Chapter 1 - What is Advertising
The purpose of advertising is to call people to action. Whether to buy one product over another or to prevent a friend from making a reckless decision. There are ads of all kinds with differing purposes. An ad can be used to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group. Ad campaigns are coordinated ads based on an overall strategy by using repetition and a similar presentation style that connects the ads to be more effective at influencing the masses.
Chapter 2 - The Project Process
In the design process, there are some tools that help aid the creative process. First and foremost, one must be a creative thinker and be open minded to multiple possibilities. The book outlines six clear steps to follow when working on a project. These are overview, strategy, ideas, design, production, implementation. The overview is the initial meeting with a client for a briefing on what goals need to be met. During this stage research is done about the brand and its competitors to gain a fuller understanding of what the brand really is. The strategy phase is when the creative brief is developed which outlines all of the work that will be done. Next is the idea generation stage. This is one of the most important stages for creatives to be innovative in order to catch the viewers attention. Once the ideas have been formed, it is time for the design stage where the ideas take on a visual form. Multiple designs are created in the process so the client can have options. After several options have been well developed, the designs are reviewed with the client during phase 4. If the client approves then the final design goes into production and finally implementation which can include a debrief which reviews the final solution and its implications.
Chapter 3 - Creative Thinking
In order to make simulating designs one must learn to formulate new ideas in an efficient manner. The book outlines several methods to enhance creative thinking. Working either in a group or alone a creative must brainstorm several possibilities. Within a group, individual build ideas off each other. Though sometimes groups can allow for social inhibitions for some people. When working alone, a creative can at times have more stimulating ideas. Using the morphological approach, creatives take a problem and define all of the most important factors, as well as the most immediate solutions to the problem. These solutions and factors are then combined to form a matrix of possible solutions. This method relies on a grid to collect information on the project to more easily understand the possible solutions. The method of framing a scenario helps us understand what is actually going on in a work. This method relies on a common understanding of what is real and what is not. So when framing a scenario that does not seem realistic then changes must be made in the work. However, this method can also inhibit the creative process because framing relies on common expectations that are derived from shared experiences. Only by changing the frame, can a creative discover more possibilities. Though, when framing situations that are somewhat unrealistic, the frame can allow for a transformation of what we previously considered as realistic which can give us a fresh perspective on the scene. Several other methods for creative thinking are presented throughout the chapter such as the Osborn's checklist, mapping, using a graphic organizer, attribute listing, creativity through problem finding, and storyboarding.
Chapter 4 - The Brand Idea
This chapter begins by asking what the world would be like if all of the devices including the internet did not exist. If this were the case it could benefit a lot of new designers from making basic mistakes such as prematurely starting a design based off of images from the internet. Sometimes having all of these devices makes it too easy for people to create professional looking work when in actuality its only the device that is creating the work. Having a more hands on approach is beneficial for anyone who wants to be a designer because the creative flow does not just magically happen by looking at images on google or using filters in apps like Instagram. Doing this type of research actually hinders a designer from thinking outside the box. Formulating original ideas is key to creating work that really stands out from the competition. By starting work in the physical realm, designers can flesh out their work before they take it to the digital realm.