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UGA ADPR 3100 - Visual Metaphors and Synergy
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ADPR 3100 1nd Edition Lecture 18 Outline of Previous LectureI. Creative vs. Strategic researchII. Research in creative developmentOutline of Current Lecture - Media types; visual metaphor, synergy- Media categories for creative work- Key techniquesCurrent Lecture- Categorizing mediao Typical categories Magazines, newspapers, tv, radio, outdoor, internet, etc. Media planners use Not helpful for creative worko 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, media-concept synergyo 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, ondemand, orange juice bottle from treeThese 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 imageso 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


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UGA ADPR 3100 - Visual Metaphors and Synergy

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