ADVERTISING: Week 10
7th June 2016 (Week 10)
Gabriella Godeliva Adytanthio (0324170)
Advertising Principles & Practice
Project 4: Art Direction
Lecture
None
Instructions
Project 4
Research
Progress
Same layout different typography, with a drop shadow added for the condom:
The typefaces are bold, heavy, and attention-attracting—this is further supported by the large size of the text. However, it kind of looks like it's somewhat 'plain', with no character. With Mr. Vinod's suggestion, I changed the typeface to Calcite Pro.
I like how the typeface has some sort of edge to it now, and as Mr. Vinod mentioned, the huge amount of white space would work well on a press ad because it attracts the eyes. However, if I were to go along with this style I would have to maintain the white space in all my ads, including the web ones.
What's interesting in these ads are they are very copy heavy, and the audience is not guaranteed to read the whole thing. And it's not like the copy is an interesting one—it is plainly advertising the product/service as whatever it is with no riddles. I think my series of ads would do well even on web because the headline is relatively short and it's not explicitly selling the condoms.
Reflection
Experience
Observation
The comic panels above are explanation enough. I need to get up and freaking run away. Who even plays with a butterfly! I am no Disney Princess!
Findings
You know what would be great? If I can find out the meaning of the title of this book.
Anyway! This book has some very interesting things, and today I'm going to post some unusual media in advertising, mostly in guerrilla advertising. Get ready to be weirded out.
References
Himpe, T. (2008). Advertising is dead - long live advertising!. London: Thames & Hudson.
Picture credits
Figure 1 ~ 2
Personal documentation
Figure 3 ~ 4 — Example of YouTube ads
YouTube
Figure 5 — Me right now
https://s-media-cache-ak0.pinimg.com/236x/2b/3f/d7/2b3fd7585d4789ad9f5660f1f7418f34.jpg
Figure 6 — Advertising is Dead: Long Live Advertising!. (2016). Retrieved from http://ecx.images-amazon.com/images/I/51YoqZt3kpL._SX258_BO1,204,203,200_.jpg
Gabriella Godeliva Adytanthio (0324170)
Advertising Principles & Practice
Project 4: Art Direction
Lecture
None
Instructions
Project 4
The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
5 Weeks (Briefing on Week 8)
Deadline
Week 13 (20 Jun 2016)
Description
The student now has the task of developing an Advertising Campaign – a total of 5 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 2), the ideas developed (Project 1), and the determined media strategy (Project 3), 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 part 2 of the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted ad. campaign, taking into consideration the target audience, media and the socio-cultural factors.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y
Requirements
The student must document their progress in their eportfolio and the A3 hardcopy portfolio. The final results must be printed out for the A3 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
- All gathered information (failures, successes, epiphanies, sketches, visual research, etc.) documented chronologically in the A3 Clear Sheet folder. The works must be labelled and dated.
- All gathered information (failures, successes, epiphanies, sketches, visual research, screen grabs, websites, images, etc.) documented chronologically in the eportfolio for every week, for the duration of the project.
- A3 print outs of the individual ads from the campaign and simulated print outs of what it would look like in its actual setting.
Objectives
- To develop students ability to ideate effectively.
- To develop students ability to synthesise knowledge.
- To develop students ability to gain and utilise insight for effective advertising
- To develop students ability to create and execute an effective ad. message.
- To develop students ability to determine a media mix based on analysis.
Research
Progress
Same layout different typography, with a drop shadow added for the condom:
 |
| Figure 1 — Variations |
The typefaces are bold, heavy, and attention-attracting—this is further supported by the large size of the text. However, it kind of looks like it's somewhat 'plain', with no character. With Mr. Vinod's suggestion, I changed the typeface to Calcite Pro.
 |
| Figure 2 — As suggested by Mr. Vinod |
I like how the typeface has some sort of edge to it now, and as Mr. Vinod mentioned, the huge amount of white space would work well on a press ad because it attracts the eyes. However, if I were to go along with this style I would have to maintain the white space in all my ads, including the web ones.
 |
| Figure 3 — Example of YouTube ads |
 |
| Figure 4 — Example of YouTube ads |
What's interesting in these ads are they are very copy heavy, and the audience is not guaranteed to read the whole thing. And it's not like the copy is an interesting one—it is plainly advertising the product/service as whatever it is with no riddles. I think my series of ads would do well even on web because the headline is relatively short and it's not explicitly selling the condoms.
Reflection
Experience
 |
| Figure 5 — Me right now |
The comic panels above are explanation enough. I need to get up and freaking run away. Who even plays with a butterfly! I am no Disney Princess!
Findings
 |
| Figure 6 — Advertising is Dead Long Live Advertising |
You know what would be great? If I can find out the meaning of the title of this book.
Anyway! This book has some very interesting things, and today I'm going to post some unusual media in advertising, mostly in guerrilla advertising. Get ready to be weirded out.
- Dog poop. Uh-huh, you didn't read it wrong. I'm not going to share the picture. Hans Brinker Budget Hotel planted small flags in dog dirt to underline its lousy yet cheap offer. The flag says: "Now even more of this at our main entrance". Yuck. But you've got to give it to them for acknowledging their position in the market as a lousy but cheap hotel.
- Women's butts. Bare butts, if I may add. A popular men's magazine, FHM, tattoed 20 girls on UK beaches with the slogan "FHM approved!". It sure does attract attention, and it probably does okay in the UK. Now imagine the same thing being done in Malaysia.
- Leaves. On a maple leaf was stenciled the words, in white, "Winter's Coming. Help Afghan children now. www.unicef.org.uk". To inform people about the arrival of the perilous Afghan winter and its disastrous consequences for Afghan children, over 5.000 leaves peppered on the ground in central London at bus stops, tube stations and on pavements, The leaves urged the public to act promptly and donate money to Unicef. Being biodegradable, the leaves avoided any problems of litter. The outcome? It costed less than £500, generated over £180.000 of free editorial coverage, raised £1.9 million for Afghan refugees. We all know that advertising, if used properly, can be effective. Let's not forget that we (as future advertisers? Or just the advertising industry in general) can choose to use advertising as a tool for the good of humanity.
- Zebra cross. Or pedestrian crossing or whatever you call it here—it's the black and white thing on the road for you to walk on when the car stops. Trompe l'oeils turned the white stripes into the appearance of bodies wrapped in white sheets, and they were positioned at major intersections throughout several European cities on the day of the annual Europe Road Safety Conference. The copy says: "Every year, 7.000 pedestrians are killed throughout Europe. Think about it when you're driving."
References
Himpe, T. (2008). Advertising is dead - long live advertising!. London: Thames & Hudson.
Picture credits
Figure 1 ~ 2
Personal documentation
Figure 3 ~ 4 — Example of YouTube ads
YouTube
Figure 5 — Me right now
https://s-media-cache-ak0.pinimg.com/236x/2b/3f/d7/2b3fd7585d4789ad9f5660f1f7418f34.jpg
Figure 6 — Advertising is Dead: Long Live Advertising!. (2016). Retrieved from http://ecx.images-amazon.com/images/I/51YoqZt3kpL._SX258_BO1,204,203,200_.jpg