CMN3174 Chapter Notes - Chapter 0: Stylistics
Document Summary
When deep structures surface article (p. 21-23, 33) Creative ideas frequently share similar design structures and patterns. When consumers see many ads of related themes, assessment of originality is supposed to diminish as repetition leads to boredom and tedium. Research tested in 12 applications of ads, in both single and repeated exposure. Must maintain high creativity and effectiveness in ad campaigns in single and consecutive exposures. There are fundamental structures underlying creative designs and some can enhance effectiveness. Janusian approach 2 or more contradictory concepts, ideas or images that are conceived simultaneously. Blasko & mokwa first because we last, 1986. Design structures can be well-defined procedural changes in the configuration (composed of products and links among them) Hofstadter (1984) deep structures, can be seen as meta-analogies since they are derived between analogies. Resonance approach involves dual or multiple meanings surrounding a single word or phrase (ex. Visuals are seen to enhance attitudes favourably towards the ad.
