Tools for ensuring creativity of advertising content

Abstract

The tools for ensuring the creativity of advertising content were considered and illustrated by Ukrainian and foreign advertising practices. The peculiarities of advertising creativity may include: 1) adaptation to the needs of consumers, namely: conformity with consumer values; 2) heterogeneity: the type of creativity may differ depending on the stage of the product life cycle and advertising message; 3) focus on ethical norms, as the line between creativity and images, discrimination can be sensitive; 4) emotionality of the perception – emotions are a key factor in the communicative effectiveness of the advertising message.