Chapter 5 Reflection
Chapter 5 is all about “the big picture” – aka
conceptualizing your advertising campaign. This is important because your big,
creative idea will be the framework of your entire creative process. This
drives what you’re saying and how you’re going to say it to the world. It’s
here where you have to ask yourself the five essential questions learned back
in grammar school: Who/What/When/Where/Why/How.
You need to identify insight onto your product as well –
figure out what can be improved and how. Are there multiple ways to use the
product? How can you reframe it? There are many strategies to find insight, and
as soon as you find it, you can continue building on your Big Idea.
There’s a four step process for concept generation based off
of a political scientist/psychologist: Preparation > Incubation >
Illumination > Verification
For preparation, you have to examine the sources you’ve
gathered such as online bookmarks and source material and think about
connections you can make between that and your insight. This leads into
incubation, where you let those ideas and connections simmer in your mind. Let
the creative juices bubble and set. Illumination is when you finally decide on
a concrete idea for an ad campaign that you can run with. Finally, verification
is where you make those ideas more concrete and move onto making the physical
media.
It’s a very formal way of describing how to come up with a
concrete idea, but I understand it. I think it’s also inherently what we do as
we try to come up with creative things. For this class, I just sat down and
tried to think of what I like that I’d want to make fun of, or things that
bothered me, and ended up coming up with those two ad campaign ideas. Now they’re
not perfect, but it really was following the pattern of preparation ->
incubation -> illumination. I didn’t get to the verification part, but that
will be the end result!
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