Week 1 - Week 3 Advertising Principles and Practice - Project 1
27/03/2018 - 13/04/2018
Wynne Pankusya (0333258)
Advertising Principles and Practices
Insight
Lecture Notes
Week 1
27/03/2018
No lecture.
Module was briefed for idea sketches (exercise) and project 1. We are ought to choose the desired brand/product in which their SMP (Single Minded Proposition) or USP (Unique Selling Point) can be identified. We have to develop 10 clear, clean and concise sketches for the exercise and find the insight for project 1. Ideas for the sketches will not be limited. We can be creative as we want. If we can implement 'product proposition (SMP/USP)' with 'something unrelated', it would result a creative idea. Not to mention brainstorming with mind map to help us with idea generation.
30/03/2018
Before we start exploring with advertising, we should know why we are learning advertising. Advertising came from the word Advertere. Ad means toward and Vertere means turn to. Meaning that Advertere means to turn toward or calling attention towards something.
The meaning is that advertising is supposed to make an aware, to persuade, communicate, or create and image (something you can relate to/ customer perspective) or a brand. Advertising can be used for product, service, organisation, or a person at a price. The American Marketing Association, defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor."Advertising is a tool of marketing, marketing is a tool of business"
Principles are basically commonly acceptable practices or fundamental building blocks of discipline. William Bernbach is one of the three founders of the advertising agency Doyle Dane Bernbach or better know as DDB ® (famously known for the memorable VW beetle and Polaroid advertising campaign.
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| Fig 1.1 VW Beetle advertising campaign by DDB® |
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| Fig 1.2 Polaroid advertising campaign by DDB® |
William Bernbach came up with 10 principles which was found to be acceptable in advertising:
1. Go to the essence of the product and state the product's essence (must be tangibly and memorably).
A statement must be created in order to be kept in customers' mind.
2. Make your product an actor
It may difficult to do but it's a provocative way that sells the product and it will be always be remembered.
3. Art and copy must be integrated
Conceived and develop as a unit.
4. Have vitality and personality
Emotionally enriching and extreme.
5. Employ a gimmick
Controversial, but it's a trick or device to grab attention
6. Tell the truth
People will trust you. If you lose it, you'll lose customer. But truth is seen differently by different people which means that we should also understand how the people thinks and understands.
7. Be relevant
Have a relevant advertisement which represent your product.
8. Be simple
Not simple-minded, but single-minded and relatable.
9. Safe Idea can kill you
If it's done before, your competition will be ready for it. Make something you also haven't seen before. Make noise, be loud and brave.
10. Stand out
If you advertisement is not being noticed. Everything is wasted
Forum
30/03/2018
Forum
30/03/2018
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| Fig 1.3 Questions |
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| Fig 1.4 Answers |
Week 2
06/04/2018
No lecture.
Week 3
10/04/2018
This lecture talks about advertising and marketing. Advertising identify and anticipate customer desire and consists announcements and persuasive messages. Basically, marketing is about buy and trade. Marketing is to create, communicate, delivering, and exchanging offerings. Advertising is a part of marketing and marketing is a part of business.
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| Fig 1.5 Marketing encompasses advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy and community involvement. |
1. Identification, selection, and development of a product
2. Determination of its price
3. Selection of a distribution channel to reach the customer's place
4. Development and implementation of a promotional strategy
Advertising helps marketing to strategize an effective means of communication that reflects or builds the product, service or company's proposition, its values and image. Marketing is about developing a demand for a product and satisfy the customer while advertising used to communicate convincingly to this customer that this should be his/her choice among the range of products available.
13/04/2018
This lecture talks about creative and effective advertising message for a specific target audience. How many second we take time to spend on a print advertisement before moving on ? They need to be able to relate and advertisement must be attracting but still relatable which is hard and more research should be done. Creativity can be validated by other people.
Creativity is the use of imagination or original ideas to create something. Creativity is madness. Being creative is not just an imagination, but turning new and imaginative ideas into reality. Robert E. Franken (1993) wrote three reasons of why people are motivated to be creative :
1. Need for novel, varied, and complex stimulation
2. Need to communicate ideas and values
3. Need to solve problems
I have a friend who says "I create because I can't help myself".To view things in a new way from different perspective will help you becoming creative. You'll need to be able to generate new possibilities or new alternatives. The ability itself to generate alternatives or to see things uniquely does not occur by change; it's linked to other, more fundamental qualities of thinking like flexibility, tolerance of ambiguity or unpredictability, and enjoyment of things.
How creativity take parts on advertising? Drewniany & Jewler (2014) suggest that creativity in the context of advertising requires creative ads to:
1. Make a relevant connection between brand and its target audience
Let your customer know you better. Trust is needed from them and if they connect with you and have something in common with you, they will give you vast permission to sell them things and make them happy.
2. Present a selling idea
Selling idea can be rational, emotional, or a combination of both in the method. Emotional selling points are usually more powerful than rational ones.
3. Be unexpected
Creative advertisement should be unexpected. You'll have to stop doing usual ideas, notions or visuals. By looking deeply into an unexpected ads and find the meaning, the curiosity turns into a 'smile in mind'
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| Fig 1.6 Example of advertisement with unexpected visuals. |
The main verbal message is called the line or headline. Headline because back in the day these lines used to be positioned on top of the ad, this isn’t the case today. The main visual message is called the visual or the image. Line and visual should express the advertising message and to embrace the meaning further and create greater meaning.
An effective advertising message should understands the customer. The way you can do is to do a market segmentation which means developing products to meet the needs and wants of a particular market segment. Market segmentation consists of:
1. Behaviouristic segmentation : habit patterns (repetitive behaviour)
2. Geographic segmentation : based on location
3. Demographic segmentation : segmentation of age/gender/religion
4. Psychographic segmentation : in personality/character
Effective advertising should be relevant with the audience and needs to be unexpected. Understanding the audience through consumer market segmentation will help you identify and reach them by meaningful by advertising message.
Forum
13/04/2018
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| Fig 1.7 Questions |
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| Fig 1.8 Answers |
Instructions
Project 1
Project 1 (Week 1 - Week 3) Individual Work (Insight)
Requirements:
- Research (brands and products insight, Gen Y insight, and Competitors insight)
- Presentation slides
(Week 1-Week 3)
After we chose the brand or product that we wanted for advertising, we have to conduct a research. I'm going with The Design School @ Taylor's University
Brand and Product Insight
Primary research :
1. PowerPoint presentation given by Melody Khoo from the TDS Marketing Department
These are some informations that I used for the slides :
Programmes:
- Presentation slides
(Week 1-Week 3)
After we chose the brand or product that we wanted for advertising, we have to conduct a research. I'm going with The Design School @ Taylor's University
Brand and Product Insight
Primary research :
1. PowerPoint presentation given by Melody Khoo from the TDS Marketing Department
These are some informations that I used for the slides :
Programmes:
Foundation
Foundation in Design (1 year)
Fundamental understanding of the various fields in Design
Foundation in Arts (1 year)
Diploma
Diploma in Interior Design (3 years)
Degree
Bachelor of Arts (Hons) Interior Architecture (3.5 years) Fully accredited by LAM.
Bachelor of Design (Hons) in Creative Media (3 years) (previously Graphic Communication Design and Interactive Multimedia Design)
Fundamental understanding of the various fields in Design
Foundation in Arts (1 year)
Diploma
Diploma in Interior Design (3 years)
Degree
Bachelor of Arts (Hons) Interior Architecture (3.5 years) Fully accredited by LAM.
Bachelor of Design (Hons) in Creative Media (3 years) (previously Graphic Communication Design and Interactive Multimedia Design)
Industry Exposure :
Students participate in Local & International Design Showcase & Competitions
Industry collaborations, Industrial Attachments, CSR projects
Students showcase their projects via Graduate Showcase event
Wide Artistic Influence :
Lecture Series, Professional Exhibitions, International Workshops
Students participate in Local & International Design Showcase & Competitions
Industry collaborations, Industrial Attachments, CSR projects
Students showcase their projects via Graduate Showcase event
Wide Artistic Influence :
Lecture Series, Professional Exhibitions, International Workshops
Internationalisation :
Activity Week, Asian Cultural Exchange, Field Trips, Site Visits
Activity Week, Asian Cultural Exchange, Field Trips, Site Visits
QS World University Ranking 2017: #1 Private University for Art & Design in Malaysia
Facilities: Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)
Facilities: Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)
Benefits :
a. Graduate from a reputable Design School.
b. Cultivate design thinking skills to provide innovative design solutions through a shared experience.
Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, International Workshops, Graduate Showcase
c. Comprehensive education which covers cultural, scientific and technological needs of society. Explore how design is applied in design and non-design context.
d. Multidisciplinary exposure to give our students an edge in creative and critical thinking skills.
Industries are now combining art with science and tech to bring new way of thinking. Reform-minded education experts want to include Art to make STEAM to unleash the creativity component in people.
e. Widened perspective via artistic influences from various countries & cultures.
f. Hands-on learning: Real projects with the industry and industrial attachments.
Various facilities to facilitate design thinking and knowledge exchange.
Discriminator/USP
Facilitating Design Thinking
a. Design as a Shared Experience: Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, Graduate Showcase, International Workshops
b. The Exposure: Activity Week, Asian Cultural Exchange, Field Trips, Site Visits
c. Hands-on: Industry collaborations, Industrial Attachments, CSR projects
d. Facilities: Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)
Target
Competitors SMP/USP
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| Fig 2.1 Competitors are The One Academy and Lim Kok Wing University source : TDS marketing team |
Discriminator/USP
Facilitating Design Thinking
a. Design as a Shared Experience: Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, Graduate Showcase, International Workshops
b. The Exposure: Activity Week, Asian Cultural Exchange, Field Trips, Site Visits
c. Hands-on: Industry collaborations, Industrial Attachments, CSR projects
d. Facilities: Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)
Target
Students:
Demographics:
Majority 15-19 years
Average HHI RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Media consumption:
Often listen to radio
When I need info, the first place I look is the Internet
While watching TV, I search the internet for product advertised
I tend to be influenced by comments / reviews posted online
Demographics:
Majority 15-19 years
Average HHI RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Media consumption:
Often listen to radio
When I need info, the first place I look is the Internet
While watching TV, I search the internet for product advertised
I tend to be influenced by comments / reviews posted online
Demographics:
Majority 40-54 years
Average HHI RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Psychographics:
I will pay more to get a luxury brand
I always buy brands my children prefer
Media Consumption:
I tend to be influenced by comments / reviews posted online
The internet allows me better understanding of the product / brand
2. Interview with Ernesto Carlos Pujazon Patron (Deputy Dean, The Design School)
d. Who do you think is TDS’ main competitor?
It depends on the programme. For Interior Architecture, UCSI is quite strong. As for Graphic Design or Multimedia, I think it is First City UC (KBU). I don’t consider The One Academy as our main competitor because they target a different market. They mainly target the Chinese market, but other schools like Limkokwing and First City target a more diverse market that consists of locals and international students like TDS.
e. What makes TDS stand out from the competitors?
From a design school point of view, it is our students’ works- the way the work is done and developed. From a marketing point of view, Taylor’s University has a very nice campus and facilities. We also have special departments that handle counselling and student activities.
f. As a designer, how do you feel about the TDS advertisements?
The ones on the billboards are horrible. They’re not what I would notice. So far, the TDS ads are very boring, typical and standard.
g. How can they be improved?
Billboards have to be attractive in terms of design and must communicate the product well.
h. Are there any external factors affecting TDS that are beyond our control?
One of them is the price. It’s not really a negative point, but it’s something we need to consider because parents are quite cautious in spending money on education. We also have to consider the economic situation nowadays.
i. What motivates TDS to strive further?
Gen Y psychographic
Connection
Gen Y kids are more optimistic and more socially conscious, craving constant communication and connection with their peer which leads them to use social media.
I will pay more to get a luxury brand
I always buy brands my children prefer
Media Consumption:
I tend to be influenced by comments / reviews posted online
The internet allows me better understanding of the product / brand
2. Interview with Ernesto Carlos Pujazon Patron (Deputy Dean, The Design School)
a. Who is the target audience of TDS?
Foundation: SPM-leavers (17-19 years old)
Degrees: 18-19 years old
Foundation: SPM-leavers (17-19 years old)
Degrees: 18-19 years old
b. What is the demographics of students who enrol in TDS?
Malaysians: 80%
International students: 20%
Mostly girls across all programmes
c. How do you reach your target audience?
Through the marketing department. Internationally, the marketing department works with agencies who promote TDS and help recruit students. Locally, there are regional marketing departments that target different regions of Malaysia, for example the southern region which includes Johor.
Malaysians: 80%
International students: 20%
Mostly girls across all programmes
c. How do you reach your target audience?
Through the marketing department. Internationally, the marketing department works with agencies who promote TDS and help recruit students. Locally, there are regional marketing departments that target different regions of Malaysia, for example the southern region which includes Johor.
d. Who do you think is TDS’ main competitor?
It depends on the programme. For Interior Architecture, UCSI is quite strong. As for Graphic Design or Multimedia, I think it is First City UC (KBU). I don’t consider The One Academy as our main competitor because they target a different market. They mainly target the Chinese market, but other schools like Limkokwing and First City target a more diverse market that consists of locals and international students like TDS.
e. What makes TDS stand out from the competitors?
From a design school point of view, it is our students’ works- the way the work is done and developed. From a marketing point of view, Taylor’s University has a very nice campus and facilities. We also have special departments that handle counselling and student activities.
f. As a designer, how do you feel about the TDS advertisements?
The ones on the billboards are horrible. They’re not what I would notice. So far, the TDS ads are very boring, typical and standard.
g. How can they be improved?
Billboards have to be attractive in terms of design and must communicate the product well.
h. Are there any external factors affecting TDS that are beyond our control?
One of them is the price. It’s not really a negative point, but it’s something we need to consider because parents are quite cautious in spending money on education. We also have to consider the economic situation nowadays.
i. What motivates TDS to strive further?
The students’ creativity. For us, it’s very important to push them to the limits and see how they perform in order to make them strong. It’s also important to work with the community and encourage them to communicate with the community. Ultimately, it is to prepare the students to reach their own ambitions and future.
3. Survey done by The Design School's students
All the answers are written manually by the students. I create the percentages of the most similar answers together.
Secondary Research :
1. Leaflets
It's a printed form of The Design School informations which includes all the facilities, testimonials, fees and awards for TDS. Very informative and up to date regarding on how they included the latest program.
2. Posters
Posters of The Design School’s programs with artworks are sticked on glass wall of admission office in Taylor’s. A good way to showcase the artwork and attract people but it is outdated and need to be revamped.
3. Survey done by The Design School's students
All the answers are written manually by the students. I create the percentages of the most similar answers together.
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| Fig 2.3 Questions and answers |
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| Fig 2.4 Questions and answers |
Secondary Research :
1. Leaflets
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| Fig 2.5 The Design School leaflet |
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| Fig 2.6 Some pages inside |
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| Fig 2.7 They also included more detailed informations for each major |
It's a printed form of The Design School informations which includes all the facilities, testimonials, fees and awards for TDS. Very informative and up to date regarding on how they included the latest program.
2. Posters
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| Fig 2.8 Posters |
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| Fig 2.9 Posters |
Posters of The Design School’s programs with artworks are sticked on glass wall of admission office in Taylor’s. A good way to showcase the artwork and attract people but it is outdated and need to be revamped.
3. Website
Informative and easy to navigate. Every faculties have the same layout for the website thus there’s nothing special about it. Informations are well written and easy to understand. The website looks fine and not dead.
4. Advertisements
Good in terms of showing testimonials to prove their quality. But lack of creativity of advertising. There are no create ideas between the advertisements.
Generation Y are the generation of people that are born during 1980s or early 1900s. They are also can be called as millenials or echo boomers. They are the continued generation after Generation X. They were faced by technology in their youth which make them prone to use media in everyday life. They are very tech savvy, ambitious, communicator, family oriented and like to be loved. They are also flexible and sophisticated.
Gen Y in Malaysia tend to be the largest population of consumers and have a high level of spending power. They use internet as their main information-gathering and communication. Their financial planning is lacking and tend to be “living in the moment”.
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| Fig 2.10 Website main page for The Design School source: https://university.taylors.edu.my/design |
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| Fig 2.11 Informations navigation for TDS source : https://university.taylors.edu.my/design |
Informative and easy to navigate. Every faculties have the same layout for the website thus there’s nothing special about it. Informations are well written and easy to understand. The website looks fine and not dead.
4. Advertisements
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| Fig 2.12 Advertisements source : TDS marketing team |
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| Fig 2.13 Advertisements source : TDS marketing team |
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| Fig 2.14 Advertisements source : TDS marketing team |
Good in terms of showing testimonials to prove their quality. But lack of creativity of advertising. There are no create ideas between the advertisements.
SWOT Analysis
After the researches, I came out with the SWOT for The Design School @ Taylor's University
Target Audience Insight
After the researches, I came out with the SWOT for The Design School @ Taylor's University
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| Fig 2.15 USP/SMP of The Design School @ Taylor's University |
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| Fig 2.16 SWOT Analysis |
Target Audience Insight
Definition of Generation Y
Malaysian Gen Y definition
Gen Y behaviouristic
1. Tech/Web savvy
2. Family oriented
3. Ambitious
4. Team player
5. Communicators
6. Like to be loved
7. Achievement oriented
8. Prone to job-hopping
Gen Y demographic
2. Family oriented
3. Ambitious
4. Team player
5. Communicators
6. Like to be loved
7. Achievement oriented
8. Prone to job-hopping
Gen Y demographic
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Gen Y geographic
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| Fig 3.2 On the geographic statistic based on the states, most of the population is located in Selangor. Which is where the city is located. (2016) source : http://www.smecorp.gov.my/index.php/en/policies/2015-12-21-09-09-49/sme-statistics |
Gen Y psychographic
Connection
Gen Y kids are more optimistic and more socially conscious, craving constant communication and connection with their peer which leads them to use social media.
Values
They value diversity and equality and tend to be more confident and socially aware.
Personality
This generation values individuality, as long as they’re still considered part of the group. Unlike some of their Baby Boomer parents, they’re particularly unwilling to trade in their values for their image, and being seen as ‘fake’ is generally much worse than being considered uncool.
Lifestyle
Contrary to popular belief, research suggests that Gen Ys tend to lead a relatively quiet life hanging out with friends, listening to music, and watching the so-called dying medium of TV.They also value convenience, as exemplified by the popularity of sites such as Amazon and eBay that make shopping as easy as the click of a button.
They value diversity and equality and tend to be more confident and socially aware.
Personality
This generation values individuality, as long as they’re still considered part of the group. Unlike some of their Baby Boomer parents, they’re particularly unwilling to trade in their values for their image, and being seen as ‘fake’ is generally much worse than being considered uncool.
Lifestyle
Contrary to popular belief, research suggests that Gen Ys tend to lead a relatively quiet life hanging out with friends, listening to music, and watching the so-called dying medium of TV.They also value convenience, as exemplified by the popularity of sites such as Amazon and eBay that make shopping as easy as the click of a button.
(Dis)Trust
Perhaps unsurprisingly, this group are generally very distrustful of mainstream media, and cautious of their personal safety.
Competitors Insight
The One Academy
SWOT and Primary Research
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| Fig 4.1 The One Academy |
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| Fig 4.2 SWOT analysis |
The One Academy is a MQA-accredited college with MSC-status, carrying formal affiliations with reputable design universities and colleges worldwide. The One Academy's 'Masters Train Masters' teaching philosophy that provides 'Just World Class Results' has enabled students to experience heightened evolution in concept development and creativity.
Vision
A higher education centre in arts, computer graphics and design, The One Academy of Communication Design leads innovations and developments within the creative services industry and achieves excellence as one of the world’s highly regarded creative reference points in Asia.
Mission
We educate students to be highly reliable professionals. The One Academy graduates enjoy rewarding careers internationally and excel in the areas of Advertising & Graphic Design, Multimedia Design, Digital Animation, Illustration and Interior Design.
Goal
As an internationally recognized corporation that attracts the best creative human resources in the world, The One Academy management, faculty staff and graduates are among the region’s most respected professionals in the industry. Our goal is to offer valued expertise in educating the best creative professionals for the industry while facilitating an inspiring and rewarding environment, providing job opportunities and abundance in the region of creativity, art and design.
Secondary Researches
1. Website
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| Fig 4.3 TOA Website landing page. Honestly, it looks like it has loads of informations but it doesn’t look arranged and compact. The navigation and design looks bad for a website source : http://www.theoneacademy.edu.my |
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| Fig 4.4 They mainly show the students’ artwork as advertisement just to show how the students can be very skilful in art just by joining TOA. They also advertise them self beside their building. source : https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilcOcpWdTLf2ciVKxEUJwBtk6HjLOUe9VYb_6BeSVdh_UBdyRw7pHfX04VziJKvhhPQFzy-nEVPxUnm9MabnT__ajHay63sLN8o9yuXe7E5Bm8RqqxawHFE1_vReflg0Jhtnzddyik4b0u/s1600/TOA-6.jpg
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Lim Kok Wing University
SWOT and Primary Research
SWOT and Primary Research
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| 4.6 Lim Kok Wing University |
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| 4.7 SWOT analysis |
At Limkokwing, we envision a time when youths from all parts of the world are engaged to improve all sectors of the world’s socio-economic state.
At Limkokwing, we create a global network of youths equipped with the skills and knowledge needed to contribute to world economics.
At Limkokwing, we mould our students to be active in global events where their opinions are heard and respected.
We are committed towards creating a new class of global graduates with the knowledge, skills, and cultural sensitivity to make the world a better place.
We want our graduates to be able to use their creative and innovative abilities to develop new streams for wealth creation and new initiatives for societal advancement.
We want our graduates to be able to bridge the development gap that is preventing their countries from profiting from the global economic progress.
We want our graduates to be able to lift their communities to new levels of economic growth by applying creativity and innovation to solve local issues.
2. Advertising
Slides
First slides
Feedback
Week 1
No feedback was given. Introduction to the module and briefing for idea sketches and project 1. The first exercise was to develop a mindmap together. Lecture consists the basic of advertising and forum about Bernbach's Principles of Advertising.
At Limkokwing, we create a global network of youths equipped with the skills and knowledge needed to contribute to world economics.
At Limkokwing, we mould our students to be active in global events where their opinions are heard and respected.
We are committed towards creating a new class of global graduates with the knowledge, skills, and cultural sensitivity to make the world a better place.
We want our graduates to be able to use their creative and innovative abilities to develop new streams for wealth creation and new initiatives for societal advancement.
We want our graduates to be able to bridge the development gap that is preventing their countries from profiting from the global economic progress.
We want our graduates to be able to lift their communities to new levels of economic growth by applying creativity and innovation to solve local issues.
Secondary Research
1. Website
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4.8 Out-dated. Dark, bad navigation and layout is not good. Looks like a news website instead of university. Doesn’t show any good personality at all.
source : https://www.limkokwing.net |
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| Fig 4.9 Advertisement source : https://www.limkokwing.net |
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| Fig 4.10 Advertisement. Definitely focuses on the ones who would like to get familiar with people around the world. There are none of any design school advertisement source : https://www.limkokwing.net |
Slides
First slides
Revised slides
Feedback
Week 1
No feedback was given. Introduction to the module and briefing for idea sketches and project 1. The first exercise was to develop a mindmap together. Lecture consists the basic of advertising and forum about Bernbach's Principles of Advertising.
Week 2
General Feedback : We have to share our own opinion to each others' work. This counts as feedback or else we won't have any feedback and it's bad for our development. Specific Feedback : Though I already get the 'hybrid' of my sketches, some of them need improvement and I have to find more ideas.
Week 3
General Feedback : We have to share our own opinion to each others' work. This counts as feedback or else we won't have any feedback and it's bad for our development. Specific Feedback : Though I already get the 'hybrid' of my sketches, some of them need improvement and I have to find more ideas
Reflection
Experience : The whole research thing for brand and product wasn't hard, but since I'm not so familiar with Malaysia, I found researching and understanding about their audience and Gen Y was difficult. And to connect everything by analysing is even harder. I can't seem to compile everything and find the absolute conclusion. In addition to this, the exercises and sketches made the progress even worse since I had a lot of work.
Observation : Sketching 10 ideas per-week is not easy at all. I found myself doing the same thing over and over again or even did similar ideas with previous students. However, it also help me to generate more ideas and find more things to do with the USP/SMP
Findings : Insight plays the big role in advertising. Now I know that it's not just about the product/brand and how do you want it to look good. To understand the audience and how they would react to it is also crucial. The process is hard, but eventually I believe I can get used to it.
Reflection
Experience : The whole research thing for brand and product wasn't hard, but since I'm not so familiar with Malaysia, I found researching and understanding about their audience and Gen Y was difficult. And to connect everything by analysing is even harder. I can't seem to compile everything and find the absolute conclusion. In addition to this, the exercises and sketches made the progress even worse since I had a lot of work.
Observation : Sketching 10 ideas per-week is not easy at all. I found myself doing the same thing over and over again or even did similar ideas with previous students. However, it also help me to generate more ideas and find more things to do with the USP/SMP
Findings : Insight plays the big role in advertising. Now I know that it's not just about the product/brand and how do you want it to look good. To understand the audience and how they would react to it is also crucial. The process is hard, but eventually I believe I can get used to it.
Book of the week
Week 1 - Week 2
Sorrentino, Miriam, 2013, Creative Advertising: An Introduction, Laurence King Publishing Ltd, London.
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| Fig 5.1 Book Cover |
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| Fig 5.2 Pages about Social Advertising |
Advertising wasn't just about promoting a product back then in 1910s in England. A social advertising with political aim was used and it is known as propaganda. Propaganda seeks to change people's views on particular issues in order to facilitate political change. But propaganda was mainly done by governments from individual designers and illustrators.
From time to time propaganda was used from different countries. This was advertising but the product was an ideology and the leader a symbol of that ideology. The visual look of these ads has been referenced on many occasions since.
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| Fig 5.3 Armando Testa of Milan, Italy uses the symbolism of Socialist revolutionary propaganda in this press campaign for Meltin'Pot clothing. It shows that even propaganda has inspired a lot of advertisement works. |
Week 3
Sorrentino, Miriam, 2013, Creative Advertising: An Introduction, Laurence King Publishing Ltd, London.
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| Fig 5.3 Pages about the emergence of creatives |
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| Fig 5.4 Pages about the emergence of creatives |
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| Fig 5.5 Pages about the emergence of creatives |
During the World War II, product-based advertising was still formulaic and conservative. It would be charged dramatically by the meeting of two creatives in the American agency William H Weintraub. And graphic designer Paul Rand and copywriter Bill Bernbach worked together on brochure 'Mechanized Mules of Victory' for the AutoCar company of Ardmore, Pennsylvania. The visual and creativity were strong.
Rand was inspired by a lot of fun and playful movements of modernist movements. After Bill Bernbach left William H, he co-founded Doyle Dane Bernbach in 1949. DDB's style marked the step change for advertising with adverts for Volkswagen 'Think Small' (which is mentioned in previous lecture). The sense of humor made that advertisement even better.
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| 5.5 Think Small. advertisement by DDB |
The creative, almost entrepreneurial way of thinking is one of the ways that we work in advertising today. The other side of this creative revolution was the drive to become ever more scientific, accountable and measurable within a profession that arguably was as much art as business.
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