sva ce advertising course
DESCRIPTION
Course - Build a Big Idea Portfolio: It's What You Need to Get a Job Today (ADC-3936-A)http://bit.ly/lSunJURegister today!Instructor: John ReaTRANSCRIPT
![Page 1: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/1.jpg)
John Rea:
Build a Big Idea Portfolio: It’s What You Need to Get a Job Today
Tuesday Evenings6pm-9:30pm
![Page 2: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/2.jpg)
John Rea: Creative Director
Advertising:Euro RSCG WorldwideMcCann EricksonWells Rich Greene BDDPJ. Walter Thompson
Design:The Image FactoryRolling Stone Magazine
![Page 4: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/4.jpg)
How does this class work?
• a weekly critique class• brainstorming on strategy • writer/designer partnering (optional)• computer skills are not manditory
...it's a concept/workshop class with take-home assignments each week.
![Page 5: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/5.jpg)
What techniques do I teach? The Ten Disciplines that Stimulate Visual Thinking: 1. Visual Puns 2. Metaphors 3. Metamorphosis 4. Substitution 5. Texture 6. Patterns 7. Composition: Visual Heirarchy 8. Symmetry & Balance 9. Typography 10. Interaction and Alternative Media
(This proprietary lesson is covered in the first class.)
![Page 6: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/6.jpg)
What's in it for you?
Develop a diverse portfolio that reflects what creative recruiters are looking for in a portfolio today.
(and what are creative recruiters looking for in a portfolio...?)
![Page 7: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/7.jpg)
What's in it for you?
Develop a diverse portfolio that reflects what creative recruiters are looking for in a portfolio.
An understanding of large-scale conceptual thinking across all media.A portfolio that screams...I get integrated thinking!”“
![Page 8: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/8.jpg)
What's integrated thinking?
Communicating an idea that usesall media synergistically.Ambient, Digital, Gorilla, Mobile,Traditional, Social, Viral...
![Page 9: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/9.jpg)
What's the philosophy of this class?
A powerful idea today is not always about a cool visual or clever headline.
It's about getting people's attention.
(and what are the ways to capture people's attention...?)
![Page 10: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/10.jpg)
Web:iPhone AppsInternet Blogs, Podcasts,Banner Ads, Pre-Roll VideoSocial Networking SitesE-mail newsletterFrequent Shopper ProgramE-mail CouponsMicrositesViral VideosOnline Review SitesManufacturer’s WebsiteYouTube, Mobile HandsetAugmented RealityCaptcha (Security Codes)
Print:Newsletter, FSI'sCash Register CouponProduct SamplesMagazinesNat'l & Local Newspaper Circulars, StuffersSales LettersCatalogues
Outdoor:Skywriting, BlimpsBillboardsMobil BillboardsDigital Outdoor BillboardsKiosks, Bumper StickersBus Shelters, Bus WrapsAutomobile WrapsSandwichmenWindow DisplaysShowroomsElevator Advertising ATM AdvertisingExhibitionsAirbridges at AirportsMoving WalkwaysEscalatorsCoastersChange MatsIn-Store DisplaysHealth Club EquipmentShopping BagsDry Cleaning CoversBathroom StallsInwindow Outdoor
Ways of getting people's attention:Other:Event SponsorshipTaste TestsRadioFree Trial OfferCinema AdsProduct Placement/CinemaProduct DemonstrationsNews StoriesProduct SamplesWord of MouthTelevisionSpecial Event PromotionsBumper StickersUrban PanelsPRTee ShirtsHatsKeychainsAmbient Gorilla
![Page 11: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/11.jpg)
Student work:
Dramamine
![Page 12: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/12.jpg)
![Page 13: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/13.jpg)
![Page 14: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/14.jpg)
Student work:
Tiger Balm
![Page 15: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/15.jpg)
![Page 16: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/16.jpg)
![Page 17: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/17.jpg)
Student work:
Volvo
![Page 18: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/18.jpg)
![Page 19: SVA CE Advertising Course](https://reader033.vdocuments.us/reader033/viewer/2022042614/55618b96d8b42a71658b4e32/html5/thumbnails/19.jpg)
John Rea:
Build a Big Idea Portfolio: It’s What You Need to Get a Job Today
Tuesday Evenings6pm-9:30pm
Thanks for watching.