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
Date Written: 2012
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.
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