FACULTY OF APPLIED SOCIAL SCIENCE (FASS)FAKULTI SAINS SOCIAL GUNAAN

HBCA4103

PRINCIPLES OF ADVERTISING

PRINSIP-PRINSIP PENGIKLANAN

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SEMESTER SEPTEMBER 2010

ACKNOWLEDGEMENT

Praise to the Lord for providing me with great health, strength and emotional supporting completing this assignment. It is with great appreciation that I acknowledge the contributions and support in completing this dissertation.

It is with great appreciation that I acknowledge the contributions and support of my lecturer whose time, effort and guidance were highly beneficial especially during my completing my assignment. My sincere appreciation and thanks to my colleagues for their constant support, guidance and friendship.

I really appreciate all my family members because of their endless support; encouragement and understanding throughout my good times as well as my tough times are so meaningful. Finally, I am grateful to my company, the government whos allowed me to pursue this assignment.

TABLE OF CONTENTS

CONTENTS;

PAGE

ACKNOWLEDGEMENTS

2

REFFERENCE

19

1.0INTRODUCTION

1.1What is Creativity?

4

1.2Creativity in Advertising Today

5

1.2.1The Advertisement

7

1.2.2 The Body Shop Background

92.0FEATURES OF CREATIVE STRATEGEIS IN ADVERTISING2.1Creative Image & Style Strategy

102.2Creative Approach Strategy

112.3Creative Tone Strategy

123.0EXAMPLE OF CREATIVITY IN THE CHOOSEN ADVERTISMENT

3.1Creative Image

13

3.2Creative Message or Cue

13

3.3Creative Value

144.0THE COPY PLATFORM

155.0SUMMARY OF THE DISCUSSION

201.0 INTRODUCTION1.1What is Creativity?

Creativity tends to be one of those you-know-it-when-you-see-it things that elude a specific definition. Creativity refers to the phenomenon whereby a person creates something new (a product, a solution, a work of art etc.) which has some kind of value. Many people who others have considered highly creative have attempted to explain the creative process. Here are some of their ideas:C. G. Jung, PsychoanalystThe creative aspect of life which finds its clearest expression in art baffles all attempts at rational formulation. Any reaction to stimulus may be causally explained; but the creative act, which is the absolute antithesis of mere reaction, will for ever elude the human understanding.Bill Bernbach, Former Chairman & CEO, Doyle, Dane, Bernbach (now DDB)Merely to let your imagination run riot, to dream unrelated dreams, to indulge in graphic acrobatics and verbal gymnastics isnotbeing creative. The creative person has harnessed his imagination. He has disciplined it so that every thought, every idea, every word he puts down, every line he draws, every light and shadow in every photograph he takes make more vivid, more believable, more persuasive the original theme or product advantage he has decided he must convey.Charles Mingus, Musician

Making the simple complicated is commonplace; making the complicated simple, awesomelysimple, that's creativity.These ideas highlight some critical features of the creative process. First, it is extraordinarily hard to define precisely how creativity works. Second, creativity is an art that is not subject to specific rules. Third, creativity cannot simply be called into existence. Fourth, creativity often means proposing elegantly simple expressions of complex issues. Fifth, truly creative people express ideas that are not just personal opinions but also expressions of essential truths.1.2Creativity in Advertising It is obvious that by 'creative' we general mean the words and pictures, the sound and the music, the models that are projected and maybe, even associations with such sports, films and other personalities who typify such role models. This is understandable. After all, these are the most visible elements of advertising. These are what influence us as customers.

Creativity, as generally understood, is only one, even if a very important component of advertising. What is more, at the very beginning i must point out that all the talent that creative young aspirants for jobs in advertising talk of are not sufficient for an entry into this highly demanding profession. On the other hand, the opportunities that some profession offers are more varied and creativity is more challenging in a wider sense of the term. In this context, it is necessary to be clear about what creativity really means. 'To create' according to the Oxford dictionary means "Bring into existence, give rise to; originate. The word creation means" All created things products of human intelligence, especially of imaginative thought;" 'creative' means: "Creating; able to create; inventive; imaginative; showing imagination as well as routine skill" Of course, even the dictionary definition refers to an actor creating a part or a product created by a designer. The essential elements of creativity are really imagination and inventiveness disciplined by routine skills.

In advertising on has a diverse range of jobs to choose from, to suit one's inclination, talent and personality. The choice of working in an organization that manufactures certain goods or provides certain services, to look after the advertising of these goods or services would demand a particular kind of skill and interests. One can choose to work in an organization that creates advertising and distributes advertisements through different media. In such an organization there is a wide variety of jobs calling for different types of skills and creativity.

To make the matters easier, one has to start with simple definitions. The manufacturer or provider of goods and services would be refereed to at this stage as advertiser or, may be, the marketing organization. The organization providing advertising services is the advertising agency. And advertising is itself communication link between the product or service and the consumer; hence, between the producer and the consumer. The media would include newspapers and magazines, radio, television, posters and everything that can be used to inform the customer about the product or service. Another expression that we shall be using at that stage is the market. After all, all goods and services are bought and sold in the market-not necessarily only a bazaar or a village fair, but also shops or retail outlets as they are called. In advertising we talk of the markets to mean really the consumers. The producer of good or services markets its products and hence is referred to as a marketing organization. There are job opportunities in these areas in the field of advertising and advertising related services. There is more. Today one can setup one's own shop specializing in one particular area of advertising or advertising related activity. This would call for a combination of many talents and different types of ideas.

Next is a full advertisement about The Body Shop International plc. is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Founded in the UK in 1976 by Dame Anita Roddick, it now has over 2,400 stores in 61 countries, with a range of over 1,200 products. 1.2.1The AdvertisementD&AD 2010; is to represent The Body Shop as the original pioneers of ethical beauty. The idea focuses on the power of nature. The campaign shows the power of fruit, that even a tiny lemon has capabilities to power light bulbs. The idea was to create an integrated campaign that has little or no effect on the environment and the only thing powering the campaign was fruit.

Image 1Started in 1976, Brighton, England, The Body Shop focused its image advertising on many good values through campaigns such as Save the Whale with Greenpeace, in 1986, Against Animal Testing in 1998, Make Your Mark with Amnesty International, in 1998, Stop Violence In The Home in 2003, Stop Violence in the Home with UNICEF, in 2006, Spray to Change Attitudes with MTV, in 2007, Break the Silence on Domestic Violence in 2008 and the latest is Protect Our Planet in 2010.

Image 2

1.2.2The Body Shop BackgroundOne of the reasons why I choose The Body Shop advertisement for this assignment is I started to use this product a few years ago in order to build my self-confidence when I my friend giving me one of The Body Shop flyer. Then, I started to find more about the product. As the result, the more I know about the product values and benefits through its creative and campaign history advertising the more I want to use the products.

The Body Shop International plc. known as The Body Shop. It has 2550 stores in 63 countries including Malaysia and it is the second largest cosmetic franchise in the world. The late Dame Anita Roddick was the founder of The Body Shop and is part of the LOreal corporate group.

Through the campaigns repetition, it built up a strong image for the Body Shop as safe cosmetics and got a lot of values other than just cosmetics. Safe cosmetic is now an integral part of their perception of this Influencing people: myths and mechanisms brand. Below are some of their advertisement campaign posters.2.0FEATURES OF CREATIVE STRATEGIES IN ADVERTISINGThe features in creative advertising should have Style, Approach and Tone. Advertising should convey beauty, quality, sophistication, and value, with just a touch of good-natured humour. We have been told so often that the role of advertising is to persuade that we seem to have come to believe it.If its a bright idea, thats good. If its well executed, thats good too. But if its a persuasive execution of a terrific idea . . . thats advertising - BOB KILLIANWhen we think of advertisings effects we almost invariably think of howadvertising influences our evaluation of a brand. Yet much of advertisings influence is not on our evaluations of a brand but on the order in which alternative brands are evoked.

2.1Creative Image & Style StrategyThe effect of image and style advertising is easier to see in relation to high-involvement products such as The Body Shop invest in Human Resource in the worldwide as they join many humanity campaigns not just promoting their products around the world. Their campaign posters and image in their advertisement encourage people to buy their products.When these brands are advertised, the focus is very much on image but often with this important, subtle difference. The advertising aims to change not how we see the brand itselfthe brand imagebut how we see: the stereotypical user of the brandthe user image. the stereotypical situation in which the brand is used.Image changes usually fall short of the kinds of rational, heavyweight reasons that make perfect sense of any choice. But they can still tilt the balance in favor of one brand. Minor effects like these constitute much of the impact of advertising. Yet they are usually much more difficult for us as consumers to analyze introspectively, and we tend to discount them because they clearly fall well short of persuasion.2.2Creative Approach StrategyAdvertising has moved a long way from simply imparting direct information messages. Advertising and graffiti often have succinct, clever messages that are not direct statements of information. Consider how much more powerful the quotation above is compared with a statement that urges us to Be careful of quoted statistics because they can be easily fabricated. The message that we take away from it is the same thing even though the words dont contain that literal message. Indirect forms of communication sometimes register a point with more impact.We think much more often about people and things that are important to us than about those that are not. The psychological term for this prominence in our thoughts is salience. Advertisers would like us to think of their brands as more important but they will settle for more often.

In other words, they would like their brands to be more salient for us. The definition of salience is the probability that something will be in the conscious mind at any given moment. One way advertising can increase this probability is through repetition. We have all had the experience of being unable to rid our minds of a song we have heard a lot. The repetition of the song has increased its salience; it has increased its probability of being in the conscious mind at any moment. Repetition of an advertisement, especially a jingle, can have a similar effect. Through repetition of the ad, the salience of the brandthe star of the adis increased in our minds. Another way that advertising influences what we think about and notice is through cueing. To explain this, answer a few questions. Whats the first thing you think of when you see: Just Do It. Whats the first thing you think of when someone says: Have a break

Words or expressions such as these come up naturally in everyday conversation. When a brand is linked to them through repetition, they become cues that help increase the salience of the brand. One way advertising can use cues is by tying a brand to something that frequently recurs in the ordinary environment. There are many common words, expressions, symbols or tunes that can be developed by means of repetition into mnemonic devices that trigger recollection of the brand. 2.3Creative Tone or Value StrategyThere are a number of different ways of seeing the same thing. What we perceive as reality is very much influenced by how other people see itthe popular consensus. In making choices people are influenced by two things: what they think; and what they think other people think.As some wit once said, Conformity is something you can practice without making a spectacle of yourself. Conformity is a powerful human motivator. Especially when everything else is equal, it can tip the balance in many brand choice decisions.

We are more likely to go against our judgment and conform to the popular view if there are few real differences between brands. As the real differences become negligible, we rely more and more on outside cues to help us make our decisions. The more insecure we feel, the more likely we are to be influenced by others. The more a brand is advertised the more popular and familiar it is perceived to be. I have not worked all these years to be satisfied to have pioneered a new way of doing business that nobody else ever tries. I want to make things happen, to spread human values wider in business if I possibly can. And this sale gives us the chance to do so.

- Dame Anita Roddick

The more value of a brand is advertised the more popular and likely the product will be chosen by the buyers. The important of this creative issue is the company want to give the consumers not only the comfort but to also feel welcome and comfortable.

3.0EXAMPLE OF CREATIVITY IN THE ADVERTISMENT3.1Creative ImageWe agreed that advertising should convey beauty and quality, so in the advertisement we can see even the lemons that represent fruits can have the power to light up the bulbs. The image created by the creator is very creative.

The art of sophistication in this ad blew the audience thought about the beauty should powered by nature. And with just a touch of good-natured humour it will attract many audiences to discovered about the products which friendly to the nature.3.2Creative Message or Cue

In the ads I have chosen (Image 1), the powerful the quotation, Beauty Powered by Nature that The Body Shop uses can give an excellent impact to the Nature Lovers.

As the previous advertisement The Body Shop had create brilliant cue to promote their product while invest in the human values and the environment. As words or messages such as these come up naturally in everyday conversation, the 3.3Creative ValueThe Body Shop believes in 'Delivering Value' which looks at conventional accounting areas such as profitability, relationships with customers and staff, and relationships with suppliers (all of which have an ethical dimension); 'Social Responsibility' which looks at areas such as ethical policies (particularly in regard to investment), charitable support and community involvement; 'Ecological Sustainability' which looks at areas such as ecologically sound purchasing of supplies, recycling waste, energy consumption and provision of ecological financial products and services and 'environmentally friendly' making sure that their products are 'green' , not animal tested and 'kind to the environment'.The Body Shops values, both functional value and personal values, is brought to the forefront of marketing today. The old standards of competition; Quality, Price and Time (if you want something today and of high quality, it will cost you) are no longer valid. Technology has neutralized time and quality and one can only survive through price wars or cost cutting for a limited time. In addition, the consumers have much more control or say in today's marketplace, making these three elements of equal demand and maybe even expected by the consumer.As a global business, The Body Shop strongly feels the need to be proactive in the battle against climate change. They constantly seeking new ways to improve our business practices and reduce their carbon footprint. In many of their stores, refits are rolling out that will improve their energy efficiency. New lighting, including store signs that have been successfully trailed, will help to reduce the energy use.

They have introduced energy-awareness training for all our store staff and have also reduced our air travel. Theyve also made great strides in sourcing renewable energy wherever possible to run their offices, warehouses and stores around the world. In the UK alone, 65 per cent of their stores are on renewable energy contracts.4.0THE COPY PLATFORMPlan for use by thecopywriterthat defines the basic theme of the advertising campaign and serves as a guide for writing an advertisement; also calledcopy strategy. Much the same as a political platform, the copy platform discusses the issues to be considered and describes the fundamental elements, such as slogans, visual symbols, and associations, to be built around the product. It will also discuss the profile of thetarget audience, the product or service's claims, the kinds of appeals to be used, the customer needs that the product or service will satisfy, and the image to be created, as well as the style, tone, and implications of the finished advertisement. An agency will often use a copy platform in a client proposal, to give the client an idea of the creative work that will be done, before actually writing the advertisement. The platform can also be designed, after the advertising agency has been hired by the advertiser, as a kind of overview of the upcoming campaign.

I have followed some instruction in making the copy platform for this product which is;

1.Define the product in clear, concise terms. This means articulating the exact market, demands and needs the business will service. Make claims with supporting data and create easy-to-follow assertions. Support the product definitions with facts that provide relevant comparisons to relative items and create assertions based on logical arguments.2.Articulate the brand with a clear slogan, mission and definition. Determine the exact marketing message on which your business sells customers. The marketing message of other brand is high quality every personneeds at low prices. The marketing message of the business should equally reflect the target market and what the brand offering the public, as well as the benefit to customers from purchasing the product.

3.Establish goals for asserting the copy platform. Set goals for the copy platform with specific targets, like a certain conversion rate or targeted lead generation. With a goal of a certain percentage of closed sales in a conversion rate, objectives would be necessary to accomplish the goal. Consider objectives the methods by which you reach the goal (such as hiring a copywriter for the sales letter or optimizing the online sales letter with search engine keywords).4.1The Copy PlatformCopy Platform

Client: The Body Shop

Product/Service: Cosmetic and Beauty Care

Writer: Jairus Taliban

Basic Product/Service DefinitionMarkets: 2550 stores in 63 countries in world wide.Customer Need: Consumer preferences for plant ingredients to have safe cosmetic and beauty in naturals way.Solutions: We believe there is only one way to be beautiful, nature's way. Weve believed this for years and still do. We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty. Whilst were doing this we always strive to protect this beautiful planet and the people who depend on it. We dont do it this way because its fashionable. We do it because, to us, its the only way.Features: We belief we could make innovative products without testing them on animals, without destroying the planet, and without exploiting the people that made them, helped The Body Shop to pioneer what is now called ethical shopping.

Benefits: The Body Shop is mature and natural beauty and skincare products which will help enhance your confidence level so you can compete and succeed in today's society. By upgrading your beauty through products that based on organics you will be able to show how you care about the environment as equal as you care about your beauty. The Body Shop is not only cosmetics or beauty and skincare products but a way to live your life with beauty and care for all the values that we have in the products. The Body Shop cosmetics and skincare are comfortable, high quality, and a great way to show an evolution of beauty. Technology: All soaps made from RSPO certified palm oil by year end 2008 and 65% of products will contain Community Trade Ingredients or be produced by a Community Trade supplier by year end 2008. There many technologies applied in making the products.Testimonial: 97% of our loyal Love Your Body card members surveyed said that The Body Shop Values are either important or very important to them as customers.Specifications: We produce beauty and skincare products based on natural ingredients. Good quality and services.Product/Service/Technology Background: The Body Shop International is a global manufacturer starts in 1976 in Brighton, on the south coast of England and retailer of naturally inspired, ethically produced beauty and cosmetics products. Integrate Brand Articulation

Identifier: Dame Anita Roddick Slogan: The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed.Mission: Our Mission Statement requires us to run our business in a way that balances economic, social and environmental needs. As well as assessing ourselves against our Mission Statement we also ask for comment from those outside the business with whom we share common objectives. In order to make sure that our business continues to live by this Mission Statement, The Body Shop created five core Values. These Values act as a practical guide to decision making at all levels of the company, helping us to ensure that our profits are made with principles which are: Against Animal Testing, Support Community Trade, Activate Self-esteem, Defend Human Right, and Protect Our Planet.General Product/Service Benefits: To help them look good, feel great and be confident enough to reach out to others by using the products.

Market Competition: The Body Shop has a few competitors but mainly the focus is from two different age demographics. One demographic includes those who shop at Olay and Nivea stores, which are stores that target pre-teens to young adults under 25. These are the companies we are trying to get our target audience out of as their product line is focus on skincare. They are also major competitor in skin and body care market. Their competitive advantages are low price and product innovation. The price range of these products is in the mid low price position which will cause the audience will run to shop their products.The second demographic includes company that target young-adults 25- years and older. This store consist of LOreal which its product line is broad. This company is a leader in market position as their product line is broad and widely known. As the competitive advantages of this company is rich experiences Globe brand so it will be a strong competitor to the The Body Shop products.Furthermore, the price is slightly low than The Body Shop.This was a brave and transparent process for The Body Shop to undertake. It stands alongside the best of The Body Shop in its determination to maintain its leadership in keeping the company truly reflective of its roots.Target Audience: Todays model beauty is by age. For younger woman age from 20 to 35, needs only a few beauty or skincare. They use it for basic beauty and skin care routine and limited product repertoire. Different from older woman age from 35 to 65, their skins need to use anti-ageing products. They elaborate more beauty and skincare routine and extended product repertoire. Because of this research we have produces beauty and skincare products through their age class. Our target audience for young women is producing colour cosmetics as they beauty and skin still youthful. For the middle age female group, we approach them with skin care products, protection and to maintain youth. Last but not least, we also provide mens grooming products such as shave cream, perfumes and deodorants.Company Background

History: The Body Shop International is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Dame Anita Roddick opened the very first The Body Shop store in 1976 in Brighton, on the south coast of England. We now have over 2,550 stores in over 63 countries with a range of over 1,200 products. During 2008 we opened 124 new stores around the world, including new markets in India, Pakistan, Namibia, Poland, Slovakia, Monaco and Egypt.Patents: The Body Shop agreed a 652m sale to LOreal in 2006. Stock is increasing since sold to LOreal Becomes part of the LOreal Empire. The Body Shop will remain an independent outfit and continue to champion environmental and ethical causes.Core Businesses: The Body Shop is the original natural and ethical beauty brand. We are passionate about living our Values and responding to the growing challenges of living in a consumer society that is also in harmony with the planet. We have a unique opportunity to touch the lives of millions of people every day and to help them look good, feel great and be confident enough to reach out to others.

Affiliations: LOreal EmpireAssociations: Greenpeace International, United Nations Environmental Programme, WWF, Amnesty International, Board of the Roundtable for Sustainable Palm Oil, UNICEF and the United Nations Secretary-Generals Study on Violence Against Children, the Breastcancer

Fund and MTVEvents: Since The Body Shop opened its first store in Brighton in 1976, we have been famous for running cutting edge campaigns, raising awareness and catalyzing change on a number of important social and environmental issues. Our campaigns are designed to inspire and inform customers and reach out to key decision makers who can make a difference.The Body Shop chooses to campaign on issues where we believe we can make a unique impact. We have always been pioneers in speaking out about issues with low awareness and little media coverage, to ensure that they are no longer ignored. This still continues because of the way we operate and our belief that the company can be a force for good.Contacts: www.thebodyshop.com5.0SUMMARY OF THE DISCUSSION

As the conclusion of this assignment, the art of advertising creative is traditionally intuitive but principles of psychological processing are gradually coming to light that further our understanding of individual elements and how these work. The blend of executional elements can help the ad capture our attention, as well as influence the way our minds process the advertisement. Visuals interact with words to influence what is on stage in our minds and to determine what interpretation we give to those words. Setting words to music influences the mental processes we use on words, in addition to making the ad more memorable.

Advertisers using humour or other attention-getting devices have to be careful of the device stealing focus from other key elements of the ad and interfering with the registration of the correct brand and message. Nevertheless, elements that capture attention are important ingredients of ads. Sometimes they can be sufficiently novel, unique or outrageous that the ad becomes a topic of conversation in the community and becomes performance-enhanced as it is passed along, virus like, by word of mouth.Liking for a brands advertising can be a featherespecially when everything else is equal. While ads dont necessarily have to be liked if they are imparting valuable news about the brand, nevertheless a brands advertising is an intrinsic part of the brand personality. If we like its ads we have a greater chance of liking the brand. So, the more that things weigh equal, the more important that liking of a brands advertising is. Even as a feather, it can tip the balance of brand choice.The effect of advertising is more often, therefore, not persuasion but reinforcement. That is, it reinforces us in the decision we made to purchase the brand and increases the chance of our buying it again. Last but not least, in the advertisement about Beauty Powered By Nature by The Body Shop shows us that creativity in advertising is important to make their mission and sales increase in only a short period of time.6.0 REFFERENCESAdams, Bob.Adams Streetwise Small Business Start-up. Holbrook, MA: Adams Media Corporation, 1996.

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