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Chapter 08 - Creating Ads: Strategy and Process
CHAPTER 08
CREATING ADS: STRATEGY AND PROCESS
OBJECTIVES
The objective of this chapter is to show how advertising strategies are translated into creative briefs
and message strategies that guide the creative process. The chapter examines the characteristics of
great campaigns, the nature of creativity, and the role of the agency creative team. We discuss how
research serves as the foundation for creative development and planning, and we review common
problems and pitfalls faced by members of the creative team. (p. 197)
After studying this chapter, your students will be able to:
1. Identify the members of the creative team and their primary responsibilities.
2. Describe the characteristics of great advertising.
3. Explain the role of the creative strategy and its principal elements.
4. Show how creativity enhances advertising.
5. Define the four roles people play at different stages of the creative process.
TEACHING TIPS AND STRATEGIES
Using the opening vignette in the classroom
Walmart has become a retail monster in the “big box” marketplace. But one company that has
competed and found a sizeable niche is Target. Its “Expect More, Pay Less” positioning statement
allows the retailer to deliver good value in pricing, but also tout a higher scale shopping experience.
Target uses product positioning and floor space to create a unique store environment, while “owning”
the color red throughout. Target promotes a softer side that has resonated with customers. Although
the recession of 2009 hit Target and other retailers hard, Target weathered the storm by sticking to its
core advertising message. As the economy recovered, Target experienced increased revenues. Target
has prospered by offering consumers an alternative to Walmart and by communicating that difference
in advertising.
Other tips and strategies
This chapter introduces students to the creative process. Students are amazed when I explain to them
that a 30-second commercial may take days to shoot.
The first and most important step I take when a client is ready to create local advertising is to contact
the creative team. The creative team meets with the client and together they try to create
advertisements that meet the philosophy of the business. On paper, that is.
A problem at this stage is getting the creative team to create the message the client is trying to deliver.
Many times I had to intervene in a polite way when the creative ideas were veering off course.
8-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Creative people get awards for great advertising, yet that does not mean the advertising was effective.
I was always striving for effective ads that would bring the client more sales or awareness. Our
creative department was interested in developing beautiful ads that had the latest flair. Do you see the
problem? I am not advocating that creative ads do not sell; they do. My problem with local advertising
was that sometimes our producers and clients would get so involved in the process of creating the ad
that they would lose sight of the message.
Roger von Oech’s book, “A whack in the side of the head,” is filled with ways for students to flex
their creative muscles. Pick up the inexpensive paperback and use some of the exercises in class. Here
is one of my favorites:
DIRECTIONS: Connect all nine dots using just three

straight, connected lines:
Solution:
The key to solving the problem is to see that the three lines cannot be created using lines that stop
outside an imaginary boundary formed by the dots. Since this boundary is not part of the rules, it
illustrates how self-imposed limits often inhibit creative solutions.
Web Resources for Enhancing your Lectures:
Walmart http://www.walmart.com/
Target http://www.target.com/
Creative commercials http://www.shots.net/home.asp
Blog for a creative director: Interactive http://www.stephengates.com/Blog/
Creative Criminal blog http://creativecriminal.blogspot.com/
Chas Martin blog http://www.innovativeye.com/
Roger von Oech Website http://www.creativethink.com/
8-2
LECTURE OUTLINE
I. Vignette (p. 197–198)—Target stores and its “expect more” retail positioning
II. The Creative Team: Originators of Advertising Creativity (p. 198)

Every great ad campaign starts with human imagination. In most ad agencies, the people who
first conceptualize the symbols, words, and images are the members of the creative team. All
of the members of the creative team play an important role:
A. Copywriters develop the verbal message—the copy (words) within the ad spoken by the
imaginary persona.
B. Art directors are responsible for the nonverbal aspect of the message—the design—that
determines the visual look and intuitive feel of the ad.
C. Creative directors (who are often former copywriters) are ultimately responsible for the
creative product—the form the final ad takes.
D. Creatives are the people in all specialties who work in the creative department.
Target store retail signage in men’s products (p. 199)
✓ Check Yourself 8-1 What does a copywriter do? What does an art director do? Who is
responsible for the creative product? (p. 199)
Copywriters develop the verbal message, the copy (words) in print. The art directors develop the
non-verbal element of the ad, the design that creates the visual look and feel. The creative director
is responsible for the final creative product, usually in the form of final ad takes.
III. Creating Great Advertising (p. 199)
We often see ads we like, and “ad liking” is important to an ad’s success, but when is an ad
great? If we were to examine many great ads, we would find two dimensions of ad greatness:
audience resonance and strategic relevance.
A. The Resonance Dimension (p. 200)
To resonate means to echo, reverberate, or vibrate.
Target ad (p. 200)
Target ID on staircase (p. 200)
1. Resonance within an audience is created with a boom factor (like a cannon’s boom)
that gets attention and captures the imagination.
2. Informational and transformational ads can create resonance. As discussed in
Chapter 5, negatively originated motives (i.e., problem avoidance or removal) are
often handled with informational ads. Positively originated motives (i.e., sensory
gratification, intellectual stimulation, or social approval) are resolved with
transformational advertising using positive reinforcement.
3. Most ads fail to resonate with audiences because of poor execution.
8-3
B. The Relevance Dimension (p. 201)

How well the message strategy relates to the audience’s needs and wants.
1. The ad must be relevant to sponsor’s strategy or it will fail.
2. Even if it resonates with the audience, it may not be great advertising.
✓ Check Yourself 8-2 Define how an ad “resonates.” What other dimension is also
important for a great ad? (p. 201)
An ad that resonates has a “wow” or “aha” moment; it gets the consumer’s attention and
catches the imagination. Once an ad attracts attention, it must deliver a “big idea” to fully
execute the message.
IV. Formulating Creative Strategy: The Key to Great Advertising (p. 201)
Advertising strategy describes a means to achieve an advertising objective with respect to
consumer awareness, attitude, and preference. The creative strategy serves as the creative
team’s guide for writing and producing the advertising. Agencies may refer to the creative
strategy document as a creative brief, a work plan, a copy strategy, or a copy platform.
Target outdoor ad (p. 201)
A. Writing the Creative Strategy (p. 201)
1. Regardless of the name, the creative strategy is a simple written statement of the most
important issues to consider in the development of an ad or campaign. It typically
includes many of the following elements:
• The basic problem the advertising must solve
• The advertising objective
• A definition of the target audience
• The benefit statement
• The support statement
• Brand personality
• Any special requirements
My Ad Campaign 8: The Creative Brief (p. 202)
2. How the benefits are presented is the creative team’s job:

a. Objective statement: what advertising is to accomplish (such as solve a problem).
b. Support statement: evidence that backs up product promise or reason for benefit.
c. Tone or brand character statement: Tone statements are short-term emotional
descriptions. Brand character statements are long-term descriptions of the
enduring values of the brand.
3. Delivery of the creative brief ends development of the advertising strategy; it also
marks the beginning of the next step: the creative process, in which the creative team
develops a message strategy and begins the search for the big idea.
8-4
B. Elements of Message Strategy (p. 203)

The message strategy is a simple description and explanation of an ad campaign’s overall
creative approach—what the advertising says, how it says it, and why. The creative team
develops the message strategy. The message strategy has three components:
1. Verbal—guidelines for what the ad should say
2. Nonverbal—overall nature of the ad’s graphics
3. Technical—Execution approach, mechanical outcome (budgeting & scheduling),
mandatories (specific requirements like addresses, logos, slogans, etc.)
✓ Check Yourself 8-3 What are the important parts of the creative strategy? Define
message strategy and name its important parts. (p. 204)
The creative strategy identifies benefits to be presented to consumers. It can include an

objective statement, supporting statement (backs up the product promise) and brand
character statement. The message strategy assists the creative team in selling the message
to account managers. It addresses the product positioning, target audience within the target
market, and the company’s current image.
V. How Creativity Enhances Advertising (p. 204)

A. What is Creativity? (p. 204)
To create means to originate or conceive a thing or idea that did not exist before.
Typically, creativity involves combining two or more previously unconnected objects or
ideas into something new. The creative process is a systematic procedure that can be
learned and used to generate original ideas.
B. The Role of Creativity in Advertising (p. 205)
Creativity is vital to advertising’s basic mission of information, persuading, and
reminding.
1. Creativity Helps Advertising Inform (p. 205)—Good creative work adds vividness,
which researchers believe attracts attention, maintains interest, and stimulates
consumer’s thinking. Advertising writers and artists must arrange visual and verbal
message components according to a genre of social meaning so that readers or viewers
can easily interpret an ad using commonly accepted symbols.
2. Creativity Helps Advertising Persuade (p. 205)—Advertising has been used to create
myths and heroes to motivate customers (Jolly Green Giant, Energizer Bunny) and
helps position a product on the top rung of consumers’ mental ladders. To be
persuasive, an ad’s verbal message must be enhanced and reinforced by the creative
use of nonverbal message elements.
3. Creativity Helps Advertising Remind (p. 205)—We are entertained daily by creative
ads—for soft drinks, snacks, and cereals—whose primary mission is simply to remind
us to indulge again. Innovation is needed to keep the message interesting year after
year.
4. Creativity Puts the “Boom” in Advertising (p. 205)—Great advertising works much
like a great joke. It takes an everyday situation, looks at it creatively, adds
exaggeration, and then delivers it as a surprise.
Target brand icon on dog (p. 205)
8-5
C. Understanding Creative Thinking (p. 206)

Creativity is “the generation, development, and transformation of ideas that are both
novel and useful for solving problems,” according to Glenn Griffin and Deborah
Morrison, professors at the Universities of Alabama and Oregon, respectively.
1. Fact-Based versus Value-Based Thinking (p. 206)
People whose preferred style of thinking is fact-based tend to be uncomfortable with
ambiguity, and they fragment concepts into components and analyze situations to
discover the one best solution. They tend to be linear thinkers, preferring facts and
figures over soft concepts. In contrast, value-based thinkers make decisions based on
intuition, values, and ethical judgments. They are good at embracing change and using
their imagination.
UPS store ad (p. 206)
Target signage on building (p. 206)
2. How Styles of Thinking Affect Creativity (p. 206)
The creative team needs to understand the overall style of thinking used by the
campaign’s target audience so that they can shape an appealing and effective
advertising message. In most computer market segments, for example, customers tend
toward a fact-based style of thinking more than a value-based style. This difference
dictates which approach to use.
Check Yourself 8-4 What is creativity? How does advertising inform, persuade, remind?
How do different styles of thinking influence the creative process?(p. 207)
Creativity drives successful advertising. It informs by making an ad more vivid, which

stimulates thinking. It persuades by influencing human behavior and thought. And it
reminds by identifying the brand with the creative message. People whose preferred style
of thinking is fact-based tend to be linear thinkers, preferring facts and figures over soft
concepts. In contrast, value-based thinkers are good at embracing change and using their
imagination.
VI. The Creative Process (p. 207)

The creative process is the step-by-step procedure used to discover original ideas and
reorganize existing concepts in new ways. By following it, people can improve their ability to
unearth possibilities, cross-associate concepts, and select winning ideas. Roger von Oech
developed a four-step model used by Fortune 500 companies today:
1. The Explorer searches for new information, paying attention to unusual patterns.
2. The Artist experiments and plays with a variety of approaches, looking for an original
idea.
3. The Judge evaluates the results of experimentation and decides which approach is most
practical.
4. The Warrior overcomes excuses, setbacks, and obstacles to bring a creative concept to
realization.
8-6
VII. The Explorer Role: Gathering Information (p. 207)

Target billboard ad (p. 207)
Copywriters and art directors thrive on the challenge of creating advertising messages—the
encoding process. First, they need the raw materials for ideas: facts, experiences, history,
knowledge, and feelings. That is the role of the Explorer.
A. Develop an Insight Outlook (p. 208)
In advertising, the Explorer leaves the beaten path to look for information in new and
uncommon places, to discover new ideas, and to identify unusual patterns. An “insight
outlook” is a positive belief that good information is available and that one has have the
skills to find and use it.
B. Know the Objective (p. 208)
If people know what they are looking for, they have a better chance of finding it; thus, as
philosopher John Dewey said, “a problem well-stated is a problem half solved.” Most
creatives start working on the message strategy in the Explorer stage because it helps them
define what they’re looking for.
C. Brainstorm (p. 208)
Brainstorming is a process in which two or more people get together to generate new
ideas. A brainstorming session is often a source of sudden inspiration. For a successful
session, participants must follow a couple of rules. All ideas are above criticism (no idea
is “wrong”), and all ideas are written down for later review. The goal is free association,
which allows each idea to stimulate another. Van Oech makes the following suggestions:
leave your own turf; shift your focus; do not overlook the obvious; stray; and write ideas
down before they are lost.
VIII. The Artist Role: Developing and Implementing the Big Idea (p. 208)
For creative people, the Artist is both the toughest and the most rewarding role to play.
A. Task 1: Develop the Big Idea
It is the long, tedious, difficult task of reviewing all the pertinent information gathered by
the Explorer, analyzing the problem and searching for a key verbal or visual concept to
communicate what needs to be said. It means creating a mental picture of the ad
(visualization or conceptualization) before any copy is written or artwork begun. The
resulting concept is often called the big idea. The big idea is a bold, creative initiative that
builds on the strategy, joins the product benefit with consumer desire in a fresh and
involving way, brings the subject to life, and makes audience stop, look, and listen. The
strategy describes the direction of a message, and the big idea gives it life.
Globetrotter ad (p. 209)
Exhibit 8–1 Advertising big ideas (p. 209)
1. Transforming a Concept: Do Something to It (p. 210)—A good Artist has many

strategies for transforming things.
Von Oech suggests several simple techniques for manipulating ideas:
a. Adapt—Change contexts.
b. Imagine—Ask what if? Be zany.
c. Reverse—Look at it backward.
8-7
d. Connect—Join two unrelated ideas together.

e. Compare—Use one idea to describe another.
f. Eliminate—Subtract something.
g. Parody—Fool around; have some fun.
Target newspaper insert ad (p. 210)
Embarrassing Bodies TV show ad (p. 210)
2. Blocks to Creativity (p. 211)—Everybody experiences a time when the creative juices
just will not flow.
a. There are many causes: information overload (fact-base frame of mind), mental or
physical fatigue, stress, fear, insecurity, or using the wrong style of thinking.
Creative fatigue sometimes happens when an agency has served an account for a
long time, and all the fresh ideas have been worked and reworked, especially after
a client has rejected a series of ideas. If this becomes chronic, the only solutions
may be to appoint an entirely new creative team or to resign the account.
3. Incubating a Concept: Do Nothing to It (p. 211)—When the brain is overloaded with
information about a problem, creatives sometimes find it’s best to just walk away
from it for a while, do something else, and let the unconscious mind mull it over.
Upon returning to the task, the creatives discover a completely new set of
assumptions.
Target 3-D movie signage on building (p. 212)
B. Task 2: Implement the Big Idea (p. 211)
Once the creatives latch onto the big idea, they have to focus on how to implement it.
1. The real art of advertising is to translate the idea into a tangible ad.
2. Write the exact words.
3. Design the precise layout, the “art” of advertising. Art direction is the act or process
of managing the visual presentation of the ad. The term art actually refers to the
whole presentation—visual, verbal, and aural—of the commercial or advertisement.
C. The Creative Pyramid: A Guide to Formulating Copy and Art (p. 212)
The creative pyramid is a model that can guide the creative team as it converts the
advertising strategy and the big idea into the actual physical ad or commercial. The
cognitive theory of how people learn new information uses a simple five-step structure.
Exhibit 8–2 The advertising vs. creative pyramid (p. 212)
1. Attention—For an ad to be effective it must break through consumers’ psychological
screens to create attention that leads to perception. Attention is the first objective, a
fundamental building block in the creative pyramid, and triggers the ad’s boom factor.
a. In print, headlines in bold type can focus attention.
b. Electronic media use special sound effects, music, animation, or unusual visual
techniques for attention.
c. The attention-getting device should create drama, power, impact, and intensity; it
must express the big idea; and it must be appropriate for the product, the tone of
the ad, and the needs or interests of the intended audience.
Casino signage on luggage carousel (p. 213)
8-8
2. Interest (p. 213) is the extremely important element that carries the prospective
customer, who is now paying attention, into the body and text of the ad.
a. To maintain audience interest, this step must answer the headline or add
interesting facts.
b. The tone and language should be compatible with the target market’s attitude.
c. The interest step must break through the consumers’ psychological screens and
create “resonance.” One way is to talk about consumers’ problems or needs. There
are many effective ways to stimulate interest, for example, dramatic situations,
stories, cartoons, or charts.
d. In radio, copywriters use sound effects or catchy dialogue. Television frequently
uses quick cuts to maintain interest.
3. Credibility (p. 213)—Audience skepticism about the product or service must be
countered.
a. Claims must be backed up by facts.
b. Well-known presenters lend credibility.
c. Advertisers often show independent test results to substantiate product claims. To
work, such “proofs” must be valid, not just statistical manipulation.
4. Desire—The writer invites prospects to visualize themselves enjoying the benefits of
the product or service by using phrases like “picture yourself ” or “imagine.”
a. The desire step hints at possibilities and lets the consumer’s mind take over.
b. The desire step is one of the most difficult to write—and that may be why some
copywriters omit it.
c. In broadcast media, TV characters may hold up the product and say “yeah!" In
radio, the announcer says, “You’ll look your best!”
Ethical Issue Does Sex Appeal? (p. 214)
5. Action (p. 215)—The purpose here is to motivate people to do something: send in a
coupon, call the number on the screen, visit the store, or at least agree with the
advertiser.
a. This block of the pyramid reaches the smallest audience, but the one with the
most to gain from the product.
b. Generally, the call to action is explicit.
c. It is important to facilitate people’s response (by providing a Web site address,
toll-free telephone number, etc.).
IX. The Judge Role: Decision Time (p. 215)

The next role in the creative process is the Judge. This is when the creatives evaluate the
practicality of their big idea and decide whether to implement, modify, or discard it.
A. The Judge’s role is delicate.
1. The creatives must be critical enough to ensure that when it is time to play Warrior
they have an idea worth fighting for.
2. However, they also need to avoid stifling the imagination of the artist. The Judge’s
purpose is to help produce good ideas, not to revel in criticism. As the Judge, creatives
can ask: is that an “aha!” or an “uh-oh”? What’s wrong with this idea? What if it fails?
What is my cultural bias? What is clouding my vision?
8-9
B. The Judge’s role is vital because risk is involved. If an ad fails, it can hurt sales and lead
to ridicule. In addition, if the Artist-as-Judge does a good job, the next role in the creative
process—the Warrior—is easier to perform.
X. The Warrior Role: Overcoming Setbacks and Obstacles (p. 215)

A. The Warrior wins territory for new big ideas in a world resistant to change. This means
getting the big idea approved, produced, and placed in the media. To get the big idea
approved, the Warrior has to battle people within the agency and often the client, too.
B. So part of the Warrior’s role is turning the rest of the agency account team into Warriors
for the presentation to the client. To give a presentation maximum selling power,
Bendinger suggests five key components:
1. Strategic precision. Selling idea must be on-strategy.
2. Savvy psychology. Presentation should be receiver-driven.
3. Slick presentation. Must be prepared and rehearsed, and use great visual and
emotional appeals.
4. Structural persuasion. Presentation should be prepared and rehearsed with great
visuals and emotional appeals.
5. Solve the problem and you will sell the big idea. Do it with style.
C. For clients, recognizing a big idea and evaluating it are almost as difficult as coming up
with one. Ogilvy recommends that clients ask: Did it make me gasp when I first saw it?
Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection?
Could it be used for 30 years (campaigns that run for five years or more are superstars)?
D. When the client approves the campaign, the creative person’s role as Warrior is only half
over. Now the campaign has to be executed with leadership by the Warrior. The next step
in the process, therefore, is to implement the big idea—to produce the ads for print and
electronic media.
✓ Check Yourself 8-5 What is the role of Explorer? The Artist? What blocks creativity?
What are the steps of the creative pyramid? What does the Warrior battle with? (p. 216)
The artist attracts and congregates several creative concepts. The Explorer reaches out and
examines alternatives that can help to adapt the ad message and improve it. Creativity can
be blocked through information overload, mental and physical fatigue, or insecurities. The
creative pyramid builds through an initial creative effort to attract attention. Once the
consumer stops to notice the ad, he or she can deduce whether they have interest in the
message. The ad must then present credibility, to validate the claims. If a consumer comes
this far, a want may become a need, as desire is created. The final step is action, which can
be defined as visiting a car dealership or checking a web link for more information. A
Warrior must be self-critical and test his or her own ideas, then be prepared to defend
them and fight for their outcome.
8-10
ETHICAL ISSUE DOES SEX APPEAL? (P. 214)
1. How would you explain the “redeeming value” of sexual appeals in advertising?
Answer guidelines:
a. Basic issue: “choice enhancement” versus consumer protection.
b. Personal choices: For some people, sexual appeals have no “redeeming value.” Some fear that
children will be exposed to inappropriate messages. Before approving an ad that uses a sexual
appeal, some feminists might first look to see if the woman is portrayed as being in control.
Most students, particularly those in their teens and early twenties.\, are not offended by sexual
appeals in advertising, and they may consider it the norm. Many people believe that “sex”
sells.
c. It is important to note that the Miller Light ad has helped to increase awareness of its brand.
d. Legal distinctions:
Obscene material is illegal.
Indecent material is not illegal in many jurisdictions, but in some localities, it can result in
fines.
2. If sex in ads is considered okay by audiences that are directly targeted, what responsibility does
the advertiser have for any effect on indirect targets, such as children? How can advertisers protect
themselves from this problem?
Advertisers must carefully examine all ad campaigns before launch because consumer activist
groups attack campaigns they believe will have a negative impact on society. The cost to an
agency and advertiser for an ad campaign which has to be withdrawn is extremely high and the
negative publicity may be even more damaging. As we discussed earlier, Calvin Klein, whose ads
typically feature nudity, discontinued an entire campaign because some experts called it child
pornography.
Advertisers can protect themselves from this problem by hiring consultants before launching a
campaign to ensure the ads are not offensive.
8-11
REVIEW QUESTIONS
1. What does it mean for advertising to resonate? What causes an ad to resonate? (p. 200)
For advertising to resonate, the ad “rings the chimes” of the audience or “echoes in their ears.”
The “boom factor” in advertising is what causes it to resonate. The “boom factor” is the
surprise element of the ad that gets the viewer’s attention and catches their imagination.
Headlines can cause an ad to resonate. An ad’s message, be it information or transformational,
can also cause it to resonate. Ads that lack a big idea oftentimes fail to have resonance.
2. Why is the creative strategy so important? (p. 201)
The creative strategy (also known as the creative brief, work plan, copy strategy, or copy
platform) serves as the creative team’s guide for writing and producing advertising. It guides
the creative team during the creative process, when they develop a message strategy and
search for a big idea.
3. What is creativity? Find some additional definitions on the Internet. (p. 204)
Typically, creativity involves connecting two or more previously unconnected objects or ideas
into something new. However, creativity can also be defined as the ability to create or
something characterized by originality and expressiveness.
4. What characterizes the two main styles of thinking? Which style do you usually prefer?
Why? (p. 206)
Discussion guidelines:
Max Weber (the German sociologist) determined that people think in two ways:
a. Fact-based—objective, rational, linear, and data oriented
b. Value-based—qualitative, intuitive, holistic, and emotionally oriented
5. What are some techniques you personally might use to develop an “insight outlook” and
to discover new ideas? (p. 208)
An “insight outlook” is the positive belief that good information is available and you have the
skills to find it and use it. One might visit an art museum, hike in the woods, or sit in an
airport in order to observe, and hopefully be inspired, in order to come up with new, fresh
ideas.
6. In your own words, describe the difference between the creative strategy and a big idea.
(p. 201, 209)
A creative strategy is a statement of direction consisting of four elements: the target audience,
the product concept, the communication media, and the advertising message. This is usually
presented as a multiple page brief.
The big idea is a bold, creative initiative (often expressed by a catchy phrase) that builds on
the strategy, joins the product benefit with consumer desire in a fresh involving way, brings
the subject to life, and makes the reader or the audience stop, look, and listen
Examples: “Do The Dew” (Mountain Dew), “The power to be your best” (Apple), and “Intel
inside” (Intel). These are big ideas (not just slogans) because the focus of huge, integrated
marketing campaigns—including the development of all text, images, and mechanicals—is on
these phrases.
8-12
7. Creative ideas come from manipulating or transforming things. Describe Von Oech’s
suggested techniques for manipulating ideas. (p. 210–211)
a. Adapt: Change contexts and think what else the product might be besides the obvious.
b. Imagine: Ask what if? Let your imagination fly and be zany.
c. Reverse: Look at it backwards.
d. Connect: Join two unrelated ideas together.
e. Compare: Take one idea and use it to describe another.
f. Eliminate: Subtract something or break the rules.
g. Parody: Fool around, have fun, and tell some jokes.
8. What does it mean to “start thinking like the client”? Why might this be a problem for
an agency? (p. 211)
When an agency stops being creative and original and begins to adopt the client’s way of
thinking, this is called “thinking like the client.” Starting to “think like the client” can be a
huge creative block for an agency, especially if the client is a fact-based thinker. It can be
hazardous to the agency’s creative reputation, and is the reason why agencies sometimes
resign accounts over “creative differences.”
9. Describe the five steps through which advertising must take customers according to the
creative pyramid. (p. 212)
Advertising first must get the prospect’s attention. The second step is to stimulate their
interest, followed by generating credibility for their claims. Then the ad can focus on
generating desire and finally on stimulating action.
10. What five questions does David Ogilvy recommend that clients ask themselves when
evaluating creative concepts? Do you think his standards are too high? (p. 216)
a. Did it make me gasp when I first saw it?
b. Do I wish I would have thought of it myself?
c. Is it unique?
d. Does it fit the strategy to perfection?
e. Could it be used for 30 years?
EXPLORING ADVERTISING
1. Find an ad that you believe has a big idea and describe the idea. Is there a boom factor?
Compose what you believe the creative strategy might have been.
Students’ answers will vary.
Sample answer: Dove – Campaign for real beauty.
8-13
Dove’s campaign for real beauty has a great big idea, and more specifically the commercial,
titled “Onslaught” is a great example (see it here:
http://www.campaignforrealbeauty.com/home.asp ). This advertisement’s big idea is that
advertising will have an enormous impact on the self-worth of young girls unless women talk
to their daughters about “real beauty.” The boom factor comes from the contrast of the natural
beauty of the young girl with the unhealthy and even disturbing messages about beauty that
come from advertising. Dove empathizes with women who want to resist these unhealthy
messages and offers a product for women and girls interested in natural, authentic beauty. For
women tired of trying to live up to unrealistic standards, Dove offers a line of products that are
gentle and natural. Dove also sponsors activities designed to help girls achieve self-
acceptance.
2. Select five creative ads from a magazine. What techniques of the Artist can you recognize in
those ads? In those same ads, can you identify each step of the creative pyramid?
Sample answer: In the Chevy HHR print ad, the artist used the connect concept by comparing
in the headline, “The HHR can be useful and useful can be cool.” It also states the headline,
“A fashion statement you won’t regret in ten years.” This is adapting because the Artist is
changing contexts. In the design of the ad, the car is rotated on its side for a new prospective.
Also, the car is close up to emphasis specific parts of the car. The whole car is not featured,
only the emphasized parts.
3. Select an ad that you particularly like or admire. Imagine you are one of the creatives,
presenting this ad concept to the client. Outline how you would make the presentation and the
points you would be sure to make. Pay attention to Bruce Bendinger’s five key components of
a campaign presentation.
Sample answer: HP Picture Book ad.
Strategic precision- The strategy for this ad could be to include various types of people and
demographics in this ad. Also, show the easy use of the camera and HP printer.
Savvy psychology- Explain to the company that the ad will be catchy and visually attractive in
order to grasp the audience’s attention.
Slick presentation. The presentation will include a storyboard of the steps of the commercial
and include examples and ideas of the music, personalities and camera techniques.
Structural persuasion. The presentation will begin very personable and welcoming. The
agency will first listen to anything the company may have to say or request. We will prove to
be trustworthy, reliable and capable of fulfilling the company’s needs.
Solve the problem. Here we solve their problem and present the overall commercial idea.
4. Incorporating the seven typical elements, write a creative strategy to promote an issue of
importance to you. Examples could be why college tuition shouldn’t be increased, why there
should be a national health plan, or why your parents should help you purchase a new car.
Remember to keep the strategy focused and succinct.
Students’ answers will vary. Examples listed in question.
5. In a brainstorming session with two or more people, generate ideas for ways you could
communicate the creative strategy developed in #4 above. List as many ideas as possible,
resisting the temptation to evaluate any of them.
Students’ answers will vary. Make sure students follow the rules of brainstorming. These
include: all ideas are above criticism, and ideas should be recorded for later review. Keep in
mind the goal of brainstorming is to record any inspiration that comes to mind.
8-14
IMPORTANT TERMS
advertising objective, 202 creative strategy, 201

advertising messages, 207 creativity, 205
art, 211 Explorer, 207
art direction, 211 fact-based thinking, 207
art director, 199 informational ads, 200
Artist , 209 Judge, 215
benefit statement, 203 mandatories, 205
big idea, 209 message strategy, 205
brainstorming, 209 problem the advertising must solve, 202
brand personality, 203 special requirements, 203
copywriter, 199 support statement, 203
creative brief, 203 target audience, 202
creative director, 199 transformational ads, 200
creative process, 203 value-based thinking, 207
creative pyramid, 213 visualization, 209
creatives, 199 Warrior, 215
8-15
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whom I have forgotten. The house has undergone great alterations;
the upper floor is entirely new furnished. To enliven the scene the
high road is brought close to the windows. Upon the whole it is a
most princely domain, and the Duke is a noble Chieftain. The only
objection to the mode of life is the extraordinary lateness of the
hours, and the consequent inability of doing anything; some wags
have called it the Castle of Indolence. As late as half past seven in
the morning, I have heard the billiards at work by T. Sheridan and Mr.
Chester.[307]
After a tour along Loch Tay to Blair Atholl, they turned south to
Perth, visited Brechin Castle and Dundee, and reached Edinburgh on
October 6.
During our stay there we saw much of Messrs. Playfair, Jeffrey,
Brougham, Murray, Dr. Cameron the Catholic Bishop (late Principal
of the Scotch College at Valladolid), a very able man, Thompsons,
&c., &c. Lauderdale came over to see us; the Bedfords for a short
time.
Slept three nights at Dunbar House, and went from thence to
Howick, staying several days. Through York to Castle Howard;
stayed three nights. Marsh remained there; and by the way of
Newark to Nottingham, where Ld. H. received the Freedom of ye
City, and we went by Leicester to meet, at Hinckley, Henry E.,[308]
whom Miss Fox brought us from St. Anne’s. We there consulted with
Chesher, a famous mechanician for instruments; he measured the
limb, and gave us hopes that he could contrive an instrument to
assist his walking. From Hinckley we went through Litchfield to
Trentham Hall, where we stayed a few days; returned through
Hinckley to Woburn Abbey. We there spent upwards of a week most
agreeably. Returned home, Nov. 24th, 1807.
Dec. 12th.—Mr. Allen accompanied Henry E. to
Hinckley, where he was to reside with Ld. Robt. HENRY
Fitzgerald, and under his protection. EDWARD FOX
On 31st Dec. went without Mr. Allen, who was employed busily at
home, for a few days to Brocket. We there heard of the measles
having appeared in Ld. Robt.’s family, and set off to Hinckley to
remove Henry E., if possible, in time. We slept at Woburn one night
on our way in going, two at Ampthill, and one more at Woburn on our
return. Henry E. did not escape the measles, but is now recovering.
January 1808, H. House.—Sr. Arthur Paget returned last month
from his unsuccessful Embassy. For seven months he only slept one
night on land. He never approached nearer the Porte than the small
Island of Imbros. B. Frere returned with him. He sent Mr. Morier to
Egypt.
The choice of G. Ponsonby for a Leader to the Opposition has
been more approved, or, rather, to speak more correctly, less
objected to than might have been expected.[309] The public laugh at
the having sent to Ireland for a leader; Fox’s friends are indifferent
since his death. Petty is reasonable as usual, and Whitbread,
goaded by a scribbling gazetteer of the name of Belsham,[310]
submits with a thousand reservations each more hostile than the
other. Tom Grenville absolutely declined, on the score of health
alone; he is in fact far from a robust subject, and quite unfit to
undergo the fatigues of a long debate. Sheridan’s talents would
entitle him to the first rank, but his profligacy of character, both as to
veracity and honesty, besides his habitual debauchery, place him
entirely hors de combat.
Ld. Granville Leveson is just returned from Petersburg; another
fruitless Mission! He describes the Emperor as being totally
subjugated by Bonaparte, and even trembling before his
representative, General Savary, who assumes the air of a master in
Russia.[311] From the little I have heard, he seems to me to be
entirely belonging to the present Governt.
On Monday, the 17th, we took Charles to Eton. He is now
launched into the sea of human affairs; the world of a public school
he will find very different from that of the world seen from under the
paternal roof.
On ye 16th, the chief persons of ye Opposition
dined at Ld. Grenville’s; Whitbread was not WAR BY
originally invited, but was so, at the particular COMPULSION
request of Ld. Grey. Stahremberg[312] sent the whole of the
correspondence between him and the Governt. which ended in the
present rupture between them and his Court. Mr. Canning seems to
have rejected the mediation of Austria in very unbecoming terms,
and in his usual flippant manner; the whole will be made public. S.’s
instructions are peremptory as to his quitting England before the
meeting of Parlt. Bonaparte offered passports for two plenipos.,
hoped they would select men of ‘formes simples’ and of a ‘caractère
impassible’; a glance against either Lds. Lauderdale or Malmesbury.
S., in his private letters to Metternich, complained of Mr. Canning’s
impetuosity, and misapprehension of several expressions.
Whitbread, with malignity and in the most unprovoked manner,
attacked Ld. Grey at dinner; all were disgusted at his rancorous
spirit. It was unfortunate that such a wrangle should occur before Ld.
Grenville upon the subject of peace, as he had only just been
persuaded against seceding himself from the H. of Lords upon the
precise subject of the question of peace, and the want of discipline
and unanimity amongst the difft. parts of the Opposition.
18th.—Ld. H. dined at Ld. Stafford’s. We went to the Birthday.
19th.—The same party dined here as did at Ld. Grenville’s, with
the addition of a few, and Ld. Erskine, nommément to prevent a
recurrence of the unpleasant conversation between Whitbread and
Grey.
I hear nothing but of Coleridge, which makes me regret not being
acquainted with him. After having accepted, by way of recompense
for three scurrilous letters against Mr. Fox which appeared in the
Morning Post upon his residence at Paris, a Commissaryship at
Malta, he is returned to England, where he is supposed to employ
himself in writing articles in the Courier.[313] His nature is radically
bad; he hates and envies all that are good and celebrated, and to
gratify that spleen he has given in to Methodism, not from conviction,
but solely to enable him to give vent to his malignity in a garb which
is a passe partout. He is fond of maintaining paradoxes; at a dinner
lately he began by attacking Sir Isaac Newton’s philosophy,
Bonaparte’s military talents, and Virgil as a poet. He is often obscure,
a mystical species of platonic philosophy, which he dresses up
according to his own metaphysical taste, and calls the mind. A new
theory he descants upon at length, and in his exposition of it absorbs
the whole conversation. I have heard of him from various persons;
Campbell, the poet, furnished me with the latter particulars.
The debate on the Address went off very
triumphantly for the Opposition in the Lords, and, OPENING OF
as far as the negative success of the failure of PARLIAMENT
Ministers in making an impression, did so in the
Commons. Ld. Grenville made a masterly speech in which he
pressed strongly the atrocity of the Copenhagen business, the
impolicy of their conduct with regard to the U. States, rather
depreciated the prospect of the advantages of the emigration of the
Portuguese to Brésil, and touched lightly upon peace. The novelty of
the night was Ld. Kenyon,[314] who did not acquit himself formidably.
Some considered Mr. G. Ponsonby’s speech as a complete failure,
but more temperate judges say it was not so, and the accident of not
moving the Amendment arose from a misapprehension of more
protests than his alone. Mr. Canning appears to have assumed the
lead, and by an endeavour to appear dignified he was heavy and
obscure, instead of being, as formerly, pretty flippant. Perceval
excelled him much, but the fair ones allow there was not a good
speech made in the whole debate. Mr. C. professed that Governt.
had laid down a rule, which was to act directly contrary to what they
found had been the conduct of their predecessors, and hitherto they
had not erred.
On Monday, the 1st of Feb., we moved to Pall Mall. I had been
confined many days with a smart inflammation in my eyes.
On Wednesday, 3rd Feb., a long debate in the Commons on Mr.
Ponsonby’s motion for further papers on the Danish Expedition.[315]
Altho’ he had spoken before, yet this was considered as a debut; his
friends were rather anxious, as his forte lies more in reply than in the
opening of a business. However, he acquitted himself well, and
people seem to be generally satisfied with him. He was answered by
Mr. Canning in a speech remarkable chiefly from its length, and the
abundance of gross untruths; he read extracts out of those very
despatches he refused to give to the House, and in one instance (a
dispatch of Ld. Howick’s to Mr. Garlike) read a sentence which, if he
had read the context, would have given a different colour to the
whole matter. He was very flippant and offensive, and showed
neither more nor less ability than usual. Mr. Mills[316] [sic], his élève,
was quite extinguished; it was the first occasion on which he had
attempted to speak without previously writing his speech, so he is
completely given up by all and laughed at by his own party. Ld.
Palmerston’s maiden speech was not attended either with the bad or
good qualities of a young beginner; he had practised in debating
societies, and formed an unimpressive, bad manner. Some of
Opposition who are for the expedition yet voted upon this question,
but would not if it had been a vote against the Ministry for that
measure. Upon the whole the effect of the debate was rather against
Opposition.
Sick of, and indifferent to the measures of a hopeless Opposition,
I have omitted noticing any occurrence.
July 1808.—Mr. Campbell, whom we knew at

Madrid, returned from Spain with the Deputies SOLANO’S
from Seville.[317] He remained at Cadiz during the DEATH
disturbances, surrender of the French fleet, and
murder of Solano.[318] The conduct of Solano he ascribed to the
greatest infatuation, proceeding from a blind confidence in O’Farrill.
[319] The leading people at and about Cadiz, as soon as Murat’s
massacre[320] on the 2nd of May was known, urged Solano to hoist

the Spanish flag alone, and summon the French fleet to surrender to
the Spaniards. He temporised; he was at length threatened that
unless he did something decisive against the French by the ensuing
day, his life should answer for his conduct. The people showed great
symptoms of discontent, called him embustero, &c. Amongst the
mob many persons supposed of eminence were in disguise. During
this period of hesitation on his part, young Perico Giron (whom we
knew intimately at Madrid) escaped, upon hearing the events at
Madrid, from his regiment at Badajoz, and arrived at Cadiz and
challenged Solano. But no duel took place, for the fatal day came
when the people assembled tumultuously around his house, called
for him to appear and justify his inaction, none of the measures
required by the inhabitants having been adopted. He appeared upon
his balcony. The sight of him seemed to incense the mob; they
attempted to force the entrance of the house, the gateways were
barricaded. Upon seeing their fury, he got through the roof of his own
house, and gained admittance into that of Mr. Strange (an Irish wine
merchant), where he was concealed in a hiding-place so effectually
that the mob, after searching, as they imagined, every place, were
going off, when unfortunately a man, who had been employed only
14 days before to paint over a panel in order to cover a hiding-place,
betrayed the concealment and discovered Solano. He made no
resistance; the people hurried him to the place of execution. In going
thither, some person said he ought to have a priest, upon which
Solano said that it was unnecessary, as he had nothing to confess;
this he frequently repeated, till at length the mob lost all restraint,
and upwards of fifty bayonets were plunged into his body, and his
corpse was hacked and mutilated shockingly in a moment.
As soon as this disgraceful act of cruelty was over, the necessity
of having some Governt. was felt, and it was agreed almost by
acclamation that Morla, Don Thomas Morla, who had formerly been
the Captain-General of Andalusia, and had distinguished himself by
the prompt and decisive measures which he had taken to prevent
the progress of the yellow fever, was the best fitted to fill the station
now vacant. Morla, it was supposed, had not entirely made up his
mind as to the side he should take, and that, like Solano, he waited
for Dupont’s[321] army. However, he had no choice, and accepted
with reluctance the honour. He harangued the people with great
ability and fortitude, assured them that if he undertook the charge he
would fulfil it rigidly; that they knew him to be inflexible, nor should he
depart from what he thought his duty, notwithstanding the dreadful
spectacle he had just beheld. He gave an immediate proof of his
cleverness and dexterity; during the tumult, about eight hundred of
the Presidarios, galley-slaves, broke into the Arsenal, armed
themselves and others. Morla was aware of the danger, and also of
the impolicy of allowing such men to bear arms, and resolved upon
disarming them instantly. He ordered processions to be made
through the streets of the Capucins and other Franciscan friars, who
were to chant hymns and prayers requesting the citizens to lay down
their arms. By night almost all the inhabitants had deposited their
arms at the feet of the friars.
I was pleased to find such a favourable opinion
prevailed with regard to the Duke of Infantado.[322] DUKE OF
He had been exiled from his own estates, and lived INFANTADO
at San Lucar, where he had acquired the esteem
and confidence of all who saw him. Thus his conduct at Bayonne is
conceived to arise entirely from compulsion. He was dismissed the
Court in consequence of that affair at the Escorial in which he was
involved, as there was a paper found in his possession signed by the
Prince of the Asturias, nominating him as President of Castille, in
which capacity he would have had the governt. of the country. The
Prince contended that this instrument could have had no power but
after his mother’s death, in proof of which he alleged that the seal
was affixed upon black wax, and it was only to obviate the danger
that might have arisen in the country should his mother and the
Prince of the Peace have been able to shut him up and attempt an
exclusion or Regency.
We went in July to Woburn; Mr. Brougham was with us. Our party
consisted of Lauderdale, D. of Argyle, W. Elliot, Adam, etc.
Extremely pleasant place, both grand and comfortable, and the park
very pretty in some parts. Went over to see Luton, belonging to Ld.
Bute. The house was built by his father, the Minister, and does no
credit to his choice of an architect, the Adams. The collection of
pictures is very numerous, the Flemish and Dutch schools are the
finest, altho’ amongst the great number of Italian pictures some are
good. The most remarkable portraits are those grouped with some
malicious skill by Sr. Joshua. They are those of Ld. Bute and his
Secretary, Jenkinson, now Ld. Liverpool.[323] The Prime Minister is
represented with all the pomp and dignity of office, a splendid dress
and commanding air; he is taking, rather than receiving, from his
Secretary a bundle of papers, which the Secretary, with a most
submissive air, is holding in his hands. The story tells itself,—the
Duke of Lerma and Gil Blas; the abject, fawning, sly Secretary, and
the haughty great man. People say Sr. Joshua Reynolds marked the
characters so strongly in order to stamp the origin of a man, whose
sneaking qualities he foresaw would raise him to distinction. Ld.
Liverpool, I have been assured, offered frequently a very large sum
to withdraw from the eye of the public this memorial. The Library is
very extensive, and the three rooms which join it are handsome,
altho’ it might have been infinitely better.
We went to Hinckley to see Henry E., who had
been there about a month with his aunt; his limb is WILLIAM
not worse. From thence for one night to Farming BELSHAM
Woods, belonging to Ld. Ossory; charming spot,
fine trees, abundance of deer, and wild woodland scenery. Slept at
Bromham, Mr. Trevor’s, a pretty water place on the banks of the
Ouse. From thence for three nights to Mr. Whitbread’s at Southill. Ly.
Madelina Palmer[324] was there. With the exception of the Trevors
for one day, the rest of the company was remplissage of the very
worst sort, fulsome flatterers, and disgusting dependents. Mr.
Belsham, the gazetteer or pamphleteer, who calls his heavy
compilation a History of England, was one of them; his manners and
appearance are positively offensive to all the senses. He extols
Whitbread to the skies, and makes him believe no man can serve
the country with equal talents and honesty, and that nothing but Ld.
Grey’s envy at his superiority could have kept him out of the highest
offices in the late Administration. He has composed a virulent libel
against the late Governt., which he circulates about the country, and
boasts of his forbearance, that out of consideration to Mr.
Whitbread’s affection for Ld. Grey that he does not publish it. It is
particularly offensive to Grey, and the subject most urged is the
failure of the negotiation. Mr. W. has an unfortunate relish for the
society he indulges in at Southill.
Returned on Thursday, 11th August. On ye 19th August news
arrived officially from Ld. Collingwood of Dupont’s surrender to
Castaños in Andalusia.[325]
16th August. The Spanish Deputies dined here. They are five in
all, viz., Visconde de Matarosa[326] and Don Andres de la Vega
(these were the first, who came from the Junta of Oviedo). The
Visconde is a very young man, not above 19; la Vega is a sensible,
well-informed man, esteemed by his countryman Jovellanos. Sangro
is the Deputy from Galicia; he had been named to go to Bayonne,
but escaped and was sent with another, Freyne,[327] who has since
returned to Coruña with arms, &c., &c. The Sevillian Deputies are
Jacome and Apodaca. Jacome is a member of the Junta at Seville.
The latter is the admiral who commanded these last two years at
Cadiz, and to whom the French fleet surrendered. He is very lively
and pleasing in his manners, and of the whole mission he is the one
who has the most usage du monde.
He ascribes the misfortune of Solano to the machinations of a
faction actuated by personal hatred. Had Solano complied with the
demands of the mob, the consequence would have been the
complete destruction of their own fleet, as at that moment the ships
were so intermingled that the French could have sunk the Spaniards.
Apodaca seemed satisfied with himself for his dexterity in getting out
the Spaniards and not endangering them. They were in great spirits
at the surrender of Dupont, and also at the news of the evacuation of
Madrid. It appears that Joseph Bonaparte withdrew from thence on
ye 29th, after staying only 3 days in his Capital, rather hastily, with
the spoils and plunder of the palaces. He is at Segovia, with a force
of 23,000, waiting orders from Napoleon. Moncey and his shattered
Valencian army are with him. Mr. Vaughan writes from Coruña that
Mr. Stuart (who was formerly at Petersburg) was received with great
demonstrations of regard and friendship; the officers, naval and
military, had shown him Ferrol, and as he returned the villages were
illuminated. They had heard of Sr. A. Wellesley’s landing at the
mouth of the Mondego, the river so praised by Camoens.
We left home on Sunday, August 22nd, for this place Boundes,
Ld. Hy. Petty’s. Made an excursion from thence along the coast from
Hastings to Brighton; passed a few days at Mr. Beauclerk’s, and
returned home, 1st September.
At the end of October the Hollands set out for Spain, and did not
return until the following August. Lady Holland continued to keep a
detailed account of their travels and the information which reached
them concerning the movements of the opposing forces in Spain and
the progress of the war. This portion of her Journal, however, is
omitted.
On August 12th, 1809, reached Holland House, where we found
the children and my mother perfectly well. The Pettys and
Beauclerks and many of our friends came from the country to see
us, and stayed a few days in the house.
22nd Nov.—It is too distant from this present
period to make a review of all the occurrences LORD
from that time to this. Mr. Canning and Ld. LANSDOWNE’
Castlereagh fought on 21st Sept. Ld. Wellesley S DEATH
has accepted his recall,[328] and is daily expected;
many believe he is coming upon the misapprehension that the
Premiership has been offered to him. Lord Lansdowne[329] died on
14th Nov., which event is fatal to the Opposition by removing Petty
from the H. of Commons. He has endeavoured to annoy Petty by his
will and much disrespect for his father’s family, by making the
remainder over to Ld. Winchilsea, and then to Ly. Lansdowne and
her 2nd daughter.[330] To the latter, they say, a lease for 21 years is
granted of L. H.
On 7th Nov. I was brought to bed of a daughter.[331]
Tuesday, 21st Nov., 1809, Ld. H. on this day completed his thirty-
six years. He dined at Ld. Winchilsea’s.[332] Mr. Allen and I alone. He
read in eve. Berington’s Life of Henry II., a work not without merit,
tho’ the language is frequently barbarous.[333] The character of
Becket is well drawn, and from his close researches into monkish
chronicles he gives many interesting anecdotes which throw light
upon the manners and mode of life in those times. He is a Roman
Catholic priest, and tho’ one sees a bias, yet he has more liberality
than usual with persons of his class. Indeed, at Rome he was
suspected of giving up the cause of the Church too much:
accordingly for some time he was suspended from his clerical
functions by a papal mandate. He is also the author of a life of
Abelard and Eloïsa, and possesses in manuscript, which he dare not
publish, a history of the revival of learning.
Mr. Canning wrote to Ld. G. Leveson: ‘Lord Chuckle [sic] is, I
hear, sufficiently recovered to take his prescription; accordingly, I
shall send my letter to-morrow, and the other shall go abroad the day
following.’ So we may expect to-morrow to see this long announced
and much looked-for second statement.[334]
Henry and his tutor, Mr. Shuttleworth, left us on Sunday for
Hinckley.
Wednesday, 22nd.—Mr. Tierney, Mr. Grenville, and Ld. Darnley
dined.
Thursday, 23rd Nov.—Ministerial papers announce very
triumphantly that Ld. Wellesley has accepted the office offered to him
by them, and is to come home immediately and fill his place.
Ly. Eliz.[335] came, the first time I have seen her since her
marriage with Duke of Devonshire; I could not utter a congratulation
upon the occasion. The Lambs, Mr. Windham, S. Lockington, Sr.
Robt. Wilson, Mr. Stuart, Duke of Argyle, Ld. Robt. FitzGerald, Ly.
Affleck dined.
Mr. C.’s statement is not yet out. My mother returned from
Gosport with Charles, whom she had been to see on acct. of his
illness.
Friday, 24th Nov.—Ld. Wellesley has written to Mr. Canning
assigning his reasons for accepting, but what they are I know not.
14th Dec., 1809.—The Whig Corporation of
Nottingham having done Ld. H. the honour of PANSHANGER
choosing him their Recorder, vacant by the death
of the D. of Portland, it was necessary for him to go there and take
the oaths. Accordingly we took the opportunity of making the journey
in part with him, and of paying some visits on our way, for change of
air for me after a confinement is indispensable to keep off a whole
train of nervous disorders, and I did not much relish the notion of a
trip to Nottingham to share his civic honours. On this day we went to
Panshanger, on the banks of the Mimram, a very Asiatic sound! A
pretty place of Lord Cowper’s in Hertfordshire. We took Tierney with
us. Found besides the family, Lds. Essex, Erskine, and Mr. Giles
Lewis. No news of the result of the election at Oxford,[336] but the
Grenvilles began to despond.
Drove out to see the new college at Haileybury, a large, ugly,
mean-looking conventual building. In the eve, news came of Lord
Grenville’s success at Oxford; carried it by a majority of 13.
15th.—Drove to Woolmers, a dismal, damp, ill-kept house,
belonging to Ld. Stafford. It was too cold to walk to the spring, and,
indeed, I am too lame to undertake any excursion on foot.
16th, Sunday.—We were to have gone away, but delayed our
departure in order to see Ly. Melbourne, who was coming on the
ensuing day.
17th.—Ly. Melbourne came.
18th, Tuesday.—Set off and resolved to go as far as we could, as
Ld. H. was to be at Nottingham to a great dinner on Wednesday. The
roads were in a very bad condition owing to the great fall of rain;
however, we reached Stamford and slept.
19th.—Ld. H. set off alone to Nottingham. Mr. Allen, Charles, and I
went to see Burleigh, a stately edifice, not improved by the bad taste
of the last proprietor. A few good pictures, and several beautiful
portraits of Mde. de la Vallière after her profession, in the dress of
the Order. Ascertained that the story of Ld. Exeter having made a
bonfire, in the courtyard, of Voltaire, Rousseau, &c., was true. This
was done to edify the people at Stamford during the alarm, to teach
them to shun the doctrines of those apostates from religion, morality,
&c. From thence we went to Grantham, where I resolved to take up
my abode till Ld. H. returned.
20th.—Went to see Belvoir, which is undergoing a thorough
reparation and improvement by Wyatt. It commands a staring, ugly
view of the Vale of Belvoir. The antique baronial costume of the
castle is destroyed by the introduction of modern fortifications and of
artillery mounted upon the walls. The collection of pictures is very
good. The famous ‘Sacraments’ of Poussin, and a pretty Murillo with
three Virgins in white, exactly in the style of those in the famous
‘Transito de Santa Clara,’ in the convent at Seville. We sent for
novels to the circulating library, and sat up reading the trash it
furnished half the night.
21st.—Ld. H. returned pleased with the reception he had met with
from his fellow Burgesses, and we got on to Stilton, a bad, dismal
inn.
22nd.—We went to Cambridge, to show Mr. A.
the colleges, &c. Got there by daylight. Dr. Davy, CAMBRIDGE
[337] the Master of Caius College, made us dine
with him; a good-natured, trifling, insignificant man. Lord Percy,
Dukes of Rutland and Gloster are to be the candidates for the
Chancellorship, whenever the D. of Grafton will die and give them an
opportunity of trying their popularity.
23rd.—A fall of snow which rendered the walking across the
Quadrangle unpleasant. The Library at Trinity is very handsome, but
the books are the least to be praised in it. A good bust of Newton.
The chapel contains a statue of Newton; the countenance is full of
expression and genius, but the sculpture is very moderate, altho’
considered by them as a chef-d’œuvre. Went to the chapel of King’s
College. Glad that my recollection of Batalha was so fresh that it
enabled me to compare the architectural styles and beauties. That of
Batalha[338] is generally superior in execution, the taste of King’s
chapel perhaps is more chaste and simple, but it does not possess
one specimen of exquisite delicacy of sculpture; the roses and
portcullis are coarsely carved.
Passed through Eaton and Bedford. Reached Ampthill to a late
dinner. Waters very much out.
24th, Ampthill.—Ld. Ossory as usual kind and very pleasant.
Capt. Waldegrave, a cousin, and son of Lady Waldegrave. Our old
shipmate, Sr. John Sinclair, Dr. Hunt, &c. A contagious fever at
Southill prevents our visit; Lady Elizabeth ill. Mr. Whitbread came
over to see us, much offended and irritated at the anonymous
circular; ascribes all as intended offences from Grey and Tierney to
him. Reached Brocket on the 27th.
28th, Brocket.—Large family party with the addition of Messrs,
Luttrell and Nugent. Ld. Kinnaird dined one day, grave, good-
humoured, and agreeable; his illness has subdued and softened his
naturally irritable character. We were to have set off again on the 1st
January for Woburn, but I was seized with such a severe headache
that I was compelled to return to my bed; sent an excuse for that day
to the D. of B. by Aleck, who was to meet us at St. Albans on the
following day.
Monday, 2nd January, 1810.—Very much alarmed at the account
brought by Aleck of Charles having met with a severe fall. Contrary
to a promise given me by Lady Anne (and his uncle),[339] she
allowed him to go out with her to a fox chase. He cut the inside of his
leg between ham and knee dreadfully. Reached Woburn late, and
after a hasty dinner Mr. A. and I set off to see Charles; found him
with fever. Went again next day to see the wound; found it a most
dreadful gash, as bad as anything can be which has not touched a
vital part, and may not perhaps do him a permanent injury.
Sunday, 7th.—Ld. H. was so much pressed to go to town that he
went to see Lds. Grey and Grenville, and dined at Mr. Grenville’s.
Duke of B. went next day and returned to dinner, bringing Lord
Holland down with him. Ld. Kinnaird, Mr. Chester, Delmé Gunning,
Morrice, General Fitzpatrick, Tavistocks, &c., compose off and on the
party.
10th Jan.—We this day brought Charles over from Ampthill, who
bore the motion of the carriage tolerably. He will oblige us to defer
going away much longer than we intended to be absent from home.
Left Woburn on ——. Stayed at H.H. until Monday, 22nd Jan., the
eve of the meeting of Parlt., and on that day took possession of our
former dirty habitation in Pall Mall. On 23rd there
were very sanguine expectations entertained of not DEBATE ON
only a good division, but even of a majority of 13 in THE ADDRESS
the Commons, it being confidently asserted that
many of the stoutest adherents of the former Ministry would keep
away, such as the Lascelles’, Pagets, Ld. Newark, &c. However,
every one of these came up, and after a flat debate the majority was
all on the wrong side. Numbers, 167 to 263.[340]
Mr. Ward made a brilliant display, and all the young gentlemen,
movers and seconders, acquitted themselves with propriety. Mr.
Canning voted for the Address in a bad, blundering speech, in which
he did not redeem the pledge he had made of justifying himself in his
place in Parlt. It was rather a whimsical coincidence that Ld. G.
Leveson could not vote, not being in time to take his seat. This is the
third time in his Parliamentary life that he has been baffled in voting
upon dubious occasions however. In the Lords the attempt to stir Ld.
Wellesley failed. Lord Grey’s speech was a most finished oration.
The division was great, 92; numbers which would formerly have
broken up any Administration.[341]
On Friday Lord Porchester’s motion of inquiry into the Walcheren
expedition was most unexpectedly carried by a majority of 9 against
Ministers.[342] Wilberforce behaved in the most flagrant but sanctified
manner; he deserted his friend Perceval at the critical pinch. Mr.
Ponsonby is recovering his reputation; he made a sharp, sarcastic
speech which produced a considerable effect and reconciled those
who had snouched most at him. Mr. Canning acted against inquiry,
and upon observing to Ld. Temple that he (Ld. Temple) was in a
majority, was answered, ‘Yes, and the best part of it is that it was
without yr. assistance.’ Ld. Castlereagh, whose manly conduct and
being considered as an injured man by the House has conciliated
him much public esteem, voted for the inquiry.
Ld. Wellesley made his debut in the character of Minister upon the
thanks of the House being moved to Ld. Wellington. Some
commend, and others disparage his speech; perhaps the middle line
of praise would be nearest the truth. He was rather oriental in his
style of praising his brother, but much may be owing to his feelings
upon such a subject as that of his brother’s merits undergoing a
slighting review.
Poor Hoppner, the painter, is dead. Public attention and sympathy
has been fixed by the sudden and mysterious disappearance of Mr.
Eden,[343] who left his father’s house in Old Palace Yard on Friday
eve., having previously told his servant he should return in an hour,
and from that time to this, an interval of ten days has elapsed without
any tidings. A man was seen on that Friday, at 9 o’clock, scrambling
upon the ice on the Thames, who, upon being called upon to stop,
rushed on and plunged into the stream. Poor young man, he was to
all appearance the last person in the world likely to lay violent hands
upon himself.
Sunday, 28th Jan., 1810, Pall Mall.—A belief afloat that Prince
Stahremberg is the bearer of an offer of peace from Ld. Wellesley to
Napoleon. He went yesterday to Paris.
Lds. Thanet, Erskine, Sr. Philip Francis, and Don Domingo de
Souza[344] dined.
June, 1810.—It appears that Windham from the

period of his leaving College had kept a diary; the WINDHAM’S
last entry was on the day the operation was WILL
decided.[345] He says: ‘This day sentence has
been passed upon me,’ It fills 15 vols. in 4to., and according to his
will is annexed as an heirloom to the proprietor of Fellbrigge; so in
case of failure of issue in Capt. Lukin, it will fall into the hands of the
Egremont family. A curious instance of weakness in Windham, and
one that probably never would have been drawn forth, but for the
feelings stirred up by the French Revolution: he has put Lord
Egremont into the entail of his estate, treating him as a relation.
During his life the relationship was never claimed, and certainly not
admitted, either by him or by Ld. Egremont; the mode of spelling the
name is quite different. He left six thousand pr. ann., at least, to his
wife, who has most indecorously exposed to public sale all his books
and common pamphlets; the latter especially are scribbled over
entirely with his own observations on the margin. These have been
bought up by the booksellers, and will hereafter be sold as
immensely valuable from possessing his notes. There is a pamphlet
of Sr. S. Romilly’s upon the state of Criminal Law, which is entirely
written over by W.; and the strictures intended merely for himself to
reply to in the H. of Commons are most likely not calculated to
please Romilly, or indeed could they have been designed for his eye.
When Perceval proposed last year, 1809, to Lord Grenville and
Grey to form a part of his Administration, some private
correspondence in consequence of this overture took place between
these Lords. They agreed perfectly in the propriety of rejecting the
terms as proposed, but as it was just possible they might be
addressed again upon a similar occasion, they discussed the state of
their own views, &c. Ld. Grenville told Grey that whenever they came
into office, and were enabled to make the concessions deemed
necessary to the Irish Catholics, he intended to propose that his
brother, Lord Buckingham, should be the person sent over; that he
had always contributed so disinterestedly to the support of the party,
that as it was his wish to go, he considered him entitled to it. This
hint was not relished, nor was it combated; but the Grenvilles are
great graspers and encroachers.
At the Installation[346] Lord Grenville promised the heads of
Houses to supply them with venison, having been promised by his
brother 15 brace. A few days before the festival Ld. B. sent to say he
could not furnish any venison, and but for the good nature of private
friends he would not have been able to fulfil his engagement. The
Duke of Bedford told me this, and was one of the persons applied to,
and gave 4 brace. Ld. B. is envious of his brother, and enjoys his
feeling any mortification.
We made an excursion for seven weeks to the
North in order to amuse Henry, and try the effect of THE LAKE
change of air, as he was not well. We went by COUNTRY
Derby and Lancashire to Appleby Castle, Ld.
Thanet’s. We stayed there a few days in order that Ld. H. might get
some fishing; from thence we went to the Lake of Ullswater, and
dined at Patterdale. Returned and slept at Penrith.
At Keswick we saw Southey, who was very agreeable; he is just
about publishing two epic poems. Windermere is the pleasantest and
most agreeable of all the Lakes to my taste. Mr. Dumont was of our
party. We went rather impromptu to Edinburgh, by the Kelso road, to
see Melrose Abbey. Kelso is a charmingly situated town and
exceedingly pretty. Melrose Abbey disappointed me greatly,
especially after John Clerk’s praise, who described it as the finest
remains of the richly wrought Gothic in the Island. I did not mind
Walter Scott’s poetry, but was very considerably chagrined at its
being so very inferior to many even in England. The high roads now
making in Scotland are very characteristic of the nation; they are
scientific and thrifty, for they are upon good principles, but are
excessively dangerous and alarming from the parsimony with which
they are executed. They are contrived to go upon the mountains like
terraces or ledges, so that the up and down is avoided, but then they
are rather narrow, and there is not the smallest parapet or any
protection which intervenes between the poor traveller and the deep
valley below.
We remained only two days at Edinbro’. During that time poor
Lady Rosslyn[347] died unexpectedly at Rockville. We dined one day
with Mr. Clerk,[348] and were visited by the few persons then in town
—Jeffrey, Murray, &c. We went to Dunbar; then to Howick; and spent
a couple of days with Sydney Smith at Heslington, near York. I went
to the Roman Catholic convent in York, to visit the daughters of Mr.
Gordon, of Xeres; they seemed dejected and apprehensive that the
state of Spain would prevent them from joining their family.
We made a deviation from the North road to see Lincoln Minster.
We were repaid for the inconvenience of a very bad road and without
exception the worst inn in England, as the Cathedral is very curious
and magnificent. It is not so large as that of York, but the
workmanship is much richer. I was startled when I entered the
Cathedral at York; I could scarcely credit that it was the identical
building which appeared spacious and lofty formerly, my eye having
been recently so accustomed to the Cathedral at Seville which is
about three times the size of York. At York the centre aisle is wide,
but the two side aisles are narrow and low, whereas at Seville there
are five aisles all equally wide and lofty, and beyond are large side
chapels (at York there are none).
From Lincoln we went through Spalding to Peterboro’; I asked at
Spalding how far off it was to the Fens. The postmaster replied that
there were no fens in Lincolnshire now, and that geese were full as
scarce as in Middlesex or elsewhere. I think it impossible he can be
correct, for, tho’ draining may do much, yet I remember such dykes
and embankments against the waters then covered with flocks of
geese, about 23 years ago, that it cannot be possible those waters
can have been carried off, the bottom made sound, and put into
tillage; about Boston and Crowland I meant. Peterboro’ Cathedral
has a beautiful façade; the inside is not worth much. Katherine of
Arragon and Queen Mary of Scotland[349] are buried there.
We returned here[350] on August 2, and found all well; the library
wall rebuilt, but the house not in a condition for our reception.
Accordingly we are going off in a few days to inhabit the Govt. House
at Portsmouth, which Genl. Fox has lent most kindly to us.[351]
The few days we have been here we have seen
Tom Sheridan and his wife, Ld. Erskine, D. of GENERAL
Argyle, Ld. Robt., Gen. Tupper, Mr. Whishaw, FERGUSON
Kemble, Gen. Fox, Caroline Fox. I went one night
to the Haymarket and saw the Iron Chest. General Ferguson[352] has
been compelled to leave Cadiz on acct. of his health; he is afflicted
with a liver complaint which is always aggravated in a hot climate.
He acted the part of a real friend to our dear boy,[353] he went out
with him in the Lively, and assumed a parental authority over him.
He also, upon arriving at Cadiz, removed him from that ship, and
placed him with Capt. Codrington of the Blake, where he now is, and
is gone up to Minorca to escort the Spanish ships from Cadiz thither.
He confirms the stories of the desertions from the French armies,
and himself conversed with three native-born Frenchmen, who had
deserted from want of pay and want of food, the most pressing want.
On Thursday, — August, left home for Portsmouth. Henry, &c.,
accompanied us; the girls were to follow a few days later. Mr.
Dumont came with us; we slept at Liphook, and reached Portsmouth
on Friday. The Government House is a very large, rambling
habitation, and was formerly a Cistercian convent.[354] From the
interior arrangement of the rooms, and very inconvenient distribution
of space, one can still trace its monastic origin. The conventual
church, now converted into the garrison chapel, communicates with
the great apartment, and access is immediate into the tribune. In that
church Charles the Second married the Infanta of Portugal.
The séjour of this place has little to recommend
it in the way of drives or walks, as the confinement CAPTAIN
of a garrison town is inconvenient for either, and MOORE
indeed the whole neighbourhood more or less
partakes of the stir and din of war. We see a few naval and military
persons. General Whetham, the Lt.-Governor, a sprightly man, who
talks good French, and has a superficial smattering of the light
reading in that language; he was wounded in Flanders, and is a
great favourite upon the Terrace at Windsor. Capt. G. Moore,[355] the
brother of the General, whose good sense seems to have been
bestowed in a fair division upon him, is a pleasing, well-informed,
manly, gentlemanlike person. They are an affectionate, united family,
and full of amiable qualities; he alluded to Sir John with feeling, his
eyes were full of tears when in the course of some conversation he
mentioned the narrative written by his brother James.[356] He told me
that had the General lived to return and lay aside his command, it
was his opinion that an explanation must have taken place with
Frere, as the gross personality and insulting language in his
correspondence must have been apologised for or determined(?) in
some decisive manner. Capt. Moore was at Lisbon when the Court
embarked for the Brésils, and accompanied the Portuguese

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TEACHING TIPS AND STRATEGIES

Using the opening vignette in the classroom

Other tips and strategies

DIRECTIONS: Connect all nine dots using just three

Web Resources for Enhancing your Lectures:

Creative commercials http://www.shots.net/home.asp

Blog for a creative director: Interactive http://www.stephengates.com/Blog/

Creative Criminal blog http://creativecriminal.blogspot.com/

Chas Martin blog http://www.innovativeye.com/

Roger von Oech Website http://www.creativethink.com/

II. The Creative Team: Originators of Advertising Creativity (p. 198)

III. Creating Great Advertising (p. 199)

B. The Relevance Dimension (p. 201)

My Ad Campaign 8: The Creative Brief (p. 202)

2. How the benefits are presented is the creative team’s job:

B. Elements of Message Strategy (p. 203)

The creative strategy identifies benefits to be presented to consumers. It can include an

V. How Creativity Enhances Advertising (p. 204)

C. Understanding Creative Thinking (p. 206)

Creativity drives successful advertising. It informs by making an ad more vivid, which

VI. The Creative Process (p. 207)

VII. The Explorer Role: Gathering Information (p. 207)

1. Transforming a Concept: Do Something to It (p. 210)—A good Artist has many

d. Connect—Join two unrelated ideas together.

IX. The Judge Role: Decision Time (p. 215)

X. The Warrior Role: Overcoming Setbacks and Obstacles (p. 215)

ETHICAL ISSUE DOES SEX APPEAL? (P. 214)

advertising objective, 202 creative strategy, 201

July 1808.—Mr. Campbell, whom we knew at

massacre[320] on the 2nd of May was known, urged Solano to hoist

June, 1810.—It appears that Windham from the

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