CREATIVITY IN ADVERTISING: A REVIEW OF AWARD-WINNING ADVERTISEMENTS AT THE KIRMIZI AWARDS

Yıl 2021, Cilt: 9 Sayı: 19, 166 - 198, 08.06.2021

Haluk Akarsu , Şaduman Şeyda Gökdemir

Öz

This study aims to determine what kind of creative tactics, message strategies, headlines, body
copy and visual elements used in the award-winning ads in the Kırmızı press category of Kırmızı
Awards. The content analysis method was used in the study, and 537 printed ads awarded by
Kırmızı Awards between 2004-2018 were analyzed. This study is based on Goldenberg et al.
(2009)'s classification of creative tactics, which consists of unification, activation, metaphor,
subtraction, extreme consequence, extreme effort, absurd alternative, and inversion. As a
result of the research, it was seen that the award-winning are compatible with these tactics
and that the metaphor tactic was used the most (37.4%) in these advertisements. Again, it was
determined that the most used headline type in these advertisements was a direct benefit
(25.7%), the most used visual element was the metaphor (39.6%), and body copy was mostly
not used (48.8%). This result coincides with the literature stating that creative advertisements
should offer originality and benefit.

Anahtar Kelimeler

Creativity, Creativity in Advertising, Kırmızı Awards, Creative Tactic

REKLAMDA YARATICILIK: KIRMIZI ÖDÜLLERİNDE ÖDÜL KAZANAN REKLAMLARA YÖNELİK BİR İNCELEME

Öz

Bu çalışmanın amacı, Kırmızı Ödülleri, Kırmızı basın kategorisinde ödül kazanan reklamlarda
ne tür yaratıcı taktik, mesaj stratejisi, başlık, gövde metni ve görsel öğe kullanıldığını tespit
etmektir. Çalışmada 2004-2018 yılları arasında gerçekleşen Kırmızı Ödülleri’nde ödül alan
537 adet reklam, içerik analizi yöntemiyle incelenmiştir. Araştırmanın kapsamı dâhilinde
bu çalışmada yaratıcı taktikler Goldenberg vd. (2009) tarafından ileri sürülen birleştirme,
harekete geçirme, metafor, eksiltme, aşırı sonuç, aşırı çaba, absürt alternatif ve tersyüz
etme taktikleri üzerinden ele alınmıştır. Yapılan analizler sonucunda Kırmızı ödülü kazanan
reklamların bu taktiklere sahip olduğu ve bu reklamlarda en çok metafor taktiğinin (%37,4)
kullanıldığı görülmüştür. Yine bu reklamlarda en çok kullanılan başlık türünün doğrudan
yarar (%25,7), en çok kullanılan görsel öğenin metafor (%39,6), gövde metninin ise çoğunlukla
kullanılmadığı (%48,8) tespit edilmiştir. Bu sonuç yaratıcı reklamların özgünlük ve fayda
sunması gerektiğini söyleyen literatürle örtüşmektedir.

Anahtar Kelimeler

Yaratıcılık, Reklamda Yaratıcılık, Kırmızı Ödülleri, Yaratıcı Taktik

Kaynakça

• Amabile, T.M. (1983). The social psychology of creativity. NY: Springer-Verlag.
• Amabile, T.M. (1996). Creativity in context: Update to the social psychology of creativity. USA: Westview Press.
• Amabile, T.M., & Gryskiewicz, N.D. (1989). The creative environment scales: Work environment inventory. Creativity Research Journal, 2(4), 231-253.
• Anderson, J.V. (1993). Mind mapping: A tool for creative thinking. Business Horizons, 36(1), 41-47.
• Andrews, J.C., & Shimp, T.A. (2018). Advertising, promotion, and other aspects of integrated marketing communications. (10th ed.). USA: Cengage Learning.
• Ang, S.H., Lee, Y.H., & Leong, S.M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-232.
• Baer, J., & Kaufman, J.C. (2005). Bridging generality and specificity: The amusement park theoretical (APT) model of creativity. Roeper Review, 27(3), 158-163.
• Baker, S. (1983). Systematic approach to advertising creativity: Using the pyramid principle to reach creative solutions. NY: McGraw-Hill.
• Barron, F. (1955). The disposition toward originality. The Journal of Abnormal and Social Psychology, 51(3), 478–485.
• Bessis, P., & Jaqui, H. (1973). Yaratıcılık Nedir? İstanbul: İstanbul Reklam Yayınları.
• Burnett, L. (1968). Keep listening to that wee, small voice. In A.M. Barban, & C.H. Sandage (Eds.), Readings in advertising and promotion strategy (pp. 153-162). Homewood: Richard D.Irwin, Inc.
• Cropley, A.J. (2008). Creativity in education & learning: A guide for teachers and educator. London: RoutledgeFalmer.
• Dacey, D., & Conklin, W. (2013). Creativity and the standards. California: Shell Education.
• Diedrich, J., Benedek, M., Jauk, E., & Neubauer, A.C. (2015). Are creative ideas novel and useful?. Psychology of Aesthetics, Creativity, and the Arts, 9(1), 35-40.
• Drewniany, B.L., & Jewler, A.J. (2008). Creative Strategy in Advertising (9th ed.) USA: Thomsan Wadsworth.
• Elden, M, Özkan, U., & Yeygel, S. (2008). Şimdi reklamlar. (3th ed.). İstanbul: İletişim Yayınları.
• El-Murad, J., & West, D.C. (2004). The definition and measurement of creativity: What do we know?. Journal of Advertising Research, 44(2), 188-201.
• Erdoğan, İ. (2003). Pozitivist metodoloji: Bilimsel araştırma tasarımı, istatistiksel yöntemler, analiz ve yorum. Ankara: Erk Yayınları.
• Field, A. (2009). Discovering statistics using SPSS. (3th ed.). London: Sage Publications.
• Goldenberg, J., Levav, A., Mazursky, D., & Solomon, S. (2009). Cracking the ad code. NY: Cambridge University Press.
• Guilford, J.P. (1950). Creativity. American Psychologist, 5(9), 444-454.
• Haberland, G.S., & Dacin, P.A. (1992) The development of a measure to assess viewers’ judgments of the creativity of advertisement: A preliminary study. Advences in Consumer Research 19, 817-825.
• Jones, G.R. (2004), Organizational theory, design and change: Text and cases. USA: Pearson Prentice Hall.
• Kaufman, J.C., Plucker, J.A., & Baer, J. (2008). Essentials of creativity assessment. USA: John Wiley & Sons.
• Kocabaş, F., & Elden, M. (2001), Reklamcılık, kavramlar, kararlar, kurumlar (2th ed.). İstanbul: İletişim Yayınları
• Koslow, S., Sasser, S.L., & Riordan, E.A. (2003). What is creative to whom and why?: Perceptions in advertising agencies. Journal of Advertising Research, 43(1), 96-110.
• Laskey, H.A., Day, E., & Crask, M.R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36-41.
• Lehnert, K., Till, B.D., & Ospina, J.M. (2014). Advertising creativity: The role of divergence versus meaningfulness. Journal of Advertising, 43(3), 274-285.
• McLeod, J., & Cropley, A. (1989). Fostering academic excellence. Great Britain: Pergamon Press.
• Nakamura, J., & Csikszentmihalyi, M. (2014). The concept of flow. In M. Csikszentmihalyi (Ed.), Flow and the foundations of positive psychology (pp. 239-263). California: Springer.
• Osborn, A.F. (1956). Applied imagination: Principles and procedures of creative thinking. (8th ed.). NY: Charles Scribner’s Sons.
• Özkara, B.Y., & Özmen, M. (2016). Akış deneyimine ilişkin kavramsal bir model önerisi. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 11 (3), 70-100.
• Petty, G. (1997). How to be better creative thinker. USA: Kogan Page.
• Phillips, B.J., & McQuarrie, E.F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing Theory, 4(1-2), 113-136.
• Pope, R. (2005). Creativity: Theory, history, practice. USA: Routledge.
• Reid, L.N., King, K.W., & DeLorme, D.E. (1998). Top-level agency creatives look at advertising creativity then and now. Journal of Advertising, 27(2), 1-16.
• Reid, L.N., & Rotfeld, H.J. (1976). Toward an associative model of advertising creativity. Journal of Advertising, 5(4), 24-29.
• Reinartz, W., & Saffert, P. (2013). Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 91(6), 106-111.
• Rhodes, M. (1961). An analysis of creativity. The Phi Delta Kappan, 42(7), 305-310.
• Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6), 39-56.
• Rossman, J. (1931). The psychology of the inventor: A study of the Patentee. USA: The Invertors Publishing.
• Rouquette, M.L. (1992). Yaratıcılık. İstanbul: İletisim Yayınları.
• Rubin, A., & Babbie, E. (2011). Research methods for social work. (7th ed.). USA: Brook/Cole CENGAGE Learning.
• Runco, M.A., & Jaeger, G.J. (2012). The standard definition of creativity. Creativity Research Journal, 24(1), 92-96.
• San, İ. (2004). Sanat ve eğitim: Yaratıcılık temel sanat kuramları, sanat eleştirisi yaklaşımları (3th ed.). Ankara: Ütopya Yayınevi.
• Serdarlı, Ersel (2008), Reklam yazmak. İstanbul: Beslenme Saati Yayınları
• Smith, R.E., Chen, J., & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47-62.
• Smith, R.E., MacKenzie, S.B., Yang, X., Buchholz, L.M., & Darley, W.K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), 819-833.
• Smith, R.E., & Yang, X. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1-2), 31-58.
• Stein, M. I. (1953). Creativity and culture. The Journal of Psychology, 36(2), 311-322.
• Sternberg, R.J., & Lubart, T.I. (1995). Defying the crowd: Cultivating creativity in a culture of conformity. NY: The Free Press.
• Sternberg, R.J., & Lubart, T.I. (1996). Investing in creativity. American Psychologist, 51(7), 677-688.
• Sternberg, R.J., & Lubart, T.I. (1999). The concept of creativity: Prospects and paradigms. In R.J. Sternberg (Ed.), Handbook of creativity, (pp. 3-15). USA: Cambridge University Press.
• Sundgren, M., & Styhre, A. (2003). Creativity–a volatile key of success? Creativity in new drug development. Creativity and Innovation Management, 12(3), 145-161.
• Tek, Ö.B., & Özgül, E. (2007), Modern pazarlama ilkeleri (2th ed.). İzmir: Birleşik Matbaacılık
• Till, B.D., & Baack, D.W. (2005). Recall and persuasion: does creative advertising matter? Journal of Advertising, 34(3), 47-57.
• Wells, W., Burnett, J., Moriarty, S.E. (2003). Advertising: principles & practice. USA: Prentice Hall.
• White, G.E. (1972). Creativity: The x factor in advertising theory. Journal of Advertising, 1(1), 28-32.
• White, A., & Smith, B.L. (2001). Assessing advertising creativity using the creative product semantic scale. Journal of Advertising Research, 41(6), 27-34.
• Yang, X., & Smith, R.E. (2009). Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity. Marketing Science, 28(5), 935-949.
• Yanık, O. (2007). Yaratıcılık. İstanbul: Beslenme Saati Yayınları.
• Yıldırım, A., & Şimşek, H. (2004). Sosyal bilimlerde nitel araştırma yöntemleri. (4th ed.). Ankara: Seçkin Yayıncılık
• Yıldırım, R. (1998). Yaratıcılık ve yenilik. İstanbul: Sistem Yayıncılık.