Volume : 1, Issue : 5, October - 2012

An Exploratory Study on Creativity Aspects of Print Advertisement

Dr. Haridayal Sharma

Abstract :

Newer avenues of advertisement is emerging along with an increase in the number of companies and ands, leading to manifold increase in the number of advertisements that hit the public domain. There is in fact a clutter of advertisements with mounting advertisement spending. In this context, one of the ways to stand distinct is creative advertisement. The print advertisement occupies a predominant role in the overall advertising scenario both in terms of market share and in terms of the spend level. Therefore, the paper aims to enquire the dimensions and aspects of creativity in print advertisement. As creativity is a qualitative phenomenon, it was decided to form a panel of selected people drawn from diversified fields in order to explore and enquire into the domain of creativity dimensions. Thus, the study is exploratory in nature. Ten dimensions of creativity in print advertisement are identified as Message, Picture, Simplicity, Combination, Curiosity, Theme and Concept, Emotions & Appeal, Symbol (Metaphor & Analogy), Copy and Exaggeration.