There is plenty that our art pupils can learn from the advertising industry. The latter's conviction to resolve problems, to always create relevant and authentic content that intrigues prospective buyers, in certain ways is consistent with our candidates approach to doing well in their exams. Both are sales pitches to drive impressions, but to different ends of course.
I read this somewhere a while ago about an approach a certain famed ad agency adopted to focus their attention on delivering good ads. 3 simple questions that designers or art directors will ask themselves to keep delivering on the edge. They call it the AIR approach.
1. Attention
A good ad must have the ability to grab attention. If it is able to stop you even for a few seconds before turning the page of a magazine, there is a much better chance that you will want to find out a little more about the content.
2. Interest
The content has got to be of interest to the viewer upon getting their attention. What is the meaning of the work? Is it conceptually relevant?
3. Recall
Only the very best will be able to be remembered in the world we live in which is constantly bombarded with all kinds of visuals. This will be the so-called 'stickiness' of the idea.
I had introduced this AIR idea to my upper secondary pupils when they were first doing their coursework and after many repeated attempts to link the relevance of this approach to well known art pieces during our discussions, the value of it is sinking into some of them.
It is not that pupils are having an easier time to create highly interesting work with an approach like this in mind, but at least there are familiar points of reference during discussions that brings up certain areas that they should be more mindful of.
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