Creativity In Advertising Analysis Essay Example

witnessed on television. The advertisement depicted a man who was eager to enjoy a beer but unfortunately, every attempt he made to obtain one resulted in his accidental death. Despite the setbacks, the character persisted and was continuously reincarnated until he finally succeeded in getting his hands on the beer (http://www.youtube.com/watch?v=LYYwaqKYgTo). Our fascination with this ad was so strong that it remained a topic of conversation amongst us for an entire week!

There's no need to ponder about selecting a beer brand when inquiring with servers. The decision is always clear-cut – opt for Tiger every time, without hesitation, rather than choosing Budweiser or Heineken.

Assessing creativity in advertising proves to be a complex task. Across the globe, there exist multiple prestigious awards dedicated to creative advertising and these have become the conventional benchmarks for judging creativity in this field. Consequently, award-winning ads are viewed as the sole determinants of creativity. The responsibility of determining an ad’s creativity rests with a select group of individuals who have garnered considerable national or international recognition in their respective fields - the creative award panels. Is this approach fair and democratic? Should creativity in advertising be exclusively evaluated through award recognition?

The response is negative. In 1992, Bell incorporated the target audience's feedback and the popularity of the creative product as a proxy for analyzing the creativity of ads. This was an early realization that assessing the effectiveness of ads was important. Stone, Besser, and Lewis's study in 2000 found that 70% of memorable and favored advertising was identified as creative by trained judges, whereas 47% of strongly disliked advertising was also classified as creative by the judges.