Chapter 5: The Big Idea
This chapter discussed the development of the underlying concept of any effect advertisement: the big idea. It started of by explaining the the 6 essential questions (that I was all too familiar with) = Who? What? Where? When? Why? and How? I completely agree with a number of the things brought up during the chapter. For one, the concept of “insight” and the idea of trying to figure out exactly what it is that your consumers desire. This is key to the development of a product. If people want a new phone for example, but the majority want something small and sleek, it wouldn’t make sense to produce a big chunky phone.
I think this is a really clever design utilizing the concept of synthesis