1. Conceptual Elaboration
Today we’re going to look at a principle important to visual imagery in fine art and advertising. It’s called “conceptual elaboration.”

2. Conceptual Elaboration Thorough development with care and detail
Relating to mental concepts
Let’s break down the term. “Conceptual” means “relating to mental concepts.” “Elaboration” is the thorough development of those ideas.

3. How does it work?
Some ads and magazine covers require the brain to work a little bit to make abstract associations in order to figure out the message. This brain work is called “conceptual elaboration.”
How does it work? Well, some images require audiences to do some thinking to make abstract associations in order to figure out the message. This brain work we ask an audience to do is called “conceptual elaboration.” Here’s an example of an ad that requires conceptual elaboration. 1) First, the brain has to recognize that this is a designer bag and the bottom of it is ice cream. 2) Then the viewers have to make an abstract association comparing the two (they have to ask: “How are these two things related?”) 3) Finally, the viewers have to recognize the intended meaning of this association: the comparison of the ice cream to the designer bag is intended to elevate the status of the ice cream.

4. Ads requiring conceptual elaboration:
Are not effective for every product/service/audience
Can be “risky” because they require an audience to stop and think.
Can be effective for the same reason: mysterious images can grab attention and encourage the viewer to continue thinking about the brand or idea.
Typically target college-educated audiences, though audiences of all education levels are becoming more media savvy and are being targeted with this technique (e.g., GEICO ads).

5. What is the concept here
What is the concept here? What conceptual elaboration is the ad asking the audience to do? (Scroll down for the answer after you think about it.)
Answer: 1) First, the brain might recall the poem of Little Miss Muffet (but that is not necessary). 2) Then, the viewer has to recognize a reversal of what is expected (the “bad-ass” little girl) 3) Finally, the audience has to associate that “toughness” with the product.

6. Benefits
Such images require the viewer to continue to think about the image rather than merely glancing at it and forgetting. . Readers might even share these images with their friends. They may even go viral.
If we see 4,000+ ads per day, how many can we recall? How can advertisers stand out in a viewer’s mind? Images that require conceptual elaboration inspire the viewer to continue to think about the image rather than merely glancing at it and forgetting it.

7. Drawbacks
If the image is too difficult to figure out, the reader could miss the message entirely.
Here are some of the potential drawbacks. First, the image can be too difficult to figure out and the reader could miss the message entirely. For example, let’s take a look at this ad. What is the concept here? This image may require so much conceptual work that a lot of viewers may not move through all the steps. Or, perhaps the meaning is clear; Big guy has to fit into little suit. This is a metaphor for the ScanDisk, which is a little package that holds big data. The cultural icon is Elvis Presley (though it’s not vital for a reader to recognize that).

8. Drawbacks
The image can be so stirring that we remember it but forget what it’s advertising.
Some images leave such an impression on the brain that the viewers can’t remember the brand or the information the advertiser was trying to get across. This image is exciting and a bit disturbing. You may or may not remember what it is advertising: a museum in New Mexico.

9. Drawbacks
The message can be confusing, and this confusion then becomes associated with the product and company, Body copy: “It’s what’s inside that counts, even for your engine.”
What’s troubling about the message here?
Q: What’s troubling about the message here? (Scroll down for answers after you think of your own.) What are they saying appears on the “outside” and on the “inside?” Words don’t appear on the outside of a person to tell us anything about who we meet. What does appear on the outside of a person? A: 1) It draws on racial stereotyping. (Are they saying that this guy looks bad on the outside? If so, isn’t that racial stereotyping? ) “What’s on the inside” vs. outside is cliché ) It’s illogical: An exact analogy would imply that this product looks bad on the outside but is really good (or your car looks bad on the outside but is healthy inside?)

10. Types of Compositions Eliciting Conceptual Elaboration

11. Creative Visual Only

12. Creative Type Only
This ad relies on gender stereotyping, and because sexism is so widely accepted in our culture, the ad might well be successful. It’s important to note that creative advertisers can be funny without insulting people on the basis of identity markers such as gender, race, class, ability, etc. Ultimately, “political correctness” is not the issue in advertising. The question is simply whether the message will sell a product to an audience. However, audiences don’t buy things when they feel insulted.

13. Creative Visual and Text (Needed Together for message to be understood)

14. Illustrative ads like this one do not require conceptual elaboration
Illustrative ads like this one do not require conceptual elaboration. While this is an engaging image and probably an effective ad, it is not an example of an ad that requires conceptual elaboration. The audience does not have to do any brainwork to make connections. Instead, the image literally illustrates the headline. f you want to inspire conceptual elaboration, your text and image should not “explain” one another.

15. What to Avoid:
Anything cliché (left) unless you have an unexpected twist
Anything you’ve seen before
Anything obvious

16. Techniques for Eliciting Conceptual Elaboration
(You can also combine techniques.)

17. Unusual Combinations of Images
What is this image communicating about this kitchen ware?

18. Exaggeration (most common)
Exaggeration is one of the most common creative techniques in creative advertising. Here, the body copy reads: “Who’s really chatting online with your child?”

21. Omission and Suggestion
In this ad for the Lung Cancer Association, what’s missing? A: The patient. Presumably, the patient has passed a way. The bedding looks like a cigarette.

22. Reversal
In this ad, reversal demonstrates the abilities of this photo retouching studio.

23. Years ago when this ad came out, it was funny
Years ago when this ad came out, it was funny. Today, with awareness about transgender issues, audiences would probably read it differently.

25. Paradox
A paradox is a statement that apparently contradicts itself and yet might be true.

26. What is being communicated here and how. Do you find it insulting
What is being communicated here and how? Do you find it insulting? Why or why not?

27. Play with Scale

28. “Alternative Uses”: Use something in a way that wasn’t intended.
This ad is for a tonic for indigestion.

29. The alternative use here is the frog, which is used to show how natural this insecticide is.

30. Absurd/Surreal/Bizarre
For the category of “Absurd/Surreal/Bizarre,” the ad for the Mexican museum qualifies . . .

31. . . . as does this avante garde designer “Kenzo” of Paris (t-shirts cost $125.00)

32. What do these characters represent. Germs (in the nose)
What do these characters represent? Germs (in the nose). This is a mechanism that kills germs with ionic technology.

33. “The Temptation of Saint Anthony” by Salvador Dali
This ad is surreal—in fact, it is inspired by Salvador Dali’s painting. The ad was run during the great recession to suggest that this financial institution could lead its clients through uncertainty.
Ad for an investment firm: “Don’t be lost in the weird world of investments. Invesimentos.

34. Tell a visual story.
This cappuccino apparently provides super-human powers.

35. Twist on a cultural icon, story, or meme
What is this ad communicating? Is it subverting racial stereotypes? Reinforcing them? Exploiting them in other ways? Explain.Would this ad be effective? What do we want to know before buying a self-tanning spray? Does this ad answer our questions?
NIVEA SUN self tan spray

36. Another twist on a cultural icon.

37. Play with synechdoce.
Another twist on a cultural icon.

38. Metaphor / Analogy
A metaphor is a comparison in which one thing represents something else in a way that is abstract rather than literal. In the early days of HIV awareness, people were terrified of anyone HIV-positive or anyone with AIDS. These ads show just how demonized people were. What do the ads communicate?

39. The classic GEICO caveman commercial works on the basis of analogy, implying that cavemen are stupid—and yet, they can easily get GEICO insurance. Since cavemen no longer exist, no one is offended—except the cavemen themselves, who comment on the stereotypes about them (in humorous ways).

40. Play with “synechdoce.”
“The pen is mightier than the sword” is synechdoce (pen represents writing; sword represents force).
Definition: the substitution of the name of an attribute or adjunct for that of the thing meant, for example suit for business executive, or the track for horse racing.
A synechdoce is similar to a metaphor, but synechdoce is related to what it represents instead of literally unrelated.

41. The Economist Magazine Covers
Choose a cover and identify the technique. Can you find a metaphor? synechdoce? Reversal? Play with scale? Alternative Use? Paradox? Surprising combination of objects?
The Economist is famous for its sophisticated magazine covers appealing to affluent businessmen who tend to be fiscally conservative and socially liberal. As you can see, the more techniques for conceptual elaboration that are used, the more engaging the image can be. Fear of China: includes synecdoche, twist on a cultural icon (King Kong), playing with scale, etc. The Greening of America: Alternative Uses, Synecdoche, Twist on Cultural Icon Mexico, Panic About the Dollar, End of Cheap Food all rely on synecdoche, among other techniques Metaphor: Grow, What Next?, American Slowdown The Story of Man: Reversal British Economy: Playing with Scale, Synecdoche Detroitosaurus Wrecks: Unexpected combination of objects, alternative uses Etc.

42. Questions?
Introduce Exercise/Assignment