What is referred to as "support" in a creative brief?

In the context of a creative brief, "support" refers to the evidence or rationale that backs up the main proposition or claim presented in the advertising message. This support is critical because it assures both the creative team and the audience that the proposition is credible and valid. It typically includes facts, research findings, testimonials, or other data that lend weight to the message being conveyed.

By establishing this support, the creative team can create a more effective and convincing advertisement, as it helps to enhance the overall persuasiveness of the proposition. Therefore, focusing on proof that the proposition is true gives the ad a solid foundation, making it a crucial element in the development of marketing communications.