Good tips for the brief from lectures

21th of October

During our meeting we discussed about the last articles we read for Phil’s class. Here I have summarized the most important extracts in order to point out what can be useful to the brief

Creative thinking and the joy of process (Marisa)

The author quotes Wallas, who gives the difference stages that constitute the creative process: preparation, incubation, illumination and verification.

Using processes within a group work is said to be important, where divergent thinking need to be brainstorm. It is also important to use the various skills of the team.

=> This article is useful for the creative strategy of the brief.

Creative strategy (Fergus)

The author quotes all the skills that a planner must have:

–       Curiosity

–       Rigorous thinking

–       Insight

–       Practicality

–       Colorful imagination

=> For the brief, it is important to bear in mind that strategy differs from objectives and that objectives must come first.

The steps to the perfect creative strategy are:

–       Identifying business

–       Marketing goals and strategy

–       Communication objectives

–       Barriers, what could go wrong?

–       Feed your head: look at the market, develop insight

–       Develop solutions via research for instance

–       Refine creative strategy

–       Write the creative brief

–       Define the channels

 Effects of Metaphoric advertising among mainline Chinese users (Adja)

The article deals with the use of metaphors in advertising. Use metaphors are common and encouraged. Metaphors bring novelty, ability to disguise, they may be more appealing for the product.

=> Useful tip for the brief: you need to define the product before the metaphor.

The author distinguishes two types of products:

–       Symbolic products that appeal emotionally

–       Utilitarian products that appeal rationally

Symbolic products are linked to fun and enjoyment, allow consumer to express ideals and self-esteem. They speak to the heart.

Utilitarian products are down to earth and speak to the head.

==> Useful tip for the brief: whatever the product, advertising should combine both aspects.

Post-modern perspective on advertising (Gigi)

Post-modern advertising is about using nonlinguistic forms of expression (such as music or imagery) to transmit the message to consumers.

There are several drawbacks/ advantages that we have to bear in mind for the brief

– risk that consumers do not fully understand the message and the goal of the advertisement. Indeed the obvious is not shown, consequently the advertising can be misleading and can lead to a negative reaction.

– However, according to post-modern advertising advocates, if adverting is vague, consumers might be curious about it and want to explore, understand it, and engage with it.

Then we talked about Impulse and NSPCC case studies. After having made the insights of the suject clear, we build the presentation and the power point.

Next meeting: friday, 25th during Kate’s class (defrief)


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