Media types; visual metaphor, synergyMedia categories for creative workKey techniquesVisual metaphorVerbalCategorizing mediaTypical categories (ones media planners use)Magazines, newspapers, TV, radio, outdoor, internet, etc.Not helpfulFor creative people, these categories aren’t helpful for doing creative workMedia categories for creative workStatic mediaMessages don’t movePrint, outdoor, non-animated web stuffDynamic mediaMessages that moveVideo, radio, animated web bannersImmersive mediaMessages that immerse you in an environment and an experienceWeb, mobile, out of home installationsStatic, dynamic, immersiveKnow which category, then you know the:Key characteristics and strengthsKey creative challengesKey techniques to use (to make effective message using this medium)This is why these 3 categories are a better way to think about media when being creativeStatic mediaKey characteristicStatic = don’t moveThe messages don’t moveKey challengeConvey key message instantlyYou have 2 seconds to deliverKey techniques (to help you accomplish goal and challenge)Visual metaphorImages in ads“images as real”, but a lot of time ads don’t use realistic images“Unrealistic” images can:effectively convey a relevant surprisesymbolically convey the key messagebest images (visual metaphors in an ad) are understood instantlyVisual metaphor in adsEx: idea that the game recharges you, sketch of a guy and it shows a man being recharged insideEx: a bottle of juice hanging from the branch, visual metaphor for how natural it isHalo Reach monument; user-generatedMonument that exists only digitallyVerbal-visual synergy*Synergy = creative interaction between stuffverbal visual synergy*creative interaction between a headline and a picture (visuals)the combination achieves more than either could separatelyExample“Women grow stronger through challenges as a Marine”“You can go anywhere if you’ve got the right make up”Image of a girl (marine) painted in “make up” to camouflageSECOND HEADLINE is betterBecause when you pair the headline with the picture, what the headline means changes (once the image of marines was paired with it)*Verbal-visual synergy is pairing a headline with an imageit conveys a key messagesynergy, not redundancyExample“What to wear when shopping for cigarettes”the ad is for a delivery—the image is a woman with a face mask, saying you can wear whatever you wantExample”“Stand apart” –background is a huge home with HUGE lawnsaying you will be standing apart with a higher status, and standing apart because of the large landCreative interaction: sound and imagesyou can use it in a videoEx: computer screen (camera circles it) with traffic noise in the background—then a new sleeker computer comes on, and all you hear are little birds chirpingIntroducing the mac computerSo clear what it is trying to tell youCreative interaction: dialog and imagesShows Sony Walkman on bedside table, voice saying it is a drug that people get addicted to (starts as a drug then turns into a cell phone)Media-concept synergyBetween chosen medium and creative conceptMedium choice/use expresses the conceptTies in with the media-consuming contextTies in with the characteristics of the medium itselfEx: happy music playing while people come and go past a billboard“3 headlines, 3 colors”, blinking“how 1 billboard comes more than just 1 billboard”Ex: installation of glass—they stuck hundreds of cash in public being held in by the glass, so if you could break it you could take the cashShowed how strong the glass wasEx: Billboard saying” hate dropped calls?” and then the part of the billboard saying “calls” is physically dropped on the ground under the billboard but so people can see it stillEx: fisherman billboard has 2 separate billboards, each with one hand showing “how big that catch was that got away”Key pointsMedia categories for dynamic workStaticDynamicImmersiveKey challenges for staticMust convey key message instantly (one or 2 seconds)How you do this is with key techniques:Visual metaphor, verbal visual synergy, media concept synergyADPR 3100 1nd Edition Lecture 17 Outline of Last Lecture I. Creative concepts Outline of Current Lecture II. Media types a. Visual metaphor, synergy Current LectureMedia types; visual metaphor, synergy- Media categories for creative work- Key techniqueso Visual metaphoro VerbalCategorizing media - Typical categories (ones media planners use)o Magazines, newspapers, TV, radio, outdoor, internet, etc. - Not helpfulo For creative people, these categories aren’t helpful for doing creative work  Media categories for creative work - Static mediao Messages don’t move o Print, outdoor, non-animated web stufCan convey messages that do not move- Dynamic mediao Messages that move o Video, radio, animated web banners These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Immersive media o Messages that immerse you in an environment and an experience o Web, mobile, out of home installations Static, dynamic, immersive- Know which category, then you know the:o Key characteristics and strengthso Key creative challengeso Key techniques to use (to make efective message using this medium)- This is why these 3 categories are a better way to think about media when being creative Static media - Key characteristic o Static = don’t move The messages don’t move - Key challenge o Convey key message instantly  You have 2 seconds to deliver - Key techniques (to help you accomplish goal and challenge)o Visual metaphor  Images in ads  “images as real”, but a lot of time ads don’t use realistic images “Unrealistic” images can:- efectively convey a relevant surprise- symbolically convey the key message best images (visual metaphors in an ad) are understood instantly  Visual metaphor in ads  Ex: idea that the game recharges you, sketch of a guy and it shows a man being recharged inside  Ex: a bottle of juice hanging from the branch, visual metaphor for how natural it is  Halo Reach monument; user-generated  Monument that exists only digitallyo Verbal-visual synergy *Synergy = creative interaction between stuf  verbal visual synergy- *creative interaction between a headline and a picture (visuals)- the combination achieves more than either could separately