ADPR 3100 Lecture 12: 3.2
21 Mar 2018
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Document Summary
Techniques: visual metaphor, synergy, characters, plot, involvement, exploration. Static media: messages that do(cid:374)"t (cid:373)o(cid:448)e, print, out-of-home, non-animated web. Dynamic media: messages that move, video, animated web banners, tv. Immersive media: messages that immerse you in an environment and an experience, web, mobile, out-of-home installations. Key techniques: visual metaphor, verbal-visual synergy, media-concept synergy. Images in ads: best images are understood instantly, but (cid:862)u(cid:374)realisti(cid:272)(cid:863) i(cid:373)ages (cid:272)a(cid:374): I(cid:373)ages as (cid:862)real. (cid:863: effectively convey a relevant surprise, symbolically convey the key message. (cid:862)metaphor (cid:894)(cid:448)isually(cid:895) des(cid:272)ri(cid:271)es so(cid:373)ethi(cid:374)g i(cid:374) a (cid:449)ay that is(cid:374)"t literally true for sy(cid:373)(cid:271)oli(cid:272) effe(cid:272)t(cid:863) Verbal-visual synergy (cid:862)the whole is greater tha(cid:374) the su(cid:373) of its i(cid:374)di(cid:448)idual parts(cid:863: between headline and visuals, creative interaction between headline and picture, combination achieves more, synergy, not redundancy. Media-concept synergy: between chosen medium and creative concept. Headline should not describe what the picture already shows: redundant; boring. Headline should change the meaning of the picture: synergistic; memorable. Speak to your specific target market: convey the concept.
