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| Creative Brief- a proper creative brief contains |
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- background/overview
- target audience
- objectives
- mandatories
- deliverables
- Timelines |
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| Consist of the best potential customers or users |
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| The specific market in which the product or company competes |
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| Consist of the best potential customer or users |
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Leo Burnett- “We convinced ourselves that the image of meat should be a virile one, best expressed in red meat.” At the time it was highly unusual, even
distasteful, to portray uncooked meat in advertisements. Enthusiastically breaking the code, Burnett produced full-page ads depicting thick chops of raw red meat against a bright-red background. “Red against red was a trick,” he explained, “but it was a natural thing to do. It just intensified the red concept and the virility and everything else we were trying to express. This was inherent drama in its purest form.” |
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David Ogvilby-“The kind of photographs which work hardest are those which arouse the reader’s curiosity. He glances at the photograph and says to himself, ‘What goes on here?’
Then he reads your copy to find out. ...this magic element was coined ‘Story Appeal,’ and demonstrated that the more of it you inject into your
photographs, the more people look at your advertisements.” “The eye patch [in the Hathaway ad] injects the magic element of “story appeal.”
~People want to identify themselves in characters and celebrities |
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vector-‐based illustration software tool
~it is not a page-‐layout or publishing tool |
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raster / bitmap -‐ based image manipulation tool
it is not a page-‐layout or publishing tool |
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| geometrical primitives such as points, lines, curves, and shapes or polygon(s), which are all based on mathematical equations, to represent images in computer graphics |
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