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Abstract

Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define advertising creative concept or examine how it relates to ad effectiveness. Sigmund Freud describes how the Ego uses a range of mechanisms to handle the conflict between the Id, the Ego and the Super ego, which is why these mechanisms are often called 'Ego defense mechanisms'. Ego defense mechanisms serve a useful protective function, they usually involve some measure of self-deception and reality distortion, and may seriously interfere with the effective resolution of the actual problem. Ego defense-mechanisms are considered to be maladaptive when they become the predominant means of coping with stressors. The present advertising creative concept attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From this base, a model is developed which defines a creative ad as both divergent and relevant. The effects of divergence and relevance on consumer processing and response are examined and a series of theoretical propositions are developed. Next, a general theory of creativity in advertisement is developed that calls for research in one primary areas: study on the production of advertisement utilizing Ego defense mechanisms