CM417 Fundamentals of Creative Development. Intro lecture part 1. Updated for spring 2103. Posted for students.

1. 2/28
Fundamentals of
Creative Development

2. Why do we advertise?

4. To call people to action

5. know, consider, buy, like, share, interact,
go, change, believe, vote, try, click

6. What is the role of creativity?

7. Attract your attention
Overcome indifference
Get you to care
Invite your participation

22. Are these ads the same or different?

23. ‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com

24. Demonstrates
Conveys benefit
‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com
Informs Expresses beliefs Educates

25. What do all of these ideas have in
common?

26. Conceptually, they share characteristics
that make them “creative”.

27. Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun

28. Executionally, they are beautifully crafted
and designed.*

29. They are simple.

30. Picture, headline, logo, sign-off. One element dominates.

31. They have a hierarchy.

33. ‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com

34. They leverage brand elements.

36. Of course advertising can sell stuff.

37. Advertising can be inspirational and
creative.

40. It can make the world a better place.

43. It can lighten your day.

45. It can approach art.

47. It can change our perspective.

49. It can celebrate life.

51. Advertising can be the most awesome
business in the world.

54. And then there’s this.........

56. Advertising interrupts an interesting story
with a less interesting story.
Daniel Stein

58. Good advertising can tell you what a
product does and why you should buy it.

61. But only great advertising entices you to
seek it out, pass it on, and actually care.

63. We aspire to making great advertising.
Even if it takes a long time to get there.

64. A/1
What is great?

65. A/1
What is great?
Purpose:
To help you develop your taste and judgement as to what is great creative.
Find one ad that you consider creatively great and one that you think is terrible. They can be magazine ads, billboards (photograph it), online ads, posters. Don't use
TV for this exercise. Capture them somehow (digitally or torn out).
Prepare to discuss what makes it great or not. What works, what doesn't. Think about what is creative. There are no right answers. This is your opinion.
Evaluation:
Ability to express yourself and argue in favor of your position.