Fitting images and words to creative strategy/ print ads and radio ads for the Valley Jazz Festival
It is good fun to develop lots of ways to think of metaphorical objects or scenes of “Jazz” and “music” to avoid conventional concepts. The main challenge is to figure out a complete idea with a visual element which can be extended into a audio element at the same time through two diverse communication channels.
Basically, the idea of a print ad will come out at first. For example, the concept of “we don’t let your ear down” with a self-portrait of VanGoph appeared firstly. And then, from the headline of the print ad, the idea needed to be transferred into a non-visual execution. Again, this involved fitting the sound or voice and words to the main concept of the creative strategy.
During the process, I always thought of how to show “music” visually and how to capture the audience in a radio ad without Jazz music to promote a Jazz festival. That is really exciting when there is some limitation and restriction. That is the place where ideas come from. As Jewler and Drewniany said (2005), “creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.”
Reference:
Lecture Slides on Week 5 of KCP 404 Advertising Creative: Introduction, 2007.
Drewniany, A. J. J. B. L. (2005). Creative Strategy in Advertising (8th ed.). Belmont, CA: Thomson Wadsworth, chapter 1.
It is good fun to develop lots of ways to think of metaphorical objects or scenes of “Jazz” and “music” to avoid conventional concepts. The main challenge is to figure out a complete idea with a visual element which can be extended into a audio element at the same time through two diverse communication channels.
Basically, the idea of a print ad will come out at first. For example, the concept of “we don’t let your ear down” with a self-portrait of VanGoph appeared firstly. And then, from the headline of the print ad, the idea needed to be transferred into a non-visual execution. Again, this involved fitting the sound or voice and words to the main concept of the creative strategy.
During the process, I always thought of how to show “music” visually and how to capture the audience in a radio ad without Jazz music to promote a Jazz festival. That is really exciting when there is some limitation and restriction. That is the place where ideas come from. As Jewler and Drewniany said (2005), “creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.”
Reference:
Lecture Slides on Week 5 of KCP 404 Advertising Creative: Introduction, 2007.
Drewniany, A. J. J. B. L. (2005). Creative Strategy in Advertising (8th ed.). Belmont, CA: Thomson Wadsworth, chapter 1.
