Chapter 5 explains the process of creating an advertising concept and finding reasoning for your solution to the client's advertising problem. The chapter begins by reintroducing the concepts of the "six honest serving men", aka Who? What? Where? When? Why? and How? These basic questions start the process of divulging a solution and triggering idea which may have been otherwise looked over. After these six basic questions there is the concept generation process which is derived from the four-stage model developed by Graham Wallas, the four stages include: preparation, incubation, illumination, and verification. In the first stage we are examining the the materials to look for insights and connections. Next is the incubation period in which the idea is left to steep in the unconscious mind. After the incubation period is illumination and idea generation, this is where concepts are analyzed, interpreted, and reflected upon to help make the idea exceptionally clear and creative. The last step is verification, this is when the final idea is evaluated and tested for its functionality. In this step we make sure the idea is unique and logical.
I really enjoyed figure 5-2, the la cucina ads. The juxtaposition of the office supplies and the pasta made me look twice. It is also a very "delightful" image, I find that ads which are like puzzle that the viewer can find the solution to are almost always successful. People like to feel that they're smart, and this ad makes them feel as if they get the joke. Not to mention I already love this magazine, but by having a joke for me to be "in" on I feel a greater connection with magazine and as a consumer would be more influence to subscribe to it.