What does it mean to be creative in advertising?
Think about this and then watch this video clip.
Were your considerations correct?
What kind of creativity is expressed in this ad?
What is actually being sold?
Why do you think certain companies decide to advertise their products in this way?
For example, watch the video again and this time pay attention to the Starbucks ad (people drinking coffee from a paper cup whose bottom shows a grinning mouth). Why did Starbucks decide to invest money on devising these paper cups?
In my opinion creativity is the keyword both in advertisment and commercial. Through original, funny and uncommon ads in fact, advertisers manage to stun and mesmerize consumers so that their attention is caught. In this way the product sold, actually its image, is stuck in their brain and they will probably recognize it on the shelf of a store. There’s variety in the products advertised, from TV channels to chewing gums, stores and pain relievers but I have to say the weirdest is the association Starbucks-Wrigley’s. The chewing-gums company in fact had the genial idea of launching its whitening-gum-campaign “Extra Smile” positioning the ad under Starbucks’ cups. Definitely a smart way to remind people to have clean and white teeth through “Wrigley’s” after any break at the famous coffee store.
Gloria T.
Creativity and imagination are fundamental to those who work for advertising, in fact they have to find smart ways to persuade costumers and catch their attention. The more the advertisement is funny, colourful and unique, the more will be printed in the mind of the costumer, in order to facilitate the sell of the product. The creativity expressed is various, so it is the good sold: we can watch ads about chewing-gum, TV channels, bags and Starbucks. For example a chewing-gum company put the overstated image of sparkling teeth under Starbucks’ paper cups: as I said before, this is a bright way to induce people to use their product after having a coffee.
Sara M.
TO BE CREATIVE :having the skill and ability to produce something new ,especially a work of art. I think AD is pure creativity! Someone says “we need to produce better creative if we want to attract big clients.” And this is true. What strikes you ,seeing a product, is its creativity and originality. Something dull could never impress you, and could even show you negative prejudice.
In my opinion, a company which decides to advertise its product in this way , has an extreme knowledge and ability, it has the powerful to persuade people, adults, children… it cannot leave someone cold!!! So ,when I saw for the first time this video, at the end I was smiling . I think Starbucks had just a great idea! In fact, without thinking in a “philosophical and complicated” way , it decided to create something so likeable for its coffee. We can imagine how many people could buy a cup of Starbucks coffee just to take a funny photo.
Jessica L.
Being creative in ad means imprinting your ad in a passer-by’s mind by catching his attention with something totally unexpected to him. The products being sold are often unnecessaries, the ad raises the reader’s attention and will surely be reminded for its hilarity, the important thing in shockvertising is not the product, but how it is introduced to the consumer, the ad is selling itself, not the product. Shock-ads are lovable, consumers will actually enjoy seeing them and will tell their friends about it. Starbucks chose an effective ad, which shows a smiling mouth, it is funny, and the teeth are perfectly white, even though the costumers are drinking coffee…
Davide
According to me advertising agencies are frantically exploiting all these trends. They use shock to play the media for some extra publicity, exponentially multiplying the value of campaigns, even if they receive negative publicity. They let their creatives use shock gratuitously as a replacement for smart and sophisticated creativity. It even depends on how famous and popular is the brand:generally speaking are big companies the ones who uses the most shock-advertising,,because they have nothing to lose and they can risk. A brand-new company will show the features of its products,will cast light on its brand.If I think about the future of shock-advertising I’m not sure that is going to work:if shock ads sold more products to more consumers,you’d see more of them. Even in this case,in my opinion,is all about money.
Valentina <3
Creativity is the most important thing in advertising: it is useful because it attracts people by the use of funny (as the elderly man that is strangled by the bag’s handles) or shocking images. It is not the simple product that companies try to sell, it is also their image: they use strange bags as a sort of gadget, or images that will be impressed in people’s minds.
I think certain companies decide to advertise their products in this way because they want to attract more and more customers: funny images are meant for those people who are not yet their customers. Bags, paper cups and other kinds of ads are meant to be that thing that will make people buy what the company really sells; in fact people buys in the shops advertised on buses, bags and so on, in order to collect the “funny gadgets”.
To me Starbucks had the great idea of putting the ad of a chewing gum at the bottom of the paper cups. It is a sort of cooperation between two big companies: in Starbucks customer’s minds, having coffee will not imply necessary having yellow teeth, because if they will follow the suggestion, they will have white teeth by the use of chewing gums.
Stefania
In my opinion be creative in ad means that something must capture people’s attention in little moments with funny and uncommon ideas.
The creativity in these ads is very original and various,we can see ads about Starbucks, bags, chewing-gum, tv channel, camera, etc..
I think certain companies decide to advertise their products in this way because they remain in consumer’s mind for their hilarity and also because when you see these ads you unavoidably smile…
I think Starbucks have a great idea to put a photo of a smiling mounth with perfect and white teeth under their paper cups because it implies that even you drink coffee your teeth remain white.
Lory
Creativity is a very important and powerfull element in advertising.
It is use to impress an image in the mind of the people because in this way people can remenber easily a particular object among many other products.
In this AD are used funny and ironic images in order to sell directly a products.
This company realised this AD with great ability and intelligence , involving men,women and children of every age.
In my opinion Starbucks decided to use this grimmig mouth impress in the paper cup because at first drink in this cup make smile and, at second , maybe because this cup is made by recycle paper,and smile reflects love and respect for nature and human being.
Anika
Creativity is the soul of advertisement and of commercial.
Capture people’s attention is the role of advertising man. He should create something new, something unexpected, something crazy …This is what people want!
I think that advertise products in this way is very smart, funny and useful.
Now a day people work a lot and spend time to go round throw the city. We have not enough time to watch TV or flip throw the magazine so, this way to advertise is the right way to notice a product even if you are waiting for a taxi or a bus.
The products advertise in this way are numerous and different (for example: TV channels, chewing-gum, bags, Starbucks…) but they are similar for one reasons: they have the same target. They are address to common people, the people who spend their time in the city.
Why did Starbucks decide to invest money on devising these paper cups?
I don’t know, perhaps they want to underline the fact that their coffee keeps our teeth white, or may be the smile means : “drink this coffee: it makes you feel better…” .
CHIARA B.
Creativity in advertising is a kind of way to express ourself. People who make an ad, think about something that can catch the attention, something strange and funny. They use the extra ordinary things. When you see an ad like this, you pay attention on it, because it is something new and strange. A person who think about the ad, have to know things that attract people. They use creativity to sell us any type of product, but they have to be original. Who buys wants something that anyone has, like the Starbucks’ cups…the smile under it, is very funny, and when you buy it, it could be also because at the top there is a big smile…maybe your friends wants to take a photo of you with this enjoyable and original cup! Some products won’t be buy maybe because they are too stupid, but at the same time this kind of advertising induce person to speak with a friend about a product that they see or only to remember the name of it. In fact this ad play an important role in our mind, because we remember and we like only strange and original things, so advertising agents use their creativity to hypnotize our mind!
Giulia
Creativity is the fundamental component of advertising: we, as customers, are influenced especially by this element. It is a mental process, that implies to make something new, starting from the ability to take existing objects, concepts, ideas and combine them in different ways in order to create new purposes.Creativity is all, because nowadays and in our society we need to be stimulated with special effects, original ideas and irony. Only a few people do not care about the "packaging" and focus their attention on the product, because they have to buy it and not because they are only attracted by it. Apparently creativity increases the value of a product: it is the first thing we see and the last thing we think about. Creativity is the protagonist, the object is the supporting actor.
Creativity expressed in this ad is absolutely extreme. Some pictures are really impressive: the shark’s mouth that welcomes us into the bus is something unexpected, but exciting. Another shocking example is the bag with the gun included. I do not think everybody looks at it impassively.
Starbucks decided to invest money on devising these paper cups, because they suggest in a funny way to brush your teeth after having coffee (at Starbucks, that’s clear). And if you have no time doesn’t matter, because a special chewing gum is going to solve (temporarily) all your problems about dental hygiene. Starbucks could be an obstacle sometime, but customers are safe: all is under control with a simple chewing gum.
Tiziana
In my opinion, be creative in advertising mean that you can advertise something in a funny way, with something that catches the attention.
I think that who works for advertising had to be creative because only in this way the AD will be effective. In this AD there are a lot of products advertised with funny creativity, from bags to TV channel, from Starbucks to chewing gum.
This form of AD is important because, in today’s world, many people are spending their time in the bus,in the car or around the city and it’s not difficult to notice a bus with a big shark printed in, or a bag with a funny draw that advertised a product.
Sometimes the companies decide to cooperate in advertising their products. For example under Starbuck’s cup is advertised a bleaching gum. in this way both products are advertised. This is a brilliant idea!!!
Arianna
creativity in ads means surprising people and catching their attention through something unespected by buyers; this is fundamental for ads because it becomes a means of persuasion.
this ad is a perfect example of creativity, some images are really mesmerizing and they immediately catch the attention of costumers ( for example the bus with a printed dj who plays the wheel as if it was a cd really impressed me).
The originality of these ads will probably sell the product that they advertise, because they will be fixed in costumer’s memory.
This is a powerful means used by companies because selling something in this way is easier and more effective, and they try to make the difference from the others! Starbucks, the famous coffee company,decided to sell you both warm breakfast and bright smiles just through an image of a smiling mouth ( but not the chewing gum) under the cup..this is creativity and cunning!
Creativity is surprise, first of all.
Ads have catch our attention with something strange, new, illogical or unexpected.
The entrance of the bus like a shark’s mouth produce in our mind the association of ideas bus=shark and it is like we enter into the shark’s stomach.
Or the bag with the gun is like we really hold a gun. It is exciting but danger, it a sort of ostentation of the bad, manly and strong boy.
Or if we walk with the bag with the baby it seems like we are walking with our child and so we take care of it, and of products in the bag.
Ads have to shock and surprise us, they heve to be engraved in our memory.
Nowadays we are bombarded with special effects everyday and who create ads MUST always play with creativity. I think it is not so easy.
They can play with shocking images, or with the power of colours, or with the psychology of sounds, or with irony, like Starbucks paper cup. Sometimes these original packaging can become something to collect and in this way they miss their primary function to become a symbol or a form of art.
Sabrina
creativity in ads means surprising people and catching their attention through something unespected by buyers; this is fundamental for ads because it becomes a weapon of persuasion. This video is a perfect example of creativity, some images are really mesmerizing and they immediately catch the attention of costumers ( for example the bus with a printed dj whi plays the wheel as if it was a cd really impressed me). the originality of these ads will probably sell the product that they advertise, because they will be fixed in costumer’s memory.This is a powerful means used by companies because selling something in this way is effective and theywant to make the difference from the others!
starbucks, the famous coffee company, decided to sell you both warm breakfast and bright smiles just through an image of a smiling mouth ( but not chewing gum) under the cup..this is creativity and even cunning!
Elisa
Being creative means to stick objects and sensations together in order to leave an unforgettable mark.
They has used the “natural” shape of objects, doors, tires and windows of buses and trams, bottoms of glasses, handle of bags, to sell their product, they go beyond the limits of space. You remember both the ad and the place where it has been shown on, it’s very innovative.
They are selling amusement.
Customs say: “let buy some more of this thing and see what will they come up with next time”.
Creativity it’s what we expect from an advertisement to have and often it is the only reason we buy the product for.
As long as Starbucks’ Ad is concerned, it’s quite clear the aim of the advertisement. You just feel the need of trying it yourself and look how it works on you.
Even if it’s worth doing it, we see how invasive advertisement is now-a-day, we are really going too far.
Stefano P
Creativity is an art, a form of expression that is used to create an original image able to catch consumer’s attention and imagination in a good or in a bad way: the essential is to send a message that can leave an impression on people’s mind, that is unexpected, involving but extremely memorable.
I like this form of advertising but I think it can have a dangerous effect on companies. Here it is sold only the image, not the product. Consumers memorize images and have fun thinking about them, but they don’t know the name of the product and of the company. Probably certain brands decide to advertise their products in this way because they are extremely famous and they aren’t required to identify themselves and also because they want to involve more and more new consumers. As regard Starbuck’s example, I think it is funny and effective. It is created to enjoy the “drinking” with friends and to show how healthy it is ( it leaves your teeth perfectly white!!!).
Claudia
To be creative in advertising means the need to find something new every time we make a new ad. advertising has to strike, possibly in a positive way, everywhere and every time it is used, on television, on the radio, in cities… The aim of an advertisement is to impress people’s mind so that when they see the product in a supermarket, a store, a cafe they probably will buy it. Creativity has to be expressed in all the fields used to make an ad: language, images, videos, colours, places to put them (streets, bus stops, buses, etc…). In this video we can see creativity expressed in the most funny and, at the same time, smart ways. All those shopping bags and tea cups are creative but also very useful: people are mesmerized by all these funny ideas, as well as I am, and so they immediately want to go to the shop to buy something, even a small one, just to have that great and fashionable shopping bag; it is the same about tea cups at Starbucks’: a chewing-gum company decided to put its ad under this popular café’s cups so that the advantage is both for the chewing-gum company and Starbucks, which is already popular and crowded, but thanks to these fantastic cups are absolutely fantastic the frequency people that go in these cafes would definitely increase. Advertising products in this way is very powerful, striking and effective because we can see creativity at 100% and the ads are set in “common” places, where people walk and see every day.
Sara T
You really wrote interesting considerations. You are growing into "ad" experts, aren’t you?
There is something I would like to investigate with you. You wrote that ads are very creative, they are meant to shock you to impress you even more, they are everywhere (we are certainly dogged by advertising, we find ads everywhere: on our way to work, on buses, along the streets, but even inside cafes or restaurants), you can’t eschew it!
Companies are not just selling their products, they are selling much more: they are selling (imposing???) their values, beliefs (false beliefs???), their view of life. Some companies advertize through "images" that are not connected to their product at all. Think of Coca Cola or Starbucks. Do they really need to advertise their product? Wouldn’t you drink coca-cola even without seeing their ads? So why do you think these companies keep launching captivating and sometimes "shocking" ads/commercials?
A coffee is a coffee, that is in what way a coffee bought at Starbucks is different from a coffee bought at Second Cup? Some of you wrote that by having a paper cup with a grinning mouth at the bottom of it, you allure more customers: people may want to buy a coffee at Starbucks for the very paper cup, because it is cool and they want to have a photo taken with it! We are not just buying a coffee, we are also unconsciously doing what they want us to do (we fall in the snare they prepared for us). We get used to the idea that in order to be cool we need to go to Starbucks.
Now imagine a world with no ads or no commercials. I invite you to be carried away by this image. What do you see? How do you feel? Do you think companies would see fewer products? In what way the relationship (if we can define it as such) between manufacuter and customer would change?
Personally I find shock advertising really funny and original: an extremely witty way to advertise products and companies. It is also a good expedient for companies because such ads find themselves everywhere in the city. Through amusing images people are brought to stare at and to impress in their minds what they have seen more easily than through a “normal” ad. They can also remember the product sold the following time they see its ad. But there is also the risk that people remember the image and not the product, because of its strong impact and maybe the habit of seeing such things, like buses with “shark doors” and “eyes wheels” or children or guns drawn on bags. Anyway, advertising men are aware of their products and know very well that sometimes it is not important the good to be seen but the ad to be understood and appreciated. In fact, companies like Coca Cola or Starbucks go over their products: what matters is their names and people recognize them only by the shape of a can or a bottle or by its coffee paper cups.
Erica
In my opinion there would’nt be "relationship"between manufacturer and costumer without advertising,because the essence of the product is not utter without ad. Commercials,spots,advertisments,billboards help people to understand what a product is really about:advertising is the bridge between consumer and companies.Economy is based on advertising,because big companies invest a large amount of money in sales-campaigns. Brands like Coca-cola,Starbucks,Nike or Nokia don’t need advertisment anymore: maybe they keep on advertising because they want to be always on the top,they want to widespread more their market and the fame of their product. I don’t think they are going to sell fewer products over the years if they don’t advertise,they are too famous,and they are,in my opinion,a guarantee,a security. I can’t picture in my mind a world without advertisment,they are complementary with the society,they influence mores,trends and even culture.
Valentina
In such a world, I would sit down and take a long breath. I would be able to have what I want, because nobody imposes me anything.
It’s a good feeling, man can finally use his peculiar capability, intellect, and choose.
Choose a life style, give vent to his attitude not worrying about the trend imposed by fashion.
Small traders would develop better relationships with customers and we, as customers, would get to know the trader personally, we would trust a real person and not a brand, as we do now. Products, especially fashion products, would cost much less, because advertisement often is a black hole for money and advertising campaigns make products raise dramatically in cost. Moreover, companies would sell what they only can produce and what they are already famous for.
What’s most important, small traders would be revaluated, very few unsold products and ware would get wasted, there would be less extended crops and agriculture would need less pesticides, herbicides, chemical products. Goods and richness would be distributed more evenly.
Many people say that advertisement has coloured our world, that city centre are more… attractive.
Well, it’s no good news than. It means that Advertisement has wrapped its roots not only to many branch of trade, but also to our mind and now it’s impossible to unwind them, to set our mind free, even to wish a different system.
Stefano p
Creativity is the ability to represent a company, a product, or a person creating a mix of pictures, music, colors and words in a spot that knows how to engage and entertain the public. If it is involving, a publicity agent can succeed easily.
An excellent example of creativity is shown in the photo collection proposal form above. Indeed we see a number of bus decorated in a funny and creative coach who undoubtedly capture the attention of bored passers, or definitely arouse curiosity and enthusiasm of the tourists. We can also admire some grants, that are decorated with a strong imagination and irony.
The publicity and distribution of the product is also encouraged by the photos that will be taken by tourists, fascinated by a product that does not exist in their country.
Here is why creativaty plays such an important role for advertising: we can say that it is a key ingredient to prepare a tasty and entertaining commercial.
Jiulia B.