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Search by topic:   17701. CREATIVITY IN ADVERTISING. This paper presents an overview and analysis of the role, importance and limitations of creativity in advertising, with attention to applying creative advertising principles to new media including the Internet. It is argued that although creativity is often a critical element in advertising success, excessive emphasis on creativity may inadvertently block the message of the advertisement, thereby entertaining but not informing or persuading the target audience. Following an overview and definition of creative advertising, six basic guidelines for implementing creativity in advertising are offered: 1) Take risks in putting forth ideas for creative advertising; 2) Use novel viewpoints of the product/service; 3) Redefine problems; 4) Do the unexpected; 5) Don’t let efforts at creativity block the sales pitch; and 6) Take advantage of the creative advertising opportunities offered in new media forms. Keywords: advertising creativity new media online. Written 2005. Chicago Style Endnotes. 7 pages, 21 footnotes, 15 bibliographic sources. 1631 words.   $49 Copyright 2002 Academic Research Papers Associate Term Paper Sites: Academic Research Papers Academic-Research-Papers Research Central Term Paper Assistance