America is an impressionable society. It is a creative director’s job to take advantage of that receptive pliability to advertise different products to the public. Whether people realize it or not, every product they see has subliminal messages to appeal to different types of people. Each of these products has gone through a creative director and his or her team. Creative directors influence the world’s economy and the way consumers think by using a plethora of advertising tactics and sheer ingenuity.
What exactly is a creative director? A creative director thinks of advertising campaigns and slogans for different kinds of products (Snagajob). They are often assisted by one or more copywriters, or people employed to assist them in thinking of different tactics. When a slogan or campaign is agreed upon, the creative director or lead copywriter presents the idea to the company they are campaigning for (Snagajob). If the company likes the idea, it is launched and the agency for which the creative director works receives a percentage of sales money of the product (Snagajob). The advertising agency can handle multiple companies at once. Each assigned company s referred to as an “account” (Snagajob). Depending on revenue generated by the accounts, some may have a higher priority to the advertising agency than others (Groome, *). Some especially large companies may have their own personal creative director to handle business (Snagajob). The average annual income for a creative director is $102,000 (How to be a Creative Director).
Creative directors and their teams have multiple ways of advertising products. Each different way they could advertise is called an “angle” (Groome, *). Angles pertain to what type of person or group o...
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...hey indirectly shape the economy of the planet by molding the way products are advertised to the public. They make or break corporations and events the world over. The lives and minds of many people are changed by creative directors every day. Some of the most powerful and influential men and women on the planet call themselves creative directors.
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Milton, Bess, Advertising. New York, New York: Children’s Press, 2004. Print.
Groome, Harry, Opportunities in Advertising. Louisville. Kentucky: Vocational
Guidance Manuals, 1976. Print.
Lombardi, Dante. Personal Interview. 2 Dec 2013
...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
When looking at the history of advertising, there are many names that cannot be forgotten when accrediting the development of the industry. A real “mad men,” Hal Riney was once the embodiment of a straight shooting, chain smoking, whiskey drinking, womanizer, many advertising guru’s are portrayed as on today’s television. Riney’s ethics inspired a new wave of creative advertising. He had become a new voice, displayed a new way of thinking, and a extruded a exemplary attitude for an entire industry to follow. Hal Riney was a strong willed individual, who kept his head on his own shoulders and strayed far along in his own path.
J.G. Ferguson Publishing Company, ed. Careers in Focus: Advertising & Marketing. N.p.: Ferguson, 2004. Print.
...ons that the company makes. Finally the artistic director is usually the founder of the company.
An average American is said to be exposed to about five thousand advertisements in one day. Through these ads, producers can connect with consumers at a manipulative level. That instead of just simply displaying their product to attract the consumers’ interest different motifs and sale pitches are used to manipulate customers into buying their product.
This report analyses a 60-second American online video advertisement for the Hyundai Car finder ' First Date ' advertisement in 2016. According to USA Today, this advertisement made a Super Bowl commercials in 2016. (Woodyard, USA TODAY 2016). The report contains a description of the advertisement, an evaluation of creativity, predictions about consumer responses and a recommendation for the agency. Creativity is assessed by examining two Divergence Measure dimensions in the Creativity in Advertising Model developed by Smith, Yang, Bucholz and Darley (2007). Consumer responses to the creativity of the ad are predicted by using two stages from the Hierarchy of Effects Model by Smith, Chen & Yang(2008). Hyundai, one of the important vehicle manufacturers in the South Korea, employs about 75,000 people and has access to 193 countries through 5,000 dealerships. (Hyundai 2015)
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
In spite of the rigors associated with a career in marketing the outlook for the profession is bright. Marketing is a vital necessity not only for business firms, but is also needed and utilized by governments, educational, religious, social service, and nonprofit organizations or institutions. Perhaps the most alluring aspect of a career in marketing is the fact that it provides a great number and variety of job opportunities, and can offer opportunities to both number crunchers as well as intuitive creative people as well.
In the late nineteen- forties, Alex Osborn was a partner in the advertising agency B.B.D.O., which is where he decided to write a book where he shared all of his creative secrets. At the time the advertising agency was much known as the most innovative firm on Madison Avenue. Born in 1988, Osborn spent much of his career in Buffalo, where he started out working in newspapers, there he teamed up with and another man by the name of Adman who he met volunteering for the United War Work Campaign. By the forties, he was one of the industry’s grand old men, ready to pass on the lessons that he had learned over the years. His book “Your Creative Power” was published in 1948.
Working at an agency offers creative professionals a fast-paced, collaborative environment where they'll be exposed to a wide variety of projects instead of working with just one client. The mentorship and education that senior creative professionals at an agency can provide is a big advantage for younger creative professionals when choosing between agency and in-house work. The ad agency market is strong and expected to stay strong -- the total number of agencies in the US is trending up, and in total, US creative agencies are expected to pull in over $45 billion in annual revenue by 2020.
Imagine designing a dream home with all the color and space conceivable. This illustrates the work of an interior designer. A "schemer, intriguer, or plotter," could prosper in a career of design (dictionary.com, 'designer'). A career in interior design allows innate abilities of creativity and organization to be practiced in satisfying a client's desire for style and flare in their home or workplace.
‘Creative without strategy is called “art”. Creative with strategy is called ‘advertising’. Creativity grabs attention. People are flooded with millions of ads each day, but screens most of them out. Creativity allows advertisements to get past the filtering process and appeal to the intended audience. (Altstiel & Grow 2012) Advertising agencies nowadays are forced to think outside the box, by looking at the bigger picture and constantly discovering new ideas and ways to grab people’s attention. A successful creative advertisement results from the ability to incorporate strategic concepts in order to draw the line between plain art and advertising. There are no rules, no patterns to creating highly creative advertising. (Lee 2000)