MDIA2005 Lecture Notes - Lecture 1: Iris Murdoch, University Of New South Wales
Document Summary
Conceptual thinking, getting to the heart of what is important. Advertising takes time, the more time you think of your creative concepts the more. If you get good at conceptual thinking, you are valuable to the industry we can critique. You need to be passionate about this. Pitching is critical, how you present your work determines if it will be sold. + how to we deliver our concepts to clients who don"t really understand it: this course is for: Anyone who has a persuasive message to take to market. Those looking to brief and assess creative people: creativity is in demand. In order to practice communication, you need to understand how advertising works. Unprecedented client scrutiny: the current environment. + people are making decisions braced on emotions. Generic product of service, etc: why do we advertise. Good is indefinable because judgements of value depend upon the will and choice of the individual" iris murdoch.
