1.6 The future of creativity Flashcards
What is the primary reason for optimism in the advertising industry?
The growth in opportunities for creativity through digital platforms
How has the proliferation of user-generated content impacted brands’ interaction with their audience?
Brands need to be closer and more engaged with their audience - which is a good thing if you’re a planner!
What does the history of creativity in advertising suggest regarding the introduction of new media and communication disciplines?
The old and new media coexist, expanding consumers’ media habits
Future innovations
- Future creativity to include familiar formats like video, static, audio, and text ads
- Anticipated significant innovations, but specifics uncertain
- Technological developments like Artificial Intelligence and Virtual Reality already changing communication
- Unpredictable unfolding of these technologies will influence creativity in advertising.
What are some of the familiar formats expected to be included in future creativity in advertising?
Video, static, audio, and text ads
How does the text describe the anticipated innovations in future creativity?
They are uncertain and difficult to predict
Which technological developments are mentioned as already changing communication in the text?
Artificial Intelligence and Virtual Reality
How does the text characterize the impact of Artificial Intelligence and Virtual Reality on creativity in advertising?
c) Their influence is unpredictable and will shape creativity in advertising.
Examples of how we didn’t predict future wrt technology
- IBM in the early 1970s couldn’t envisage a world in which more than a handful of mainframe computers would be required,
- or early mobile manufacturers failed to predict any use for the texting function.
what impact has the rise of new digital channels and overreliance on analytics had on advertising creativity?
t has sapped creativity and made advertising less effective.
How does Orlando Wood describe the era that has resulted from the decrease in emotionally charged advertising?
A left-brained era
What has the industry’s analytical culture done to the admired reputation for creativity in advertising, according to the text?
Sent it into reverse
What term does Orlando Wood use to describe the transformation of advertising from a dazzling art form to a dreary science?
Reformation
The Lemon
In the IPA publication Lemon, we are presented with clear evidence that the rise of new digital channels and our overreliance on analytics and data is not only sapping creativity out of advertising but also making it less effective.
The rise of a left-brained era, evidenced by the decrease in emotionally charged advertising, is what Wood calls a “creative reformation. A stripping of the altars. Reducing what was once a dazzling art form to a dreary science.” (Wood, 2019)
This advertising brain has stopped working properly.
It has lost its power to persuade, its ability to make people feel, and its talent to entertain. How has this happened? And is there anything we can do about it?
In this challenging book, Orlando Wood argues that a golden age for advertising technology has been far from a golden age for advertising creativity.
He shows how today’s analytical culture has sent the industry’s admired reputation for creativity into reverse.
In place of a creative Renaissance, he maintains, we are now witnessing nothing less than a creative Reformation, a ‘stripping of the altars’.
Reducing what was once dazzling artform to dreary science. So how should agencies and clients correct the wrong turn we have taken?
Orlando offers some surprisingly counter-intuitive solutions of his own.
If the advertising brain has stopped working properly, maybe this is the repair manual.
what are some consequences of the rise of new digital channels and an overreliance on analytics and data in advertising?
A decrease in emotionally charged advertising and reduced effectiveness
