How does an applied art differ from fine arts? What's the difference between the two creatives? In what way really line and form differ in their connotations? There's certainly a marked difference. Only if one understands that advertising as an applied art like any of the applied sciences, is a means to 'convey' a message to the target 'audience', the defination becomes clear. Creative thought therefore has an absolute meaning in its very expression. In no way it can afford absurdities. The dart has to hit the centre of the dashbboard pin pointedly.
Interdependence is the key factor in the creative trade. Those who wish to walk alone are sure to be left out. It's always team effort that fetches laurels. An idea may evolve from individual creative thinking. Logically, it's somebody's brain-child. On it's way to completion though, several hands are at work to shape it up before it goes public. The creative team members are often at loggerheads. Egos are always on a high. Every individual creative drive more or less is on an upsurge. The visual or the word takes precedence. There's no conflict as long as it's in the interest of the client! The concept nevertheless is most important. Everything else just falls in place.
As the old saying goes, a distance of only five fingers separates our two ears from the mouth. If ever what we utter (express) has to be heard well, we need to first lend a good ear. A brief simply gathered triggers a wrong chain of reactions. Briefing has to be precise, unlike 'chinese whisper' wherein what comes back is never the same as initially told. The word of mouth though supposed to be genuine can prove fatal at times. 'Cognition' is important in communication. Our senses need to be sharp all the while. Receptivity needs to be heightened for one to be truly cognitive in the real sense. Broadcasting then gets effective. Where's creativity here, you may ask. Creativity lies in selection, like Darwin's theory!
Cognitive approach towards a client brief helps one understand what is required to be given as an 'idea' that would eventually sell. Conceptualising then comes at ease. Whether it's a corporate, service or product promotion the same principle applies to all. Creative in terms of art or copy depends on what is the statement of positioning arrived at after analysing the brief. 'Perception' plays an important role here. It comes out of experience. Feeling market pulse rightly, correct understanding of consumer psyche and forecasting how the creative would work is something more than just a gut feel. Probably intuition?!
Creativity is no child's play, not a game of the wizards either. It's an art of procreation, a privilege of the versatile minds who can sense various dimensions of life with ease. In reproductive sense, creativity expects an exclusive foreplay of the intellect and emotion. What one has to emote needs to be done intellectually and yet in the parlance of the common man. Knowing very well that it's not just a whisper but a broadcast to the masses. In crowded market place what would work best, a yell, a honk or a bang is no guess work but a judgement based on expertise. The right pitch has to be sought for deliverance. Marketability of a commodity depends on its promotion but its sustenance relies more on its inherent quality. No matter how good the promotional strategy is, a bad product will never survive. The target audience knows exactly what it wants. You cannot force it to have what you want! Advertising is to lure the public to indulge in the improbable. In all probabilities however, there's no place for miracles. The audience is sensitive to various issues. Knowing its emotive quotient helps develop a creative that can really work.
Interdependence is the key factor in the creative trade. Those who wish to walk alone are sure to be left out. It's always team effort that fetches laurels. An idea may evolve from individual creative thinking. Logically, it's somebody's brain-child. On it's way to completion though, several hands are at work to shape it up before it goes public. The creative team members are often at loggerheads. Egos are always on a high. Every individual creative drive more or less is on an upsurge. The visual or the word takes precedence. There's no conflict as long as it's in the interest of the client! The concept nevertheless is most important. Everything else just falls in place.
As the old saying goes, a distance of only five fingers separates our two ears from the mouth. If ever what we utter (express) has to be heard well, we need to first lend a good ear. A brief simply gathered triggers a wrong chain of reactions. Briefing has to be precise, unlike 'chinese whisper' wherein what comes back is never the same as initially told. The word of mouth though supposed to be genuine can prove fatal at times. 'Cognition' is important in communication. Our senses need to be sharp all the while. Receptivity needs to be heightened for one to be truly cognitive in the real sense. Broadcasting then gets effective. Where's creativity here, you may ask. Creativity lies in selection, like Darwin's theory!
Cognitive approach towards a client brief helps one understand what is required to be given as an 'idea' that would eventually sell. Conceptualising then comes at ease. Whether it's a corporate, service or product promotion the same principle applies to all. Creative in terms of art or copy depends on what is the statement of positioning arrived at after analysing the brief. 'Perception' plays an important role here. It comes out of experience. Feeling market pulse rightly, correct understanding of consumer psyche and forecasting how the creative would work is something more than just a gut feel. Probably intuition?!
Creativity is no child's play, not a game of the wizards either. It's an art of procreation, a privilege of the versatile minds who can sense various dimensions of life with ease. In reproductive sense, creativity expects an exclusive foreplay of the intellect and emotion. What one has to emote needs to be done intellectually and yet in the parlance of the common man. Knowing very well that it's not just a whisper but a broadcast to the masses. In crowded market place what would work best, a yell, a honk or a bang is no guess work but a judgement based on expertise. The right pitch has to be sought for deliverance. Marketability of a commodity depends on its promotion but its sustenance relies more on its inherent quality. No matter how good the promotional strategy is, a bad product will never survive. The target audience knows exactly what it wants. You cannot force it to have what you want! Advertising is to lure the public to indulge in the improbable. In all probabilities however, there's no place for miracles. The audience is sensitive to various issues. Knowing its emotive quotient helps develop a creative that can really work.