Creativity and advertisingopportunities
Chapter overview
In this chapter we explore what has been termed the creative ‘toybox’1 – in other words, the resources which advertisers can mine to produce cutting-edge advertising. We discuss the creative opportunities open to advertisers, including how creatives can use popular culture as an inspiration for their executions, and examine the increasingly important link between tourism and leisure advertising and the media industries – particularly film and television, including the rise of product placement. In addition, we also look at the potential of celebrity endorsements and the importance of getting the right face to fit a product. Key themes reviewed are:
generating creativity
the ad opportunities ...
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