The term “Creativity” in Western languages originates from the Latin word “Creare,” which means to create, produce, or bring into being. Creation can refer to making something out of nothing, or crafting something entirely new by utilizing existing elements, achieving a unique synthesis, and finding innovative solutions to problems.
Creativity is often examined from two perspectives: as activities tied to talent-based skills in fine arts and as an attitude or behavior fundamental to all forms of creativity.
Artistic creative activities heavily rely on innate talent, while the second type of creativity, involving the abilities to observe, perceive, and respond, can be developed through practice. This broader definition of creativity encompasses innovations like developing a new aircraft model, discovering a new pharmaceutical formula, or crafting an impactful advertising message. In this context, creativity is just as essential for artistic endeavors as it is for non-artistic pursuits.
Advertising requires converting a well-founded idea into an effective message to reach target audiences. This process demands knowledge and application of specific techniques. The ability to transform these techniques into novel solutions and original compositions represents the creative dimension of advertising, where creativity serves as a core element.
The primary distinction among advertising agencies lies in their creative capabilities. Each advertising campaign focuses on a new product or service, making creativity a distinguishing factor in the industry. Few fields require this level of consistent innovation.
While advertising heavily utilizes artistic elements, its sole purpose is to promote and sell goods or services, and it cannot be classified as an artistic endeavor. For instance, a novelist or poet writes without necessarily considering a specific audience. In contrast, an advertising copywriter or designer crafts messages tailored to a defined audience.
To conclude, let’s refer to the perspective of renowned advertiser David Ogilvy:
“I see advertising not as an entertainment industry or an art form but as a medium for information transmission. When writing ad copy, I don’t write to be labeled ‘creative.’ I write ad copy to make the ad compelling and to encourage purchases.”
At Periscope, we strive to create advertising designs that fully reflect our brand by leveraging the artistic talents of our team.
While we draw inspiration from art, our creativity and designs are driven by advertising goals, not artistic pursuits.