Monday, March 14, 2011

The word '' Creative'' has become a Cliche


[kree-ey-tiv-i-tee, kree-uh-]  -noun

1.the state or quality of being creative.
2.the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination: the need for creativity in modern industry; creativity in the performing arts.
3.the process by which one utilizes creative  ability: Extensive reading stimulated his creativity.

The word "Creative" is such a cliche...
and so is the phrase "Think outside the box" . The phrase in itself it SO INSIDE the box that you would't be able to pull it back out if you had a super vacuum creating gun to suck it out.

I just over-heard some twerp talking about such and such an organization (let's call it Blah) being the leader in 'creative' thinking and needing to bring in more 'creative' people to keep up the image of the Blah mission of it being a 'creative' center.

 Seriously? I felt like giving him a good thwack.

The problem with the media industry Arab world (besides Egypt of course) is that more media agencies "strive" to be "creative"  and to be "leaders" in the media industry.

How much more boring, bland , and many more words beginning with  "B" can we get? How much more campaigns are going to get butchered by bad cliches, terrible translations, and badly selected imagery.

The U.A.E has such a large percentage of young people that you would think that the agencies here would always have "new" and "fresh" "insights" and "ideas" to apply to their bloody campaigns.

DON'T blame it on the censorship laws here. It should inspire people to actually think up of something different for once.

I know how difficult it is the come up with a good idea, convince everyone that it's awesome, convince the clients that its awesome, the convince them to spend the bloody money.
But why don't we have more appealing adverts? And why is the word "Creative" so over used?
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