Visual creativity in advertising

Creative advertising today, arguably, relies less on the copy, but more on the visuals to tell a story. This is because people naturally love digesting visual content than reading plain texts. It’s also easier and more entertaining. In his 2015 article on visual marketing, Ritu Pant of the Business to Business Community, explicates that visuals…

Importance of storytelling in creative advertising

Storytelling is just as important in advertising as it is in journalism. That is because, as Paul J. Zak argues in his article “Why your brain loves good storytelling”, humans are naturally interested in stories for stories elicit emotions. These emotions are what sells. The works of consumer behavior by Holt and Thompson (2004) and…

Language of advertising: How far should we travel?

In most advertisements, language is a major component. It’s used to convey information, influence attitudes and affect behavior that can lead to purchasing activities. In creative advertising, specifically, we almost always see that standard English with commonly accepted rules is broken down. Why? William M. O’Barr argues in his article “Language and advertising” that the…

Creative advertising: Make the known unknown

“[In advertising] people are just as capable of being bored as they are of being excited and inspired. The border that separate these two states is originality,” Bob Isherwood, a creative director at Saatchi & Saatchi Worldwide, said. I think Isherwood made a great point here. Great because in modern times advertising has grown in…