Özet:

In explaining mechanisms of consumer’s decision-making process, Renvoisé and Morin (2008) claim which is called as ‘old brain’ and stimulators that work on the parts, charged of ‘actual’ decision making in the consumer brain. Six stimulators, which stimulate the old brain, consist of self-centred, contrast, tangible, beginning and end, visual and emotions. On the other hand, all studies and literarture on advertising creativity are lack of common description and prescription. In this study, it has been tried to reveal/identify the common features of creative ads on the basis of ‘old brain’ concerning ad creativity. With this aim, awarded print advertisements in Contest of Kristal Elma between the years 2005-2016 are analysed with content analysis. According to six stimulators described by Renvoisé and Morin (2008) and which convince the ‘old brain’. According to the results obtained in this study show that being visual, creating contrast and giving simple messages are the common features of awarded print ads in the Contest of Kristal Elma. Above all, it’s been expected with these common features to present a  framework, a recipe to people whose aims are to create creative ads. It’s not easy to formulate the concept of creativity, but this study with the point of view offering the old brain could be seen as an offer to the advertisers in writing and producing more creative ads.

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