Cm417 intro part 2, updated for Spring 2013
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Cm417 intro part 2, updated for Spring 2013

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Part 2 of Intro Lecture for Fundamentals of Creative Development at BU College of Comm. Posting for students to access.

Part 2 of Intro Lecture for Fundamentals of Creative Development at BU College of Comm. Posting for students to access.

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  • The Levy's print is some of my favorite advertising of all time (sue I'm a New Yorker). Couldn't this have been done in 1 slide - 1. Know people. 2. Respect people and their time. 3. Don't suck. ;P Wish I could have had a prof like you, but I didn't mess with advertising courses in school.
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Cm417 intro part 2, updated for Spring 2013 Cm417 intro part 2, updated for Spring 2013 Presentation Transcript

  • 3/28 Fundamentals of Creative Development
  • A/1What is great?
  • A/1What is great?Purpose:To help you develop your taste and judgement as to what is great creative.Find one ad that you consider creatively great and one that you think is terrible. They can be magazine ads, billboards (photograph it), online ads, posters. Dont useTV for this exercise. Capture them somehow (digitally or torn out).Prepare to discuss what makes it great or not. What works, what doesnt. Think about what is creative. There are no right answers. This is your opinion.Evaluation:Ability to express yourself and argue in favor of your position. 
  • RecapWhy do we advertise?What is role of creativity?What makes for creativity?
  • OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
  • Part two
  • A quick history lesson.
  • Once upon a time we could get awaywith crap.
  • We didn’t really need creative.
  • Writer, art director, message, paidmedia, bought attention.
  • Post WWII, more competition, choices,imports, options. Creativity became acompetitive advantage.
  • Bill Bernbach and the creative revolutionchanged the face of advertising.
  • Text
  • It’s not just what you say, it’s how yousay it that stirs people.
  • Bernbach put the copywriter and the artdirector in the same room.
  • 1994
  • 1995
  • 1996
  • If you build it they will come.
  • Join the conversation, distribute content,add value, invite participation, createutility.
  • Data
  • Creative
  • Technologist, social specialist, utility,owned media, earned attention.
  • OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
  • But many of them are more thanmessages.
  • ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms
  • A good idea still matters. It earnsattention, gets remembered, inspiresaction.
  • A good idea still matters. It earnsattention, gets remembered, inspiresaction.
  • BTW....
  • Where do good ideas come from?
  • StrategyInsightDeep explorationCollisionsVolumeDisciplineCreative standardsRelentlessness
  • What are the skills we need?
  • Ability to simplifyWrite clearlyArt and copyDesignTell storiesInventBreak free from conventionExecute
  • Ready?
  • A/1What is great?
  • A/1What is great?Purpose:To help you develop your taste and judgement as to what is great creative.Find one participatory creative idea that you consider great. It can be digital, mobile, social. An app, a utility, and experience. Post to the streamwith a brief, sentence or two, explanation. And then bring to class somehow (link?) so that you can present and discuss.Prepare to discuss what makes it great or not. What works, what doesnt. Think about what is creative. There are no right answers. This is youropinion.Evaluation:Ability to express yourself and argue in favor of your position.