on products, services, concepts, beliefs, and policies to the world. Therefore, no matter how creative, artistic, and able to attract many people's attention, it does not matter if the ad is not doing its part because its purpose and meaning is not properly communicated. Also, too much advertising can be annoying to consumers. PPL, or Product Placement, is an advertising strategy that aims at the effectiveness of advertising by intentionally exposing certain products on broadcast media. However, viewers are often spoiled by excessive amounts of advertising, regardless of the content of the work. In this case, advertising breaks down the flow of the work, and only creates animosity toward the company and its products.
As time passes, there have been more clever ads like these. Some of them are really effective and intriguing, but others appear awkward because they do not care about ethical aspects and simply add a rather provocative element to draw people's attention. Thus, in the flood of such information and advertising, rational consumer discrimination, or the ability to distinguish the intent of suitable products and advertising, is becoming more important.
Park Tae-ha (ST Reporter)