КРАТЪК ПОГЛЕД НА ВРЪЗКАТА МЕЖДУ КРЕАТИВНОСТТА, СТРУКТУРАТА НА ЛИЧНОСТТА И РЕКЛАМАТА
A BRIEF OVERVIEW OF THE RELATIONSHIP BETWEEN CREATIVITY, PERSONALITY STRUCTURE AND ADVERTISING

Summary/Abstract: At the core of most definitions, the concept of creativity is related to the creation of ideas and / or products that are both new and useful. The theories of H. Eysenck (1993) and J. Guilford (1967) are used as starting points. Creativity (with its common meanings) is functionally related to the overall structure of marketing communication and is often one of the main integrating factors between consumer and producer. The new type of consumers, whose requirements for the modern brand are growing dramatically. For them, the creativity of the brand is a prerequisite for creating user content. The innovation is to put into products and in practice the good ideas that come from creativity. Creativity today is at the heart of successful advertising. Some authors (Fix, 2013) argue that the idea of the brand personality is mainly related to subjective human perception. The development discusses the theory of the Big Five Factors (OCEAN) and its explanatory possibilities of the connection with creativity and advertising. The theory is built taking into account the polar values of the main factors: (1) propensity for new experience; (2) good faith; (3) extroversion; (4) cooperation and (5) neuroticism. In summary, there are a total of five traits that consumers give to brands: sincerity; enthusiasm; competence; exactingness and rudeness (harshness). Relationships between the structure of the personality and the level of creativity are revealed.

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