Creché: the new advertising term of 2008
Posted on
2008-Nov-12
at
08:27
You know when you see an ad, either as a creative or a consumer, and the concept at first seems interesting or fresh, but you know you've seen it enough times that it's gotten old.
I've created a term that I think coins that idea or feeling: Creché. It's a combination of the words creative and cliché.
Let me give you an example. Have you ever seen a headline on an advertisdement where the copy states an idea or concept, but then one of the words is crossed out to change it into the opposite or a different meaning. For example, a print ad has the line "I can not find the time", but the word "not" is crossed out or something is now obstructing it, making the copy now say, "I can find the time". That is a creché!
Another example maybe using a Rorschach test (ink blot test) as the visual for your ad, and the product or the shape of the product is the is the focus of the ink blot. I know it's a different and somewhat of a creative idea, but has been used enough that I would now consider it creché.
I don't know if there is already a word out there that represents this idea, but I know that I haven't heard it yet. So I am taking this opportunity, as of 8:38 pm EST on 11/12/2008, to announce the birth of Creché.
Use it as you wish and at your discretion, but if asked where you heard it, remember this blog as it was copywritten by a copywriter on this very blog. Thank you, goodnight, and may your life be Crechéless!!
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