Chapter 5 Reflection
Chapter 5 discusses the big idea and what makes a solid idea that transcends the norm. There are six phases in the process of a project that answer the questions: Who? What? Where? When? Why? And How? Answering these questions allows for creative reasoning behind a solution and it determines the resulting message of an advertisement.
With all these steps to the creative solution process, it is interesting and important to note that many concepts come unprompted. They tend to pop up when we are relaxed and not working on generating an idea. That is why it is important to step away from the project for short periods of time, which is somewhat of a strategy that I have never really thought of before.
The discussion of visual metaphors in advertising is the section of the chapter I found most insightful. Metaphors can serve as a more attractive portrayal of an idea when the product or service itself is not as interesting. Or metaphors can simply act as initial attention-grabbers. Figure 5-8 in the chapter shows the print ads for Ayotte Custome Drums and I found them to amusing and rewarding to view because they draw on common life experiences. I’d like to employ this idea into my work so that the audience can relate to it more.
This print ad for Glad wrap by the Creative Juice ad agency in Bangkok is a great example of metaphor usage. It may be disturbing for some but I find it amusing and creative. I interpret it as if you don’t cover your leftovers/meat with Glad wrap, you might as well be leaving it out to spoil and smell like how it was alive.