In seven pages this exploration of advertising creativity in the marketing of products includes attention grabbing approaches. Five sources are cited in the bibliography.
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a special hook to get people to pay attention to advertisements. This paper will focus on some of the ways creative advertising gets our attention. AMBIGUITY IN ADVERTISING?
Just because an advertisement is creative does this mean it sends an ambiguous message? Not necessarily. While there are admittedly some advertisements that cause us to look at
each other and comment, what were they advertising? those ads are few. The more brilliant of the creative marketing techniques causes us to sit up and take notice, or
even to enjoy watching commercials which in turn gives us a good feeling towards the product, even if it is a somewhat subconscious feeling of goodwill. According to Barbara Stern
(1996, 37), "The controversy of most interest to practitioners is whether or not humor advertisements are effective in eliciting positive consumer responses". And she adds that "Further, individual and
cross-cultural differences may influence determinations of what is funny -- humor, like beauty, may be in the eye of the beholder". By focusing on the way some sellers
have marketed their products throughout the years, we can see how advertisements are geared toward making an impact on our life in order to convince us to purchase the product.
Perhaps the greatest argument here is that the advertising of some products tries to take us to a pleasant time in our lives, in a psychological effort to cause
us to purchase the product. In effect, the message is if you buy this product your life will be wonderful. In this case, ambiguity is not an issue
- the advertisement is simply trying to link their product to a happy phase in a persons life. ADVERTISING FOR SPECIALTY GROUPS Creativity in advertising might especially be noted