Creaţie și creativitate în publicitate
Creation and Creativity in Advertising

Summary/Abstract: Today, in the field of advertising, creation is considered to be an art, the most interesting and spectacular aspect. Advertising creations of high quality usually are those combining the following attributes: originality, simplicity, clarity, an intelligent manner of commu-nication, memorability. They are also based upon a solid strategy, they communicate a clear message in a catchy style, they are relevant, make the brand notorious, have an enduring impact on the target groups. They are designed for several media, are flexible and efficient with respect to the customer’s aim of making his products well-known and expanding his business.Advertising creation is the result of team work between those designing the concepts (copywriters) and those responsible for the visual part of the message (art directors). The main challenge is to find new creative ideas and to persuade the consumers to react to these ideas, so that the brand’s communication aims may be achieved.

• Details
• Contents