Week 6. Chapters 4-5
Week 6. Chapters 4-5 JRN 360
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This 3 page Class Notes was uploaded by Anyce Notetaker on Sunday October 11, 2015. The Class Notes belongs to JRN 360 at Central Michigan University taught by William Barre in Fall 2015. Since its upload, it has received 67 views. For similar materials see Advertising Principles in Journalism and Mass Communications at Central Michigan University.
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Date Created: 10/11/15
October 6 2015 the home of free association 0 the unruling beast I the unconscious mind happens during 0 sleep 0 autopilot gt falling into an everyday route that has become so common it no longer takes too much thought Ex morning routes driving cleaning where creativity and non lineal thinking lives Putting and thinking of things a new way 0 Flipping the gt the accepted way of doing seeing or thinking something to such an extent that we don39t even consider any other way Take that and do it differently It makes no logical scenes but it can be the place of the best ideas the unconscious mind is unlimited nurturing the unconscious mind 1 feed the head Should be fed with divergent information obtaining different types of information from different hobbies and interest 0 ex reading traveling different types of people 2 Be curious Ask the what if question Curiosity and creativity trend to work hand in hand with each other every great mind was curious 3 Force it This is the plan B 0 to push out the creativity when it does not come go visual 0 this can be a place to start when you39re stuck 0 create visual metaphors 0 something unique and pulls someone in free up the creative thinking 0 ex stepping away listening to music exercise October 8 2015 role of creativity 0 advertising creativity a product of teamwork between copywriters are directors and broadcast directors to create concept word and picture ideas 0 creativity can be both a job descriptions and a goal 0 it can be a special form of problem solving Targeting 0 target decisions are very important to message strategy 0 as well as consumer insight story board 0 the ow of advertising 0 it is done for the client so they can see the idea visual 0 set up picture is in the middle it shows what is happening frame by frame video is on the left it gives instructions on what is happening in the picture Audio is on the right tells who is saying what and what music is being played if any SFX gt sound fix title super gt super impose title gt on screen by itself strategic formats and formulas 0 matching messages to objectives get attention create interest teach emotion persuade create broad association drive action resonate create believably be remembered tagline slogan 0 easy to remembered 0 stays longer than a tagline 0 means something and connects with people key visual 0 key frames 0 the picture in the frames on the story board creative concept 0 getting and idea thoughts and concepts are formed by mentally combining thoughts to be truly creative is to think of something no one else has thought of before 0 Creative leap right side of the brain 0 thinks of exploring possibilities 0 thinking outside the box 0 tends to see the problem in a more unique way Copy writing 0 this is a advertising writing style writing should be as simple as possible writing should be written the way the target talks and think use direct address is always best should be single minded and tightly focused O headline convey the main message get attention and convert the concept to the audience ways to make the headline clever puns play on words juxtapositions cliches similar sounding words play to the visual con rm play against the visual contradict 80 of readers will move on after just seeing the visual then the headline then the logo 20 will go on to read the body paragraph 0 this needs to reel the reader in I using the 3paragraph rule 1 repeat the headline 0 it is the most important and bares repeating 2 prove the promise should be done brie y based on fact using featurebenefit 0 shows what it does and what it39s featuring then telling what is in it for the customers 3 repeat the headline again and tell the customer what to do next tell them where to go or who to call to get whatever it is that39s being offered other display copy subhead O O 0 leads reader to the body copy larger than the body captions the second highest readership provides information slogans repeated from ad to ad reinforce brand identity