Harris - Chapter 5

In Chapter 5, Landa focuses on what the big idea could be behind an advertisement. She dives into how psychology functions in advertising and how important it is to take into consideration the way the audience will perceive and retain information from an ad. Another topic covered in this chapter is how to think creatively when producing an ad and how this is broken down into points of departure. An ad campaign in this chapter that stands out to me is the on of La Cucina Italiana that shows how a merge is used office supplies and film in contrast with kitchen appliances to distinguish the content of the magazine. I found an ad that uses the merge concept:

The ad says, "All food would be better if it were bacon." The head of the pig and the body of the fish are used with a merge to show the slogan. These two unrelated visuals combine to form a unique whole.