Leung - Reading Three

Chapter 5 brought up the process of conceptualization in the design process. While the beginning of the chapter breaks down the challenge of conceptualization to the simple division of " who, what, where, when, why, and how", I really enjoyed the more complex strategies brought up for gaining insight into a brand or group.

That, along with the section on visual conceptualization helped to refresh me on some of the methods that can be used to creative effective advertisements. That being said, I have always really enjoyed the Volkswagen advertisements and the one on page 88 with the indestructible VW Polo was another fun and witty ad. The exaggeration of the positive qualities of VW's in their ads will always catch my attention, with minimal copy and an emphasis on imagery the ads convey the message clearly.