CMN3174 Chapter Notes - Chapter 0: Metatheory, Determinism, Copy Testing
Document Summary
Reported in 3 parts: 1) practitioners fundamental meta-theoretical stance, 2) causes for doubts, 3) findings on thinking about the ways of knowing in ads. 1st and most important meta-theoretical belief is that there are no rules. Advertising can be defined as not following the rules rather than breaking them. Genesis of ideas is subjective work so ads become an area of opinion rather than firm knowledge. One of the biggest problems of moderators they do work, affect the ads negatively and ads that break the rules are more effective. Reversing category rules break the rules of the category of your product (ex. candy) Nature of advertising can be characterized by: 1) creativity/innovativeness, 2) domination of art over science, 3) individualistic, tacit skills of ad creators, 4) layered structure of its components. Advertising as an industry of subjective ideas where rules and science work to devastate creative thoughts and actions.
