2/28         Fundamentals of       Creative Development
Why do we advertise?
To call people to action
know, consider, buy, like, share, interact,go, change, believe, vote, try, click
What is the role of creativity?
Attract your attentionOvercome indifferenceGet you to careInvite your participation
Are these ads the same or different?
‘fag.got (fag t) 1. there was              e a time when the word “faggot” meant a bundle of sticks. but then people start...
Demonstrates                           Conveys benefit                                                          ‘         ...
What do all of these ideas have incommon?
Conceptually, they share characteristicsthat make them “creative”.
OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
Executionally, they are beautifully craftedand designed.*
They are simple.
Picture, headline, logo, sign-off. One element dominates.
They have a hierarchy.
‘fag.got (fag t) 1. there was              e a time when the word “faggot” meant a bundle of sticks. but then people start...
They leverage brand elements.
Of course advertising can sell stuff.
Advertising can be inspirational andcreative.
It can make the world a better place.
It can lighten your day.
It can approach art.
It can change our perspective.
It can celebrate life.
Advertising can be the most awesomebusiness in the world.
And then there’s this.........
Advertising interrupts an interesting storywith a less interesting story.                                      Daniel Stein
Good advertising can tell you what aproduct does and why you should buy it.
But only great advertising entices you toseek it out, pass it on, and actually care.
We aspire to making great advertising.Even if it takes a long time to get there.
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 co...
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
Cm417.intro part 1 updated for Spring 2013
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Cm417.intro part 1 updated for Spring 2013

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CM417 Fundamentals of Creative Development. Intro lecture part 1. Updated for spring 2103. Posted for students.

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Cm417.intro part 1 updated for Spring 2013

  1. 1. 2/28 Fundamentals of Creative Development
  2. 2. Why do we advertise?
  3. 3. To call people to action
  4. 4. know, consider, buy, like, share, interact,go, change, believe, vote, try, click
  5. 5. What is the role of creativity?
  6. 6. Attract your attentionOvercome indifferenceGet you to careInvite your participation
  7. 7. Are these ads the same or different?
  8. 8. ‘fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
  9. 9. Demonstrates Conveys benefit ‘ fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.comInforms Expresses beliefs Educates
  10. 10. What do all of these ideas have incommon?
  11. 11. Conceptually, they share characteristicsthat make them “creative”.
  12. 12. OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
  13. 13. Executionally, they are beautifully craftedand designed.*
  14. 14. They are simple.
  15. 15. Picture, headline, logo, sign-off. One element dominates.
  16. 16. They have a hierarchy.
  17. 17. ‘fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
  18. 18. They leverage brand elements.
  19. 19. Of course advertising can sell stuff.
  20. 20. Advertising can be inspirational andcreative.
  21. 21. It can make the world a better place.
  22. 22. It can lighten your day.
  23. 23. It can approach art.
  24. 24. It can change our perspective.
  25. 25. It can celebrate life.
  26. 26. Advertising can be the most awesomebusiness in the world.
  27. 27. And then there’s this.........
  28. 28. Advertising interrupts an interesting storywith a less interesting story. Daniel Stein
  29. 29. Good advertising can tell you what aproduct does and why you should buy it.
  30. 30. But only great advertising entices you toseek it out, pass it on, and actually care.
  31. 31. We aspire to making great advertising.Even if it takes a long time to get there.
  32. 32. A/1What is great?
  33. 33. 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. 
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