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Friday, March 4, 2011

Creative Advertising - Thinking Outside The Box




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Creative advertising is clever advertising more often than not. It imprints the product or message firmly in the minds of those who encounter it, which usually makes it successful advertising too.

Examples of creative advertising can be found on the billboards in any large centre of population, or even on TV, or in magazines. They proliferate in busses and trains as well, and wherever people are likely to see them in large numbers. Sometimes this type of advertising is hard hitting. One example is the stop smoking adverts seen on the back ends of buses. The ad featured the image of a man's head, and where his mouth was also where the exhaust pipe of the bus was. The message read, "Ready to quit?" In this way the man's head appeared to be emitting smoke, which made the ad much more hard hitting and effective.

One clever and very creative use of advertising by thinking outside the box was achieved by a company that tested eyesight and sold spectacles. They issued a flyer with the simple message, "Had your eyes tested recently?" The clever bit was that the text was printed twice with one slightly overlapping the other, but a little bit out of phase. The effect was a kind of blurred appearance that was difficult to read. It was enough to convince a lot of people to go to the company address and get their eyes tested.

There are many other examples of creative advertising. One favourite is of a billboard that has had one corner raised by approximately 30 degrees. In the bottom, un-raised corner there is a photograph of a large, heavy, overweight and obviously unfit man. The message reads, "Time to get fit," and underneath is the telephone number of a particular fitness centre. The ad is eye catching and funny, but it also makes people think, and those who know they are a bit overweight and unfit are more likely to think about getting fit. And where will they turn to? They will most likely call the fitness centre in the ad!

Conclusion Creative advertising often gets the message home in an unexpected and novel way. It can sometimes be in bad taste, or it may ruffle a few feathers in other ways, but usually the message is one that gets across. That is what advertising is supposed to do, and that's what good creative advertising does.

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