The Big Idea

The big idea for my advertisement came because of the fact that I have been on health kick. I feel that with my advertisement a lot of people could learn from what I already know about the product. Also knowing what appeals to the demographics in which they need. “Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation.” ( Advertising by Design page 68) Seeing that we know the key elements for the Slim Fast drink and how to properly loose weight from it would help our consumers in the long run. “All people have an unconscious mind in which “potent sexual and aggressive drives, and defenses against them, struggle for supremacy.”  (Advertising by Design page 69) Said by Sigmund Freud. When looking at that quote I feel that that’s how are consumers see the product they have the urge to go and do the Slim Fast diet but they are missing the keys. With the advertisement they will see what keys they need to live a healthy life with Slim Fast. We want them to look at the bigger picture that they need to eat healthy and work out to have that summer body they are looking for. The big idea for us is to change the life of the consumer and give them something new that they need in a weight loss drink not just something they drink to curve their hunger. By doing that they wont ever lose the weight. Putting together the creative process would be the part in which we can inspire the consumer. “The strategy is how you are conceiving, creating, and positioning your brand or group and aiming your application (the type of design problem) in the marketplace to achieve differentiation, relevance, and resonance.”(Adverting by Design Page 73) The strategy in how we are positioning the brand is that with two things you can impact your way of life.  We want everyone to see that we are doing something for them and not for us. Since I have been where the consumer has been I know what they look for in the advertising, I know what it takes to buy the product ( Advertising by Desgin page 82) states “In advertising, when you draw upon common experiences—funny, sad, bittersweet—people usually relate to them.” Which is why I chose to make the advertisement so related to them personally. That’s how I got the big idea.