in the Advertising Industry
It is not about doing
extraordinary things simply, it is about doing simple things extraordinarily.
Why is it that a simple toy like Frisbee still captures everyoneís
attention? It is not because itís great; it is because itís charmingly
simple. The same applies to the field of advertising.
You donít need
to be bursting with creativity all the time; you just have to look
at things in a new way. Creating something imaginative from
scratch is not a job that requires you to have an IQ that would
shame Stephen Hawking, it is about exploring the unexplored and
exploring requires passion and dedication. I am not saying that
you donít need creativity. What I am trying to put through is that
just having a brain is not everything; you need to know how to use
it to create something brilliant and not necessarily complex.
new ideas for advertisements is a job that should be handled
with interest and passion. I believe creating is an art and
you should treat your work like a canvas, slowly filling in
colors to build the bigger picture. If you are not passionate
about what you create, you will end up creating something
that will take the fun out of the job. Enjoy doing what you
do because only then will you truly create something worth
Take every assignment
like itís your first. Donít start jumping around at the idea you
think will blow everyone away. Always take into consideration that
there will be quite a few setbacks along the way.
is not always
a smooth ride. What might me great for you, may well be the
exact opposite of what the client desires. Creativity is as
much about changing track as it is about making tracks. Analyze
what is required from the ad. Is it print or television?
Will the client be willing to see something that is completely
different from what they want?
All these things
factor into your whole creativity theory. Look closer at the
goals that are to be achieved through the advertisement. What
is it that will really convey what you want to put through-
a picture, words or even nothing at all?
Yes, different ways
exist to say the same thing and herein lies the inherent creativity
that will decide what is truly required. But remember, it is more
about what you say than how you say. If your idea isnít clearly
worked out, it will not work even if itís first page or primetime.
Different ideas exist
on the nature of creativity in advertising. Some say it is inherent.
Some say it is developed through experience. What I say is that
a really creative person would be one who will handle these challenges
and come out on top with something beautiful, to the point and of
Contributed By : Anirudh Bishnoi, I am about
to do my graduation from Panjab University, Chandigarh.
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