The creative concept and its role in advertising design

الملخص EN

Creativity is the soul of advertising, It is what gives life to messages about products and services that may otherwise be boring or insignificant in the hearts and minds of target customers.

Advertisements are created with the purpose of getting people's attention.

The effectiveness of an ad campaign relies on the insight and creativity of the advertisers, where Creativity make a relative connection between a brand and its target audience, and best designs start with a great Creative Concept, The advertising concept is basically the framework in which the campaign has to be situated.

Important points to consider are consumer benefits , the reason why and the tonality of teasing words in campaign slogans.

The more an ad includes criteria like catching of interest, relevance, credibility, continuity the more it will be successful.

The target group plays an important role as well in creating successful Concept.

This paper attempts to study the Creative Concept in Advertising Design and why is it important to apply in each Advertising Campaign to guarantee success.it also explores the various definitions to Advertising Concept and the steps and Approches to create a strong Concept .

Major results include; the creative concept leads design,a Strong creative concept is the road map for the whole design process, it is developed by the creative team and forms the core foundation or theme for an advertising campaign as after deciding upon the concept, the designer is ready to decide how he will put this concept to use and develop his strategies, the Creative Concept is the overall message of the Advertising campaign as a whole, it connects each of the ads of a campaign together through a single, common message