Post by account_disabled on Mar 5, 2024 1:10:43 GMT -5
In 1999 a team of Israeli researchers conducted an experiment on creativity in the advertising sector. ATTENTION: the results can be extended to any other sector. A sample of 200 advertisements which that year had been awarded as the most successful were analysed, classifying them according to 6 Creativity Models. There was an 89% response. Subsequently, 200 unsuccessful advertisements were analyzed and it was realized that only 2% of them corresponded to one of the 6 creativity models. This demonstrated that creativity has its own logic and can be trained. Despite the results, the fact of starting from an effect to find the cause was criticized and therefore the experiment could not have scientific validity. The group of Israeli scientists then conducted a new experiment, this time starting from three groups of individuals who had absolutely never advertised. The first group was not trained and its advertisements were considered annoying by consumers. The second group was trained for two hours on the technique of free association of ideas and brainstorming. His ads were considered less annoying but not creative.
The third group was trained on the 6 models of creativity. The ads were considered 50% more creative than those previously seen. As the experiment shows, there may therefore be models that stimulate our creativity process by training it. But what are they? Bulb, Idea, Creativity, Socket, Light The 6 models for training creativity The 6 Creativity Templates can be found in detail by typing “The foundamental templates of quality ads” into your search engine _Fundamental_Templates_of_Quality_Ads Below, in short, I leave you a description: 1. VISUAL Belgium Phone Number ANALOGY This model consists of the combination of shape, sound of an element of the product with a symbol that represents the message you want to convey. An example would be advertising the Italian Serie A with a soccer ball shaped like a pizza . The pizza indicates Italy, and the ball indicates Serie A. 2. EXTREME SITUATIONS In this case I insert my product into extreme (unrealistic) situations with the main aim of enhancing its characteristics.
The most typical example is that of Redbull with its commercial “Redbull, it gives you wings”. The concept is that the drink gives energy but the message in this case is taken to the extreme with the phrase: "It gives you wings" in such a way as to maximize the characteristics of the product. The formula of absurd alternatives can also be applied within this model . The manufacturer invites the consumer not to necessarily use his product but suggests an absurd alternative. Redbull's example could be to invite the consumer not to drink the drink to get energized but to watch a running competition. In this case it goes without saying that the running competition cannot always be seen and therefore the consumer cannot receive the dose of energy he needs whenever he wants. Which he can do with Redbull instead. 3. THE EXTREME CONSEQUENCES OF USING OR NOT USING THE PRODUCT In this model, an attribute of the product is exalted or its absence stigmatised.
The third group was trained on the 6 models of creativity. The ads were considered 50% more creative than those previously seen. As the experiment shows, there may therefore be models that stimulate our creativity process by training it. But what are they? Bulb, Idea, Creativity, Socket, Light The 6 models for training creativity The 6 Creativity Templates can be found in detail by typing “The foundamental templates of quality ads” into your search engine _Fundamental_Templates_of_Quality_Ads Below, in short, I leave you a description: 1. VISUAL Belgium Phone Number ANALOGY This model consists of the combination of shape, sound of an element of the product with a symbol that represents the message you want to convey. An example would be advertising the Italian Serie A with a soccer ball shaped like a pizza . The pizza indicates Italy, and the ball indicates Serie A. 2. EXTREME SITUATIONS In this case I insert my product into extreme (unrealistic) situations with the main aim of enhancing its characteristics.
The most typical example is that of Redbull with its commercial “Redbull, it gives you wings”. The concept is that the drink gives energy but the message in this case is taken to the extreme with the phrase: "It gives you wings" in such a way as to maximize the characteristics of the product. The formula of absurd alternatives can also be applied within this model . The manufacturer invites the consumer not to necessarily use his product but suggests an absurd alternative. Redbull's example could be to invite the consumer not to drink the drink to get energized but to watch a running competition. In this case it goes without saying that the running competition cannot always be seen and therefore the consumer cannot receive the dose of energy he needs whenever he wants. Which he can do with Redbull instead. 3. THE EXTREME CONSEQUENCES OF USING OR NOT USING THE PRODUCT In this model, an attribute of the product is exalted or its absence stigmatised.