America is an impressionable society. It is a creative director’s job to take advantage of that receptive pliability to advertise different products to the public. Whether people realize it or not, every product they see has subliminal messages to appeal to different types of people. Each of these products has gone through a creative director and his or her team. Creative directors influence the world’s economy and the way consumers think by using a plethora of advertising tactics and sheer ingenuity.
What exactly is a creative director? A creative director thinks of advertising campaigns and slogans for different kinds of products (Snagajob). They are often assisted by one or more copywriters, or people employed to assist them in thinking of different tactics. When a slogan or campaign is agreed upon, the creative director or lead copywriter presents the idea to the company they are campaigning for (Snagajob). If the company likes the idea, it is launched and the agency for which the creative director works receives a percentage of sales money of the product (Snagajob). The advertising agency can handle multiple companies at once. Each assigned company s referred to as an “account” (Snagajob). Depending on revenue generated by the accounts, some may have a higher priority to the advertising agency than others (Groome, *). Some especially large companies may have their own personal creative director to handle business (Snagajob). The average annual income for a creative director is $102,000 (How to be a Creative Director).
Creative directors and their teams have multiple ways of advertising products. Each different way they could advertise is called an “angle” (Groome, *). Angles pertain to what type of person or group of people the creative director wishes the product to appeal to. In some cases, clients already have an angle in mind. Research about the product is essential to choosing the best angle. Angles are often very subtle, intentionally so, so that the consumer is drawn to it subconsciously (Groome, *). Advertising can be done on television, radio, billboards, newspapers, posters, and in magazines. In the event of radio or television advertising, a casting director is employed to choose people to voice their testimonial to the product on the radio, or act supportive of the product on a television commercial or special (Groome, *). Every angle is carefully chosen to appeal to the target consumer.
As previously stated, there are an infinite number of angles to pursue. They could appeal to physical, social, or emotional needs other than specific people. They could offer elitism, such as BMW, Audi, and Rolex. They could also advertise independence or self-worth, such as Home Depot. Masculinity may be an approach, as used in the campaigns of Old Spice and Chevrolet trucks. On the other hand, feminism could be advertised, such as Victoria’s Secret and Olay. Companies may offer opportunity, such as Carnival Cruises, American...