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lmult0 \fs24\cf0\f0\charscalex100\b {Introduction}\b0 \par\pard\li2306\ri0\sl-21
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ard\li2306\ri0\sl-306\slmult0 \fs20\cf0\f0\charscalex100 {Creativity is an abili
ty to produce new and original ideas and things.}\par\pard\li2306\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li2306\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {'T
o create' according to the Oxford dictionary means "Bring into existence,}\par\p
ard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20
\cf0\f0\charscalex100 {give rise to; originate. The word \uc1\u8220Xcreation\uc1
\u8221X means all created things products of}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {human
intelligence, especially of imaginative thought;" 'creative' means: "Creating;}\
par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0
\fs18\cf0\f0\charscalex100 {able to create; inventive; imaginative; showing imag
ination as well as routine skill"}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {Of course, even t
he dictionary definition }\fs20\cf0\f0\charscalex100 {refers to an actor creatin
g a part or a}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\
sl-333\slmult0 \fs20\cf0\f0\charscalex100 {product created by a designer. The es
sential elements of creativity are really}\par\pard\li1600\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {imaginati
on and inventiveness disciplined by routine skills. }\par\pard\li2306\ri0\sl-21
3\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex10
0 {The creative side of advertising is one of its most interesting aspects. The}
\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0
\fs20\cf0\f0\charscalex100 {creative strategy used to communicate an advertisin
g message is an integral part of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {the promotional pr
ocess and is often critical to the success or failure of the}\par\pard\li1600\ri
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calex100 {campaign.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li230
6\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {The advertising industry is a m
ix of business and art. Advertising is similar}\par\pard\li1600\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {to t
he art and painting. During the 1950s the prevalent strategy of American}\par\pa
rd\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\
cf0\f0\charscalex100 {advertising was }\fs20\cf0\f0\charscalex100\i {hard-sell}
\i0 \fs20\cf0\f0\charscalex100 {: hit the viewer with bits of information, expla
in how the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {product was unique, repeat this issue to
drive the message home. Only the time has}\par\pard\li1600\ri0\sl-213\slmult0 \
fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {allowed
the industry to discover itself as pure creativity form. In fact, the \uc1\u8216
XCreative}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-3
33\slmult0 \fs20\cf0\f0\charscalex100 {Revolution\uc1\u8217X of the Sixties repr
esented for advertising a turn in an artistic direction.}\par\pard\li1600\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscale
x100 {It was like an artistic movement where the artists were the advertisers, w
ith their}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-3
33\slmult0 \fs18\cf0\f0\charscalex100 {own style, and the manifesto of this move
ment was the \uc1\u8216XThink Small\uc1\u8217X campaign for}\par\pard\li1600\ri0
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alex100 {Volkswagen.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li23
06\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {The center of this movement wa
s Madison Avenue in New York where all}\par\pard\li1600\ri0\sl-213\slmult0 \fs18
\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {the agencies
have their offices. After the Sixties, there wasn\uc1\u8217Xt such a creative}\
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3\slmult0 \fs22\cf0\f1\charscalex100 {3}\par\pard\sect\sectd\sbkpage\pgwsxn11893
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213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li16
00\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-386\slmult0 \fs20\cf0\f0\
charscalex100 {period for advertising. Some advertisers took the heritage of the
creativity giants of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {the Sixties, and came out wi
th their works from the large masses of ad men.}\par\pard\li2306\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li2306\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {Tod
ay, creative advertising is seen as artistic and brilliant work, and the}\par\p
ard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20
\cf0\f0\charscalex100 {media, from the TV to the internet, have became a kind of
art galleries. Searching}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {\uc1\u8220XCreative Adver
tising\uc1\u8221X on Google, the first results are websites and blogs where}\par
\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs
20\cf0\f0\charscalex100 {fans of creative advertising load pictures of creative
works from any place of the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {world. This sites show
also charts of the most creative works and people can vote}\par\pard\li1600\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charsca
lex100 {and comment them and often give new ideas, humus for innovative advertis
ing.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-333\sl
mult0 \fs20\cf0\f0\charscalex100 {Moreover there are contests where the most cre
ative advertising of the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {world wins prestigious awa
rds (Clio Awards, Effie Awards, International}\par\pard\li1600\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {Adver
tising Awards). This thesis marks the history of creative advertising and}\par\p
ard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20
\cf0\f0\charscalex100 {identifies its features focusing on the creative approach
es of the American}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600
\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {advertising giants, that has bee
n, and still is, the school for the international}\par\pard\li1600\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {a
dvertisers. The purpose is to analyze creative advertising from its birth, follo
w its}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\s
lmult0 \fs20\cf0\f0\charscalex100 {evolution, up to the current years, expressin
g how and why it has changed over}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0
\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {time, sometimes
radically and in a revolutionary way, how it is re-born again from }\par\pard\li
1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f
0\charscalex100 {its cinders, rethinking itself in a new style, new slogans and
new forms. The thesis,}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li
1600\ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100 {moreover, through the study
of new trends, aims to understand what is the future of}\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex
100 {creative advertising.}\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li2666\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {This study identifies th
e guidelines that are uniqueness, mainly of}\par\pard\li1960\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1960\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {image,
originality both seen the basis for an emotional approach, or a real}\par\pard\l
i1960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1960\ri0\sl-333\slmult0 \fs20\cf0\
f0\charscalex100 {sensorial experience. }\par\pard\li2666\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li2666\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {Advertisi
ng creativity aims to involve consumers completely, so it will}\par\pard\li1960\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1960\ri0\sl-333\slmult0 \fs20\cf0\f0\cha
rscalex100 {be a picture, a sound, a taste, or a touch experience to hit the pot
ential client.}\par\pard\li9533\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9533\ri0
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\pard\li3293\ri0\sl-426\slmult0 \fs22\cf0\f0\charscalex100\b {1. The History of
Creative Advertising}\b0 \par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf
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0 \fs20\cf0\f0\charscalex100\b {1.1 Before the creative revolution: advertising
as a science}\b0 \par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\r
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scientific view of }\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li16
00\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {advertising were Claude Hopkin
s, J}\fs20\cf0\f0\charscalex100 {ohn B. Watson and George Gallup. These}\par\par
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\charscalex100 {\uc1\u8220XThe time has come when advertising ha}\fs20\cf0\f0\ch
arscalex100 {s, in some hands, reached the status}\par\pard\li1600\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {o
f science. The cause and effects ha}\fs22\cf0\f0\charscalex100 {ve been analyzed
until they are well}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li16
00\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {understood. The correct method
s of proce}\fs20\cf0\f0\charscalex100 {dure have been proved and established.}\p
ar\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \
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par\pard\li2306\ri0\sl-413\slmult0 \fs18\cf0\f0\charscalex100 {George Gallup, so
me years later, de}\fs18\cf0\f0\charscalex100 {veloped a new sampling technique
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ult0 \fs18\cf0\f0\charscalex100 {applied it to survey public opinion on the }\fs
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\sl-346\slmult0 \fs18\cf0\f0\charscalex100 {consumers on a national basis, and m
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20\cf0\f0\charscalex100 {print recall for advertising and research, and the reca
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t0 \fs20\cf0\f0\charscalex100 {test, we can measure commercial impact on consume
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adison Avenue. Vince Packard so}\fs18\cf0\f0\charscalex100 {ld million copies of
his book \uc1\u8220XHidden}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {{\field{\*\fldinst{HYPE
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100 {current issues and research in advertising, 1 (spring) 1995}\par\pard\li953
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pard\li9533\ri0\sl-306\slmult0 \fs22\cf0\f1\charscalex100 {8}\par}