Professional Documents
Culture Documents
A
PROJECT REPORT
ON
CREATIVITY IN ADVERTISING
SUBMITTED IN PARTIAL FULLFILLMENT OF
THE REQUIREMENT OF MMS
PROGRAMME
SUBMITTED BY:
RAVINDER KUNWAR
MMS (4th SEMESTER) 2012
POST GRADUATE CENTRE
Y.M.T COLLEGE OF MANAGEMENT
AFFILIATED TO
MUMBAI UNIVERSITY, KHARGHAR
CREATIVITY IN ADVERTISING
CERTIFICATEThis is to certify that Mr. Ravinder Kunwar has satisfactorily completed the
project work entitled CREATIVITY IN ADVERTISING", under the
guidance based on the declaration made by the candidate and my association
as guide for carrying out this work, I recommend this project report for
evaluation as a partial requirement of the MBA Programme of Y.M.T College
Of Management
DATE:
Prof Mahesh
Pachare
Kharghar
(PROJECTGUIDE)
CREATIVITY IN ADVERTISING
STUDENT DECLARATION
I, Mr. Ravinder Kunwar, the student of Y.M.T College of management
Kharghar Navi Mumbai, affiliated to Mumbai University Hereby declare that
this project report is a result of culmination on my sincere efforts
.
I declare that this submitted work done solely by me and to the best of my
knowledge, no such work has been submitted by any other person for the
award of post graduation Degree.
We also declare that all the information from various secondary sources has
been duly acknowledge in this Project Report.
DATE:
(Navi Mumbai)
______________________
[Ravinder Kunwar]
CREATIVITY IN ADVERTISING
ACKNOWLEDGEMENT
Entrance, Hard Work, gradual progress and an exciting year, thats how I
have reached this level and now as I stand at the threshold of the aside world,
I take a look at the past year which I have spent in this College. Our
performance with their devotion, have molded me in to confident and aspiring
student all through this year.
My guide for the project Prof. Mahesh Pachare, whose constant
encouragement, planned and careful guidance helped me to complete this
project up to the mark.
And finally a special thanks to my entire family especially my mother, my
father and my sister.
I hope that I shall be able to realize the dream of a worthy progress.
Ravinder Kunwar
CREATIVITY IN ADVERTISING
EXECUTIVE SUMMARY
THE CAT IS ON THE MAT, is not the story.
THE CAT IS ON THE DOGS MAT, now thats the
story.
Advetising is both art and science. The science of advertising is the
analyititcal part that we have been looking at up yo this point: setting goals,
deciding strategy, choosing among different creativity styles. Some people
call this step convergent thinking because the process is to distill lots of
information into the core advertising strategy.What is it that adds sparkle and
life to a well-planned and implemented advertising campaign? Its th ah
factor: that brilliantly simple,but inspired creative edge.
In Advertising the world is flat. Agencies are structured on a linear basis.
Campaigns are created in linear formats. There are all kinds of rails and
fences and obstacles to keep creative thinking linear. Advertising is a big
business and ranks among the top industries in the world. The growth of the
top advertising industry in any country is in direct relation, its creative senses
and talents if the advertising professionals. The word advertising is derived
from the Latin word adverto, that means To turn towards. Advertising
leads to attention towards something i.e. the advertising message, which is the
purpose of advertising and the objective of the advertising Creative
Advertising starts with proper creative planning. This includes the
conceptualizing of basic ideas to Their final implementation. The ideas are
visualized considering basic human motives. Advertising is nothing but
selling ideas. Creative thinking is the sound ground where one can reap a rich
harvest of ideas. The creative part of advertising is what comes before the
CREATIVITY IN ADVERTISING
potential customers and it is here that the fate of the campaign and
consequently of the product being sold could be decided.
CREATIVITY IN ADVERTISING
Research Methodology:
The information is gathered from various sources like books, periodicals and
journals and sites.
Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project
report debunks some of the myths surrounding creativity and then carefully
takes through the five Is of the creative process. It also gives the insight of
future creativity and the tools that can be helped to help advertising
professionals to enhance and enliven their work.The subject of creativity in
advertising is something of an enigma. Project shows how creative director in
an ad agency goes under the skin of creative to use it to greater effect in
their work and in wider aspects of their lives.
CREATIVITY IN ADVERTISING
WHAT IS CREATIVITY
There are many definitions of creativity. A number of them suggest that
creativity is the generation of imaginative new ideas (Newell and Shaw
1972), involving a radical newness innovation or solution to a problem, and a
radical reformulation of problems. Other definitions propose that a creative
solution can simply integrate existing knowledge in a different way.
Definitions of Creativity
There are many definitions of creativity; dictionaries give the following
meanings:
The exploratory creativity that involves the generation of new ideas by the
CREATIVITY IN ADVERTISING
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agenda, or an approach to creativity like Synectics). The creative person
manipulates that means to a creative end. The second dimension is described
by the conceptual "content" which the medium describes. Again, the creative
person depicts changes, manipulates, and expresses somehow the idea of that
content.
There is no one definition of creativity that everyone can agree with.
Creativity researchers, mostly from the field of psychology, usually claim at
being creative means being novel and appropriate. Subsumed under the
appropriateness criterion are qualities of fit, utility, and value.
At least three aspects of creativity have drawn much attention. \
The creative process, receiving the most attention, focuses on the mechanisms
and phases involved as one partakes in a creative act.
A second aspect of creativity is the creative person. Here, personality traits of
creative people are central. The environmental atmosphere and influence are
concerns of a third aspect, the creative situation.
Lastly, the criteria or characteristics of creative products have been sought.
This area is of particular importance because it is the basis of any
performance assessment of real world creativity and may provide a window
on the other aspects of creativity.
Briefly stated, creativity is often thought to exist on at least five levels:
1.
2.
3.
4.
5.
2.
3.
4.
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5.
Serendipity
Similarity
and meditation
Also, the mode of activity one is in when being creative differs. For example,
there is a distinction between real-time creativity and multistage creativity.
Real-time creativity is spur-of-the-moment, improvisational, and demands
output in a short interval of time; whereas in multistage creativity, sufficient
time is allowed for the generation and selection of ideas. Creative thought can
be divided into divergent and convergent reasoning.
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cognitive dimension (the generation of
new ideas) but also motivation and
emotion, and is closely linked to cultural
context and personality factors. (Boden
1998).
OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking
process is to think beyond existing
boundaries, to awake curiosity, to break
away from rational, conventional ideas and
formalized procedures, to rely on the
imagination, the divergent, the random and
to
consider
multiple
solutions
and
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different from the past, to consider
possible alternatives in various situations
that could occur in the future and to
expand
and
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DESCRIPTION / STRUCTURE
OF THE METHODOLOGY /
ALTERNATIVE SOLUTIONS
Creativity is not an innate quality of only a
few selected people. Creativity is present
in everyone. It can be learned, practiced
and developed by the use of proven
techniques
which,
enhancing
and
and
quality
of
work.
techniques,
which
are
also
product
or
service
development,
strategic
and
decision
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etc.) often calls for a certain type or a
certain group of creativity techniques.
Fundamental concepts for all creative
techniques are:
The
suspension
of
premature
happen.
previously unrelated.
problem.
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Main points to increase or encourage
creativity in a company are:
To be happy, to have fun
Keep channels of communication open
Trust, failure accepted
Contacts with external sources of
information
Independence, initiatives taken
Support participatory decision-making
and employees contribution
Experiment with new ideas.
EXPECTED
RESULTS
BENEFITS
Creativity, through the generation of ideas
with value, is needed in order to solve
concrete problems, ease the adaptation to
change, optimize the performance of the
organization
and
best
practice
Innovation
through new product and process ideas
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Continuous
improvement of products or service
Productivity
increase
Efficiency
Rapidity
Flexibility
Quality
products or services
High
performance
of
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CHARACTERISTICS OF
PROVIDERS
The implementation of creative techniques
within work groups requires the assistance
and advice of external consultants. One or
two
consultants,
techniques,
is
experts
normally
in
creative
enough
to
a creative
climate
and to
APPLICATION
CREATIVITY IN ADVERTISING
private
and
public
sector
banking,
or
construction
Frito-Lay,
as
well
as
car
manufacturing
firms,
software
development
firms,
railroad
especially
in
planning
their
and
research,
marketing
departments.
TYPES
OF
FIRMS
ORGANISATIONS
CONCERNED
Creativity techniques can be implemented
by all firms and public organizations that
confront with problem solving and focus
on innovation in processes, products or
services.
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In case where the implementation of
creative techniques is focused on the
support of personal creativity, such as to
support individual designers work for new
product
development,
individual
scientists
or
to
work
support
in
the
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WHAT CREATIVITY
MEANS IN ADVERTISING
I once read a quote somewhere that
said, "We do not separate
advertising from life."
Creativity is a very subjective term. Who
can really say what is creative, for we all
have different opinions on what we
individually think is creative. Some people
believe creativity is an engrained concept
that you are born with it. Other people
believe it is a talent that can be learned and
taught.
I personally believe it is a little of both.
The essential elements of creativity are
really
imagination
disciplined
by
and
inventiveness
routine
skills.
Your
is
agencies
live
possible.
and
In
die
advertising,
by
creative
CREATIVITY IN ADVERTISING
reasons clients justify advertising and their
choice of agencies
So what exactly is creative in advertising?
Some creative commercials are effective,
some effective ads are creative, and other
ads are neither creative nor effective.
Creativity and effectiveness ultimately join
in the consumers minds rather than
remain separate.
We must then ask, what is efficiency?
Well, efficiency of an ad is determined by
the correct combination of its impact and
retention. Impact being the ability of an ad
to attract attention and retention being the
ability of an ad to stay on viewers minds.
We can thus say with certainty that an
advertisement needs to be creative to
succeed. Its creativity needs to be effective
in both its impact and retention. I found
the quote at the beginning of the page and
thought it was just great. Although
creativity in advertising is an important
factor, one must remember to not be
creative just for creative sake. The
creativity must also be effective.
HOW CREATIVITY IS
DIFFERENT FROM
INNOVATION
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Yet,
mention
the
word
the
business
media
government-backed
and various
development
agencies.
Professor Simon Majaro of Cranfield
School of Management defines innovation
in this manner in his book Managing Ideas
for Profit (Majaro, 1992): Creativity is the
thinking process that helps us generate
ideas.
Innovation
is
the
practical
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creative, the idea must offer some form
of added value.
Innovation can instead be defined as the
adoption, adaptation, or implementation
by a third party of someones creativity (ie
an added value product). When appraising
a painting, one does not say: artist is
being innovative. Should another artist
adopt some element of this work , such as
its style, subject matter, materials or
techniques used, then the original work
can be said to be innovative; it has inspired
the application of some creative element of
the original work by a third party.
CREATIVITY IN ADVERTISING
BASICS OF CREATIVITY
Creative Thinking Skills Can Be
Learned!!
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Action Steps
Here are a few additional things you can
do to improve your creativity:
CREATIVITY IN ADVERTISING
ways - it will make them more entertaining
and you will get more used to expressing
your abilities.
Practicing
at
overcoming
irrational
creative
force,
it
can
be
encouraged
environment
that
by
setting
encourages
up
an
creative
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An original solution for problem "X"
within 2 weeks to practice generating ideas
by brainstorming (for example, "find at
least 100 ideas for a new pen")
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Creativity is increased by acknowledging
that it exists and by nurturing it. Create a
sensory stimulating environment, increase
awareness of that environment and provide
sufficient quiet time to allow that ensory
stimulation to be translated into external
reality ... a poem, a bridge, a meal, a song,
a quilt, a business report, a game, a dance,
a garden.
Flood yourself with information in your
chosen area of creativity then deliberately
expose yourself to information outside
your area. Respect and care for your
creativity as you would a child. Attend to
your needs, listen to your creative inner
voice, and spend time with yourself.
Manage stress in your life as much as
possible.
Practice meditation or some kind of
peaceful,
relaxing
handwork
or
quiet
activity
such
exercise.
as
Avoid
that
your
creative
work
is
CREATIVITY IN ADVERTISING
be their problem, not yours. Practice using
affirmations and reframing (seeing things
from another angle or in another context)
to de-program yourself critical habits.
Creativity is not a gift of some sort, it is a
state of being ("un etat d'ame", as they say
in
French).
Learning
creativity-
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approved
by
the
judge
requiring
Be an optimist
Brainstorm by yourself
CREATIVE FORCES
Force-Field Analysis
Force-field
analysis
characterizes
the
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to
outline
the
points
involved
in
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3. The diagram should then be used to
find as many possible combinations of
moving the centre line in the desired
direction. Try to:
Find ways to strengthen or add positive
forces
a. Find ways to weaken or remove
negative forces
b. Recognize that the negative forces are
too strong and abandon the idea.
REATIVE
ECHNIQUE
How do you come with a creative
idea when faced with a blank sheet
of paper? Easy. Dont have a
blank sheet of paper.
Every working day, creative directors are
faced with emands to come up with
creative solutions to the problems. Some
outstanding creative heads may display
what is called unconscious competence in
appearing to be able to come up with ideas
inuitively. There is no magic wand for
coming up with ideas, but there are some
echniques and process to help being
CREATIVITY IN ADVERTISING
creative. These tecniques, coupled with a
knowledge and understanding of the
creative process -- with its five stages
Information
Incubation
Illumination
Integration,
Illustration
--
will
help
Safe Bet
Extreme
Option
Option
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bottom left-hand corner. Draw five short
ladders
and
five
long
snakes.
The
Personality
of MD
Lack of
Brand
Credibility
Lack of Brand
Awareness
Media
Apath
y
Interesting
Photograp
hy
Forthcoming
EventsExhibition
Limited
Budget
Competitor
Activity
News value
of Story
Timing
of lanch
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Finish
Start
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but
so
it
is
articulate
primarily
group
Storyboarding
similar
to
uses
parliamentary
Storyboarding
allows
CREATIVITY IN ADVERTISING
all
recorded,
everyone
votes
to
Roadblocks to Creativity
Thinking there is one right answer Many of us have the tendency to stop
looking for alternative right answers
after the first answer has been found.
Often it is the third, fifth or tenth right
answer that is what we need to solve a
problem in an innovative way. "That's
not logical" - Logic is an important
creative thinking tool when you are
searching
for
ideas,
however,
CREATIVITY IN ADVERTISING
Being afraid of making a mistake Errors are
sign
that you
are
REAM
EAM: A
teamwork
foundation
of
all
that
the
form
the
methods.
for
the
top-quality
creative
CREATIVITY IN ADVERTISING
be used as highly effective methods of
communication in meetings.
Senses
The best ideas take time. The more
one thinks about the product, analyses
it, examines it from every angle - plays
with it, in other words the more freely
great
ideas
will
flow.
Get
the
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The goal is in clear view and acts a
focal point, leading to a clearly defined
objective. It helps to prevent chaos
and time-wasting discussions.
Fine - Tuning the Goal Saves Time
and Nervous Energy
Of course it isnt possible to achieve a
clear
goal
and
straightforward
Always
Phase
Separate
From
The
The
Ideas
Evaluation
Phase:
Ideas need imagination more than
knowledge, so its important to keep
the stage when ideas are being
generated strictly separate from the
stage when theyre being evaluated. In
this stage people should set their
imaginations to roam free, and no
limits to be set on creative gameplaying.
CREATIVITY IN ADVERTISING
just
wait
and
see
what
happens
What,
until
everyone
else
has
overtaken us?
That doesnt work!!
But its great idea
We do things differently!!
So, no change there
This mail shot idea doesnt work!!
But what if?
Thats ridiculous!!
So what it is
Well come back to your idea.
All right. When?
CREATIVITY IN ADVERTISING
The client will never accept that!!
Give it a chance
Whats so original about that?
The fact that no one else has
thought of it
Anyone could come up with that.
Exactly
team
to
see,
and
therefore
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Doodles reinforce the associations of
internal images and so trigger new
ideas new playful way.
Doodles enables teams to develop raw
ideas in gradual stages and so prevent
good ideas from being killed off
prematurely.
CREATIVE
and
exploit
all
ideas good
it
by
point and
developing
and
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Thinking What If?
What would be the advantage of
losing your job tomorrow?
Anything that looks like a catastrophe
at first may reveal a whole, surprising
series of positive aspects on a second
look. Develop the play of ideas a little
more and losing your job opens the
door
to
new
freedom,
new
that
youve
never
envisaged
CREATIVITY IN ADVERTISING
to use! Say everything that occurs to
you, no matter how silly it sounds it
could be the raw material for the
brilliant idea. So Make Mistakes &
Enjoy it!!
A Fools Freedom
The greatest fear of many people is
making mistakes and looking silly I
front of other people. Learn to live with
this fear, by making a fool of you
deliberately but staying in control. Put
yourself in a ridiculous position by
making an abstruse suggestion, and
exaggerate it to the point where you
have to laugh at yourself. By doing so
you can achieve a degree of inner
freedom that allows you to leave
familiar paths behind and let your
imagination run free.
CREATIVITY IN ADVERTISING
Humor reveals new aspects. Humor
disarms, relaxes, and releases
happiness hormones, its also
infectious, and so its one of the
most important creative tools for
teams looking for great ways to
communicate ideas. Dont just
make jokes at other peoples
expense,
however.
Instead,
wild,
uncomfortable,
or
the
final
analysis,
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decision about which of the basic
ideas should be worked up:
Democratically: - The
team leader invites every
member of the meeting to
give a score to the ideas
they think are best and
deserve to be worked up for the
presentation. The idea with
most
points wins.
Use the Brief as a Yardstick: - The
main criteria from the clients brief are
used as the yardstick for assessing
which
ideas
have
reached
the
objectives.
Creative Director or Art Director: Depending on the agency culture, it is
of course possible that the creative
director or the art director will be the
one to decree which of the starter
ideas
will
developed
for
the
presentation
whether
it
gives
the
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weakens it by going off on the wrong
course.
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What results Can You Expect From
The Dream Team Rules?
They produce a bigger
creative boost.
ICKSTART
ATALOGUE
What is Kickstart Catalogue?
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Kickstart Catalogue offers strategies
likely to promote great ideas for
campaigns. There are no discussions
within the catalogue itself about what
is good or bad advertising, nor are the
tips on how to improve layout or copy.
analysis
of
the
work
and
strategies
in
their
of
metaphor
or
comparative
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events, promotions, packaging, web
banners, brochures or direct mailing.
Without Words
A picture is worth a thousand
words
The object of this little exercise is to
display
the
central
advertising
Acceleration.
The
key
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The goal of Kickstart questions is to
represent
the
central
advertising
or
associating
different
objects
unconnected,
that
so
were
as
previously
to
produce
message.
Combine
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Comparative Juxtaposition
Comparative Juxtaposition such as
before and after are undoubtedly
some of the classics of advertising. To
tap into new sources of inspiration for
comparisons, one can use the method
to compose typical pairs of opposites,
like before and after, which can then
be used to stimulate advertising ideas.
List of Pairs of Opposites:
Old-Fashioned- Fashionable
Blindness- Vision
Ugly- Attractive
Exaggeration
Exaggeration
features
of
in
the
the
depiction
product,
of
problem
Use
distortion
and
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credibility of your message doesnt
suffer.
A Change of Perspective
A change of perspective is first of all
an
excellent
way
to
generate
group
new
or
interesting
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There are two ways to use the Change
of Perspective as a creative tool. First,
they can be used spatially, by showing
objects or situations from unusual
viewpoints: birds eye view, extreme
close-up, extreme distance, detached
from space and time. From outer
space, or simply from possible angle.
The second way is to imagine yourself
leaving your body and slipping inside
other people, objects or animals. Many
creative symbolically take on other
identities to get a creative boost from
the new view point of view. For
example:
Walt
Disney,
used
to
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No Smoking. The meaning of Some
Signs
derives
from
casual
information
that
cant
be
expressed in words.
surreal
and
the
bizarre
is
rich
source
of
ideas.
up,
making
it
transparent,
it
rot.
There
are
endless
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judge whether what you have is good
or bad
Alternative Uses
Playful approaches to the idea of
finding new uses for the product.
Where the product could be used,
outside of its original context? What
new situations could it be put to
emphasize the benefit, highlight a
feature
reveal
through
a
new
exaggeration,
perspective
or
or
an
unexpected function
Double Meanings
This refers to visual and as well as non
verbal double meanings. Most visual
ambiguity is based on optical illusions
which are a playful way to attract the
viewers
attention.
Most
verbal
ends
in
an
alternative
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the
message
even
more
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Best Social
Message Award
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Conclusion:
The
foundation
for
Creativity
demands
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Try
experience
will
the
methods
nourish
you
out,
and
If
something
doesnt
Have fun!
CREATIVITY IN ADVERTISING
ARTICLES
Whats
The
Future
Of
Advertising
After Hours Correspondent DNA
Tuesday, November 08, 2005
It cannot be denied that as one of the
most rapidly growing professions in
India - advertising - is undergoing a lot
of change. To tap these changes, to
incorporate
consumer
and
media
like
MMS,
blogs,
the
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internet, and ad guys need to catch up
on
these
new
techniques,
says
advertising,
marketing
media
professionals,
and
the
in
Though
the
it
international
has
been
The
symposium
will
Prahlad
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Advertising
should
come
agencies
out
of
in
their
frontiers to
Piyush
Pandey,
new
a
heights,
well-known
Ad,"
and
Pandey,
National
Executive
Creative
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about the non-conventional ideas and
give their gut feeling a chance",
Pandey said.
He was of the opinion that the
advertising community should develop
a habit of not seeing beyond the
obvious, and starts seeing beyond the
30 yard circle in cricket field, "so that
we could clear that and see the
boundary lines".
"We, as creative people, should always do constant
soul searching to do things better and in a different
manner and not think of any framework and
boundaries to restrict our creativity", he said and
gave an example of the Hutch ad's with the `Chhota
Recharge' offer.
MUMBAI: There's
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his contribution to the advertising industry and
efforts to raise the creative standards across the
industry. Its an achievement for us as well as (for)
India. We are happy that India has made its mark at
yet another global forum.
And we're sure many more Indians will walk this
floor," Pandey was quoted as saying in The
Times of India.
Ogilvy & Mather has bagged quite a few awards
this year: the most memorable one being the
Gold Lion in the press and poster category for its
`Second-hand smoke kills' anti-smoking
campaign for the Cancer Patients Aid
Association (CPAA); and silver for the
`overloaded bus' spot for Fevicol, at the Cannes
Lions, International Advertising Festival held in June
this year. The anti-smoking ad also won a silver
Pencil at the One Show 2002 and a bronze at the
Clio Awards 2002.Similarly, Pidilite Industries
Limited --- the makers of Fevicol ---- has won
several international advertising awards.
IBLIOGRAPHY
Reference Books
Creative Advertising
Pricken
Mario
CREATIVITY IN ADVERTISING
Ogilvy in Advertising
Ogilvy
Search Engines
www.google.com
www.angencyfaqs.com
David