1: What is advertising?
I think that this first chapter summed up the purpose or function of advertisements really well. I particularly liked the emphasis on Public Service Advertisements (or PSA’s). I feel like it isn’t easy making many of the messages put forth in these ads effective because people aren’t very interested in paying attention to them. However, with that being said, I feel like there are a number of such ads that have been very successful in getting their message communicated. Besides the case study of the “Speak up” campaign, I also know that I found the ‘don’t text and drive’ commercials to very very effective. Advertisements like these (that one will not forget) aren’t easy to come create and are long lasting if they do come about.
2. The project process
This chapter went into detail about the six phases of the creation process: overview, strategy, ideas, design, production, and implementation. Phase one deals with all of the preliminary stuff such as discussing the direction, purpose, audience of the product and more. In phase two, the designer now creates an action plan on how to successfully fulfill the goals set forth in phase one. Phase three is formulating the idea (which for many is the most difficult stage). Phase four is the making of the actual design, where different drafts and sketches are shown to the client. Phase five is then the production of the design (printing, drawing, formatting, etc). Lastly, in phase six, the design is put into context and implemented in the public.
3. Creative thinking
Chapter three explored the different methods that one could use in order to spark the creative process. Out of the topics covered, there were a few that I have never heard of and think may be helpful. The first was the morphological method. Here a type of chart is implemented that helps the designer clearly lay out possible stylistic and formal decisions to be made in the design process. Another useful method of organizing such ideas that I read about was mapping here different adjectives, images and ideas can be linked in a comprehensible and clear manner in order to point the designer in a certain direction.
4. The brand idea
This chapter discussed how engaging and unique brands and advertisements are a must in our extremely competitive markets and society. The branding of the product can thus make all the difference between a company that is recognizable and successful (such as Coca-Cola) or one that no one remembers.