1. Determine the scenario: What happens in this frame?
The gentleman appears to be a nerdy
personality. Giving off the impression
to the “Attractive and Sexy” woman in the phone booth next to him. That he is
“cool, hip, an outdoors man, and an animal lover.”
2. What is the setting? What are the conditions?
It appears to be a hot summer day at
the park.
3. Who are the people or groups?
A man and a woman
4. What is their point of view around this specific experience?
A man can enjoy a cigarette break while
enjoying the view of a lovely woman
5. What are their goals?
The sense of “coolness” or “suave” that
a person can possess while smoking.
6. What are their assumptions? What are their perceptions?
To attract more consumers that want to
be as appealing as the slender sexy female or the man trying hard. The Assumptions are that the man is
trying to hard, and the female is just beautiful and appealing without even
trying
7. Are there conflicts? Is there cooperation?
I cannot really tell if there is
conflict other then sex appeal.
If you smoke you could attract a beautiful woman instead of trying so hard like to be the “everything”
2. What is the setting? What are the conditions?
3. Who are the people or groups?
4. What is their point of view around this specific experience?
5. What are their goals?
6. What are their assumptions? What are their perceptions?
7. Are there conflicts? Is there cooperation?
8. What are the outcomes?
In the above advertisement for a
clothing company called SISLEY, I can tell that they are going for “Magnify and
Shock the audience theory. It shocks the
audience by showing two girls snorting the straps of a dress which can be
assumed to be line of cocaine. “It's
called "shockvertising." As the name suggests,
these ads are designed to shock you and create controversy in order to get you
to remember them, mostly using violence, sex or taboos. Many went too far over
the line in their quest to be "edgy" and were banned or rejected
outright, but ended up out on the web anyway. (http://www.businessinsider.com/shock-ads-2011-7)
Alex Osborn of
BBDO created an inspired checklist technique as a tool to transform an existent
idea or thing. Arguably, this could be the only tool you ever need to foster
creative thinking. In short, Osborn's Checklist comprised a list of action
verbs: Adapt,
Modify, Magnify, Minify, Substitute,
Rearrange, Reverse Page 36, Chapter 3, Landa, R.
(2010). Advertising by Design: Generating and Designing Creative Ideas
Across Media. Wiley
I agree with this following comment: “Here, Sisley is acknowledging the rampant
use of cocaine by people who have enough money to afford their clothes, associating
it with fashion. Much like cigarette ads of the
past featuring fashionably clad models, Sisley is somehow acquainting cocaine
with style and Although I commend Sisley’s ad campaign for thinking outside of
the box, they should be prepared to deal with a whole load of controversy that
will soon be coming their way.” (http://collegecandy.com/2007/07/16/sisleys-new-ad-campaign-blows/
) Whether the outcome is good or bad I also commend this company for using
a shock value and a great brainstorming technique: “When brainstorming to generate ideas, frames might inhibit creative
thinking, since they are based on common expectations derived from shared
experience. During brainstorming, once you identify a frame, a change of
frame can be very useful.” Page 35, Chapter 3, Landa, R.
(2010). Advertising by Design: Generating and Designing Creative Ideas
Across Media. Wiley in order to come up with an advertisement
so shocking that it has made all kinds of waves across the Internet. When I searched controversial advertisements
this one was constantly on the hits. The
clothing brand made their point and I am sure their sales have shown an
increase due to the WOW factor that was created.
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