•Interrogate the brief:

ask questions • Make (disparate)

connections; see relationships where
there’s none • People don’t have time for
your message. Your message by it’s very nature is
INSTRUSIVE! Therefore, if it’s not entertaining, it’s a
waste of time. The most important rule of advertising:
The ad must have entertainment value. In the case of print,
since there is only a page to tell the story, there is a need to play
off some stereotypes.

Where is the big idea?

It should be simple to explain (in 1 line).

“If at first an idea doesn’t sound absurd there is no hope

for it.” Albert Einstein • Take the product benefit and:
(1) Exaggerate (If exaggerating, be sure to take the
idea VERY FAR) (2 )Symbolise • Intrigue people
then give them the answer. • For a piece of
work, think about how many ways there
are to art-direct it: 1.Illustration?
2.Photography? 3.Etc...

PRINT/VISUAL IDEAS (POSTERS/PRESS)

Lecture 3 | Sonal Dabral | Bates 141

Film Print

<
Better medium
<
Print is a
to build brand medium
equity, more that ‘stays,’
elements to encourages
better play with consumers
emotions to spend
more time
=

VS
on the
medium.
Comes & goes

Tham Khai Meng

“What is your obsession?”