ADVERTISING: Week 06
3rd May 2016 (Week 6)
Gabriella Godeliva Adytanthio (0324170)
Advertising Principles & Practice
Practical Quiz
Lecture
(None)
Instructions
Practical quiz brief here
Research
During week 5, I made a mind map of Generation Y's tastes and what's popular in their time and age, hoping that using something familiar might establish a stronger connection with them.
In my opinion, music is a universal language that everybody understands regardless of what they speak. New generations create new music, and it just so happens that in accordance to the advancement of technology, the genre EDM (Electronic Dance Music) is born. EDM is a hit genre that young people enjoy in general.
It turns out that EDM isn't that new after all. There's this French musician duo who compose electronic music and was a huge, huge hit during the late 90's—they are still popular now, having composed the music for the movie Tron and winning a Grammy award for their album in 2013, Random Access Memory.
They're called Daft Punk.
One of their hits from 2001 are listed by NME (New Musical Express) in 2011 as #132 in the list of "150 Best Tracks of the Past 15 Years". That song is called "Harder, Better, Faster, Stronger", and that is a very catchy title, in my opinion. What made it even more popular was the fact that Kanye West used the song as a sample in his own song, "Stronger". PENTATONIX, a popular a capella group, covered a medley of Daft Punk's hits on YouTube, including "Harder, Better, Faster, Stronger", and the recording is very popular among the fans.
Based on that, I made an advertisement that features a twisted headline.
I think the song title fits perfectly with the sex theme, especially the words "faster" and "stronger", which can be interpreted to have another more sexual meaning to it. If it's thinner, then it becomes better, faster, and stronger is basically what I'm trying to say. The background is a bed with sheets strewn all over, indicating that there's been some action going on there (as opposed to a tidy bed). The condom package was placed in such a way as if it's part of the setting, like it's sitting there, ready to be used, instead of placing it standing up straight.
As for the more typographical part, I'm not so confident with my skills... especially with the leading. However, the typeface and kerning were made as such to portray the friendly curves (instead of the professional and bold square shape) and the intimacy of which the situation is set in.
Progress
Because of the Daft Punk influence, my weekly 10 sketches has suddenly taken a turn towards music, or so it seems. The bad puns are still there.
Feedback
General Feedback
Specific Feedback
(PowerPoint presentation, written feedback)
Experience
Aside from assignments, my involvement in a side project and my own personal one has lead me to sleep really late at night (which I'm not used to) and made me feel really tired. Health-wise I think I can still hold out a bit, but I feel like I'm hitting some sort of block in my mind because of this tiredness.
The PowerPoint assignment is definitely a new and challenging experience. I can't say I'm pleased with what I came up with, but some people say making mistakes is the best way to learn, and I can testify that it's a very true statement.
Observation
I notice that I'm borderline over-exerting myself this past week, but I've never done anything about it. Miraculously I haven't gone down with any kind of sickness (praise the Lord), but I find it very dangerous if I keep this up for a long time. One of my friends called me a workaholic, and although it was said in a humorous situation, there is some kind of truth to it. I also notice that I lack the ability to decide wisely and sometimes (or is it every time? I don't know) just 'go with the flow' when doing an assignment—it's not necessarily a bad thing, but in some types of projects it is not a good choice to do so, and Project 2 is one of these projects.
Findings
I don't know if I am a workaholic, but regardless, I need to rest. Unfortunately there is no time for such thing, so the most I can do to 'stay on top of the game' is to wisely manage my time.
I learned a lot after our lecturer gave us feedback about the PowerPoint presentation. The subject is now much clearer to me compared to when I first started doing the project, and I hope that I can apply this new-found knowledge in future works. I think that no matter how well I did in the project, the important thing is that I've learned the things that I should fix.
My book this week is called Creative Advertising: An Introduction. It's a really interesting book. One section of this book discusses the aspects of art direction in advertising.
References
When and why Daft Punk became so famous in EDM scene? - Quora. (2016). Quora.com. Retrieved 3 May 2016, from https://www.quora.com/When-and-why-Daft-Punk-became-so-famous-in-EDM-scene
Harder, Better, Faster, Stronger. (2016). Wikipedia. Retrieved 3 May 2016, from https://en.wikipedia.org/wiki/Harder,_Better,_Faster,_Stronger
Daft Punk. (2016). Wikipedia. Retrieved 3 May 2016, from https://en.wikipedia.org/wiki/Daft_Punk
Sorrentino, M. Creative advertising.
Picture credits
Figure 1 ~ Figure 4
Personal documentation
Figure 5 — Creative Advertising: An Introduction
http://www.vam.ac.uk/b/sites/default/files/styles/vam_colorbox/public/villa/submissions/creative_ad_billie_jean.jpg?itok=HBTj4DJz
Gabriella Godeliva Adytanthio (0324170)
Advertising Principles & Practice
Practical Quiz
Lecture
(None)
Instructions
Practical quiz brief here
Project: Your favorite Local Food.
Learning Objectives:
- Understand the various ways in which your idea/execution can be perceived when uploaded to the Internet, which is a global medium.
- Develop, plan and produce a presentation appropriate for the media selected.
Instructions:
Create a thirty seconds to a minute documentation of your favorite local food, who you are? what the food is called, where you get it, why you enjoy it. Upload the presentation onto your lecturer’s YouTube channel. This piece is for a larger project called "what an average 20 year old eats in Atlanta/Kuala Lumpur"
Deadline: May 8th Midnight.
Submission: Upload your video to your Google drive, place the link in your ePortfolio. Ensure its in a YouTube friendly format. Your lecturer will download it and upload it to the relevant channel.
Video submission
Click here for .mov format
Click here for .mp4 format
Video submission
Click here for .mov format
Click here for .mp4 format
Research
 |
| Figure 1— Generation Y mindmap |
In my opinion, music is a universal language that everybody understands regardless of what they speak. New generations create new music, and it just so happens that in accordance to the advancement of technology, the genre EDM (Electronic Dance Music) is born. EDM is a hit genre that young people enjoy in general.
It turns out that EDM isn't that new after all. There's this French musician duo who compose electronic music and was a huge, huge hit during the late 90's—they are still popular now, having composed the music for the movie Tron and winning a Grammy award for their album in 2013, Random Access Memory.
They're called Daft Punk.
One of their hits from 2001 are listed by NME (New Musical Express) in 2011 as #132 in the list of "150 Best Tracks of the Past 15 Years". That song is called "Harder, Better, Faster, Stronger", and that is a very catchy title, in my opinion. What made it even more popular was the fact that Kanye West used the song as a sample in his own song, "Stronger". PENTATONIX, a popular a capella group, covered a medley of Daft Punk's hits on YouTube, including "Harder, Better, Faster, Stronger", and the recording is very popular among the fans.
Based on that, I made an advertisement that features a twisted headline.
 |
| Figure 2— Practical quiz final result, quarter page ad |
As for the more typographical part, I'm not so confident with my skills... especially with the leading. However, the typeface and kerning were made as such to portray the friendly curves (instead of the professional and bold square shape) and the intimacy of which the situation is set in.
Progress
Because of the Daft Punk influence, my weekly 10 sketches has suddenly taken a turn towards music, or so it seems. The bad puns are still there.
 |
| Figure 3 — Weekly 10 sketches |
Feedback
General Feedback
- Overall lack of synthesizing (stitching together points into a narrative, cohesive form that is easier to digest)
- Introduction is equally important because people decide to read or not to read upon reading the intro. Alongside the what, why, and how you do something, there must also be a brief conclusion that serves to intrigue readers
- Clear navigation is needed to avoid confusion
- Don't just present the facts that have been dug up and let the readers conclude; you must conclude it for the readers
- Mere presentation of facts leads to fragmentation of information, though this can also be caused by layouts and other visual aspects (fonts, colors, uppercase, lowercase, etc.)
- ...which leads to the usage of typography to show hierarchy of information
- Manufacturer not updated (from Takaso to O&C)
- The reader is always stupid
- Don't make the reader assume
- Control the amount of text in a slide
Specific Feedback
Gabriella, maybe thinner, better, longer and stronger. Longer instead of faster? We talk more about it in Friday.
 |
| Figure 4 — Practical quiz final result, quarter page ad Updated version |
(PowerPoint presentation, written feedback)
Your insights were factual in nature. There was a lack of narrative approach in the presentation, nevertheless it was informative, but fragmented in terms of reading experience. In the conclusion the results were segregated according to the area analyzes instead of a synthesis, hence no recommendations.(Quiz print-out)
- Bedsheets in the background should be clearer
- There are two focus points that are clashing with each other: the condom at the bottom right and the text at the top left
- Maybe spread the words from the left to the right of the page?
Experience
Aside from assignments, my involvement in a side project and my own personal one has lead me to sleep really late at night (which I'm not used to) and made me feel really tired. Health-wise I think I can still hold out a bit, but I feel like I'm hitting some sort of block in my mind because of this tiredness.
The PowerPoint assignment is definitely a new and challenging experience. I can't say I'm pleased with what I came up with, but some people say making mistakes is the best way to learn, and I can testify that it's a very true statement.
Observation
I notice that I'm borderline over-exerting myself this past week, but I've never done anything about it. Miraculously I haven't gone down with any kind of sickness (praise the Lord), but I find it very dangerous if I keep this up for a long time. One of my friends called me a workaholic, and although it was said in a humorous situation, there is some kind of truth to it. I also notice that I lack the ability to decide wisely and sometimes (or is it every time? I don't know) just 'go with the flow' when doing an assignment—it's not necessarily a bad thing, but in some types of projects it is not a good choice to do so, and Project 2 is one of these projects.
Findings
I don't know if I am a workaholic, but regardless, I need to rest. Unfortunately there is no time for such thing, so the most I can do to 'stay on top of the game' is to wisely manage my time.
I learned a lot after our lecturer gave us feedback about the PowerPoint presentation. The subject is now much clearer to me compared to when I first started doing the project, and I hope that I can apply this new-found knowledge in future works. I think that no matter how well I did in the project, the important thing is that I've learned the things that I should fix.
"Experience is the teacher of all things." —Julius Caesar
Figure 5 — Creative Advertising: An Introduction
by Miriam Sorrentino
My book this week is called Creative Advertising: An Introduction. It's a really interesting book. One section of this book discusses the aspects of art direction in advertising.
What can be done to make this ad better?
- Reduction, removing all extraneous information; think "how many visual elements can I remove while allowing the ad to say the same thing?"
To learn to art direct an editing task is good. Take an ad in its current form and start removing things until you get to the critical point whereby everything superfluous has been taken away and if you take away one more thing it won't make sense. — Justin Tindall, Group Executive Creative Director, Leo Burnett London
Design principles include color theory, image choice, and composition.
- Exaggeration, magnifying the most important part of the image; think "how can I highlight the aspect that I want people to focus on?"
- Design principles, organizing the various visual elements to best tell the story; think "how can I direct people's attention through this advert?"
How do you choose between photography and illustration?
Warm colors are lively and tend to come to the foreground. Cool colors are calming and tend to create background.
Simply changing the saturation or tint of a color can change the feel of an image completely. Culturally, the meanings of certain colors as signs varies.
Drawn or composed imagery gives you greater flexibility and can create a surreal feel more than a real image captured on camera or film. It can be as extreme as you like, though that is also its downfall—to many it does not feel real enough.Basically, an art director's job is to consider how the way images communicate meanings, and then make the choice based on what kind of method is best to do so.
References
When and why Daft Punk became so famous in EDM scene? - Quora. (2016). Quora.com. Retrieved 3 May 2016, from https://www.quora.com/When-and-why-Daft-Punk-became-so-famous-in-EDM-scene
Harder, Better, Faster, Stronger. (2016). Wikipedia. Retrieved 3 May 2016, from https://en.wikipedia.org/wiki/Harder,_Better,_Faster,_Stronger
Daft Punk. (2016). Wikipedia. Retrieved 3 May 2016, from https://en.wikipedia.org/wiki/Daft_Punk
Sorrentino, M. Creative advertising.
Picture credits
Figure 1 ~ Figure 4
Personal documentation
Figure 5 — Creative Advertising: An Introduction
http://www.vam.ac.uk/b/sites/default/files/styles/vam_colorbox/public/villa/submissions/creative_ad_billie_jean.jpg?itok=HBTj4DJz