广告英语精要教案Chap008.docVIP

Chapter 08 CREATIVE STRATEGY AND THE CREATIVE PROCESS Objectives The objective of this chapter is to show how advertising strategies are translated into creative briefs and message strategies that guide the creative process. The chapter examines the characteristics of great advertising, styles of thinking, the nature of creativity, its importance in advertising, and the role of the agency creative team. We discuss how research serves as the foundation for creative development and planning, and we review common problems and pitfalls faced by members of the creative team. (p. 370) After studying this chapter, your students will be able to: Slides 8–2, 8–3 Discuss the meaning and the importance of creativity. Identify the members of the creative team and their primary responsibilities. Tell how to differentiate great advertising from the ordinary. Explain the role of the creative strategy and its principal elements. Explain the purpose of the message strategy and how it differs from the creative strategy. Describe the two basic styles of thinking Define the four roles people play at different stages of the creative process. List several techniques creatives can use to enhance their productivity. Teaching Tips and Strategies Using the opening vignette in the classroom The beautiful ads created by VitroRobertson for Taylor Guitar represent another great campaign created for a small client. The important lesson here is to help students disentangle creativity from spending. Fallon Worldwide cofounder Fred Senn talks about this as emphasizing creative leverage over media leverage. Visit the agency’s site at for more examples of their work, including other ads for Taylor. The guitar manufacturer also has a Web site with information about its offerings, which can be found here: / . Other tips and strategies This chapter introduces students to the creative process. Students are amazed when I explain to them that a 30-second commercial may take days to shoot. The fi