Where basic "pop rock" aims more for a direct hit at one's basic emotions, "smart pop" is more of an 'intellectual' branch of it. The lyrics are normally far more prominent, begging to be taken into consideration, and there is usually much more experimentation with song structures, chord sequences, arrangements, and such. As a result, "smart pop" generally breaks far more ground than basic "pop rock", but carries a serious risk of becoming somewhat too elitist for its own good at times (occasionally bordering on avantgarde or even meta-rock). Smart Pop is particularly typical of the post-1975 era, beginning with the New Wave movement (e.g. Police, Talking Heads), when traditional pop rock often became perceived as far too cliched and trite; however, some of the best representatives of the category can actually be met in the early 70s (notably Sparks and 10cc).