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copyrights Š Stella Theodorou, 2012 MA Visual Communication student All rights reserved
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This book is written by post graduates, and it is addressed to other students who are planning to study this course, (MA Visual Communication at BCU). Its aim is to help these students understand what I have been delivered and learned so far at this course. Creating this book also helps me gather all the learning objectives I consider important in order to have them all together in one book which could serve as a directory to my future work. Furthermore it can still help students interested in advertising and prepare them for the specific Master’s degree. In addition, this book is also addressed to students who are generally interested in the area of Graphic Design and Advertising. To be able to read this book, however, the student should be familiar with these particular areas. This book’s aim is to present the methods used by designers to generate and refine creative ideas. In my opinion, the most important chapter that I have learned in this Master’s degree, that I also found the most interesting one, is the ‘Methods of finding creative ideas’. In advertising, the most time –consuming piece, but at the same time the most important is how to find the most creative and effective idea. Through this course we have learned some techniques, out of which the most interesting ones were the ones written by Dr Edward De Bono. This book is in its greatest part the result of reading books on methods of creative thinking of enquiry that Bono has written. So eventually I will not only be sharing what my teachers have delivered, but also what I’ve learned from Bono’s books.
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The very first thing Establish what the problem is This is the first stage in any design process and almost always involves generating or receiving a design brief.
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Because each client probably give different type of proposal brief. The quality of the briefs that they provide will vary. A brief needs to include anything that will allow the designer to initiate the design process. If it is not robust enough, it may need to be rewritten.
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Below, present an overview of important requirement which should ideally be included in a brief:
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I have constructed a brief and I have included all criteria in it. SUMMARY New Lipton Linea tea Create an advertisement promoting the new tea of Lipton All women care of their lines but don’t have time for this
PURPOSE
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Promote the fresh and innovative new tea which challenge to care their line. Inform and persuade women.
friendly honest principled knowledgeable challenging
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women 25-45 all women who cares about their body, their line,their healthy they may have not time for exercise and healthy diet they may be mothers or businesswomen or both they love care their body; even though they may not do something about it.
28/08/2012
DELIVERABLES print ad
BACKGROUND When Sir Thomas Lipton created his company in the late 19th century, he bought his first tea estate in Ceylon. Over a hundred years on, Lipton now possesses thousands of acres of quality tea gardens in East Africa. Building on the experience of over a century in growing and blending tea, Lipton has kept alive Sir’s Thomas’s love of innovation and expertise. Unsurprisingly, Lipton produces the world’s number one tea today. Lipton Linea and Herbal Infusions contain zero calories and would fit into a nutritionally balanced, varied and calorie controlled diet.
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Lateral thinking is directly linked to creativity. We often met creativity only the description of a result. The lateral thinking is the description of a process. One can only admire a result but one can learn to use a process. Designers could understand the definition of creativity where involves aesthetic sensibility, emotional resonance and a gift for expression. Creativity become more valuable from knowledge and technique since both are so accesible. In order to be able to use creativity one must rid it of this aura of mystique and regard it as a way of using the mind with a way of handling information. This is what lateral thinking is about. Lateral thinking is concerned with the generation of new ideas. There is a curious notion that new ideas have to do with technical invention.This is a very minor aspect of the matter.
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New ideas are the stuff of change and progress in every field from science to art. Lateral thinking is also concerned with avoid old and stereotype ideas. It try to change attitude and approach; to looking in a different way at things which have always been looked at in the same way. The stimulation of new ones are the main aspect of lateral thinking. The purpose of thinking is to collect information and to make the best possible use of it. Because of the way the mind works to create fixed concept patterns we cannot make the best use of new information unless we have some means for restructuring the old patterns and bringing them up to date. Some of methods of thinking teach us how to refine such patterns and establish their validity. But we shall always make less than the best use of available information unless we
know how to create new patterns and escape from the dominance of the old ones. Lateral thinking is concerned with restructuring such patterns (insight) and provoking new ones (creativity). The need for lateral thinking arises from the limitations of the behaviour of mind as a self-maximizing memory system. Once one has acquired the lateral thinking attitude one does not need to be told on what occasions to use lateral thinking. This is also done so that one can acquire some skill in lateral thinking without impairing one’s skill in vertical thinking. When one is thoroughly familiar with lateral thinking one no longer has to keep it separate. One no longer has to be conscious whether one is using lateral or vertical thinking. (Bono, 1990)
New ideas One does not try and generate new ideas because one suspects that new ideas cannot be generated by trying. Though new ideas are always useful there are times when one is very much aware of the need for a new idea. And this is always has a difficulty. One can wait for chance or inspiration or one can pray for the gift of creativity. Lateral thinking is a rather more deliberate way of setting about it. The need of new ideas not be just a general indication but can be as specific as one likes. One can actually set out to generate new ideas. (Bono, 1990)
Problem solving A problem does not have to be presented in a formal manner nor is it a matter for pencil and paper working out. A problem is simply the difference between what one has and what one wants. It may be a matter of avoiding something, of getting something, of getting rid of something, of getting to know what one wants. (Bono, 1990) There are three-types of problem: Requires for its solution more information or better techniques for handling information. Requires no new information but a rearrangement of information already available: an insight restructuring. The problem of no problem. One is blocked by the adequacy of the present arrangement from moving to a much better one. There is no point at which one can focus one’s efforts to reach the better arrangement because one is not even aware that there is a better arrangement. The problem is to realize that there is a problem � to realize that things can be improved and to define this realization as a problem. The first type of problem can be solved by vertical thinking. The second and third type of problem require lateral thinking for their solution. (Bono, 1990)
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The most basic principle of “lateral thinking is that any particular way of looking at things is only one from among many other possible ways.” What you can really earn through lateral thinking is that you can explore different ways of looking things just by taking into consideration the available information having to do with structure and arrangement. ‘Lateral’ as a word let us improvise and reach the result or goal we’ve set by moving sideways, forgetting the straight-on go ahead method. (Bono, 1990)
Quota While trying to set up a quota of alternatives you can easily discrete the fact that rigid patters are loosen up and new patterns are provoked. The actual advantage gained from it is that one goes on the generation of alternatives while the other is filling the quota and when a promising alternative shows up at the beginning they both know that and try to move on based on the new one instead of being captured by it. (Bono, 1990)
Don’t forget we aren’t examining the best possible way but to find as many ways as possible and make it look reasonable.
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5. The broken door of a lift has a small opening, so that only the very slim woman holding the tea can go through. 6. You can lose weight so easy that it feels like removing the big Russian doll off the small one, like the Matryoshka. 7. Lipton’s countdown timer is ticking your extra pounds away.. or countdown size..xl...l...m...s... 8. Just like the marks on the wall are used to measure the increase of a child’s height, here they are used to show the decrease of a woman’s weight or size. 1. The new Lipton tea is so light that it flies in the fridge.
3. The gap between two Lipton tea bottles creates the shape of a perfect woman’s body.
2. A woman has her leg tide on the prisoner’s ball. This ball represents her extra weight. She pours the new Lipton tea in the ball and the ball begins to melt.
4. Every calendar day is a pound off your weight. A woman’s calendar marks the weight she has lost in kilos.
9. An x-ray shows that the internal organs of a woman’s body are healthy, because of the new tea. 10. A woman’s leg is wrapped with a Lipton tea instead of a gun, to show that the tea is her weapon and her secret to losing weight easy and fast.
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Another basic principle having to do with lateral thinking to structure again patterns. Overall, challenge assumptions is looking for alternatives. For example in order to solve the problem we are thinking about A, or B, or C and even D. On the specific method those assumptions can be used everyone for it’s own sake. Anyone of them individually is accepted but not enough to solve the problem because on the specific purposes you
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can’t just generate patterns and alternatives but all you have to do in order to solve it, is re-examine the pieces given. On this method we tend to examine brief criteria and assume a quantity of boundaries and limits. Boundaries at the end make it much easier for us to narrow down solutions be reducing the area within the problem is taking place. The clearest the criteria are, the easier the solution is. (Bono, 1990)
Find five controversies of the brief: 1. Tea is not a product just for sick people, and it is not tasteless -promote the different flavor varieties of the new tea –moreover, present tea as an essential part of a new healthy lifestyle 2. Fashion models are always very elegant and so all women want to be like them, turning them into their role-models - campaign against anorexia 3. When married, women stop caring about their appearance -show a woman’s wedding ring that is very small for her finger 4. Lipton Linea is not a product just for fat women - show how Lipton helps us remain fit 5. Busy women do not have time for themselves - an alarm clock shows that time is up for ignoring your appearance ‌now it is time for you
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The use of random stimulation is fundamentally different from vertical thinking. With vertical thinking one deals only with what is relevant. In fact one spends most of one’s time selecting out what is relevant and what is not. With random stimulation one uses any information whatsoever. No matter how unrelated it may be no information is rejected as useless. The more irrelevant the information the more useful it maybe.
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Choose from the criteria completely useless information and make it look significant by using it as a random input. Brainstorming, use the inputs of others but not necessary to follow the thinking of the words order. Discuss the theme under other circumstances, Discuss it actually with someone that is in a totally different field. For instance a medical scientist might discuss systems behaviour with a business analyst or with a fashion designer.
Go out and wander, don’t look though for relevant things. Wander in a blank mind and leave the ideas come straight to you. If you keep looking for common points you overcome back to the starting point and to typical ideas, which is something we want to avoid. (Bono, 1990)
INVENT Usually women after wedding or after become mothers, they stop caring about their appearance because they are busy with her family and house’s works. They INVENT at their husbands or at their children. It’s like wear blinders and see only the others (care only about their children) Slogan: When was the last time that you saw your body?
fam
ily husband ren child
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Oblique thinking strategies this technique relies on ambiguous instructions that offer some form of instructional guidance to solving a problem
she counts how many times she go toilet in a day.
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Visit the website:
http://stoney.sb.org/eno/oblique.html
AND follow one instruction. Look around you
Associate Inputs (Steve’s Obliques) Oblique Thinking for Visual Communication
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I constructed new brief for the other approaches. SUMMARY NYX is the new cypriot zivania - vodka Create an ad to inform and promote the new product Luxury vodka
PURPOSE
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Promote the new luxury cypriot vodka. It is the first vodka in cyprus tha dare to mix with zivania. Inform and persuade women.
young women 23-29 party people clubbers drinkers new rich hipsters boho chic
28/08/2012
DELIVERABLES print ad campaign
wacky luxury challenging lively humorous
BACKGROUND NYX is Cypriot Vodka (similar example of Belverde Vodka). It is similar taste with vodka but it is mixed with zivania. Zivania is strong traditional drink. It is the first alcoholic drink which dare to mix zivania with vodka. Nyx is the true expression of luxury Zivania- Vodka. Produced and distributed in Cyprus. This drink is especially for young women who like to mix their drinks. NYX mixed with juices is the best coctail for a woman. Brand Value: NYX means the goddess of night
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Metaphor is the link of two objects, words or ideas which have at least a same feature. Therefore metaphor express a kind of abstraction, in terms of a more well-defined model, because ignoring other features of objects/words/ ideas. Similes can be seen as a form of metaphor in which the figurative status of the comparison is made explicit through the use of the word ‘as’ or ‘like’.
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‘The essence of metaphor is understanding and experiencing one kind of thing in terms of another. The metaphor is one of the most powerful figures in the visual field and it’s used extensively. Metaphors “carry” meaning from image to another. ( I take these definitios of Steve’s lecture and from the websites (http:// www.aber.ac.uk/media/Documents/ S4B/sem07. html,http://grammar. about.com/od/mo/g/metaphorterm. htm)
Copywriter: PAIGE NICK Art Director: MICHAEL IPP Account Supervisor: MANELISA MAVUSO Advertiser Supervisor: LINDSAY DIBOWITZ Creative Director: MARC LINEVELDT Photographer: JAN VERBOOM Typographer: MIKE LANCASTER The Print Ad titled CROCODILE was done by TBWA Hunt Lascaris Cape advertising agency for product: Levi’s 501 Jeans in South Africa. It was released in the Jan 1998. Resource: http://www.advertolog.com/levi-s-3843605/printoutdoor/crocodile-509255/
NYX the goddess of the night
ants (the workers) they drink ‘NYX’ they skip working and they start dancing
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Replacing one thing with something else closely associated with it. Typically, when someone uses metonymy, they don’t wish to transfer qualities (as you do with metaphor); rather they transfer associations, which may not be integral to the meaning.
Advertising Agency: Leo Burnett, Jeddah, Saudi Arabia Creative Directors: Flavio Zanni, Mohammed Bahmishan Senior Art Director: Thierry Chehab Photographer/Retoucher: Leap Studios Account Director: Thamer Farsi Published: November 2011 Resource: http://adsoftheworld.com/media/ print/mcdonalds_filetofish_ fish_bowl
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Substitution of terms based on the mental association between what is shown and its meaning due to a causal, spatial or temporal relationship. describing something indirectly by referring to things around it, such as describing someone’s clothing to characterize the individual.
Metonymy is about refer: a method of naming or identifying something by mentioning something else which is a component part or symbolically linked. (http://www.aber.ac.uk/media/Documents/S4B/sem07. http://grammar. about.com/od/mo/g/metonymterm.htm)
the three essential women’s weapon for a night: lipstick, high heels and “NYX”
the owl is wise. this is the reason that remain awake all night
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Creating a trope through implying the opposite of the standard meaning. As with metaphor, the signifier of the ironic sign seems to signify one thing but we know from another signifier that it actually signifies something very different. Where it means the opposite of what it says (as it usually does) it is based on binary opposition.
United Colors of Benetton. Supports the Unhate Foundation unhatefoundation.org German Chancellor Angela Merkel and French President Nicolas Sarkozy Advertising Agency: Fabrica, Italy Creative Directors: Carlo Cavallone, Eric Ravelo Designers: Robert Nakata, Paulo Martins Resource: http://adsoftheworld.com/media/ print/benetton_unhate_germanyfrance
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Irony may thus reflect the opposite of the thoughts or feelings of the speaker or writer or the opposite of the truth about external reality . It can also be seen as being based on substitution by dissimilarity or disjunction. Whilst typically an ironic statement signifies the opposite of its literal signification, such variations as understatement
and overstatement can also be regarded as ironic. At some point, exaggeration may slide into irony. something else which is a component part or symbolically linked. (http://www.aber.ac.uk/media/Documents/S4B/sem07. http://grammar. about.com/od/il/g/ironyterm.htm)
clubbers are like vambires. we are awake only at nights and drink only Nyx
THE SWEETEST THING __x
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It may be used due to strong feelings or is used to create a strong impression and is not meant to be taken literally. It wants to give greater emphasis (on benefits of product). When used in a visual sense hyperbole often utilises metaphor and irony. (http://www.aber.ac.uk/media/ Documents/S4B/sem07. html, http:// grammar.about.com/od/fh/g/hyperboleterm.htm)
Art Director: Moe Awsem Time of publication: April 2007 Resource: http:// adsoftheworld.com/ media/print/durex_xxl_ man?size=_original
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the energy is unlimited and it is only positive ++
the night with nyx is unlimited. you can drink lot of Nyx and the party never stop
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Gestalt is the name of a school of psychology that addresses visual perception theory in humans, where a number of theorist systematically researched came to a conclusion, which concluded with six "laws".
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The eye differentiates a form from its surrounding area. The form, silhouette, or shape is naturally perceived as figure, while the surrounding area is perceived as ground. The human eye can see the one element only each time. It works like negative and positive space. Balancing figure and ground can make the perceived image clearer. (SFCC)
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Advertising Agency: Ogilvy, Paris, France Creative Director: Susan Westre Art Director: Ginevra Capece Copywriter: Fergus O’Hare Client Account Director: Suzanne Assaf Agency Account Directors: Kim Ball, Ben Messiaen Graphic Designer: Noma Bar Illustrator: Tanya Holbrook Typographer: Sid Tomkins Via: theinspirationroom Resource: http://adsoftheworld.com/ media/print/ibm_smarter_planet_lips
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The distance deals widely for determining the elements perception. Things that are close perceived to be more related than things that are scattered apart. (SFCC)
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We tend to underlying the concept of proximity is the group. When the shapes are given close proximity, unity occurs. While they continue to be separate shapes, they are now perceived as one group.
Advertising Agency: lg2, Canada Copywriter: Luc Du Sault Art Director: Vincent Bernard Illustrators: Vincent Bernard, Marc Rivest, Julie Pichette Producers: Richard Cayouette, Marie-Eve Boulet Account Management : Sylvain Morin, Christine Larouche, Eve Boucher, StĂŠphane Mailhiot Resources: http://adsoftheworld.com/ media/outdoor/canac_hardware_ store_fences
you can drink as you many you want. you control the game
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We are naturally tend to put in relation similar elements. Such us, elements with similar shape, or color or dimension. Those kinds of objects which share some characteristics create cohesion in the design because our brains automatically create patterns. People are symmetrical by their nature but obviously also like breaking rules so also its contrary is inspiring. When similarity occurs, an object can be emphasised if it is dissimilar to the others. This is called anomally. (SFCC)
Company: BEATTIE McGUINNESS BUNGAY, UNITED KINGDOM, London Creative Director: TREVOR BEATTIE/ BIL BUNGAY Copywriter: PAT BURNS Art Director: GAVIN MCGRATH Account Supervisor: Jamie Inman Advertiser’s Supervisor: Clodagh Ward Photographer: David Gill The Print Ad titled BIRTHDAY was done by Beattie Mcguinness Bungay ad agency for product: Heinz Tomato Ketchup in UK. It was released in the Mar 2006. Recourses: http://www.coloribus.com/ adsarchive/prints/heinz-tomato-ketchup-birthday-8293005/
you will be sick/mad for this drink. It is your medicine/drug to stay awake to party
Closure Law happen when a shape is incomplete or a space is not completely enclosed. So the brain completes the figure by filling in the missing information from old experience viewing.
The Print Ad titled Diet Pepsi was done in no country. It was released in the Sep 2002. Resources: http://www.coloribus. com/adsarchive/prints/unknownadvertiser-diet-pepsi-4426005/
the perfect vodka for the perfect woman
Continuation occurs when the eye is compelled to move through one object and continue to another object. The viewer's eye will naturally follow a line or curve.
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Advertising Agency: Ogilvy Auckland, New Zealand Creative Director: Damon O’Leary Group Creative Head: Darran Wong Kam Senior Copywriter: Ben Pegler Creatives: Adam Barnes, James O’Sullivan Designer: Sam Cox Head of Planning: Rupert Price Strategic Planner: Anna Gunnell Client Service Director: Nikki McKelvie Account Director: Saya Tran, Posey Wall Account Executive: Katie Grove Published: October 2010 Resources: http://adsoftheworld.com/ media/outdoor/lp_naaaaah
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Simplicity equals sanity. It is significant the features must be organized in a sensible hierarchy so users aren't distracted by features and functions they don't need. The easiest way to achieve simplicity is through thoughtful reduction. First, you must remove functionality. (Maeda, 2006)
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Advertising Agency: Heye Group, Germany Creative Director: Thomas Winklbauer Copywriter: Christine Deinhart Art Director: Joerg Stoeckigt Resources: http://adsoftheworld.com/ media/print/mcdonalds_barcode_ cheeseburger
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1. describe
Look closely at the text. Describe what you see with as much detail as possible. List information about recognizable images, colors, composition, other paradigms etc. Write down what you see without making any interpretation about what the text is trying to say
2. identify
Identify basic information about the text. What questions do you have about this text that you would need answered before you can begin to interpret it? Complete the statement: After looking closely at this text, I want to know... when the text was produced or who created it, and other contextual information
3. interpret
Given what you see and what you know about the text, what do you think it means? What message do you think the creator is trying to express? What other messages, if any, does this text express?
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After research and analysis for finding the best idea for your brief, it is necessary to go back and EVALUATE your ideas to see which is appropriate for your brief. The most impotant points that you could emphasis are: the purpose and target audience.
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BOOKS AND WEBSITES: Aber,. 2011. Visual Rhetoric. [ONLINE] Available at: http://www.aber.ac.uk/media/Documents/S4B/ sem07.html, [Accessed 25 July 2012] Bono, E, 1995. Serious Creativity. Great Britain: HarberCollinsManufacturing Glasgow Bono, E, 1990. Lateral Thinking. England: Clays Ltd, St Ives plc. Penguin books Grammar, 2012. Hyperbole. [ONLINE] Available at: http://grammar.about.com/od/fh/g/hyperboleterm. htm [Accessed 25 July 2012] Grammar, 2012. Irony. [ONLINE] Available at: http://grammar.about.com/od/il/g/ironyterm.htm [Ac cessed 25 July 2012] Grammar, 2012. Metaphor. [ONLINE] Available at: http://grammar.about.com/od/mo/g/metaphorterm. htm [Accessed 25 July 2012] Grammar, 2012. Metonym. [ONLINE] Available at: http://grammar.about.com/od/mo/g/metonymterm. htm [Accessed 25 July 2012] Maeda, J, 2006. The Laws of Simplicity (Simplicity: Design, Technology, Business, Life). London: MIT 2006 Nicholls, A, Patterson, J, Calpan, T, & Saville, J, 2009. 100 Ways a Guide to Visual Communication. Cambridge: Cambridge University Press SFCC,. 2012. The Gestalt Principles. [ONLINE] Available at: http://graphicdesign.s pokanefalls.edu/tutori als/process/gestaltprinciples/gestaltprinc. htm. [Accessed 25 July 2012]
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VISUAL EXAMPLES: Benetton: Unhate, Germany-France | Ads of the World™. 2012. [ONLINE] Available at: http://adsoftheworld.com/media print/benetton unhategermanyfrance. [Accessed 19 July 2012]. “BIRTHDAY” Print Ad for Heinz Tomato Ketchup by Beattie Mcguinness Bungay. 2012. [ONLINE] Available at:http:// www.coloribus.com/adsarchive/prints/heinz-tomato-ketch up-birthday-8293005/. [Accessed 19 July 2012]. Canac Hardware Store: Fences | Ads of the World™. 2012. [ONLINE] Available at:http://adsoftheworld.com/media/outdoor/ canac_hardware_store_fences. [Accessed 19 July 2012]. CROCODILE - Levi’s 501 Jeans Print Ad. 2012. [ONLINE] Available at: http://www.advertolog.com/levi-s-3843605/ print-outdoor/crocodile-509255/. [Accessed 19 July 2012]. “Diet Pepsi” Print Ad . 2012. [ONLINE] Available at: http://www.coloribus.com/adsarchive/prints/unknownadver tiser-diet-pepsi-4426005/. [Accessed 19 July 2012]. Durex: XXL Man | Ads of the World™. 2012. [ONLINE] Available at: http://adsoftheworld.com/media/print/durex_xxl_ man?size=_original. [Accessed 19 July 2012]. IBM: Smarter Planet, Lips | Ads of the World™. 2012. [ONLINE] Available at:http://adsoftheworld.com/media/print/ibm_ smarter_planet_lips. [Accessed 19 July 2012]. L&P: Naaaaah | Ads of the World™. 2012. [ONLINE] Available at: http://adsoftheworld.com/media/outdoor/lp_naaaaah. [Accessed 19 July 2012]. McDonald’s: Barcode Cheeseburger | Ads of the World™. 2012. [ONLINE] Available at:http://adsoftheworld.com/media/ print/mcdonalds_barcode [Accessed 19July 2012].
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McDonald’s Filet-O-Fish: Fish bowl | Ads of the World™. 2012. [ONLINE] Available at: http://adsoftheworld.com/media/ print/mcdonalds filetofish_fish [Accessed 19 July 2012].
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