1. Creativity inNguyen Van DucClass : L6-12-05-CTeachers: Crystal & Noel LOGO11th July, 2012

2. LOGOElementsContents Part 1: OriginalityCreativePart 2: MeaningfulnessAd Part 3: Connectivity 3. LOGOOriginalityWhat is originality in advertising? 4. LOGO Originality Out of box thinking ideas Interesting or surprising 5. LOGOOriginality The role in of originality in advertising: Catching the publics attention. Having chance to see the ads message.The first and most fundamental characteristic of creativity is divergence the ad must contain elements that are novel, different or unusual in some way. (Smith & Yang 2004) 6. LOGO Not good Adhttp://jordybos.blogspot.com/2011/02/effective-ineffective-advertisements.html 7. LOGOGood Adhttp://somethingcreative.us/tag/creative-advertisement 8. LOGOMeaningfulness Meanings or messagesbehindProduct Memorablefeatures Interested in the Ad Clear about the product Easy to spread message Create desire to buy 9. LOGO Meaningfulness (2001) http://thepreparedmind.com/?page=7 Memorable Conveying products key feature (large storage 1000 songs) 10. LOGO Connectivity The advertising information should be connectedto target market. Creativity within strict constraints: culture, age, gender.Creative without strategy is called art. Creative with strategy is called advertising. (Richards) 11. LOGO ConnectivityEx: Nike failed in Chamber of Fear advertisingcampaign in China (2005).LeBron Jamesbeating downKung Fu Master Ancient FairiesTwo Dragons Chinese legendary characters 12. http://www.youtube.com/watch?v=TE-52o8L-IYLOGO 13. LOGO Conclusion Creativity plays an important role in advertisingeffectiveness. Creativity in advertising : Originality Meaningfulness Connectivity. 14. LOGOReferences China Business Review, 2005, LeBron Wins but Nike Loses, China Business Review, viewed 19 June2012,. Haberland, GS & Dacin, PA 1992, The development of a measure to assess viewers judgments of thecreativity of an advertisement: a preliminary study, Advances in Consumer Research, vol. 19, pp.817-825.Harris Interactive, 2010, Are Advertisers Wasting Their Money?, PRNewswire, viewed 19 June 2012,. Pandey, Y 2011, Impact of Creative Advertising on Consumer Buying Behavior, International Journalof Innovative Research in Commerce & Management, vol. 1, no. 1, pp. 1-17. Richards, JI, Jef I. Richards Quotes, BrainyQuote.com, viewed 19 July, 2012, Smith, RE & Yang, X 2004, Toward a General Theory of Creativity in Advertising: Examining the Roleof Divergence, Marketing Theory, vol. 4, no. 1-2, pp. 31-58. West, DC & Kover, AJ & Caruana, A 2008, Practitioner and customer views of advertising creativity,Journal of Advertising, vol. 37, no. 4, pp. 3545. 15. LOGO 16. LOGO