So, welcome back to From Brand To Image. I'd like to talk to you now about how concepts are used in creating images. So,, what we're going to do is we're going to look through a series of different sort of conceptual ads and we're going to see if they work. We're going to see if they actually do what they are intended to do. Now, I call this intention versus reward. Now, what does that mean? Intention versus reward essentially means that as the conceptualizer or as the photographer, I have a certain intention that I want to convey or an idea that I want to convey to the viewer. The reward is whether or not the viewer actually gets what it is that I want them to do. So, basically we can look at three different things that conceptual advertising might be trying to do. First, it might be trying to simply give us information. Right? To tell us something about the product or a place or the brand, whatever. The second thing is entertainment. It might be trying to entertain us. And the third thing is that it might be trying to share some kind of value statement or value idea through the advertising. So,, let's look at some different ads and see if they actually work. I'm going to show you this first ad. Now, just take a look at this ad. This is an ad for Bosch cordless drills and the slogan is, do you need a cordless drill? Now, when you first look at this, it takes a minute to figure it out. Right? And then you go, okay, I get it. So, that means that if I don't have a cordless drill, that in order to reach the place where I actually need to drill, I can't go very far, therefore, all my creation within my house is not going to work. So,, it's good but it takes a while, right? It's not an instant reward, we could say. Let's look at another example. We see this bike. Bike is obviously locked up to the- wait a minute. The bike is actually not locked up. The bike has actually has the pole running through the wheel. And so, the idea here is that AXA locks are so safe that it's as if your bike had become part of the structure you're locking it to. So, again, the conceptual nature of the ad. Do we get it? How long does it take? Does it work? Okay? The Harvey Nichols sale. Right? When we first see this, we see cat fight and we go, okay, I get it. So, the cat fight is over the sales that are happening. But one thing I want to mention to you here is it's interesting the way that the composition is done so that by placing the lines of the doorway right behind the cat, we can more clearly see. Our eyes are kind of drawn to this part of the photo. Right? This is an IKEA ad. Right? For enjoying the living room with your family but the furniture spells love. So, this is a way of sort of communicating the values of the company through the concept of the photo. Here's another ad. I love this ad. This is a news ad. In other words, we get you so close to the action that you literally feel like you are there. We begin to see how these sort of clever concepts can convey all kinds of messages. This is an older ad from Apple with a slogan, Think Different. It's a very simple idea. Basically, what it's telling us is that it's relating Apple, it's relating you, the Apple user to all of these sort of rebel explorers, intelligent creative people. So, it's a very simple concept but it gets the idea across very quickly. Again, by using juxtaposition, right? We're being told that smoking kills. This kills cockroaches. This kills human beings. Simple concept, simple idea, but very clear in its execution. Here's another example. At first glance, what we see is this nice family home. Looks like a suburban home with very warm light and the kid is playing Legos and all of a sudden we see that he's gone into probably into his mom's closet and pulled out her bras which he's using as parachutes. Right? And the slogan is, creativity forgives everything. So, again it's conveying those brand values, the humor, the fun, the creativity through a very simple clever concept. Another example. I love this ad. So, here's an ad for Pepsi. A guy's driving a banana truck and it's such a hot day that he's perfectly willing to trade away his entire banana truck for a Pepsi. Very simple execution. You can see how all of these different factors come into play in making the image work. Right? By placing the camera at the level of the chimpanzee with all of the information sort of perfectly placed into the photo. We get the idea that quickly. And remember, when you're flipping through a magazine, for example, people don't stop and look at advertising for a long time. If you don't get it right away, you're going to pass it. You're going to move on. So, they have to be clever but they have to be very clear. Scrabble, the game. Right? What happens in Scrabble? Well, you get the letters all mixed up and you have to put them together to form words exactly like the elephant that we see up above. Brilliant concept. Brilliant execution. Very clean. Nothing superfluous. So, we've looked at lots of different creative concepts. Right? And you might be asking yourself, well, how can I come up with my own creative concepts? Where do I get these ideas? How do I come up with them? In the next video, that's exactly what we're going to look at and I'll see you there.
