L13: Creativity and visuality Flashcards
What does creativity refers to?
Creativity refers to divergent thinking – ability to find unusual and nonobvious solutions to problems
In advertising - the extent to which an ad contains elements that are novel, unusual, unique, original
Dimensions of creativity
Originality – “Is the ad “out of the ordinary”?”
Flexibility – “Does it contain different ideas?”
Elaboration – “Does the ad contain numerous details?”
Synthesis – “Does it contain unusual connections?”
Artistic value – “Does it make ideas come to life graphically or verbally?”
Creativity =
Creativity = generation of fresh ideas and solutions to current problems or challenges. The creative strategy phrase brings together the art and science of advertising.
A winning marketing communication idea
Best Idea = Creative x Strategic
Creative: Original, different, novel, unexpected
Strategic: Right for the product & target and meeting the objectives
Content analysis of the creative strategies present i social media content shared by a sample of top brands
- Functional appeal
- Emotional appeal
- Experiential appeal
- Unique selling proposition
- Comparative
- Resonance
- User image
- Social cause
- Exclusivity
- Animation
- Spokescharacter/spokesperson
CREATIVE STRATEGIES IN SOCIAL MEDIA
Which types of message appeals do top brands use in their social media efforts?
functional appeals (25/28),
resonance (19/28),
experiential appeal (16/28),
emotional appeal (12/28),
unique selling proposition (11/28)
CREATIVE STRATEGIES IN SOCIAL MEDIA
How do the strategies and appeals each company is using relate to customer engagement with social media?
The use of user‐image appeals and exclusivity appeals had significant correlations with the number of Facebook fans (popularity
Resonance, animation, experiential appeals, and connections with social causes had significant correlations with a brand’s social influence
Experiential appeals had positive relationship with the brand’s engagement score
WHY IS VISUAL COMMUNICATION IMPORTANT?
Success often comes from consistent graphic presentation of the brand in its marketing communication
In effective advertising, it’s not just the words that count – the visuals must communicate too
VISUALS:
Catching attention…
Gaining consumer attention is an essential first step to drive consumer responses – especially in cluttered environments
Attention = the allocation of information processing capacity to a stimulus
An ad needs to “stand-out” or “catch consumers’ eyes”. Certain straightforward ways:
- Increased size
- Bright colours or colours contrasting with the background
- Novel designs (unusual or unexpected)
ATTENTION TO VISUAL ELEMENTS – FOOD PACKAGING CASE
What features in the visual environment consumers respond to & what is the structure and distribution of such features
Packaging elements closely related to the brand (e.g. brand, logo, picture) - more visually noticeable
Elements related to credence features, e.g. nutrition or sustainability, that are not necessarily part of the brand positioning - less visible in terms of color, size, and position
These differences influence consumer attention
VISUALS COMMUNICATE INFORMATION TO CONSUMERS
Form initial impressions
Generate inferences regarding product or brand attributes:
- Brand identy and personality: eg., cheerful, friendly, luxurious, modern → consumers seek brands which help them express their own identity
- Intangible product attributes: e.g., healthy, high quality, natural
- Sensory charateristics: e.g., taste, flavour
The meaning assigned is very much culture and contextdependent (i.e., colour associations vary from culture to culture)
VISUAL CHARACTERISTICS – BRANDING EXAMPLE (1)
Circular logos are more suitable to promote comfortableness attributes of products due to the softness associations activated by the circular shape
Angular logos more suitable to promote durability attributes
VISUAL CHARACTERISTICS – BRANDING EXAMPLE (2)
Pictures of novel products should be displayed on the right side of an ad
Pictures of antique products should be displayed on the left of an ad
Due to a linear and horizontal perception of time
VISUAL CHARACTERISTICS & RESPONSES
On social media, pictures with
1. vertical or horizontal symmetry
2. high image contrast
are more liked by consumers and lead to more ‘likes’ and comments
as they are easier to process and more aesthetically pleasing
IMAGE CONTENT AND SOCIAL MEDIA ENGAGEMENT
Social media shift from text-centric to visual oriented experiences
Taking pictures on smartphones much easier than writing status updates
Social network users shared an average of 3.2 billion images each day in 2015 on Snapchat, Facebook, Instagram and WhatsApp combined
Is it true that including pictures in a post always leads to higher user engagement on social media platforms?
Do pictures with certain image characteristics induce more interaction and propagation than other pictures?
And if so, what are these characteristics?
