Advertising and Creativity MDIA5021 Seminar 1 Term 1, 2025

STUDENT 1 – MINDSET & BEHAVIOUR STUDENT 2 – MINDSET & BEHAVIOUR I have a fixed mindset and rely on my talent to succeed I have a growth mindset and apply effort to improve I focus on the outcome of what I create I focus on learning the process of how to think creatively I’m not interested in feedback - I’m the best judge of my

own work

I’m open to feedback, knowing it’s the best way to learn

and grow I see my lecturer/tutor as an all-knowing expert that

should never be questioned I see my lecturer/tutor as a fellow ‘student of creativity’

with lots of experience to tap into

I don’t speak up, share opinions or ask questions for fear

of being judged I feel safe to speak up, share my opinions and ask

questions knowing my classroom has zero judgement I’m happy with my first idea or two. There’s no need to

extend myself I’m prepared to take creative risks, to explore different

ideas and keep pushing and refining I have minimal life experience and my perspective is not

relevant I have a unique perspective on the world that I’m excited

to share

WHICH STUDENT DO YOU CHOOSE TO BE TODAY? THE SECRET TO SUCCESS FOR ‘Creativity in Advertising’ Course Find your creative partner for this term Introductions

– Your name – Your aspirations for this course/your degree/your career – Why do you like/hate your chosen ad? – Can you spot an unusual/unfamiliar idea about the product or service or the

way it’s used or the people who might use it, in the ad (defamiliarization)? – Are there any source/target analogues in use here to intrigue and involve the

audience? Introductions and ad sharing This course is

all about… This course is

all about…. What makes this tire ad unusual? What makes this milk ad unusual? What makes this nail polish ambient ad unusual? What makes this moisturizer ad unusual? This course will provide you with…. The ability to think conceptually. Your educational experiences so far have

taught you to believe there is always just one

answer to a problem. It’s not true!

Being a conceptual problem-solver will give you

an advantage over your colleagues, no matter

what career you follow. Why might people take a holiday to Europe? An unusual way of telling people why the

state of Oregon (USA) might be a place to

holiday https://youtu.be/KIC-XmyEfhI An unusual way of telling people why a trip

to Australia might be better than

somewhere else… https://youtu.be/B31noMrnxwM And how this sort of idea might translate to

print ads… • Five creative briefs over the Term

• You will work in pairs to develop initial ideas • You will work individually to develop these initial ideas • The final 4 ads you submit will your individual

developments of the “team” ad ideas you may have

developed earlier • Visuals/drawing capability secondary to the concept/idea • Use clinics for continuous feedback/improvement • This course is what you make of it Ad clinic details How clinics will run • Each week you will receive a brief • We will spend a little time in class brainstorming initial ideas • You then develop initial creative concept(s) outside of class with your

creative partner • The following week, bring your ads to class – ideally on A3 paper but at

least on paper that the class can see • You will show your ad initially to a small group (about 4 students

including you) and identify a strength and a weakness of the ad • Some teams will present their ad to the class, including the strength

and weakness they’ve already identified in their smaller groups • I will provide my feedback on your work and draw connections to the

course theory • The 4 concepts you believe to be strongest will go into your portfolio

for marking What you will need • Paper

• Pencil • Passion

• An open mind!! Please don’t worry if you can’t draw– it’s the ideas that count!! What you’ll produce This Not this… Sub-headline Body

copy Headline Image Logo Tag line Anatomy of an ad This is not easy!! Simplicity seems simple by definition but it is

hard

to achieve. No one is inherently creative enough that they

get it first go – if you want it you will have to work: • First thoughts on paper within a day or two of getting the brief –

time to think and reflect and improve over the week • Refine and develop your concepts • Don’t wait until the end of Term to refine your concepts – you will

struggle and increase your chance of failing! A warning!!!!: THE CREATIVE BRIEF Introducing

A creative brief

• What’s the brand / service / problem? • Problem/objective/why are we doing this/what

outcome? • Who’s the target audience • Target audience insights particularly relevant here • Proposition • Support • Tone of voice • Media

• Requirements and mandatories A creative brief

6. What’s the brand / service / product? 3. Problem/objective/why are we doing this/what outcome? 4. Who’s the target audience 5. Target audience insights particularly relevant

here 1. Proposition 2. Support (these are “creative hooks” to get started) 7. Tone of voice 8. Media

9. Requirements and mandatories A TOURISM TASK The first brief

A close-up of the brief

Answering the brief What ideas come to mind? Which are obvious ideas and which are novel and intriguing

ideas? What here is simply information and how can you avoid simply

communicating information? Answering the brief • We will critique your answer to the brief next week. • Come next week with your ad and 1 identified strength and 1

weakness. • Remember to keep working on each concept right up until

portfolio presentation!! 51作业君版权所有