投稿日: 投稿者: jiyuuku2005

広告制作はほぼ【論理】

広告の制作をしていると、時々「感性が豊かでないとできない仕事だよね」と言われることがある。確かに必要な要素ではあるが、それだけではない。

一部の職種、例えばグラフィックデザイナーやコピーライター、フォトグラファーには【感性】という部分が確かに必要になる。特にグラフィックデザイナーはデザインの専門学校や美術大学の出身者が多いことからもわかる。

私はグラフィックデザイナーではない。クライアントと制作スタッフの間に立つクリエイティブプロデューサーという立場だ。簡単に言えば、予算管理、進行管理、コンセプト策定、外注管理など広告制作全体をコントロールしたり統括することが仕事だ。これは美術大学など専門の学校を出ていなくてもできる。現に私は一般の四年制大学文系学部の出身だ。どの学部を出ているかは問題ではない。

☆

感性だけではないと書いたが、それはなぜかというと、クライアントは表現に「なぜ？」と聞いてくることがほぼ確実で、根拠を知りたがる。ギャランティを払う側ということもあるが、むしろ意図を知り、理解、納得し、自分達による広告だと思いたいからだろうと思う。クライアントに代わってクリエイターが作った広告に対して、自分達が出す広告だという自覚と責任の表れだと理解している。

そのためにも、そこで感性の次に問われるのが表題にもある

【 論 理 】

だ。むしろ表現に【論理】がないと仕事にならないと言っていい。例えば「なぜ赤なのか？」と問われた時、論理的説明が必要になる。『何となく赤』だとイメージと違えば変更を要求される。しかし【論理】があれば『なるほど』となり、イメージと違っても納得を得られやすい。それでも変更を要求されることもあるが、赤を活かしつつになることが多い。

そういう論理が表現全体に必要になる。「なぜこの書体なのか？」「なぜこのコピーなのか？」「なぜ背景はこの写真（イラスト）なのか？」「なぜこのコピーの位置はここなのか？」などなど・・・。

こういう問いに論理的に説明ができなければいけないのが広告制作で、そういうやり取りをするのは、クリエイティブプロデューサー（あるいはクリエイティブディレクター）の役目になる。場合によってはアートディレクターが説明する。それゆえ、クリエイティブプロデューサーなどはデザインの専門学校や専門大学を必ずしも出ている必要はない。

基本的な感性を先天的に兼ね備えているに越したことないが、広告的感性は実務をこなしているうちに何となく身に付く。一方で私の立場は、エンドユーザー感覚を持ち合わせていることも必要だと思っている。つまり実際に広告を見る人の感覚、素人感覚の役目があるということだ。感性ばかりに長けてしまうと、いわゆる素人感覚と乖離してしまい、実際に見る人との間にズレが生じてしまう。広告は芸術作品ではない。

☆

なぜ論理が必要になるのか。それは広告制作には必ずコンセプトがあるからだ。要するに“どういう広告にするか”ということ。

コンセプトは広告を制作する上での軸

となる。その軸がないと、表現が無限にあるだけに後々迷走し、疲弊することになる。

まず広告のコンセプトを考え、クライアントに提案、了承を得た上で、クライアントも含めて全員と共有しながらコンセプトに沿って制作していく。論理説明の拠り所にもなるので、コンセプトの設定は極めて重要となる。

木に例えると、コンセプトは広告制作の『幹』であり、その幹に沿ってデザインを考え、コピーを考え、全体のレイアウトを考えていく。それらは『枝』になる部分だ。幹となるコンセプトを考えることは意外と地味な作業だが、枝を伸ばすには無くてはならないものだから、最も肝となる作業と言っても過言ではない。

多くの人が関わる仕事でもあるから、コンセプトは旗印的な役割もある。迷ったらコンセプトに戻ることもあるし、コンセプトが明確で揺るぎないほど、論理的な広告制作が容易になる。私なりの言葉で表現すれば『美しく美しい広告』を制作できるということになる。

☆

広告は感性と論理でできており、制作の現場では論理が常に求められる。時々問題になり中止や削除に追い込まれる広告もコンセプトはあったはずだが、枝の伸ばし方に社会との認識のズレがあると、批判や非難を誘発してしまう。あと一歩踏み込んで考えれば回避できたかもしれない、このあと一歩こそ【感性】の部分だろうと思う。

しかしながら、こうしたことはあらゆることに通底しているのではないだろうか。新商品や新サービスを考える時、必ずコンセプトを考える。飲食店における新メニューにしてもそうだ。コンセプトは物事を始める時の、

羅針盤

になることは無意識にせよ経験的に知っている。プライベートにおいても無意識的にコンセプトを考えている。そこには必ず論理がある。

＜メンタルサポート事業＞

“広告制作はほぼ【論理】” への43件の返信

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