From the earliest age we look upon the world around us, seeking noema; meaning and understanding. It is a process which ends only at the gates to the afterlife itself, or increasingly, at the doors to the creative production process.
Noema is the Greek word for "the meaning of something". It is the representation of an experience, the projection of one's own experience onto oneself. In perception, be it of ideas, objects or desires, the mind breaks down external experiences into what we know as external reality. This is the realm of thought where we experience media and advertising.
Noesis (the ability to sense or know something immediately) is the thinking process that most marketing communications now days seeks to evoke. However, an over-saturation of this practice in the mediascape and changing media consumption habits has reduced the overall effectiveness of immediacy. The missing key to this process is communications which enable the viewer to detect the meaning of the object itself (the noema), and not just the emotional representation, (the noesis).
There is a noema corresponding to every act of memory, expectation, and representation, from a Simpson's cartoon to an Absolut Vodka ad; visual and verbal cues whereby something stated subtly or obscurely is nevertheless intended to be understood or worked out, the "hook" that yields meaning upon detailed reflection.
All good communications involve intellectual activity, but the best communications combine the idea, and the perception of that idea, into a holistic whole. A message which combines thought and perception can work across demographics to maximize the effectiveness of your communications.
Sadly, one or the other is missing from most modern marketing communications, costing advertisers and publishers valuable mind-share when they 'dumb down' or cut concepts in the drive to reach the lowest common denominator.
Well-crafted communications should first and foremost, attract the viewer's attention. It should be easy to read and grasp, but most importantly it must have a lasting effect upon the viewer. It is worthless if no one is attracted to it or engages with it, it is wasted if no one remembers its message.
This is the philosophy behind my creativity.