I read the Illustration book in this 'Basics' range by Mark Wigan and found the information to be direct and straight to the point. I thought this book would be good to get a basic understanding of how advertisers handle briefs and problems. It would be interesting to see if there is much mention of morality in the book of if it is mainly strategy.
Page 11. Divergent and convergent thinking as appose to linear thinking is the key to advertising. Not taking the obvious route, broadening your ideas and then narrowing them back down to solve your problem. General creative thinking.
Page 66. Risks.
Page 130. Shock.
[Speaking about using shock tactics in advertising] ‘…you have a responsibility to take into consideration its appropriateness in terms of the level of shock you plan to deploy, with regard tot the nature of the product, the message, the context and the target audience themselves’
Page 131.
Oliviero Toscani’s controversial images for Benetton.
Some were ‘mildly provocative’ some were ‘disturbing’.
Benetton’s campaigns used 'issues such as racism, child labour, birth, death, execution, AIDS, war and human rights’. This was new to advertising and sparked controversy.
Benetton’s campaigns ‘highlighted human differences that separate people rather than unite people’. The company aimed for ‘social cohesion and tolerance through its brand, the United Colors of Benetton.’
‘The company justified the strategy as one that did not set out to shock, but one that was rather designed to communicate.’
‘the question of just how effective shock advertising is when audiences can very quickly become desensitised through over-exposure to such material. Prolonged campaigns that employ ever-increasing levels of shock are often required in order to sustain the desired effect.’
Page 136-137.
Types of shock: tackling the tabboo, using explicit language, using upsetting imagery, shocking with facts.
Sex sells: harnessing desire.
When to say no: there is a high degree of risk when using sex in advertising - it can offend and outrage. A brand needs to beware of negative publicity and the long term effect it can have.
Page 158. Topicality.
‘Topicality allows you to tap into current issues or events that are of interest’
‘References to current issues … are a good way of boring interest from current affairs in a topical and attention grabbing fashion.’
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