Advertising does not only sell a product; in many instances, companies, organizations, groups of people, or even a single person can use advertising to sell an aspect, an idea, an advocacy. It is a way to communicate with larger groups of people – relaying information in such a way that is both creative and straightforward. Which is why the creative aspect of advertising is such an amazing one.
While some may argue that advertisements should give out information only – the details, the numbers – ads would then end up being absolutely boring, thus consumers would not even pay a single glance to such an ad, regardless if it was on television or on billboards. Radio commercials which solely incorporate words into their advertisements, lacking auditory effects that would trigger a listener’s imagination, would have listeners turn a blind eye – or, in this case, a deaf ear – to their products, which then would have resulted to wasted time and effort, not to mention money.
This is the reason why companies show their competitive streaks through the most creative, most unique, and most refreshing pitches their departments could come up with. This is also the reason why advertising agencies have very strict and, at some point, very complex exams and interviews for potential employees, especially when they are to be put in the creative department. Out-of-the-box ideas that actually work are very hard to come up with, and also ultimately difficult to come by.
Advertisements, through this, should be enough to catch people’s attention, but not enough to draw the attention away from the concrete message (sometimes as simple as “buy our product!”). Clever, witty, and new – these are just some of the overused words whenever describing something they would want to watch on television, hear on the radio, or see on posters.
Consumers and audiences want something that would pique their interest enough to make them buy a product or support a cause. On the other hand, they might watch or listen to something that would make them remember a product enough that when they see it by chance, they experience a form of recall, sometimes even associating things as simple as color or shape to a certain product or ad. That is why jingles are all the range right now, giving anyone who hears it a case of the last song syndrome.
While advertisements do cost a lot of money, the process by which a vague idea was passed through to form something concrete was a long and utterly incredible one. The brilliant creative minds behind some of the more popular commercials, slogans, and taglines usually go unnoticed, but seeing their work appreciated and talked about by many would, in itself, be an ultimately fulfilling experience. Thus, that is why immense creativity is of profound value in this field – being able to relay a message that, somehow, someone has made their own, and getting the initial intended response would have meant that their mission has been accomplished.