Category Archives: Useful Knowledge

IGNORANCE

The state of lack of knowledge is called ignorance.

While everything in life is often complicated, people tend to see it under a very simple view, especially when they have limited knowledge of that particular topic.
Since most of us probably often see at least a few advertisements every day of our lives. We see ads everywhere :  while surfing on the web, watching TV, or even driving on streets.

Let me ask you a very simple question: “What is a good commercial made of ?”

Think about it for few seconds before continue to read…
You might think that in order to make a good ads, all the producers need is just a creative idea and a small effort to realize that concept to the screen (in case of television or internet ads) or to hard objects (in case of newspapers and ad boards). And that’s all.
If your thought is somewhat similar to this, then you are probably like me and most of us: we are having tendency to oversimplify things we don’t understand or don’t have any idea about.
The fact is, making an effective ad often requires more than just one or two outstanding ideas.

During the creating process, the producers usually have to answer several questions:
What are the target audiences that the ad aim to ? (kids, teen or adults)
What forms can the ad take?  (local newspaper, TV or billboard)
When is the best time to display the ad? (during a TV show or after a sport match )
What is the best time and best place to display the final product?  (TV, internet, newspapers)
How specific words or actions must be repeated to make the main theme stand out?
How to keep the ad “stick” to the audience’s minds, so that the audience will remember the product  even a long period after they finished watching the ads?
Is the ad good enough? (Usually this questions is only answered by a series of trial and error broadcast test)

The above is by no means an exhaustive list. But you get the idea of how hard and complicated the process can be. It is a huge amount of work requires a lot of time and effort. It’s not just as simple as “just a good idea” as we mistakenly think .

Another simple example demonstrating the concept of “oversimplifying things that we don’t know”.A short conversation between two students from two different majors. Student A majoring in Business and Student B who is studying Computer Science.

Student A: “My god, I just got an B- in one of my major classes.”
Student B: “Your major doesn’t have a lot of maths like mine, it just requires some business strategy readings.
Why it’s that hard? I should be the one complaining. Mine are horrible.”
Student A: “Oh, really? If I’m not mistaken, your computer classes only are about playing with some Windows software and require nothing but a few mouse clicks. ”
Student B: “…”
Let’s take a look at the two drawings below.
The distance shows how much the students know about their own major and the other major. The further the distance from a subject to a student is, the less he/she knows about the subject.

The view of student B on Business

And

The view of student A on Computer Science

Because both students have limited knowledge about the other field, as a result, they tend to oversimplify it.
That’s why in their view, the other field, which is not their major,  is only a small dot.
So the basic idea here is: the less you know about a particular field or domain, the less you are aware of how complicated that subjects are and
vice-versa.

In the past, I used to think the task of writing an informative blog entry is quite straightforward. In fact, I struggled a lot to find a good structure for my post, bget the right words, and present the main concept in an easy-to-follow manner (at least that’s what I thought).

Ignorance is a very important & useful concept, I will spend my entire next post to cover the five levels of ignorance.

Bonus: A very creative ad from Google 🙂

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