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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