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sub·jec·tive adj.
a. Proceeding from or taking place in a person's mind rather than the external world: a subjective decision.
b. Particular to a given person; personal: subjective experience.

Isn´t that great? Subjectivity! If utilized properly it can pretty much justify anything. And if there's one thing that I'm highly interested in, it's an accepted justification for the quandaries that I at times inexplicably find myself in. Proust talked about subjectivity. He said that a person could only experience something once. For example, you can only taste a peanut butter and jelly sandwich once. After that, what you taste is a comparison to what your mind considers peanut butter jelly sandwiches taste like, based on your personal perceptions. That Proust, what a character…now days we have to deal with the likes of John Grisham.

Anyways, I was thinking about subjectivity, because I was thinking about creative advertising. And what I was thinking about creative advertising is that it's funny that one would have to put the adjective “creative” before it. This provoked me to think that either contemporary advertising isn't inherently creative and that there is simply a category of advertising that lends itself to creativity and the others simply market. This one seems reasonable. I also was thinking that it meant that those engaged in advertising are frightened that others will think that they're not creative and thusly have begun to not so subtly inform.

This reminds me of a girl I met one time at the Mermaid, a horrible dive bar that I have a really solid relationship with. Anyways, she told me that she was intelligent. Immediately I knew that she wasn't, as she felt she needed to tell me, as I probably wouldn't have figured it out, as it probably wasn't true. So, that's what I was thinking about when I was thinking about creative advertising.

Then I thought about my favorite justification technique-subjectivity. I realized that maybe I'm creative and maybe I'm not. But, that what I think about it and what anyone else thinks about it are completely separate things. With that in mind, probably the things that are considered creative might really be the most mundane things, as in a subjective way many people are all perceiving the item with the same interpretation. I need to give this more thought, but as of now, I am considering myself completely unqualified to label something creative or not…damn, that puts a halt to my arbitrary criticisms, which normally delights me greatly.

About the Author: Miguel Ruiz, an avid online entrepreneur writes on the internet about diverse topics. His specialty Spanish websites include Seguro de Coche and Seguro de Vehiculo.