Vinessa Lucia Chandra (0328421)
Advertising Principles and Practice
Project 2 Insight
15/05/17 – 22/06/17 (Week 7 – Week 12)
Lecture 7 (Week 7)
Influence of Socio-Cultural, Economical, Ethical & Political factors in Advertising
Since this week we didn't have time to do this lecture, so Mr. Vinod just sent us the slides and after reading it, here is my conclusion of the lecture.
So the first one that the topic touch on is how Socio-Cultural factors affects advertising, this we can see on the examples that was given like the coca cola Ad, where the social dynamic and the culture of one place can affect the responds of the target audience toward the product or Ad. Thats why normally Ads are targeted base on a specific country and culture, because every culture is different.
The second one is how politics affects advertising, depending on where we are, will vary how much does politics affects the Ads that come there, sometimes some countries are more controversial or more open about their politics, that affects how the political figures and issues will be treated in that particular country.File
The third one is the ethical factor, again depending on where you are, the code of ethics will vary, if again we are in a more traditional govermented country, it will affect what could and could not be shown on advertisements, if we are in a more liberal free country, it will give a lot more freedom into what can be shown in the advertisements
Integrated marketing communications : they’re trying to plan what comes first, which is structure plan, they have to develop a plan.
Marketing tools : advertising, promotions, publicity (press conference), events(fashion show, charity)
The media is the message, if the medium is not right then the message cannot communicate as well. Hence the medium is a crucial part of it. Because of the medium, the message gets affected. The medium sometimes influences the message.
When and where the medium runs, can make the message more effective.
When you choose a media, keep in mind of the target audience. Also to understand your target audience.
Every company have a rough idea of how much money you want to spend on the advertising campaign.
When dealing with different media types, the design have to be adaptable for a few different kinds of media. A part from justifying what the media is, we have to justify why we use it and how we are going to use it.
Outcomes :
Imc is when the campaign Is consistent throughout oall of the platforms, so its similar between all of the mediums that have been choosen, in order to maintain the message, and to have that consistency throughout all the campaigns
Project 2 Insight
15/05/17 – 22/06/17 (Week 7 – Week 12)
Lecture 7 (Week 7)
Influence of Socio-Cultural, Economical, Ethical & Political factors in Advertising
Since this week we didn't have time to do this lecture, so Mr. Vinod just sent us the slides and after reading it, here is my conclusion of the lecture.
So the first one that the topic touch on is how Socio-Cultural factors affects advertising, this we can see on the examples that was given like the coca cola Ad, where the social dynamic and the culture of one place can affect the responds of the target audience toward the product or Ad. Thats why normally Ads are targeted base on a specific country and culture, because every culture is different.
The second one is how politics affects advertising, depending on where we are, will vary how much does politics affects the Ads that come there, sometimes some countries are more controversial or more open about their politics, that affects how the political figures and issues will be treated in that particular country.File
The third one is the ethical factor, again depending on where you are, the code of ethics will vary, if again we are in a more traditional govermented country, it will affect what could and could not be shown on advertisements, if we are in a more liberal free country, it will give a lot more freedom into what can be shown in the advertisements
Outcomes :
- To get a better understanding of the factors that affect the design concept.
- To understand how advertising vary based on the where we advertise it.
Integrated marketing communications : they’re trying to plan what comes first, which is structure plan, they have to develop a plan.
Marketing tools : advertising, promotions, publicity (press conference), events(fashion show, charity)
The media is the message, if the medium is not right then the message cannot communicate as well. Hence the medium is a crucial part of it. Because of the medium, the message gets affected. The medium sometimes influences the message.
When and where the medium runs, can make the message more effective.
When you choose a media, keep in mind of the target audience. Also to understand your target audience.
Every company have a rough idea of how much money you want to spend on the advertising campaign.
When dealing with different media types, the design have to be adaptable for a few different kinds of media. A part from justifying what the media is, we have to justify why we use it and how we are going to use it.
Outcomes :
- To get a better understanding of the affects of media to the Ad
- To help understand the usage of media and the types of it
- To be able to choose a media as a platform for the 2nd project
Imc is when the campaign Is consistent throughout oall of the platforms, so its similar between all of the mediums that have been choosen, in order to maintain the message, and to have that consistency throughout all the campaigns
Lecture (Week 9)
There was no lecture on week 9 due to focusing on the third project
There was no lecture on week 9 due to focusing on the third project
Instructions
Final Project & Portfolio 40%
The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
5 Weeks (Briefing on Week 7)
DEADLINE
Week 12 (12 June 2017)
Description
The student now has the task of developing an Advertising Campaign – a total of 5 ads across different/same media – for The Design School @Taylor’s University. Utilising the insights researched (Project 1), the ideas developed (Exercises), and the determined media strategy (Project 2), execute a well art directed, crafted, creative advertising campaign that maintains the mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the different/same media. Create an advertising campaign that is on message, on target and makes a lasting impact, visually and emotionally. In the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted, taking into consideration the target audience, media, competitor strategies and the socio-cultural factors. The brand: The Design School @Taylor’s University The product: The Design School (See figure 1.) SMP/USP: Nurturing The Hybrid Designer Of The Future. Target Audience: Gen Y
Requirements
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission
1. All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post and for the duration of the course in a separate post as instructed in class.
3. Softcopy of the artworks (Ads and simulations) uploaded unto the eportfolio for the purpose of viewing.
4. All PDF files (artworks) uploaded unto Google Drive and link provided in the eportfolio. Ensure all folders are labelled or named appropriately.
Objectives
1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.
5. To develop students ability to determine a media mix based on analysis.
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission
1. All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post and for the duration of the course in a separate post as instructed in class.
3. Softcopy of the artworks (Ads and simulations) uploaded unto the eportfolio for the purpose of viewing.
4. All PDF files (artworks) uploaded unto Google Drive and link provided in the eportfolio. Ensure all folders are labelled or named appropriately.
Objectives
1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.
5. To develop students ability to determine a media mix based on analysis.
Research
Week 9
Historical Graphic Designers
it was better to use the idea from week 8, on combining the characteristics of famous graphic designers, wand make it look like a hybrid designer, because by taking 2 different designers and finding their best qualities also combining them, it turns into a multitalented designer yet with some changes, so i started researching on famous designers that have interesting characteristics to them.
Secondary Research
Based on (Google search)
After that, i started to narrow down my choices, and started sketching, i wanted to do a trial on one, so i decided to take
Jessica Walsh and Paula Scher, as a digital test, after a few trials, it didn’t really work, so i decided to simplify my idea,
into just using 1 designer, but using their design believes as the main headline, the hybrid part of is was going to be
their style of work incorporated into the visual, so i tried again with Jessica Walsh, and tried to find her design believes
also the style of work that she did.
Based on (http://www.azquotes.com/author/48357-Jessica_Walsh) and (https://www.youtube.com/watch?v=qvDk6fwprqc)
Week 9
Historical Graphic Designers
it was better to use the idea from week 8, on combining the characteristics of famous graphic designers, wand make it look like a hybrid designer, because by taking 2 different designers and finding their best qualities also combining them, it turns into a multitalented designer yet with some changes, so i started researching on famous designers that have interesting characteristics to them.
Secondary Research
This is the final part of the project, since on week 8, 2 ideas have been approved for digitaling, but after seeing so, it was decided that it was better to use the idea from week 8, on combining the characteristics of famous graphic designers, wand make it look like a hybrid designer,
because by taking 2 different designers and finding their best qualities also combining them, it turns into a multitalented designer yet with some changes,
so i started researching on famous designers that have interesting characteristics to them.
 |
| Figure 1 . Famous Graphic Designers |
Based on (http://www.azquotes.com/author/48357-Jessica_Walsh) and (https://www.youtube.com/watch?v=qvDk6fwprqc)
 | ||||||||||||||||||||||||||||||||||||||||||||||
| Figure 2 . Jessica Walsh Design Style
Having said that, i started researching for historical designers, designers who has passed, and a few came up, such as people like, Paul Rand, Milton Glaser, Herb Lubalin, Alvin Lustig, Alexey Brodovitch, and Alan Flecther. So again, i tried to find their design believes and
their design style
But even after that, there is no element in the visual that is twisted and also there is no strong hybrid element to it, so i took
a look again, and decided that i need to add something in order to make it more strong, so then i decide to take away their
style influence and illustrated their brains, but to resemble their design believes, so i started researching on types of brain
illustrations
Progression
Week 9
Different Designers
I tried to choose a few designers and their styles to work with, but then Mr Vinod said that its best to pick historical designers, to work with.
Week 10
Different Layouts After choosing i decided to choose 5 designers with their own unique style, this is the start of the layouting process, where i tried to layout the Ad based on the visual and tagline
After doing the layout, i tried to put it into one of the social media platforms, which is facebook, and rearrange it based on the space that a facebook post will provide
Week 11 Brain Vector Trials After that, it seems that the idea was lacking of the hybrid element, and not working that well with the hybrid of the designer's style and the tagline, so i developed another idea, to instead use these designers characteristics, and symbolise them in the form of their brains.
Artwork Progressions
Right after that i modify some of the photographs and the positioning of the brain
Media Platform Trial (Facebook, Youtube, and Interactive Poster)
Then after that was approved, i moved on to doing the layout on social media and tried placing the visuals correctly
After all of the trial and errors, finally this was the print version to the final layout, but for the interactive poster, after discussing with Mr .Vinod, he suggested that it was better to us direct mail instead of interactive poster, so there is a modification for the final
Final Submission
After all of that, this was the final outcome that i did, for the interactive poster, as i said before was modified to direct mail, to suit the idea also the effect of the platform to the target audience, it was designed to be given to those students who is on the verge of joining
|
Figure 28 . Final Facebook Artworks (400 x 434 px)
Figure 29 . Final Facebook Simulations (800 x 600px)
Figure 30 . Final Youtube Artworks (645 x 356 px)
Figure 31 . Final Youtube Simulations (1293 x 670 px)
Figure 32. Final Direct Mail Artworks (A5 148 x 210 mm)
Figure 33 . Final Direct Mail Simulations (A5 148 x 210 mm)
Figure 34 . Final Direct Mail Simulations (A4 210 x 297 mm)
Feedback
(Week 7)
(in response to sketches)
General feedback
Sketches : the divergent tagline could be a potential idea, yet divergent is not in the gen-Y hype anymore, in total there are about 4 ideas that could have potential still try to come up with a few new ideas, yet focus more on the ideas that have potential.
(Week 8)
(in response to sketches)
General feedback
Mr Vinod picked 2 major ideas for mockups, which includes the one item multipurpose concept and the different designers combined, he said to focus more on one idea, and make more sketches.
(Week 9)
(in response to the 2nd project)
General feedback
There is no timeline to for the campaign, also make the text into paragraph form, so that it will be more readable.
Specific Feedback
The final idea was to use the human element of the designers, by using their characteristics and specialty to describe hybrid designer, also to explore more on the visual as what is hybrid. and fix the tagline
(Week 10)
(in response to the 2nd project)
Specific Feedback
The visual is better, by using the brains of the designers to symbolize their best characteristics, and showing how the brain looks like a hybrid brain and not just a normal brain. although the tagline still needs to improve.
(Week 11)
(in response to the 2nd project)
Specific Feedback
The tagline needs some work, also the layouting of the visuals and also the typo treatment on it, especially for the facebook one. Also looking for bolder fonts and not just using any fonts and makin a white box behind it, also usage of the TDS logo must be well taught out.
(Week 12)
(in response to the 2nd project)
Specific Feedback
Logo Change to a reverse white over black, to be more readable. also make use of the available space as a chance for lay-outing.
Reflection
(Week 7)
Experience
This week we started to do project 2, which was about choosing our media as a platform for our Ads, i feel that this was a crucial step in the process, it was very hard to determine the platform that i wanted to use at first.
Observation
I observed that a lot of my friend were using guerrilla Ads as their media of choice, which made me doubting my own chosen media for the platform.
Findings
I found out that there was a lot of medias that i could choose from, because i started to research earlier, to get all the information, i also found out that my sketches were starting to narrow down, as Mr. Vinod started to show me to focused more on the sketches that work.
(Week 8)
Experience
This week, was submission of our 2nd project, which is very scary, also this week we are really narrowing down our choices for the sketches, where some of us narrow down 1 or 2 final ideas for what the main concept will be like.
Observation
I observed that i still had ideas for sketches even though its has come to a time where we all narrow down ideas and just focused on the ones that works.
Findings
I found out after doing a lot of research that guerrilla Ads are not really that good when it comes to promoting schools, and that it was more appropriate to use other mediums as media platforms.
(Week 9)
Experience
This week was really frustrating, because it got to a point where i was super sick and tired and what i was trying to do for all of the projects, just came out wrong, and it made me really stressed because when i'm that tired and sick, the more that i pushed, the more that i couldn't do work
Observation
I observed that when i'm sick, i couldn't focus that well on the projects that was given, also that i couldn't do it well, i could only do the projects that just needs doing and not thinking.
Findings
I found out that a lot of my classmates are also starting to get sick and also starting to stress a lot, because of the amount of work that is cramped, also with the remaining 3 weeks to finish, the pressure is surely on.
(Week 10)
Experience
This week was really tough, because after starting to do my Ad, one things was missing, which is the hybrid element, which made the idea not that interesting and good, without any twisted headline or visual, so i have to re do everything again and try to find that element
Observation
I observed that when i'm frustrated and confused, thats normally when an idea hits me and then i could continue on and try to finish my idea.
Findings
I found out that a lot of my classmates were also struggling with the same thing, where all of them were trying to get things done, some were redoing, also some were having troubles with their own ideas too
(Week 11)
Experience
This week i focused a lot on the tagline development for the Ads, also for the layout of it was a very tiring week, coming up to the end of this semester, my idea concept got accepted this week, but its still very confusing to find the right tagline.
Observation
I observed that i'm really bad at coming up with taglines, it was really difficult to find something catchy yet still can come across with the SMP
Findings
I found it very difficult to finish up the blog, because i really really really despise blogspot
(Week 12)
Experience
Its the end of the portfolio and project, this week started of with all of us rambling to finish our portfolio on time, and during submission, everyone was very quiet which makes it kind of scary to see Mr Vinod go trough each of our portfolios slowly, but overall its done and i'm really happy to have go trough these past 12 weeks
Observation
i observed i really need to sleep, after not sleeping for 2 days straight, and that i'm so thankful that the project at least the main part pf it is done
Findings
I found out that compiling and printing 200 pages worth of work is possible in 2 days, with a lot of effort and hard work put into it.
Overall this is the end of my project for this module, thank you for tuning in :)
References
http://www.azquotes.com/author/48357-Jessica_Walsh
https://www.youtube.com/watch?v=qvDk6fwprqc
https://www.youtube.com/watch?v=qvDk6fwprqc
google.com/Jessicawalshworks
google.com/paulrandworks
https://www.brainyquote.com/quotes/authors/p/paul_rand.html
google.com/paulrandworks
https://www.brainyquote.com/quotes/authors/p/paul_rand.html
google.com/miltonglaserworks
https://www.brainyquote.com/quotes/authors/m/milton_glaser.html
https://www.brainyquote.com/quotes/authors/m/milton_glaser.html
google.com/herblubalinworks
http://www.azquotes.com/author/44720-Herb_Lubalin
http://www.azquotes.com/author/44720-Herb_Lubalin
google.com/alexeybrodovitchworks
http://www.art-quotes.com/auth_search.php?authid=6371#.WUrgn4TR7Vo
http://www.art-quotes.com/auth_search.php?authid=6371#.WUrgn4TR7Vo
google.com/alvinlustigworks
https://eyeondesign.aiga.org/design-quote-alvin-lustig-i-make-solutions-to-problems-that-dont-exist/
google.com/alanflecther
http://www.art-quotes.com/auth_search.php?authid=3193#.WUri-oTR7Vo
Figure 1 google.com/famousgraphicdesigners
Figure 2 google.com/Jessicawalshworks and https://www.youtube.com/watch?v=qvDk6fwprqc
Figure 3
- google.com/paulrandworks
- https://www.brainyquote.com/quotes/authors/p/paul_rand.html
- google.com/miltonglaserworks
- https://www.brainyquote.com/quotes/authors/m/milton_glaser.html
- google.com/herblubalinworks
- http://www.azquotes.com/author/44720-Herb_Lubalin
Figure 4
- google.com/alexeybrodovitchworks
- http://www.art-quotes.com/auth_search.php?authid=6371#.WUrgn4TR7Vo
- google.com/alvinlustigworks
- https://eyeondesign.aiga.org/design-quote-alvin-lustig-i-make-solutions-to-problems-that-dont-exist/
- google.com/alanflecther
- http://www.art-quotes.com/auth_search.php?authid=3193#.WUri-oTR7Vo
Figure 5 google.com/brains
Figure 6-34 Personal Documentation