week 9

Question 1

what is divergence

Answer 1

• refers to the extent to which an ad contains elements that are novel, different or unusual.

Question 2

what are the four factors of achieving divergence

Answer 2

originality
flexibility
collaboration
artistic value

Question 3

design strategies

Answer 3

• show the product – establish or reinforce brand identity
• showed the benefit – what happens when you use it? What does it do for you?
• show the alternative – shows what happens when you don’t use it or use the competition
• comparison – to other products or as a metaphor
• borrowed interest – introduce something seemingly unrelated
• testimonial/ case history – an endorsement or a description of what its done to someone else.

Question 4

considerations on designs

Answer 4

• Ethical – the moral principals behind the operation and regulation of marketing
• Legal – laws or reference to other brands. Ensuring that you wont be challenges unless that’s your intent #ExpensivePublicityStunt
• Moral – is this the right thing to do? Does this sit with your moral compass