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Conceptual Elaboration

Conceptual Elaboration. What is it?. Some ads and magazine covers require the brain to work a little bit to make abstract associations in order to figure out the message. This brain work is called “conceptual elaboration.”. Benefits.

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Conceptual Elaboration

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  1. Conceptual Elaboration

  2. What is it? Some ads and magazine covers require the brain to work a little bit to make abstract associations in order to figure out the message. This brain work is called “conceptual elaboration.”

  3. Benefits Such images require the viewer to continue to think about the image rather than merely glancing at it and forget it. Readers might even share these images with their friends. They may even go viral.

  4. Drawbacks If the image is too difficult to figure out, the reader could miss the message entirely.

  5. Drawbacks The image can be so stirring that we remember it but forget what it’s advertising.

  6. Drawbacks The message can be confusing or send a negative connotation, which becomes associated with the product.Body copy: “It’s what’s inside that counts, even for your engine.” Why doesn’t this comparison work well?

  7. Types of Compositions Eliciting Conceptual Elaboration

  8. Creative Visual Only

  9. Creative Type Only

  10. Creative Visual and Text (Needed Togetherfor message to be understood)

  11. The goal is not to merely illustrate your text or explain your illustration.(That takes the fun away.)Example: This ad requires much less conceptual elaborationthan others, because the text mirrors the image.However, the image isunusual enough to still beengaging.

  12. What to Avoid: • Anything cliché (left)unless you have an unexpected twist • Anything you’ve seen before • Anything obvious

  13. Techniques for Eliciting Conceptual Elaboration (You can also combine techniques.)

  14. Unusual Combinations of Images

  15. Exaggeration (most common)

  16. Omission and Suggestion

  17. Reversal

  18. Paradox

  19. Play with Scale

  20. “Alternative Uses”: Use something in a way that wasn’t intended.

  21. Absurd/Surreal/Bizarre

  22. Tell a visual story.

  23. Twist on a cultural icon, story, or meme NIVEA SUN self tan spray

  24. Create an unusual metaphor or analogy.

  25. Play with “metonymy.” • Definition: the substitution of the name of an attribute or adjunct for that of the thing meant, for example suit for business executive, or the track for horse racing. • “The pen is mightier than the sword” is metonymy (pen represents writing; sword represents force). • A metonymy is similar to a metaphor, but metonymy is literally related to what it represents instead of literally unrelated.

  26. Play with metonymy.

  27. The Economist Magazine Covers Choose a cover and identify the technique. Can you find a metaphor? Metonymy? Reversal? Play with scale? Alternative Use? Paradox? Surprising combination of objects?

  28. Audience • Typically, compositions designed for conceptual elaboration target a college-educated audience. They are not effective for every product/service/audience.

  29. Intro to Assignment • Ad choice can be a good option for people who have taken COM 383. • Magazine cover recommended for others. • Remember: Ads promote benefits of products/services (unless they’re scare tactics). Focus on the product or service’s competitive difference.

  30. Group Work • Decide on whether you want to use this exercise to brainstorm Economist covers or ads. Get together with other classmates of similar interest. • Search for news stories that could be of interest to readers of The Economist or products/services that could be of interest to you for an ad. • Brainstorm many ideas for headlines and visuals that would elicit “conceptual elaboration.” • You will share your ideas with the class.

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