2007 Abstracts Stage 2

Aesthetics: from Creativity to Consumer Response

Victoria Swale, 2007, Stage 2

RKCR/Y&R (territory) has placed itself as the leading strategy within advertisement and marketing. TV commercials give maximum consumer response by using techniques that have been developed over the past sixty years. But how does the advertiser compel it’s target market to buy/ support a product? By means of market research a creative team can generate ideas from on statistics based on consumer needs. A transition from scientific method to artistic creativity takes place, from idea to screen attention to detail allows a campaign to become the centre of a product launch. If a idea is successful the return can be impressive. The M&S food campaign (object) is a perfect example of the results that can be achieved when a campaign is successful. The way an individual processes the information from screen and associates this with a product is the importance of this study, how can the creative department develop a campaign that will mentally intrigue its audience? Can psychology or philosophical ideas give an insight into the thought processes behind advertisement? Kantian thought can help us understand how the advertiser connects to the consumer. Free play for Kant allows the categories of the mind to be influenced by outside concepts; Kant speaks of music and art. Just as a piece of fine art can spark the imagination, this is how in Kantian theory the advertiser reaches the consumer. The advertiser essentially uses imagination as a tool to ‘communicate’ the product to the consumer. Kant’s work influences the ideas and philosophical concepts that this project discusses concerning the mental faculties of the consumer. This project uses Hume’s work connects the consumer and the creative thinker within advertisement. Hume speaks of how ideas are copied from impressions, in short Hume argues that the human imagination, idea’s, cognitive attributes are all part of our physical being. Hume highly supports this project’s research on ’the creative idea’. This project is concerned with how the human mind perceives external influences, and also how the mind has the ability to use the imagination as a means to an end. This study has centred M&S food as its example rather than interest. What is most important is the research into human understanding and the different faculties that are involved between the consumer and a product. TV commercials have many different levels, messages, objectives and specifications, the importance is the TV COMMERCIALS ABILITY TO USE THE HUMAN MIND AS A MARKETING TOOL.

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