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What is the Importance of Creativity in Advertising?

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What is the Importance of Creativity in Advertising?
What is the Importance of Creativity in Advertising?

When we look at the history of humanity, we can say that our most valuable ability has been the capacity to learn and the ‘mind’, which means using existing knowledge.. However, this situation has changed in the new millennium we live in.. Creativity, which means the ability to generate new knowledge, has become the most valued human ability today.. In a rapidly changing world, the ability to cope with a large number of different complex problems and opportunities has gained importance.. We can say that many aspects of human life are getting more and more complex.. It would not be wrong to say that throughout the history of humanity, creative ideas have never been needed as much as today. It will be useful for making. Robinson (2003) revealed common misconceptions about creativity by answering the following questions:

• Special people?: “Depressed creative genius” is a powerful image of the western world.. History; It is filled with stories of great people whose ideas shaped the world in science, mathematics, medicine, art, politics and business.. Many companies have a presumed creative division with a heavy concentration of creative elements.. They are called ‘creators’; Irregular commuting times, they don’t wear a tie, they may be late for work because they struggle with an idea. But all this does not mean that creative people are a separate species, and the majority of people lack it.

• Special events?: A second misconception is that creativity occurs only in certain kinds of activities, especially in the arts.. But in reality, scientists, technologists, business people, educators, anyone can be creative at what they do.. Creativity is not just a concept specific to certain types of activities.. Creativity is possible in any activity in which human intelligence is actively involved.. Creativity is not a certain type of activity, but a quality of intelligence.

Creativity should be seen in the labor of the scientist as well as the thinker as well as the artist; and the scope of creativity should not be drawn and limited within certain limits (May, 2010).

• Freedom?: The third misconception is that creativity is related to free expression.. Those who are critical of this issue say that when children display sincere behaviors and are freed, they can scatter around by running around instead of doing serious academic studies.. So creativity is not just about liberating: it is also seriously concentrating on a particular subject.. What you focus on seriously affects the quality of results.

• Problem solving?: Creativity is considered problem solving, especially in the business world.. Problem solving is an element of the creative process. However, it would be wrong to equate creativity with just problem solving.. Creativity is as much a problem-solving process as problem-solving.

• Can creativity be taught?: Many places say that creativity cannot be taught.. This stems from the notion that only certain people are creative and others are not.. It is possible to argue that creativity cannot be taught after separating people as creative and non-creative.. Creativity is not a quality that is limited to special people and can be taught.

After clarifying the common misconceptions about creativity, we can define the concept of creativity.. However, it is very difficult to make a single definition.. With a short literature review, it can be seen that many different definitions of the concept of creativity are made.. In this unit, prominent and accepted definitions in the literature are included.

According to Torrance, creativity, magic, genius, giftedness, etc.. It is known as a personality trait that evokes multiple concepts such as. Creativity; Being sensitive to problems, disorders, lack of information, missing items, incompatibility, defining the difficulty, searching for solutions, making predictions or developing hypotheses about the shortcomings, changing or re-testing these hypotheses, and then communicating the result to others (cited in: Sungur, 1997). ).

We can list other definitions for the concept of creativity as follows:

• It is to perceive unconventional relationships.
• It is the preparation of the new and the overhaul of the old. In other words, creativity is a feature that deals with both the new and the old, and intersects the new with the old.
• It is the ability and power to find and design something new and free.
• To leave the usual, to open up to the lives of others, to go out of the main path that everyone follows. To go out, to take a step towards the unknown, to draw a new line of thought, to produce alternatives for the solution of the existing problem, to find new things that can lead to the invention of other things, to establish a relationship between existing thoughts or to arrive at a new and original thought (Rıza, 2001). ).
• Creativity is not a trait that some people have and others lack.. It is a function of intelligence. It has many forms, draws on a wide variety of sources, and we all have a wide variety of creative powers (Robinson, 2003).
• Creativity is possible in all activities in which human intelligence is actively involved.. The defining element of human intelligence is the power of imagination and symbolic thought.
• The ability to think fluently, uniquely and flexibly, and therefore to solve problems, lies at the heart of creativity.. To be able to think fluently is to put forward many thoughts and opinions in a short time, one after the other.. For example; “What does face mean?” Being able to get versatile answers about the meaning and derivatives of the word “face” is defined as fluent thinking.. In addition, “intuition, curiosity and metaphor” are the most important elements that prepare the environment for creativity.

• Creativity is an action that can be developed without borders. It can be considered as a special ability that can be developed and emerge as the embodiment of the act of creation.. Therefore, creativity can be considered as a force closely related to the socio-cultural environment.. In addition, as a result of scientific research, some scientists claim that creativity is related to the genetic structure of human beings.
• It is a process that includes rationality, flexibility and originality.. Creativity; Since it also includes mental processes such as alternative thinking and problem solving, it should be considered as a series of processes, not just a process.. Because creativity is a personality trait that can be learned and developed.. Famous creativity trainer Edvard de Bono states that creativity is the cheapest and the best way to derive added value from existing values.. This is why creativity has such an extraordinary importance in human life.. It is like a map of the road to success in life.. While traveling towards unknown routes, it is necessary to use creativity like consulting a map (Yanık, 2007).

Continue with SCIENTIFIC RESEARCH ON CREATIVITY.

To see all other topics: In the advertisement creativity and Authorship

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