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Cm417 intro part 2, updated for Spring 2013
The document outlines an exercise aimed at developing taste and judgment in creative advertising by analyzing one great and one terrible ad. It provides a historical context for the evolution of creativity in advertising, emphasizing the importance of ideas that earn attention and inspire action. Participants are encouraged to explore various creative mediums and express their opinions on what constitutes great creativity while preparing for discussions in class.
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Similar to Cm417 intro part 2, updated for Spring 2013
Cm417 intro part 2, updated for Spring 2013
- 1. 3/28 Fundamentals of Creative Development
- 2.
- 3. A/1 What is great? Purpose: Tohelp 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.
- 4. Recap Why do weadvertise? What is role of creativity? What makes for creativity?
- 5. Original Unexpected Invite you in Entertainfirst Provoke Avoid cliche Visually arresting Fun
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- 7. A quick historylesson.
- 8. Once upon atime we could get away with crap.
- 9. We didn’t reallyneed creative.
- 11. Writer, art director,message, paid media, bought attention.
- 13. Post WWII, morecompetition, choices, imports, options. Creativity became a competitive advantage.
- 15. Bill Bernbach andthe creative revolution changed the face of advertising.
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- 20. It’s not justwhat you say, it’s how you say it that stirs people.
- 21. Bernbach put thecopywriter and the art director in the same room.
- 28.
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- 30.
- 31. If you buildit they will come.
- 34. Join the conversation,distribute content, add value, invite participation, create utility.
- 35.
- 37.
- 38. Technologist, social specialist,utility, owned media, earned attention.
- 47. Original Unexpected Invite you in Entertainfirst Provoke Avoid cliche Visually arresting Fun
- 48. But many ofthem are more than messages.
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- 50. A good ideastill matters. It earns attention, gets remembered, inspires action.
- 51. A good ideastill matters. It earns attention, gets remembered, inspires action.
- 52.
- 55. Where do goodideas come from?
- 56.
- 57. What are theskills we need?
- 58. Ability to simplify Writeclearly Art and copy Design Tell stories Invent Break free from convention Execute
- 59.
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- 61. A/1 What is great? Purpose: Tohelp 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 stream with 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 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.