Creative aspects of advertising -10.pptx
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This document discusses perspectives on advertising creativity and provides examples of creative advertising ideas. It begins by defining creativity in advertising as generating fresh, unique ideas to solve communication problems. The creative team, including copywriters and art directors, are responsible for developing the words, concepts, and visuals that make up advertisements. Creativity in advertising aims to inform, persuade, and remind audiences. Young's model of idea generation involves immersion, digestion, incubation, illumination, and testing ideas. The document then provides numerous prompts and examples for generating hundreds of creative advertising ideas, such as considering the context, timing, news, brand weaknesses, personifying the product, target audiences, and the name and opposite of the brand.
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Marketing Harry Potter presentation delivered to the Wilson Dow sales and marketing team on June 14, 2012 at the Wizarding World of Harry Potter in Universal Studios, Orlando, Florida. Discusses how the Harry Potter brand grew to a global phenomenon and includes information from the book, "Harry Potter: The Story of a Global Business Phenomenon" available through Amazon and all book stores.
Representation
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humor-business.ppt
Businesses are increasingly recognizing the value of incorporating humor into the workplace. Encouraging humor helps businesses take more initiative, be less rigid about mistakes, focus on opportunities rather than problems, and create a more enjoyable work environment where employees want to be. Effective humor in businesses can come from things like decorating offices fun, accepting diverse attitudes, encouraging teamwork and experimentation, and allowing more discretion and flattened hierarchies.
Lectures 15 and 16: Learning From The Masters, Storytelling, Worldbuilding, ...
Art Description/Synopsis:
In this class that is designed as collective performance art, we review some of the biggest names in the landscapes of entertainment, creativity, and business.
From space to magic, from basketball to fashion, from animation to computer games, from film music to architecture we have a trans-disciplinary tour of storytelling and creative careers.
We have a lot of puzzles. We have a series of exercises in asset creation and imagination.
In one of these exercises, you will have the opportunity to practice screenwriting, world-building, and storytelling.
However, the main actor in all of this experience (the connecting thread/anchor) is a squash.
Contents:
Review of Last Class
Puzzles: This week in review
Puzzles & Improv Adventures
Workshop: Heroes of Entertainment & Imagination
Exercise: Six Adventures and Six Challenges
Exercise: Screenwriting, World-Building, and Storytelling
Workshop: Creating Assets
Exercise: You are a Super-hero
Key Takeaways
Here are The Squash articles:
https://medium.com/datadriveninvestor/7-brainstorming-exercises-and-7-lessons-inspired-by-a-yellow-squash-9f9e0df3f236
https://medium.com/datadriveninvestor/what-a-yellow-squash-can-teach-you-about-creativity-3ea5e26cb28a
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- 2. Perspectives on advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solution to communication problem Suits are rationalist salesmen Poets are proponents of creativity
- 3. THE CREATIVE TEAM • Creates the words and concepts for ads and commercials Copywriter • Determines how the ads verbal and visual symbols will fit together Art director • Head of the creative team of copywriters and artists • Responsible for the form the final ad takes Creative director
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- 5. Young’s Model for Idea generation • Immersion • Digestion • Incubation • Illumination • Idea testing
- 6. From Big Idea to hundreds of Ideas Where will your ad Run? • Miami Rescue Mission • What it looks like to be homeless? Tagline “ When you’re homeless you see the world differently”
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- 9. What’s inthe news? • Did something major just happen? Issomething about to happen Can You Borrow from the Pages of History? McCann Erickson’s Singapore office studied old ads from the Simmons Bedding Company and discovered an old brochure from the 1930s that featured a testimonial from Eleanor Roosevelt. This inspired an idea that won gold at the One Show. T he headline read: For President Roosevelt, a day at the office involved sending 750,000 men into a minefield. Everwondered how he slept at night?
- 10. WhatAre the Negatives about Your Brand?
- 11. What ifyour productwas something else? • A dog, a cat, a person? • Good Housekeeping magazine touted the virtues of its Seal of Approval to advertisers: “The seal is like your therapist: Itassures you everything will be alright.” • An MTV campaign promoted the use of condoms by using an analogy to other types of safety equipment. It shows a roller coaster attendant tries to put a safety belt on the young man who protests, “I want to be free. Iwant to feel everything. Ijust want to make this time special.” The attendant reluctantly agrees, “All right, just this once.” The roller coaster takes off, a scream is heard, and the young man’s seat is empty when the rollercoaster returns. “Stop making excuses. Always use protection”
- 12. What IsYourT arget Audience Reading and Watching? • British Airways exchanged partners of famous couples in literature to communicate that companions fly free. One ad read, “Romeo & Delilah”; another, “Jekyll & Gretel”; and another, “Hansel & Juliet.” All ran with the tag line “Who you bring isup to you.”
- 13. What Does the Product LookLike?
- 14. Also… … Can You Say Itwith Just Pictures or Just Words? IsThere an Ideal Spokesperson? IsThere an Idea in the Brand’s Name • Met Life. A series of ads shows people enjoying life’s simple pleasures, and the tag line “Have You Met Life T oday?” sums up the idea. • What’s the Opposite of What You’re Trying to Say?
- 15. Dimensions of Great Advertising Audience resonance - Surprise element that gets the audiences’ attention and imagination Strategic relevance - Ad should be in alignment with the sponsor’s strategy