Surprise and Regularity: An Advertising Creativity Approach

ACROPOLIS- SODHA GANGA ,Volume -2, Number -1, Jan- Dec 2012., ISSN:2250-303X., pp 35-41.

11 Pages Posted: 10 Apr 2015

See all articles by Das Saumendra

Das Saumendra

Aditya Institute of Technology and Management, Tekkali

Koppala Venugopal

University of Gondar

Prasanta Kumar Padhy

Berhampur University, India

Date Written: 2012

Abstract

Creativity is considered to be the distinctive and ultimate element of human qualities for the people from all walks of life and it is even one of the measures of intelligence regardless to the promotion of any products or services. Again, creativity is the hallmark of a prosperous advertising agency where the most prime function of an agency to design advertisements only with the help of creativity. In this present article, we reviewed the literature and bridge this gap by combining two steps. At first, we have derived a framework of the creativity process by borrowing from other fields which suggest that creativity emerges from the basic elements of surprise and regularity. Later we focus on the implementation these views. The common understanding of this issue is a considerable disagreement about the psychological process involved in creative thought, with one aspect claiming it represents a sudden, holistic view of relationships between previously unconnected elements and the other aspect claiming that it is the result of considerable information gathering and extended problem solving. Bringing these facts into the consideration, creativity of ad maintains the balance between the surprise and regularity which clearly presented in this article.

Keywords: Advertising Creativity, Surprise, Regularity, normativity and crazitivity.

Suggested Citation

Das, Dr. Saumendra and Venugopal, Koppala and Padhy, Prasanta Kumar, Surprise and Regularity: An Advertising Creativity Approach (2012). ACROPOLIS- SODHA GANGA ,Volume -2, Number -1, Jan- Dec 2012., ISSN:2250-303X., pp 35-41., Available at SSRN: https://ssrn.com/abstract=2592390

Dr. Saumendra Das (Contact Author)

Aditya Institute of Technology and Management, Tekkali ( email )

K. Kottur
Tekkali
Srikakulam, Andhra Pradesh 532201
India
+91-9490762686 (Phone)

Koppala Venugopal

University of Gondar ( email )

Gondar, Amhara region, Ethiopia
Tekkali
Srikakulam, Andhra Pradesh 532201
India
+251 941432528 (Phone)

Prasanta Kumar Padhy

Berhampur University, India ( email )

Berhampur, Orissa 760007
India
+919437011997 (Phone)
+916802242555 (Fax)

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