Savitribai Phule Pune University

Padmashree dr. D. Y. Patil

College Of Applied Arts & Crafts
Akurdi Pune 411044

Bachelor of Fine Art

( Applied Art )
2014 - 2015

Study Of Creative Concept

In Advertising

Sontakke Shubham Sudesh

(Fourth Year)

Mr. Rahul Weldode

(Assistance Professor , M.F.A. ,Net )
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 Dr. D.Y.Patil pratishthan’s
Padmashree Dr.D.Y.Patil College of Applied Arts & Crafts
Dr.D.Y.Patil Educational Campus, Sect.no:29, Pradhikaran, NearAkurdi Railway Station, Akurdi, Pune
411044.Ph : 020-27657235 Email : [email protected], www.dypcaac.org

This is certif.
that,……………………………………………………………….
Is studding in Final Year B.F.A Applied Art in our college. As per the
direction of Savitribai Phule Pune University; Pune, he / She accomplished the
said DISSERTATION on his / her selected topic / area, which has concluded
& done by him / her independently on the basis of the accumulated data only.
The Dissertation is student’s own conception and research.

Name & signature of

Guide:………………………..............................................

Prof.Shailesh Mandre
Class Coordinator Prof. Parag Shelke
Final Year Applied Art. Officiating Principal

Examiner
Savitri bai Phule Pune University, Pune
Ganesh khind Road, Pune.

Date:

Akurdi, Pune : 411044.

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 DEDICATION

I dedicate this dissertation to my family, especially to my mother, who taught

me the importance hard work over the result. It is also dedicated to my best

friends, who has helped me in my up and down and taught me that even the

largest task can accomplished if it is done one step at a time.

To My Professors for having faith in me and for providing best guidance and

encouragement when needed also for motivating me to reach out for my

dreams.

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 ACKNOWLEDGMENTS

It is with gratitude that I wish to express my sincere thanks to all who have
been involved directly, indirectly in fulfilling my dissertation work.

First, I offer my sincere thanks to Prof. Shailesh Mandre, Class In-charge

Final Year Applied Arts, for his valuable guidance & supervision throughout
the work. And my guide Prof. Rahul Weldode Sir, for their valuable
suggestion & persuasion enable me to complete this work.

I am proud to express my gratitude to my parents and also thankful to my

friends and those who have helped me during this work.

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 TABLE OF CONTENTS

INTRODUCTION.............................................................................................1

OBJECTIVES....................................................................................................2

HYPOTHESIS...................................................................................................3

Chapters -

a) INTRODUCTION AND HISTORICAL PERSPECTIVE...............................5

b) CREATIVE CONCEPTUAL BASED ADS AND APPROACH OF

SOCIETY.........................................................................................................10

c) CREATIVE CONCEPTUAL BASED ADS APPEAL

PSYCHOLOGIACALLY, ARTISTIACALLY-EFFECTIVE &
COMMUNICATION CREATIVE BASED ADS - PARTICIPATION
OF VISUAL - VARIOUS ADS MEDIAS - HOW IT HELPS TO
INCREASE THE SALE..................................................................................19

d) CONCLUSION........................................................................................27

e) BIBLIOGRAPHY....................................................................................28

List of Figures

Fig. 1- Times of India

Fig. 2- Duracell

Fig. 3- Penguin

Fig. 4- Apple

Fig. 5- Ford

Fig. 6- Tide

Fig. 7- Nilkamal

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 Structured Abstract

This Dissertation discusses how "creative conceptual ads plays an important

role in advertisement and also it contributes in making people aware of the

product/service. This title will be explained effectively with the help of

relevant examples, advertisements, reference which will prove that creative

conceptual ads plays an important role in advertisement.

In proving this various discussion will be made about history of creative

conceptual visuals in India and their development from earlier days to modern

days and how these advancements have brought changes in look and types of

visual, with the present examples and its conclusion.

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 Introduction:

Paul Lester a leading psychologist in creative conceptual advertisements

(Creative conceptual) say's

"We are becoming a Creative conceptually mediated society. For many,

understanding of the world being accomplished, not through reading word, but

by reading images."

For thousands of years people have tried to entice consumers to their product

from this detergent to potato chips, the use of creative has employed

"Creative conceptually means creative concepts dominated advertising

provided the consumers with a perception of greater familiarity with the

product." In the age of the internet and popular television it might be assumed

that as a whole we have abandoned written media. But the reality of its that as

human's we remember about 10% of what we hear, 30% of what we read,

about 60% what we see. Considering this evidence, it is easy to see why we

are such a Creative conceptual dominated society. What does the mean of

advertising campaign of tomorrow? They like us will have to adapt

accordingly that means better advertiser on internet, without saturating our

eye. More images spliced with words. Better understanding of the product

through creative concept analysis.

The reason for the dominated of creative concept based on ads are quite clear.

It is a well known fact that a picture says more than 1000 words. That's

because it talks a emotional language. A copy based ads asks for more time to

arrimilate than a creative ads does reading is more time - consuming than

viewing a picture and time is a very rare asset now days. It is always easier to

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 watch a movie and look at a Creative conceptual than to read a fact. A creative

concept is advertising campaign are attract wider range of targets. Whereas 35

years old man sees a beautiful women's at 16 years old girl sees someone she

wants to looks like and a 70 years old girl sees the downfall of morality.

Either way all their actual get aware of what add is a very important stapes

which many ads fast to achieve.

Reasons for selecting this research topic:

The convincing the power of creative concepts in advertisements campaign is

major of which can studies through the relevant content like colours, shapes,

illustration, Creative conceptual, graphic etc.

creative concepts in advertisements (Creative conceptual) based ads attract

consumers very fast; they maintain the interest in consumers mind for a long

time as Creative conceptual easy to remember for a long period of time this

help in increasing the sale of a products.

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 Objective:

• To find out the importance of creative concept in campaign.

• To know an impact of creative concept in campaign on the mind of target

audience.

• Find out statistically find out the sale of the product / services after the impact

of creative concept in campaign.

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 Hypothesis:

" Creative concept is very focused and attracts customers."

Creativity is defined as the tendency to generate or recognize ideas,

alternative or possibilities that may be useful in solving problems

communicating with other and entreating ourselves and other.

Creative concept based advertisements attract consumers very fast, they

maintains the interest in consumers mind for a long time as Creative

conceptual are easy to remember for long period of time this help in

increasing the sale of products.

The activity of attracting public attention of product or business of designing

and writing advertisements.

Advertising campaign has been defined as series of advertisements having the

same things and publication within specific period through the campaign is

conveyed through different medic, it has a single theme and it unified

approach.

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 Discussion:

On basis of topic selected it can be divided in 3 chapters as follows:

a) Chapter 1:

Introduction and Historical perspective:

Advertising, generally speaking, is the promotion of goods, services,

companies and ideas, usually performed by an identified sponsor. Marketers

see advertising as part of an overall promotion. Advertising involves the

process where in a massage is designed so as to promote a product, a through,

an idea or even a service. The concept of advertising has assumed a dynamic

form with the use of the various mediums of communication. From the

newspaper, magazines, posters, neon and fluorescent signboard, billboard to

the commercial on TV, laser shows to inflated high-rise figures and objects,

advertising has come a long way. The work is formidable as it spearhead a

process intended to attract, modify, change and influences public opinion.

Form the local business to multinational firm and all need to advertise. While

politicians, social organization, government special groups need to advertise

their mat to, national airline, auto mobile manufactures food and consumer

goods manufactures have to reach consumer. Specialist product and services

are often advertised through trade magazines and exhibitions. Lately mail-

shots, handbill circulation: specified have become very popular. There are still

other ways of advertising. There are window displays, display on telephone

directories, transit sign on buses, lamp posters, banner, etc. Advertising

through the electronic media has been perhaps the most popular the most

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 medium. Advertising, as an effective medium, uses a variety of techniques to

create effective advertisements. Slogans and product characters are created to

catch the attention of the viewers. Most winning advertisements would

encompass factual information with emotional appeal.

The advertising industry has three major sectors:

• Business or organization which wish to advertise,

• Media which provides the medium for advertising and

• Ad-agency which creates the ad to suit the need of the firm.

An advertisement would include any notice, circular, label, wrapper or any

other documents or any announcement     

There has been a long tradition of advertising in India since the first

newspaper published in India in the 19th Century carried advertising. The first

advertising agency was established in 1905, B, Dataram and Company,

followed by the India-Advertising Company in 1907, the Calcutta Advertising

agency in 1909, S. H. Benson in 1928, J. Walter Thompson Associates

through its Indian associate, Hindustan Thompson Associates in 1929, Lintas (

Lever International Advertising Services) in 1939 and McCann Erikson in

1956. Advertising expenditure in the 1950s was estimated at $US 300,000.

Under the more sociality political environment of the 1960s and 1970s there

was little deductible. In the 1970s there was a 58% growth in the number of

registered agencies from 106 in 1969 to 168 in 1979, and this included a

growth in India agencies. The first advertising appeared on state television in

1976. With the opening of the economy in the 1980s there was a growth in the

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 opening of alliances with multinational agencies and an expansion in

advertising through foreign network participation in agency ownership was

limited in 1987 Hindustan Thompson was affiliated to J. Walter Thompson.

Lintas, the 2nd ranking agency, held only 4% of its subsidiary, as did Ogilvie

and Mather. Saatchi/Compton had minority interested in Compton as did

Lintas. A study done 1984 of the largest companies in India found that the

ratio of advertising expenditure to sale had risen from .64 in 1976, to .71 in

1984 to .74 in 1984. Foreign controlled corporation had the dominant share of

advertising expenditure, and 80% of these were in the consumer goods

sectors. Advertising was very concentrated with the top 50 advertisers

accounting for 80% of the advertising spending and the top 10 advertisers

made up 40% of that figure, 32% of the total. The largest advertiser

throughout the was Hindustan Lever which was nearly 10% of the advertising

budget of corporate sector companies. Pharmaceutical companies were also

significant advertisers at this time.

Have you ever been asked which is more powerful, the eye or the ear?

Probably not, because the answer is obvious. I'll bet that deep down inside,

you believe the eye is more powerful. Call it "Creative conceptual

chauvinism," if you like, but it's a preconception held by many marketing

people.

In Medieval time, most people were not literate so Christian churches told

stories of the saints and angels by images on stained glass. Some 500 years

before the birth of Jesus Christ. Confucius says: "A picture is worth a

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 thousand words". Those seven words-not pictures, mind you, but words-have

lived for 2,500 years. And the way things have been going lately, its seems

like those seven words will never die.

Ads appear for the first time in print in Hickey's Bengal Gazette, India's first

newspaper (weekly), studies mark the beginning of advertising created in

India (as opposed to import from England) Studies set up for bold type, ornate

fonts, and fancier larger ads. Newspaper studies train, ornate fonts, and

fancier, larger ads. Newspaper studies train the first generation of Creative

conceptualizes and illustrators. Major advertisers: retailers like Spencer's,

Army And Navy and White away and Laidlaw. Marketing promotions:

Retailer's catalogues provided early example. Ads appear in newspaper in the

form of lists of the latest merchandise from England. Patent medicines: The

first brands as we know them today were a category of advertisers. Horlicks

becomes the first 'malted milk' to be patented on 5th June 1883.

For thousands of years people have tried to entices consumers to buy this

products. From dish detergent to potato chips, the use of Creative conceptual

advertising has been employed. "Creative conceptually dominated advertising

provides the consumer with a perception of greater familiarity with the

product." In the age of the Internet and popular television, it might be assumed

that as a whole we have abandoned written media. But the reality of it is that

as human we remember about 10% of what we hear, 30% of what we read,

and about 80% of what we see. Considering this evidence, it is easy to see

14 
 
 why we are such Creative conceptually dominated society. Paul Lester, a

leading psychologist in Creative conceptual advertising says.

"We are becoming a Creative conceptually mediated society. For many,

understanding of the world is being accomplished, not through reading words,

but by reading images".

What does this mean for the advertising of tomorrow? They, like us, will have

to adapt accordingly. That means better advertising on the Internet, Without

saturation our eyes. More images spliced with words. Better understanding of

the products through Creative conceptual analysis. The reasons for the

domination of Creative conceptual based ads are quite clear. It is a well-

known fact that a picture says more than 1000 words. That's because it talks

an emotional language. A copy based as asks for more time to assimilate than

a Creative conceptual ad does. Reading is more time consuming than viewing

a picture, and time is a very rare asset nowadays. A copy based ad repels a lot

of people because it engages their brains. It is always easier to watch a movie

or to look at a Creative conceptual than to read a text. A Creative conceptual

attracts a wider range of targets. Where a 35-year -old man sees a beautiful

women, a 16-year-old girl sees someone she wants to look like, and a 70-year-

old women sees the downfall of morality. Either way, all three of them

actually get aware of that ad. That is a very important step which many ads

fail to achieve.

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 b) Chapter 2:

Creative conceptual ads and approch of society:

"A picture is 1000 words, " has been quoted endlessly in advertising circle in

America. Furthermore, most creative directors started out as art direction.

First and foremost, they see their job as creative generation believe that

picture or Creative conceptual are more important. It's difficult to build a

strong, powerful worldwide brand without a strong, shocking, dynamics

Creative conceptual. Creative is a very subjective term. Who can really say

what is creative, for we all have different opinions on what we individually

think is creative. Some people believe creativity is an ingrained concept that

you are born it. Order people it is a talent that can be learned and taught. I

personally believe it is a little of both. The essential elements of creativity are

really imagination and inventiveness disciplined by routine skill. Your

imagination is something you are born with, it can be large and wild or it can

be small and constrained. Inventiveness is something that can be disciplined,

it can be taught and learned with practice and skill.

Put those two concepts together and anything is possible. In advertising,

agencies live and die by creative communication. Creativity is one of the

reasons clients justify advertising and their choice of agencies.

The visual that accompanies an ad is the first thing that viewers will

notice, so careful attention should go into making sure that the image will

appeal to your target audience and draw them in. The most common method

of displaying an image in an advertisement is to place it at the top of ads so

that it spans the width of the page it appears on, but images can appear in the

sides or corners of an ads as well. The placements of an images isn't quite as

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 important as its presentation; the image should be sharp and clear so that it's

easy for those who see it to recognize what it is. You can vary the size of

images in your ads, but make sure that smaller images are impressive enough

that they will grab the attention of your target audience.

In everyday life, we communicate both through visual and language.

However, we tend to forget that we do. When asked to give an example of a

method of communication, people generally reply "visuals". We take

language for granted because it happens unconsciously most of the time. A

good piece of visual communication should be able to easily convey its

message to the audience.

The visuals in television commercials, magazine advertisements and

other forms of advertising often convey meanings that cannot be expressed as

well, or at all, through words or music. Visual is an exploration of the

uniquely visual aspects of advertising. Because of the implicit nature of visual

argumentation and the relative lack of social accountability which images

enjoy in comparison with words, pictures can be used to make advertising

claims that would be unacceptable if spelled out verbally.

A research was conducted where three groups of audience were to be

exposed to three different sets of advertisements for the same product:

Toothpaste. One advertisement was completely verbal, claiming "Kingfisher

toothpaste will make your teeth pearly white". The second one was

moderately verbal with only "Flash 'em" as a verbal claim. The last one was

non-verbal, which associated toothpaste with a pearl necklace. The research

showed that the audience understood more of the visual advertisements.

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 A visual works best with a down-to-earth specific concept expressed

as simply as possible.

Creative conceptual advertisements:

Print advertisements have their own old world charm associated with them.

No matter how much digital media influences our lives, print advertisements

will always be one notch above everything else. People who love to read have

always this natural tendency to observe and read print ad; something which

they can save later and re-read at their leisure.

Here we present 5 creatively stunning print ads which created ripples across

the Indian print media. One of them was hugely controversial, which led to an

apology by the concerned brand.

a)“Hang Me Again” by Times of India

This advertisement was created by

Taproot from Mumbai. Times of India was

trying to sell portraits of farmers who

committed suicide due to their bad

financial position and huge debts. The

money generated by the sale of these

portraits will help the families of these

dead farmers. A social cause, and a creative advertisement.

This print ad was one of the 59 winners of the prestigious Press Lions award

at Cannes.

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 b) “Plus and Minus” of Battery Operated Devices by Duracell

This advertisement was revolutionary in its concept. Created by an agency

called Grey from Mumbai, this advertisement was commissioned by Duracell,

highlighting the positive and negative aspect of using battery operated

devices. Now, Duracell sells batteries and cells and this advertisement could

have generated negative publicity for them as well. But the management team

of Duracell thought otherwise, as they believed that it is their responsibility to

showcase both the aspects.

Hats off to the creative team for this one! This print ad was also one of the

winners at Press Lion award at Cannes.

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 c) Audio books by Penguin:

Audio books is a relatively new concept in India, and Penguin is looking

forward to capture this emerging market. To introduce the concept of audio

books to Indian audience, Penguin hired McCann from Mumbai and asked

them to create something which will strike a chord with traditional English

language readers of classics and the new generation of tech-savvy readers who

are used to the concept of e-books.

After several brain storming sessions, McCann came up with these creatively

stunning advertisements, which is a perfect blend of classics and modern

technology. The image portrays authors of classics moulded into a headphone,

showcasing the headphone!

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 d) iPad Mini by Apple:

This print ad was not created by any Indian agency, but I have included it in

this series because of its sheer creative brilliance. In order to advertise iPad

Mini in front of readers of magazines, Apple decided to show the tablet in its

actual size, with the display showing the actual front cover of that magazine!

This series of print ads were published in several national magazines inside

US including Wired, Time and The New Yorker, each with the actual front

cover in the display of iPad mini.

On one hand it actually showed how the magazine will appear in the iPad and

on the other hand it highlighted the technical brilliance of iPad, both in one

single shot.

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 e) “Leave your worries behind” by Ford (controversial advertisement)

This was no doubt one of the most controversial print ads inside India for the

year 2013. Ford asked JWT to create advertisements highlighting the comfort

and luxury of their cars. But in return, JWT created these sexist

advertisements, which shows women tied up in the back side of Ford Figo,

and Italian prime minister Silvio Berlusconi grinning behind the wheels with a

victory sign. It touched the sensitive issue of women molestation and rape

cases which has suddenly exploded in India.

Such was the uproar against this ad that Ford had to issue an apology and

found themselves surrounded by negative publicity.

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 f) Tide:

  The product Tide which gives you a better cleanness as shows in that

advertisement. The cloths are providing a light to the shooting (act) and ads

shows that the cleanness like this you will only find in Tide product, and the

cloths you wear which are washed from Tide always shine like your

personality. The ads has a very creative idea which shows that the film is

using the cloths washed from Tide and they are helping to provide a better

light to the film.

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 g) Nilkamal :

The hardness and flexibility are a strength of a Nilkamal chairs. This is one of

the creative conceptual advertisement which shows in modern days the chairs

are preferred to use at the circus to stand out the elephant on it and doing the

play, that's why the focus is on a product so people can buy it easily without

have a any dough in mind. Nilkamal chairs are best and effective product.

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 C) Chapter 3 :

Creative conceptual based ads appeal psychologically, artistically

Effective & communicative Creative conceptual based ads- Participation

of Creative conceptual-various ad Medias- How it helps to increase the

sale :

Good Creative conceptual arouse interest and hold attention by providing

variety and aiding clarity, so reader or listener get a quick, clear understanding

with minimal effort. When Creative conceptual supplement a process the

information to make decision, arrives at better quality decision more quickly.

Creative conceptual ads is form of communication that conveys an idea

through Creative conceptual aid. It therefore, relies purely on vision. It

therefore, relies purely on vision. By virtue of their ability to simulate the

appearance of the physical world, pictures can become surrogate objects of

desire or other emotions which ads subsequently associate with products. By

exploiting viewers’ assumptions of a direct, automatic connection between

photography and reality, images can serve as proof of advertising claims.

Because of the implicit nature of Creative conceptual argumentation and the

relative lack of social accountability that images enjoy in comparison with

words, pictures can be used to make advertising claims that would be

unacceptable if they were spelled out verbally. Using these characteristics of

variety of commercial, political and social-issue advertisements. A separate

chapter examines the role of pictures in cross-cultural advertising. Creative

conceptual is recommended for upper-level undergraduate students and

graduate students in communication and media studies. It also contains

25 
 
 insights that will be valuable to students in courses in cultural studies,

sociology, anthropology, and advertising. Seeing athletes on television, we

know the one with a golden medal is the winner. In a program like Adobe

Photoshop, its toolbox has only symbols representing the use of each tool.

Using Creative conceptual can make a advertising more interesting and

effective. When an audience can both hear and see what you are saying, they

are more likely to retain the information. Creative conceptual not only focus

attention, they reinforce your words. In oral advertisements the speaker faces

numerous people with their eyes on him or her. Hence, he/she has no time to

look through the notes. Creative conceptual aide are a great allow the speaker

to remember all the important points and stay on the track. Moreover, people

retain Creative conceptual part of the information from graphs and tables far

better than listening to someone explain the results, conclusions, etc. The

Creative conceptual must be appropriate.

The idea of using Creative conceptual is only to enhance your ad. Creative

conceptual are used to reinforce your message. They aid to clarify the

complex points in your ads. Creative conceptual help to involve your audience

in the advertisement. It is usually observed the one gets bored hearing the

continuous speech of a person for a while. As we know that a picture is worth

a thousand words, the combination of words and images increases the

audience understanding and retention level. Thus, usage of Creative

conceptual is very important factor which contributes to the success of a

advertising. The purpose of advertisement is to teach some or provide

information regarding any product. Every person has different level of

learning. Some people understand the things quickly. As soon as someone

26 
 
 tells anything, they understand the point. Some people require that the

presenter repeat the topic. Sometimes the advertisements include the new

ideas or new technology then the people cannot understand of words and a

video is worth of hundreds of pictures.

In this situation the Creative conceptual ads play an important role.. For

example we are giving a presentation to a company about the newly launched

product. The participants will be well aware about the product if the Creative

conceptual aids are used i.e. the pictures about the product, the process of the

product.

The simulation of any process is the main achievement. If we are telling the

students about atomic process then the Creative conceptualization of this

process will deliver great learning.

Creative conceptual aids save our time, which we spend to discuss about any

new ideas. Creative conceptual aids provide exact picture about any concept.

Critics state that Creative conceptual communication has the greatest impact

on choice and buying decision of consumers. Empirical findings demonstrate

that by utilizing Creative concept that are consistent with consumers

’personality-type processing styles, advertisements can have greater appeal

and generate higher purchase intentions for a variety of products. Form the

Creative concept point of view, the images themselves are rough, and appear

in high contrast of black and white. Usually, the Creative conceptual ads story

is also replete with stereotypes the advertisers included for the particular

generation inherent deconstruction abilities.

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 Creative conceptual images appeal to emotions and consumers portraying

people like me. For instance, Creative conceptual communication in news

portrays daily lives of people, their problems and possible solutions.

Advertisers do not take it for granted that audiences have a high attention

level. Researchers underline that while the preceding figures may readily be

categorized as symbolic portrayals of emotion, the occurrence of such

symbols in social interaction is less apparent. However, one could argue that

such basic expressions as smiling and frowning appear in so many contexts

and so often that they have become symbols of emotion. With regard to the

portrayal of such social situation in which such a masking smile might occur

image appeal, and purchase/intuiting type and Creative conceptual imagery

across the four product categories tested

In news and advertisements, Creative conceptual images are used non-

linguistic device to draw customers’ attention. It can be explained by the fact

that advertising seldom leads to immediate purchase response advertising’s

effects must somehow be mentally stored away if they are to alter the

probability of buying at a later time. In this sense, the brand image notion is

an early manifestation of a multiplicity of perception, learning, or attitude

formation theories that are to emerge in the 1960s. For instance, based on

numerous Creative conceptual clues (coffee sunlight, etc) and verbal hints

(jokes or slogans, advertisements appeal rationally and emotionally to

potential consumers. Largely intuitive creative’s should be sensitized to the

fact that when communicating the benefits of a given product or service, the

target might consist mostly of sensors and that marketing communications are

more.

28 
 
 Creative conceptual images play a very important role in capturing the

attention of the public. Creative conceptual are included in advertising in

order to put a message or two to the audience. It persuades the target audience

to have a look at the advertisement. Creative conceptual is an element needed

to carry that message to the target audience

For example, in business meetings rather than reading out information in the

form of text Creative conceptual presentations are used. Conclusions are

drawn using graphs, flow charts, and diagrams along with the reports. Today,

people spend door to the fast pace of life. They look for information in a quick

and easy way.

Advertisement can provide that. The main purpose of the advertisement is to

influence the audience to make them act in a peculiar way. If it is a product or

a service oriented advertisement, it creates an impression on the audience that

the product or service shown in the advertisement is really good. It compels

the audience to purchase the product or avail the service.

Creative conceptual can provided you excellent advertising to make your

advertisements a success. Creative conceptualization is an effective way of

conveying large or complex information in forms that can be read understood

and stuck to individuals.

Types of Creative conceptual include:

Drawing, graphic design, colours, signs, symbols, illustrations

typography, etc

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 Using colours to communicate:

Many communicators use colours as tool to send messages Creative

conceptually to thru audience who unconsciously receives them.

Creative conceptual metaphors are used a lot in advertising, they help

elaborate the message intended to send through to thru audience and increase

the chance of persuading them. They are likely to increase the cognition value

of the message, which leads to cognitive elaboration when the audience

processes the message. Creative conceptual argumentation of an advertising

leads to a greater persuasiveness of Creative conceptual propositions. Though

Creative conceptual tools, an advertisement can suggest its attitude, the brand

attitude, product belief and purchase intention.

Creative conceptual metaphors can increase message cognition value

(MCV) Of an advertising without changing its message or product claim

Advertisements with Creative conceptual metaphors force the audience to

elaborate on what is already given. The audience has to consider the message

more thoughtfully and actively respond to it. They are therefore more likely to

believe the message

furthermore , Creative conceptual argumentation requires the audience

to interpret the message according to their own construction meaning. And

people are more likely to be persuaded by the proposition they have

constructed themselves.

30 
 
 Use Of Symbols:

Symbol, in the form of signs and icon , are used to explain things

around us. This activity will helps consumers understand the use of symbol as

part of advertising

Use of Typography:

In the case of typography bases advertisements , which are common in

print advertising and gaining popularity even in television abs other video

mediums.

Typography can do everything from adding meaning to drawing

attention, and using it right an means the different between mediocrity and

stardom in the world of advertising. The post below taken a look at some of

the most striking examples of print advertisements uses of typography scoured

from around the world studies show that learning accelerates and depends

when the whole brain is engaged. Creative conceptual speak creates tools that

help build a bridge between the left and right sides of our brains.

This makes learning faster , more interesting and more effective. It also

provides users with a richer set of data from which to base critical decisions.

With a wider range of information, partisans see third strengths and priorities

more clearly, inspiring them to contribute solve problem and lead more

masterful lives.

Creative conceptual speaks usage the power of images to identify

those belief that are most deeply rooted in the mind. Memories and

31 
 
 associations that emerge through images are often quite different than those

stimulated through verbal interviews and discussion.

In using thoroughly- tested images across the Creative conceptuals

speak system people quickly enter into richer and more fruitful dialogues

where breakthrough become the norm. Increased participation increased

engagement, and increased enthusiasm.

We’ve all heard the saying seeing is believing and the concept doesn't apply

any better than when you’re trying to market your product. A powerful,

imaginative Creative conceptual that’s on budget and on target can make the

difference between profit and loss for your business.

An attractive Creative conceptual signage can announce a sale, promote

slower moving merchandise or depending on the location even attract

customers into your business. Most businesses have at their disposal one of

the most effective and inexpensive marketing tools built right into the

store...the front window. If your storefront has more than one window you

have just increased your opportunity to create a “Creative conceptual

wonderland” to promote your business and draw customers inside.

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 D) Conclusion:

Good Creative conceptual ads arouse interest and hold attention by providing

variety and aiding clarity, so reader or listener get a quick, clear understanding

with minimal effort.

Creative concept in advertising convey meanings that cannot be expressed as

well, or at all, though words or music. Creative conceptual is an exploration of

the uniquely Creative conceptual aspects of advertising. By overall study of

the chapters like Creative conceptual based ads and approach of society,

effective & communicative Creative conceptual based ads we can say that

Creative concept is a very important element in advertisement and it plays

very major role in advertising to make the advertisement better and

understandable to common people.

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 BIBLIOGRAPHY:

Library/s: Pad. Dr. D.Y.Patil College of Applied Arts and Crafts Library.

Web Services:

http://www.google.com

http://www.wikipedia.com

http://www.youtube.com

Guide:

Mr. Mr. Rahul Weldole

(Assistance Professor , M.F.A. ,Net )

DYPCAAC, Akurdi, Pune 44.

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