| Objective &
Background
- To create a strong portfolio of work based on strong
ideas.
- Kuperman's first portfolio featured a drawing of
a cave, hand lettering and a manhole rubbing; At which
point, went back to Pratt.
- Got into teaching after Pratt.
- Kuperman will not split us up into groups -- this
is individual work; "If I can get two people
who can, on their own, be great thinkers, they can
be a great team together."
The Idea
- Kuperman's defines an idea as taking two things
that already exist separately and putting them in
a new relationship.
- Being able to put these things together to create
a new thought is important (to good advertising ideas).
Ads
- Ads are not communication, they are persuasion.
- e.g. A 50mph sign is communication but a 50mph
sign with a cop next to it is persuasion.
Three Steps to Creating Advertising
1 - Be Clear.
2 - Be Meaningful.
3 - Be Mindful of How You Say Things.
- Say things in a unique, imaginative and memorable
way.
- "Dull, boring, unimaginable advertising
can be just as effective as creative advertising,
it just takes more money."
- The Aesthetic Choice -- "If we can say
it both dull and imaginatively, then say it imaginatively."
- Bill Bernbach (Founder of DDB and Father of Advertising's
Creative Revolution.)
- "How you say things is as important as
what you say." - Bill Bernbach.
- Most good advertising concentrates on saying one
thing.
- Being creative for the sake of creativity (in advertising)
is just a waste of time; If you can do it meaningfully,
it works.
Personal Symbolism
- Pictures and words have certain meanings to people.
- How you use these picutres and workds are important.
- Icons that are familiar have power.
- Be objective with your work; DDB often tapes what
they want to say to war room wall and they compare
concepts to that.
- It will be important in this class to understand
why something we did might not work.
Side note:
Kuperman said the campaign he was most proud of over
the years was the 1973 Meow Mix product launch. The
meowing cat was an accident. While reviewing film,
he asked the editor to set aside a small section of
film with the can mouthing "meow". Kuperman
looped the mouthing feline for 16 seconds and the
rest is history. It is still the most successful product
introduction in Ralston Purina's history.
Assignment One
- Convince USOC to vote November 3 in favor of NYC
over San Francisco to represent the US for competition
for 2012 Summer Olympics.
- 3 Direct Mail Pieces/mailed ads, sent 2 weeks apart.
- Unlimited budget
- 1/3 athletes, 1/3 community leaders, 1/3 heads of
sports.
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