ADPR 3100 1nd Edition Lecture 18 Outline of Previous Lecture I Creative vs Strategic research II Research in creative development Outline of Current Lecture Media types visual metaphor synergy Media categories for creative work Key techniques Current Lecture Categorizing media o Typical categories Magazines newspapers tv radio outdoor internet etc Media planners use Not helpful for creative work o Creative work categories Not generally accepted by media planners how creators think about media Static media Messages that don t move Print outdoor non animated web Key characteristic static Key challenge convey the key message instantly Key techniques visual metaphor verbal visual synergy mediaconcept synergy o Visual metaphor unrealistic image Combination of different images Conveys a relevant surprise Conveys key message Best are understood instantly i e diet coke seal in cage cereal good for heart on demand orange juice bottle from tree 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 not limited to print in our home domino video halo reach monument user generated o synergy creative interaction verbal visual synergy between headline and visuals women grow stronger through challenges as a Marine you can go anywhere if you ve got the right makeup Creative interaction between headline and picture Combination achieves more Synergy not redundancy Creative interaction sound and images i e apple computer ad creative interaction music and images o media concept synergy between chosen medium and creative concept Dynamic media Messages that move Video radio animated web banners Immersive media Messages that immerse you in an environment and an experience Web mobile out of home installations Know which category things to know Key characteristics and strengths Key creative challenges Key techniques to use
View Full Document
Unlocking...