A concept is generally defined as an idea, abstract thought, or plan. But in Communication Design a concept is more than that. To better understand its definition, the parts need to be identified first. These two essential components are the stimulus and the reaction. The stimulus is an attention grabber to engage the viewer and the reaction is the viewers\u2019 response to the stimulus.<\/p>\n\n\n\n
Texas State University Communication Design Professor and Art Director William Meek defines concept as a cognitive action that manifest itself in changing behavior<\/strong>.\u0003 It is a person taking action<\/strong>\u2014buying, volunteering, manifesting,\u0003 engaging, protesting, or producing change. To achieve this action you need \u0003to force the audience to remember<\/strong> and you do that by applying effective conceptual strategies<\/em>.<\/p>\n\n\n\n Concept is a cognitive action that manifest itself CONCEPTUAL STRATEGIES<\/strong> Without words Paradoxes and optical illusions Advertisements may be evaluated scientifically; CONCEPTUAL STRATEGIES (PSYCHOLOGICAL INFLUENCE TECHNIQUES)<\/strong> Acknowledging resistance Fleeting attraction Reciprocity Andrews, Van Leeuwen & Van Baaren. (2013). Hidden persuasion. 33 psychological influence techniques in advertising.<\/em> Amsterdam. BIS Publishers.<\/p>\n\n\n\n Hall, Sean. (2007). This means this. This means that. A user\u2019s guide to semiotics.<\/em> London. Laurence King Publishing.<\/p>\n\n\n\n McAlhone, Beryl & Stuart, David. ( 2009). A smile in the mind. <\/em>London. Phaidon Press.<\/p>\n\n\n\n Pricken, M. (2008). Creative advertising. Ideas and techniques from the world\u2019s best campaigns<\/em> (M. Whittall, Trans.). New York: Germany. (Original work published 2001).<\/p>\n<\/div>\n<\/div>\n\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" A concept is generally defined as an idea, abstract thought, or plan. But in Communication Design a concept is more than that. To better understand its definition, the parts need to be identified first. These two essential components are the stimulus and the reaction. The stimulus is an attention grabber to engage the viewer and the reaction is the viewers\u2019 response to the stimulus. Texas State University Communication Design Professor and Art Director William Meek defines concept as a cognitive action that manifest itself in changing behavior.\u0003 It is a person taking action\u2014buying, volunteering, manifesting,\u0003 engaging, protesting, or producing change. To achieve this action you need \u0003to force the audience to remember and you do that by applying effective conceptual strategies. Concept is a cognitive action that manifest itselfin changing behavior.\u0003 PROFESSOR william Meek CONCEPTUAL STRATEGIESPricken Without wordsMixing and matchingCompare and contrastRepetition and accumulationExaggerationTurn it right aroundOmission and suggestion Paradoxes and optical illusionsProvocation and optical illusionsProvocations and shock tacticsPlaying with timeA change of perspectiveSpoofs and parodies Advertisements may be evaluated scientifically;they cannot be created scientifically. John Wanamaker \u2022 Marketing Pioneer CONCEPTUAL STRATEGIES (PSYCHOLOGICAL INFLUENCE TECHNIQUES)Andrews Acknowledging resistanceFluencyFoot-in-the-doorPromised landSelf-persuasionAltercastingSocial proofGuaranteesAttractivenessHumorScarcity Fleeting attractionDecoyThat\u2019s not allMere exposureAnchoringAstroturfingAnthromorphismTrustworthinessDisrupt and reframeMetaphorsImplementation intentions ReciprocityGod termsSexAuthorityLoss or…<\/p>\n","protected":false},"author":1,"featured_media":6597,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"nf_dc_page":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25,27,30],"tags":[31,32,37],"class_list":["post-6561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-resources","category-insights","category-teaching","tag-art-direction","tag-conceptual-strategies","tag-psychology"],"yoast_head":"\n
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in changing behavior.\u0003<\/p>\nPROFESSOR william Meek<\/cite><\/blockquote>\n\n\n\n
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Pricken<\/em><\/p>\n\n\n\n
Mixing and matching
Compare and contrast
Repetition and accumulation
Exaggeration
Turn it right around
Omission and suggestion<\/p>\n<\/div>\n\n\n\n
Provocation and optical illusions
Provocations and shock tactics
Playing with time
A change of perspective
Spoofs and parodies<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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they cannot be created scientifically.<\/p>\nJohn Wanamaker \u2022 Marketing Pioneer<\/cite><\/blockquote>\n\n\n\n
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Andrews<\/em><\/p>\n\n\n\n
Fluency
Foot-in-the-door
Promised land
Self-persuasion
Altercasting
Social proof
Guarantees
Attractiveness
Humor
Scarcity
<\/p>\n<\/div>\n\n\n\n
Decoy
That\u2019s not all
Mere exposure
Anchoring
Astroturfing
Anthromorphism
Trustworthiness
Disrupt and reframe
Metaphors
Implementation intentions<\/p>\n<\/div>\n\n\n\n
God terms
Sex
Authority
Loss or gain
Recency and primacy
Fear appeals
Doublespeak
Projection
Door-in-the-face
Subliminal<\/p>\n<\/div>\n<\/div>\n\n\n\nREFERENCES<\/strong><\/h6>\n\n\n\n