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CREATIVITY IN ADVERTISING
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By M. Suyanto

Creativity is the ability to present new ideas, and innovation is the application of the new ideas. Actually we are all creative beings, but creativity has become paralyzed, because it is rarely practiced on a regular basis as muscles have never been trained. It is not easy to create an original idea, and even Voltai said “The Original does not exist except a wise imitation.” Creativity is almost always used in advertising, because advertising created with creativity can help inform, persuade, remind, increase the value, and “blow up” advertising.

A German sociologist, Max Weber, has determined that people think by using two ways: first, objective and rational ways of thinking based on facts, for example, answering the test items according to rational thinking styles and facts, and second, qualitative and intuitive ways of thinking based values, for example, buying a car by using intuition and knowledge to make decisions with the qualitative values of the feature, style and performance of the car, which are all considered with its price. Most theories of thinking are in accordance with two general categories, namely: ways of thinking based on facts, and ways of thinking based on values.

If you prefer the style of thinking based on facts, you should ask an advertising agency to produce ads that are simple, direct , rational, and that use a lot of data. Hewlett-Packard printer ads, which have been handled by Saatchi & Saatchi advertising agency, have been created with this approach, and so has Clear ad. However, if you prefer the style of thinking based on values, you should ask an advertising agency to produce ads that are soft, smooth, intuitive, emotional, and metaphorical. Nike and BMW ads have been created with this approach. Sunsilk Clean & Fresh ad from PT. Unilever featuring an Indonesian, veiled, film star, Koesherawati Inneke, has been made according to ways of thinking based on values. This ad appeals to a lot of people, as it looks different. Unlike the other shampoo ads always featuring beautiful models with shiny hair, in this ad hair is not displayed at all. This ad is cleverly designed to be aimed at veiled women, and it proves to be successful in Malaysia and is also expected to succeed in Indonesia. Nevertheless, there are advertisers that combine both of the approaches.

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