Uniquely The Epitome: 06/01/2006

6.26.2006

Overview of the Reflective Judgment Model's Three Developmental Periods

design-erly
Reflective Judgment
As with most of my posts, I was inspired to respond;

Overview of the Reflective Judgment Model's Three Developmental Periods

The conceptual framework for reflective judgment is that of a stage model characterized by seven distinct but developmentally related sets of assumptions
about the process of knowing ( view of knowledge ) and how it isacquired ( justification of beliefs ). Each successive set of epistemological assumptions is characterized by a more complex and effective form of justification. The seven developmental stages of the Reflective Judgment Model may be broadly summarized into three levels: prereflective ( Stages 1-3 ), quasi-reflective ( Stages 4 and 5 ), and reflective (Stages 6 and 7) thinking.

Prereflective Reasoning (Stages 1-3): Belief that "knowledge is gained through the word of an authority figure or through firsthand observation, rather than, for example, through the evaluation of evidence.
[People who hold these assumptions] believe that what they know is absolutely correct, and that they know with complete certainty. People who hold these assumptions treat all problems as though they were well-structured" (King and Kitchener*, 2002, p. 39).

Quasi-Reflective Reasoning (Stages 4 and 5): Recognition "that knowledge-or more accurately, knowledge claims-contain elements of uncertainty, which [people who hold these assumptions] attribute to missing information or to methods of obtaining the evidence. Although they use evidence, they do not understand how evidence entails a conclusion (especially in light of the acknowledged uncertainty), and thus tend to view judgments as highly idiosyncratic" ( King and Kitchener *, 2002, p. 40).

Reflective Reasoning (Stages 6 and 7): People who hold these assumptions accept "that knowledge claims cannot be made with certainty, but [they] are not immobilized by it; rather, [they] make judgments that are "most reasonable" and about which they are "relatively certain," based on their evaluation of available data. They believe they must actively construct their decisions, and that knowledge claims must be evaluated in relationship to the context in which they were generated to determine their validity. They also readily admit their willingness to reevaluate the adequacy of their judgments as new data or new methodologies become available" ( King and Kitchener *, 2002, p. 40).

Allow me to humbley and indiscriminately apply this to advertising in general.
I truly believe that the distinction some make between left and right-brain
thinkers is a little gray. ( sorry, bad pun )

Prereflective Reasoning We are given a problem to solve.
The solution being communication in one form or another about an idea, product or service ( ips ). First we evaluate the ips. Clients provide their R&D as well as existing data about related ips's, their respective companies and it's consumers. We've received the creative brief. So, we have this information, or epistemological assumptions, about the ips. Let's enter Prereflective Reasoning, or in our industry; Conceptual Thinking.
Let's combined the information from the brief ( knowledge gained through the word of an authority figure or through firsthand observation ) along with our own practical experience along side the objectives of the client ( communicating the ips ) making our assumptions. The basis of any conceptual work requires the thinking to treat all problems as though they were well-structured assumptions through a linear process of assumed certainty. We've combined information that was previously considered unrelated--we generated a concept. We've accepted that the information we have is factual and concise. This is our justification of beliefs. Hopefully everyone in the room has agreed that these beliefs are accurate.

Quasi-Reflective Reasoning, or Client submission and review. Knowledge claims-contain elements of uncertainty, which [people who hold these assumptions] attribute to missing information or to the methods of obtaining the evidence. Some think the concept doesn't communicate the ips accurately enough.
Some get it, some don't, budget constraints or re-allocation of budgets are needed. How can we make sure the largest set of narrowed perspectives understand the communication? This is where our idiosyncratic minds come into play. We've made this ips peculiarly ( idiosyncratically ) related to the client and the consumer. Although they use evidence, they do not understand how evidence entails a conclusion they see their ips in the communication or media plan but feel, because they can't, no one else will understand it. Through Prereflective Reasoning we revisit the concept and modify based on more epistemological assumptions.

Reflective Reasoning, or The client and consumer get it. The campaign is a success. People who hold these assumptions accept "that knowledge claims cannot be made with certainty, but [they] are not immobilized by it; rather, [they] make judgments that are "most reasonable" and about which they are "relatively certain," based on their evaluation of available data. They understand the communication. They believe they must actively construct their decisions, and Prereflective Reason that knowledge claims must be evaluated in relationship to the context in which they were generated to determine their validity. They also readily admit their willingness to reevaluate the adequacy of their judgments as new data or new methodologies become available." The market emerges new and improved ips's while understanding the existing idiosyncrasies of the ips's they're about to purchase ( knowledge claims-contain elements of uncertainty ) are infact Prereflectively Reasoning that a relationship to the context in which they were generated to determine their validity is needed first--Reflective Judgment.

*This references the material and it's creators fairly well.

Rejuveniles

"the next pyscho-epidemic buzzword we can love to loathe is “rejuveniles,” who are adults who won’t grow up. It’s not a new phenomenon, but it is the subject of a new book called "Rejuvenile,” by one,"

I already loathe it. Sounds like the same group who didn't know how to identify
a generation, so they named it x* ( another great paradox ), have other theories that will probably only demonstrate their lack of practical knowledge.

*They never identified anything specific. X was a label to record/define the anomaly within a marketing plan. Marketers and analysts couldn't figure out that a generation simply lacked interest in what they had to offer. It's wasn't necessarily a generation--lost.
It was one that wasn't interested.

I'll check it out and comment in the future.
Maybe it's a good one. 8)
thanks reveries.com

More Cannes

LEGENDS CONDOMS

Type Of Advertisement: Magazine
Category: OTC Pharmacy
Title: BEAR
Advertiser: LEGENDS CONDOMS
Product or Service: CONDOMS
Entrant Company: CLEMENGER BBDO SYDNEY
Metal won: Bronze

United Airlines

UNITED
Fallon London

SURVIVAL INTERNATIONAL

Type Of Advertisement: Newspaper and Magazine
Category: Fundraising & Appeals
Advertiser: SURVIVAL INTERNATIONAL
Product or Service: TRIBAL PEOPLES RIGHTS
Entrant Company, City: PUBLICIS COMUNICACION ESPANA, Madrid

PAPA JOHNS

SAATCHI & SAATCHI BEIRUT

I'm not sure who the agency is but, I'll assume this
ad is about how shiny the floor will be when you
use the product.

Chupa Chups

Personally, I think the line works better without 'it's.'
It is technically the visual. No need to refer to the subject again.
Just me though. 8)

Western Union

This one is a favorite of mine. Anything conceptually driven by type is usually great.
Nice peice.

ZENTRUM

SONY

CANNES LIONS WINNERS

I'm not a huge fan of these but they are fresh and unique.
Congrats.

My favorite out of all the winners posted here

Comments on these?
Conceptually the unicycle is my favorite.

thanks Cool Loking Ads

The Evolution of Creativity is Underway

The Evolution of Creativity is Underway
"With consumer behavior evolving toward a more empowered status—the definition of creativity has shifted from one-dimensional skills to a four-dimensional type of creativity that blends logical thinking with creative problem solving. Individuals possessing this “New Creative Mindset” blend Analytical, Expressive, Curious and Sensual qualities into their thinking process."
thanks FUTURELAB

6.22.2006

Line: Anything for the shot.

6.21.2006

Ford Spot

Altoids

Agency: Leo Burnett, Chicago.

Folgers

Agency: Saatchi & Saatchi, NY
Copywriter: Josh Schildkraut
Art Director: Danielle Thornton
Creative Directors: Jan Jacobs, Leo Premutico
Executive Creative Director: Tony Granger

Hot Potatoe Chips

Onion Potatoe Chips

Agency: Shalmor Avnon Amichay / Young & Rubicam, Israel

Incredible Hulk

Agency: Saatchi & Saatchi, Dubai
Creative Director – Ed Jones
Copywriter – Avinash Sampath
Art Director – Andrew Leftley
Photographer – Sunil Raju
Retoucher – Ahmed Kunamed