Creativity in advertising messages : there to inspire : the implications of creative messages in TV advertising

Abstract

This research provides an insight to the practicality of creative advertisement. First, the importance of creativity with a purpose in advertising was defined. Then, the different implications of creative elements, techniques, and theories concerned with effective advertising were also discussed through key researchers such as Tarence A. Shimp, Leon G. Schiffman, and Leslie Lazar Kanuk, as well as authors like Andy Green and Simon Sinek amongst others. Out of the creative implications discussed, an ad copy, undertaking an Emotional Creative Style, has been developed as a typical proposal for a brand (Malta National Aquarium) in a prefinished form. An empirical quantitative research was undertaken to assess the commercial's effectiveness from the perspective of the different emotional elements used, out of which attractiveness, emotional response, and meaningfulness ranked the highest, whereas confusion and alienation ranked the lowest. These findings suggest that the creative techniques used to develop the commercial, contributed to an effective communication among viewers.