Critical Review Of Literature Review: Advertising Creativity

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CHAPTER-2
LITERATURE REVIEW
“It is insight into human nature that is the key to the communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.”

(Bill Bernbach cited in Richards 1996, p. 10) 2.1 INTRODUCTION
This chapter deals in Review of Literature, Significance, Importance, and Scope
In a descriptive form. 2.2 LITERATURE

In Jerome D. Scott 's (1943) opinion the effects on advertising outlays upon profit and liquidity are important considerations in setting outer limits for advertising. He also describes that normally a time lag occurs between advertising outlay and sale results. In his opinion the firm 's resources set a real limit on advertising outlay.
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The concept of Creativity conjures up a variety of subjective interpretations. Creativity has been more often confused with Talent. While talent can be defined as expertise in a given technical or artistically area, Creativity eludes any strict definition. This is truer in the case of Advertising Creativity. "Fletcher (1996) in his work 'Take care not to confuse Talent with Creativity ', clearly distinguishes Talent from Creativity. In this work, he details that anyone who has worked in an advertising agency knows that creative people constantly bubble with new ideas. But most of the ideas are not good. Really great ideas are hard to come by. The paramount quality creative persons need is the ability to translate their ideas into sales communications. That is talent, rather than Creativity. According to Swamy (2001) Creativity is instinctive. It is a gut feeling that comes after a certain amount of experience. She adds that Creativity comes from knowledge. It is from this wellspring of knowledge that one can pick up great ideas.
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