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CREATIVITY IN ADVERTISING
Simon Horvat, 2011, diplomsko delo/naloga

Opis: The main focus of this thesis is on the importance of creativity in advertising. In the first part of the thesis we try to define creativity. We look at the different creative thinking methods and provide some techniques for the development of creative ideas. We explain the phases in a creative process, different approaches to creativity, like the Janusian approach, and the usage of creativity templates. Then we try to find an appropriate definition for advertising to separate it from other kind of communications that could be understood as advertising. We provide functional models of advertising in the light of cultural differences and create a connection between creative advertising and successful and effective advertising on the basis of researches. We present the working process in an advertising agency and the people involved in it. In the last part of the thesis we look onto the dialectics of creativity in advertising and explain some of the most creative advertisements and advertising campaigns.
Ključne besede: advertising, creativity, effectiveness of creative advertising
Objavljeno: 25.09.2011; Ogledov: 7066; Prenosov: 187
.pdf Celotno besedilo (1,23 MB)

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