By the way, we looked at the article "Creativity" in Wikipedia

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Psychologists who have studied the topic of creativity (E. P. Torrens, R. Sternberg, T. Lubart, M. A. Kholodnaya, etc.) have voiced the idea that creative thinking is a certain ability to approach the solution of certain issues in an unconventional way. And, like any skill, it can be developed. More precisely, improved , because creativity is formed in a person at the age of about 3-6 years.
The second block there is called "Differences between creativity and creative abilities." Its essence perfectly reflects our main idea:

creativity is a combination of personality traits and motivation to create something new. Here it is, that very "creative streak"! Many people may have the traits, but not everyone wants to consciously singapore mobile phone numbers database "be creative" or do something creative;
Creativity is the ability to transform received information in such a way as to create something original from it.
What is the point of all this? Let's say you need to periodically generate original ideas at work. For example, you are an advertiser, and the client cuts out the good old creative ideas with products and asks for "something tasty." Or you are a product manager and periodically gather with the department for brainstorming sessions on product positioning. But at the same time, you do not consider yourself a creative person and do not feel much motivation to create. There is a way out, as they write in clickbait advertising.

Creative techniques and methods for solving problems
We will not talk about how to develop creativity in the long term or how to come up with brand or product positioning from scratch. We will provide specific techniques that will help solve the problem here and now. For example, come up with a catchy creative for an advertising campaign.

Let's start with tropes. This is, in our opinion, the simplest and most effective thing in the field of creativity. Tropes are ways of conveying information that are very expressive due to their imagery.

Metaphor
This is an image based on a figurative or secondary meaning of a word. Metaphors can be difficult to recognize, as they are often tied to words. For example, you will have to look twice at the creative below (authors - Insigniada and Ilya Bakanov) before you understand the meaning. The metaphor here is based on 2 meanings of the word "tall": a high percentage and a tall creature - a giraffe. To enhance the effect, two rings are put on the giraffe's neck, forming the number 8.

How to Generate Catchy Creative: Creative Thinking Techniques + 20 Examples

Comparison
In advertising, everything is compared to everything. Comparisons can be divided into simple and complex. Simple ones are when an “ordinary” product is compared to the one being promoted. Old-timers remember the confrontation between the villages of Villaribo and Villabajo, which use different dishwashing detergents. The customer of that advertisement – ​​P&G – still uses comparisons, but more restrainedly. They put a noticeable tick and write a note: “Compared to a cheaper P&G product.” And all because in Russia now it is risky to use comparisons due to the law “On Advertising.”

How to Generate Catchy Creative: Creative Thinking Techniques + 20 Examples

In more complex comparisons, the product is equated not with another similar product, but with an external object or phenomenon. For example, in this LEGO ad, simple LEGO figures are compared to an airplane and a dinosaur, telling us that the LEGO develops children's imagination and can become anything in their hands.

How to Generate Catchy Creative: Creative Thinking Techniques + 20 Examples

Hyperbola
This is a deliberate figurative exaggeration of some important features of a product or a situation of its use. Moreover, the feature usually acquires excessively distorted dimensions. In the example below, the problem of ticks and fleas in animals is deliberately exaggerated: the tick has turned into a pet. To prevent the picture from being taken literally, the characters are placed in an absurd situation at a groomer's.

How to Generate Catchy Creative: Creative Thinking Techniques + 20 Examples

Litotes
This is an understatement of the product's characteristics. In advertising, the compact size of a product is most often emphasized through litotes. It is depicted in a situation that emphasizes its "smallness." As, for example, here.

How to Generate Catchy Creative: Creative Thinking Techniques + 20 Examples