4 ms·

Replace it with "ad".

• sbarre 6y ago
  No, replace it with "the content of the ad, the words and pictures". The ad is the medium, the creative is the message.
  • pbhjpbhj 6y ago
    No, surely the creative is the actual image (say) that carries the message. The creative is the bit people perceive with their senses, not the interpretation of that. One designs a message: "people who drink $cola are fun" and then the creative to convey that message - such as an image showing someone smiling, nestling the product in their hands.
    • dev_tty01 6y ago
      It is words also. "It's the real thing...", "Plop, plop, fizz, fizz, oh what a relief...", "xxxx is on your side..."
    • sbarre 6y ago
      "Creative", as a noun, in this context is a very specific term from the world of advertising (where I worked for a decade), which means both the copy and the image/video etc. It's a shorthand term (think DSL) a bit like "code" in the world of developers, etc..