CMN3174 Lecture Notes - Lecture 12: Commodity Fetishism, Focus Group, Convergent Thinking
5 Feb 2017
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Focuses on the way design structures in advertising influence our judgements. Some structures can serve to enhance creative effectiveness. Janusian approach: two or more contradictory concepts, ideas, or images that are conceived simultaneously. Deep structures = the widespread adaptability and the manner in which they affect judgements resemble generalized and fundamental rules defined by hofstader. Meta-analogies = derived from analogies between analogies. Involves dual or multiple meanings surrounding a single word or phrase: muta(cid:271)ilit(cid:455) = depe(cid:374)ds o(cid:374) the (cid:272)o(cid:373)po(cid:374)e(cid:374)t(cid:859)s (cid:448)aria(cid:271)ilit(cid:455) a(cid:272)ross (cid:272)ategor(cid:455) (cid:373)e(cid:373)(cid:271)ers, as well as the number of other components in the category that depend on it. Creativity templates: abstract structures that are identifiable, objectively verifiable, and subject to schematization. Replacement = a creative idea is likely to emerge through the process of replacing a component playing an essential role in the product or ad or their immediate environment.
