Culture is defined as a behavioral pattern that is
acquired and not inherited, consisting of ideas and symbols that manifest in actions and
serve as an indicator of future actions.
The concept of
cultural conversion in the creative field is very important when designing materials for
niche markets.. Advertising is about emotion. If something in your concept is offensive
to a particular group, it needs to be addressed. Similarly, this type of evaluation can
help to highlight latent strengths in your concept, which can be played up to maximize
efficacy for that market. If the concept translates well, then you can begin to refine
your message, creating highly targeted language and visuals. If it doesn’t, then you
have the luxury of reworking the concept at an early phase until it
does.
Cultural conversion evaluations have the ability to
capture both intellectual and visceral nuances in a concept. One of the core properties
of a successful ad campaign is the presence of a direct perceived connection with the
audience. More campaigns today are veering away from the staid and safe language of
standard sales copy, and are instead delving into the expression of more raw and emotive
concepts… and niche audiences are loving them for it.
No comments:
Post a Comment