dysfunctional
dysfunctional
Read the chapter 5 (page 121-149) ofthe text book above carefully and answer these 10 short answer questions, use dot point or fe
sentences to answer.
Week 5
Given the strength ofVoIvo’s safety positioning, presented in the Volvo mini case at the beginning
ofthe chapter, how do you think Havas Arnold should develop the brand’s creative strategy and appeals?
How do cultural issues impact on
creativity in advertising?
Why is context significant in developing creative advertising?
Identify five major challenges facing those
involved in creative roles in advertising?
Do you agree with Hegarty’s view ofthe creative process being ‘dysfunctional’ ? Discuss
the relevant issues.
Is the creative (copywriter and art director) approach still a good model for creative advertising development?
Use
the framework ofthe creative brief in Figure 5.1 to produce a brief for a consumer brand of your choice.
Explain the difference between
information-and emotional-based message appeals.
Identify the advantages and disadvantages of using humour in advertising.
10. To what
extent can creativity be evaluated effectively?
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