Lateral Thinking is a very important technique that all creative people would love to master. To master it, we must undo the straight forward intelligence which we have been taught to think like. We have to revert back to thinking like a child, and forget about the logical explanation or the rigid structures of knowledge we have grown up with. Lateral thinking allows us to create new and innovative solutions to many different problems, to do this you must never dismiss an idea, instead you grow from it. Once you look at the world from another perspective you can create things that are more unexpected and surprising, granted this is getting harder and harder but it’s not impossible.
My favourite artist who expresses this bizarre and seemingly random way of thinking, is the famous Salvador Dali. He has managed to create new worlds, dropping the “norms” to create a more memorable and unique piece of artwork.
Researching up on Edward De Bono, in his 199o book: A Textbook of Creativity, he talks about how ‘Lateral thinking is closely related to insight, creativity and humour’. I felt like he was saying that when you bring ideas to life, in order to adapt them for the consumers needs we need to play with the meaning and order, because when you do this people find it thought provoking as the logical pattern has been played with.
The relevance that lateral thinking has to advertising is that consumers don’t like to be sold to, they want to feel like and active audience member as they are seeing adverts. To do this advertisers have to create something that consumers can think about and interpret the meaning for themselves, as consumers like to be treated as intelligent people who can solve any problem you can give to them. The best example i feel shows this sense of problem solving is a coke advert at a bus stop which is made out of velcro, advertising a new easy grip bottle. I like this as it is taking out the literal meaning of what they advert wanted to say, by gripping people to their advert getting them to read it.
– Munro 2013.