Transcript 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
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.
Drawbacks
If the image is too difficult to
figure out, the reader could
miss the message entirely.
Drawbacks
The image can be so stirring that we remember it
but forget what it’s advertising.
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?
Types of Compositions Eliciting
Conceptual Elaboration
Creative Visual
Only
Creative Type Only
Creative Visual and Text
(Needed Together
for message
to be understood)
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 elaboration
than others, because
the text mirrors the image.
However, the image is
unusual enough to still be
engaging.
What to Avoid:
•
•
•
Anything cliché (left)
unless you have an
unexpected twist
Anything you’ve seen before
Anything obvious
Techniques for Eliciting
Conceptual Elaboration
(You can also combine techniques.)
Unusual Combinations of Images
Exaggeration (most common)
Omission and Suggestion
Reversal
Paradox
Play with Scale
“Alternative Uses”: Use something in a way that wasn’t intended.
Absurd/Surreal/Bizarre
Tell a visual story.
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Twist on a cultural icon, story, or meme
Create an unusual metaphor or analogy.
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.
Play with metonymy.
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?
Audience
• Typically, compositions designed for
conceptual elaboration target a collegeeducated audience. They are not effective for
every product/service/audience.
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.
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.