Features of formation of advertising creativity

Abstract

The article is devoted to the study of the peculiarities of advertising creativity. Creativity as a problem for analysis has always been of interest to sociologists, psychologists, economists. In recent decades, the economy of experience has been popular and has been in demand. The economy of experience involves the active use of emotions, emotional creativity, which is called to form an advertising message that is interesting to consumers. However, despite numerous studies of the problems of creativity by representatives of various sciences, some aspects of its use, for example, in advertising, are still insufficiently studied, which determines the topicality of the work. The aim of the article is to identify the features of advertising in the field of creativity. Measurements (indicators) of creativity (fluency, flexibility, originality, elaboration, semantic flexibility, figurative flexibility, spontaneous flexibility) and their examples in advertising are considered. Features of emotional creativity are analyzed, which may include the development or modification of standard emotions to better adapt to the needs of the individual / group or the development of new forms of expression of emotions. The criteria of creativity are noted: novelty, efficiency, authenticity, and all three of these criteria work only together. The conditions of functional and dysfunctional creativity are indicated. Consideration of the conditions of functionality of the advertising creativity allowed us to highlight its features. These are: relevance of the advertised product; adaptation to consumer needs, namely: conformity with consumer values; heterogeneity: the type of creativity may differ depending on the target audience, the stage of the product life cycle and the advertising message; focus on ethical norms. The line between creativity and insults, discrimination can be sensitive. Emotional perception is a key factor in the communicative efficiency of the advertising message.