Chapter 1 - What is Advertising
Chapter one develops the concept of advertising, how it's used, who makes it and
what makes it effective. Advertising is used in a free-market system to promote a
brand or group. I didn't realize that it comes in so many forms including; public
service advertising, cause advertising, commercial advertising, consumer advertising
and more. The goal in advertising is to differentiate a brand or group and persuade,
provoke or motivate people on behalf of that brand or group. Because tools used to
create and share graphic or audio messages are becoming more commonly available
to the average person, many brands associate themselves with good television
entertainment, the internet and other media programming to reach a wider audience.
I find this approach successful especially when it comes to advertising to younger
audiences, which is done well by the McDonald's.
The above McDonald's advertisement is featured on an online platform that provides
kids with cartoon images and games, all of which are associated with the toys
they can get at McDonald's. This advertisement is effective because it utilizes
a media that today's children are exposed to on internet devices. It reaches children
where there at and entertains them. When advertising entertains, it is effective
and makes the brand desirable.
Chapter 2 - The Project Process
Chapter two is an in-depth examination of the creative thinking process that aids in
advertising design solutions. Benjamin Bloom developed a model called "Bloom's
Taxonomy"that categorized thinking skills that represent the six development phases
of a project: Knowledge, Comprehension, Application, Analysis, Synthesis,
Evaluation. During Phase 1, knowledge is gained as information is gathered about
the brand, client business, etc. Phase 2 is when the information gathered is applied to
immediate contexts in order to gain insight and understand the information better.
Phase 3 is when the search for an idea begins after examining the material and
synthesizing the groups ideas and influences. Phases 4, 5 and 6 are use to evaluate
and critique the value and effectiveness of each idea and compare it to the overarching
goal of the advertising project. It was important for me to note these phases in my
overview because I have never thought of advertising design as an organized process.
This taxonomy really helped me grasp the development process.
Chapter 3 - Creative Thinking
Creative thinking is a valued ability across all career platforms. Chapter three explores
certain behavior that promote creative thinking such as looking for connections,
posing questions, recognizing problems and being open to new methodologies.
Brainstorming is an important activity to help stimulate ideas. I'd like to consider
myself a skilled brainstormer because I like to scribble out words and thoughts
when I am thinking about a project, however the morphological tool covered in
this chapter described a more effective way to brainstorm using a diagram.
Framing, mapping, using a graphic organizer, and storyboarding are also different
ways to inspire creative thinking.
Chapter 4 - The Brand Idea
Chapter four begins by challenging the reader to imagine life without the internet and
how it would effect ideas and advertising. Although this is hard for me to imagine, I
feel that critical and creative thinking would still be valued and would still show up
in a world without internet as it has in the past. Ideas are what fuel technology and we
can come up with ideas without technology. The branding of a idea ensures
individuality, identity, quality and builds the equity of a brand or group. Landa points
out that brand construct can be thought of as strategically developing a personality for
a brand and this metaphor helped me better understand the importance of creative
branding. Successful brands are based on concepts such as authority, origin, spirit,
irony, family, rebellion/nonconformity, etc...