Creative Content

"A campaign must have visual impact, whether a visual surprise graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message- form follows function."(Advertising by Design, Landa, p.204) The creative content that I believe best portrays a story through an image in this case, an image within an image is the above picture that can be used as a magazine ad, billboard, taxi topper, and bus advertisement. The slogan instant love is in a type of font similar to the font on the actual product's box. "Determine headings and subheadings in terms of color, size, and weight to distinguish the hierarchy of type from one another as well as from visuals."(Advertising by Design, Landa, p.218)  In this advertisement, a story is told of an ordinary adult couple who may be on an adventure in paris.  They capture the moment of their visit to the Eiffel Tower and because they are out of the country, it may be difficult to develop any pictures, but in this case they instantly have a photo of a cherished experience ready for a scrapbook.  The image behind the polaroid picture is a map of Paris where they can also take pictures and have a memory of each landmark they have been to.  This creates a warm hearted feeling everytime the photo is looked upon and memorys of the happiness flood back to the couple because the image can bring back the same emotions they felt on that day. "Visual metaphors can invite the reader to work a litte bit, to interact with the ad; the reader is engaged by thinking."(Advertising by Design, Landa, p.081)The actual product is not featured in this advertisement which makes consumers wonder what this camera could possibly look like, or what instant love means. "Not only do you need to think critically about formulating a core campaign idea, you must think critically and creatively about communicating something specific about the brand or group, not a generic message or pedestrian sign."(Advertising by Design, Landa, p.204) On the bottom left hand corner the brand name is also featured as if it was part of the map which makes the search for this product much easier. "The facts, the details, the benefits of any product get lost, but the story stays, even more powerfully if the viewer or listener becomes a part of that story.  Thus a branding strategy may become a form of complex interactive storytelling experience."(Advertising by Design, Robbins, p.197)