Thinkbox is a creative resource for anyone wanting to break into TV advertising. Here Lindsey Clay, Thinkbox's marketing director talks about the resource and how useful it proves as a teaching tool:
Creatives
don’t generally wear white lab coats. They would probably align themselves with
art before science. And, until relatively recently, if asked how creativity
worked in advertising or why we actually need it, the answer would have been
based more on gut feeling than scientific fact. It just worked.
But there
have been giant steps in recent years in breaking down ad creativity, peeling
back its finely crafted, precious layers to better understand exactly how it
works and, from this, how to make it work better.
At the
centre of this revolution in understanding is neuroscience. Creativity may have
been thought to be a neuro-art, but the more we understand about psychology and
how brand communications actually work on our brains – how they physically,
chemically affect our grey matter – the more we understand the importance of
great creative work in doing what advertising does: selling things.
So, I’d
like to invite you to an event that has already happened. Last year, Thinkbox
brought together some of the very biggest brains to offer their thoughts and
research into how TV advertising works on the mind. TV was already proven to be
the most effective ad medium around, but what actually makes it so effective?
Sit back
and let us welcome you to a world of ‘low involvement processing’, 'implicit'
learning and ‘emotivation’; a world where the grey really matters. You can see
it here. What you will
see is how the art of creativity is behind the science of selling.
Thinkbox brought together some of the very biggest brains to offer their thoughts and research into how TV advertising works on the mind.
Posted by: darkfall gold | 03 November 2009 at 06:35 AM