Cm417.intro part 1 updated for Spring 2013

Fundamentals ofCreative Development

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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?

e 1. there was 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

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Demonstrates

Conveys bene!t

Expresses beliefs

e 1. there was 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

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EducatesInforms

What do all of these ideas have in common?

Conceptually, they share characteristics that make them “creative”.

OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

Executionally, they are beautifully crafted and designed.*

They are simple.

Picture, headline, logo, sign-off. One element dominates.

They have a hierarchy.

e 1. there was 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

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They leverage brand elements.

Of course advertising can sell stuff.

Advertising can be inspirational and creative.

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 awesome business in the world.

And then there’s this.........

Advertising interrupts an interesting story with a less interesting story.

Daniel Stein

Good advertising can tell you what a product does and why you should buy it.

But only great advertising entices you to seek it out, pass it on, and actually care.

We aspire to making great advertising. Even if it takes a long time to get there.

What is great?

A/1

What is great?A/1

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. Don't use TV for this exercise. Capture them somehow (digitally or torn out).

Prepare to discuss what makes it great or not. What works, what doesn't. 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.