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Abstract


THE IMPORTANCE OF THE CREATIVE PROCESS IN ADVERTISEMENTS IN THE GRAPHIC DESIGN EDUCATION AND ADVERTISING ANALYSIS

The fundamental aim of this study is to increase the quality of the advertising studies both in educational and in creative aspects by attracting the attention of the students of graphic design education to the creative process and fundamental creative strategies to be applied during the formation process of an advertisement. While the survey was conducted, the literature and interviews with the experts in the field were benefitted through the screening model. In the findings part of the study, there are 6 published advertisement analyses which were awarded in the Red Advertisement Awards from 2005 to 2009 among the advertisements which were prepared according to the aim of the advertiser and which contributed to the success of the business, which were fictionalized with the right creative strategies. In this respect, by dealing with the advertisements which attained their aims, the students were led to understand the logic and functioning of the creative process which was applied with the right techniques. As a result of an evaluation on advertisements through an advertisement analysis form prepared by taking the opinions of the experts in the field, it is observed that in order for the students of graphic design education to do the right and effective advertising studies, they require a designing ability and creativity as well as the ability to create ideas in line with the advertising strategies. Therefore, during their education life, the students are also required to internalize all the steps related to the creative process, improve their analyzing abilities and acquire new perspectives. In this regard, the importance of the creative process used in advertising in graphic design education has been revealed and an analysis form has been developed for the analysis of the creative process in advertisements.



Keywords
Advertising Strategy, Creative Process, Creative Idea, Graphic Design Education, Advertisement Analysis



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