WORKSHOP ON ADVERTISING AND COMMUNICATION

Ideas are more important than learning the tools in software. A good advertisement can only be created with innovative ideas. This was the primary topic for the workshop held on 19th December 09 at the Conference room of Academy of Fine Arts. This workshop was conducted by the famous advertising professional - Mr. Arthur Cardozo.

The event witnessed huge crowd of students to attend and participate in interactive workshop which focused on brainstorming of the students. To become an advertising professional one has to portray creativity, appeal factor, idea generation skills, innovative thinking capability, zeal to present, sell a point and last but not the least, to perform as a team member.

According to Arthur, this workshop involved few brainstorming exercises.

LET’S PLAY! Because that is what this profession is about - Fun! – Arthur started. Everyone present in the room was asked to close their eyes for two minutes. After this they were asked to explain what they have visualized. The participants came up with interesting concepts and ideas.

Then the second process involved of creating a calendar with a creative caricature. Students got very innovative ideas and we got some impressive outputs from the students.

Arthur also emphasized that one cannot define creativity. It is right brain dominant and it totally depends on one’s perception. There are certain steps involved in creating an ad. They are:

• Ideation – Simple, easy to communicate and differential thinking.
• Execution – clear imagination, resource and no compromise.
• Ambient Media – finding the touch point and innovative and creative devices.

Arthur showcased some interesting international advertisements which involved exceptional creative concepts. To sum up he gave the students ten ideas to boost their creativity. These were – listening to music, brainstorming, taking notes, referring dictionary, defining problem, to take walks while thinking, avoid television, avoid drugs, be yourself, reading and finally exercise your brain.

The session concluded with the prize distribution for the ‘Arenite of the Month’ and the ‘Academic performer of the month’. The ‘Arenite of the Month’ for November ’09 was bagged by Mr. Sandip Routh. The ‘Academic performer of the Month’ for November’09 was awarded to Rajarshi Mukherjee, Anwesh Banerjee and Debanjan Mitra. The closing speech was elated by Mr. A. D Singh, our Centre Head, during which he emphasized on participation in contests by thinking without the outcome. According to him, participation makes individual assess his own standard of work and gives an insight to an individual to improve on their faults.