Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two.
Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their message.
And it’s at its most potent when these two objects are as diametrically opposed to each other as possible.
When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’
That is why a brainstorming session is a complete and utter waste of time for the truly creative person.
Creativity doesn’t work like that. Too much thinking jeopardizes the creative process.
Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.
This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.
They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.
The blank page is one of the greatest challenges faced by the creative person.
When you’re creating something from nothing, the fear of failure is always there.
This will compromise your idea. You have to be supremely confident in your ability to achieve something outstanding.
Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’
Increasingly advertisers are choosing to spend their investments often in the form of entertaining stories that blur the line between conventional advertising and entertainment.
We might enjoy these new forms of advertising better, but we also may become more influenced by them without ever knowing why.
Does the piece of creative work stop you? Would you notice it straight away? Does it make you look at an issue in a different way? Does it awaken your interest in the subject, leading you to reassess your opinion of it? Has it and its process of creation made you understand the world in a different, more moving, inspiring, or thoughtful way?
Capturing and providing pictures of your event, your products or whatever else works with what your event revolves around will increase your chances of media sharing information about your event.
Digital images will increase the shareability and search visibility, while giving your audience a visual connection to your event, as if they were there.
A mnemonic is a ‘memory aid’ that helps people to remember your product or campaign. These can be visual, audio, or both using a memorable voice, or even a simple sound effect or jingle.