The Second Meaning of the Word “Creative” Should Be First in the Hearts of Advertising People

Abstract

Abstract Abstract Those who complain that pressure to sell is squeezing the creativity out of advertising forget, if they ever knew, that the second meaning of the word “creative” is “PRODUCTIVE”. As the author points out, Webster's Collegiate Dictionary even spells it in capital letters. Advertising should be interesting to the best prospects for the product advertised rather than to people who make advertising. Writers and art directors are not typical of the mass market and the things which interest them do not necessarily interest the mass market. Productive advertising, that is creative advertising, in the best sense of the word, talks to the best prospects for the product about things that interest them. It uses words and picures that the prospects can appreciate and understand. It is a challenge to the highest skills of the best creative people which may be why there isn't too much productive advertising around.