Creativity in Advertising: A Janusian Perspective

Creativity is usually defined and studied as an elusive phenomenon that defies adequate description and effective management. However, in this discussion, “Janusian thinking” is presented as “a logic of creativity” that can be described and managed. Janusian thinking involves the emotive mental resolution of apparent opposite or contradictory ideas. It is a natural mental process. Janusian thought can be found in many advertising executions and might be a cornerstone of the advertising process. This paper illustrates the Janusian approach to creativity and provides specific examples of Janusian thinking in campaign themelines, television commercials and print ads. In addition, implications (of the Janusian perspective) are offered for advertising research, management and education.