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23/05/2017 - 19/06/2017
Week 8 - Week 12

Beatrix Leong Yi Wen
Advertising Principles & Practice
Final Project: Advertising Campaign

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.


For my final project, the direction of it is somewhat different from what I implied in my Project 1 and Project 2 as I changed my concept to incorporate references to popular movies and pop culture to appeal to Gen Y such as Alice in Wonderland, Matrix, Inception and Cinderella, and weaving in hybrid either through the line or within the visual concept itself. I sketched out some legs ideas and went on to digitalise it.

Sketches

Sketches

Initial visuals:


Mr Vinod was not pleased with these visuals and asked me to rework them.

First attempt posters:

Poster

Poster

Poster simulation

Poster simulation

First attempt Facebook simulation:

Facebook simulation

Facebook simulation

Facebook simulation

First attempt Instagram simulations:

Instagram simulation

Instagram simulation

Instagram simulation

Poster

Poster

Poster simulation

Poster simulation

(Dimensions: 1200 x 628 px)

Facebook simulation

Facebook simulation

Facebook simulation

Instagram simulation

Instagram simulations

Imstagram simulations

Feedback

Lectures

No Lecture || Week 1, 08/09/2017

No class.

Lecture 1 || Week 2, 08/09/2017

During our first week back to university, we began this course with a brief introduction to the concept of advertising. We learnt that the word "advertise" comes from the Latin word "advertere" which has two meanings combined into one. "Ad" mean "to" and "verte" means "turn to". This phrase originated from ancient markets in the Latin world where traders would call out "advertere!" to encourage passerby's to "turn to" them and purchase their goods- this is the very birth of advertising.

We were also introduced to the concept advertising is a tool of marketing, whereas marketing is a tool of business where advertising seeks to make aware, persuade, communicate or create an image/brand for  product or service.

A brand creates a perception of what the company stands for- its what you can see, what is tangible. Image refers to the perception you have in your head.

We also learnt about William Bembach's 10 principles of advertising which are:

1) Essence of product
2) Make product an actor, not prop
3) Art and copy = intergrate (visuals and graphics should support and enhance each other)
4) Advertising must have personality
5) No gimmicks
6) Tell the truth
7) Relevance
8) Simplicity
9) Stand out

Forum Questions:

Lecture 2|| Week 3, 15/09/2017

In this lecture we focused a lot on the concept of creativity and its importance in the design world and advertising industry. We discussed the various definitions of creativity, some of which are:

Creativity is madness.

The use of imagination or original ideas to create something.

A great artist is but a conduit for an expression that resonates with something that is greater than him/her.

We discussed how this relates to our current assignment of creating 20 idea sketches for an advertising campaign for The Design School every week. We need to be creative and do things in a different way from others. Getting an extreme reaction is a goal we should work towards. We also need to consider what we or others would want from joining an institution.

We also learnt about how to advertise effectively we should segment the consumer market into four categories: Behaviouristic, geographic, demographic and psychographic.

In class, we studied these topics in groups and found out more about them:

Psycho-graphic segmentation
Involves dividing your market into segments based on different personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows you to engage in product design and marketing in a focused manner.
Eg: research by asking consumers to agree / disagree with activities, interest, and opinions statements.Chan Chia Ying, Chan, Shu Hui, Chong Yau Yi


Demographic segmentation
Demographics is the collection of data regarding a specific population. It is frequently used as a business marketing tool to determine the best way to reach customers and assess their behavior. Types of demographic information includes age, sex, income level, race, employment, location, home ownership and level of education.Leanne Faye Tan, Vicky Teo Shi Yun, Lee Gahyeong‣


Behavioral Segmentation
Behavioral segmentation is a way of classifying the behavior of a population, based on the way they respond to a product or they way they use it.
For example, during hari raya/eid companies will target those who are returning to their hometowns/kampungs. Thus, they will market things such as gifts or food items to bring back to relatives in their hometown.Kumail Toorabally, Beatrix Leong‣Geographic Segmentation.

Geographic segmentation
When a business its market research based on a specific location. Different location may be different marketing. For example, in Malaysia, we may focus on the public holidays or celebrations to market our business. Public holidays or celebrations are different in every country.Chloe, Cherine, Arif

Holiday || Week 4, 15/09/2017

No class.

Forum Questions: 

Lecture 3|| Week 5, 22/09/2017

In this lecture, we learnt about art direction. We learnt about the roles of an art director- which mainly is to determine the style, vision and direction of a design project or brief. They determine the tone and direction of a project through the type of text, imagery, illustrations and colours used, and will work closely with designers and illustrators to ensure this process. An art director will ensure the message is clearly conveyed from the client to the audience.

We also went through the various scopes of an art director's job. In the end, we were intoduced to the concept that advertising is not art- it is actually communication, and using art to communicate; because in the end good communication is art.

Lecture 4|| Week 5, 29/09/2017

In this lecture, we submitted our Project 1. This lecture was slightly different because Kumail and Cherine presented the lecture instead of Mr Vinod. In the lecture, they presented to us the different laws and regulations on advertisments in Malaysia, but in reality most advertisments don't follow the rules because they are stupid such as not allowed to show armpits.

Instructions

Exercises (25%)

The Brief
Idea Sketches

Duration of Assignment 8 Weeks (Briefing on Week 1)

DEADLINE Week 9

Description
This exercise spans 8 weeks. The student is given a Brand and a USP/SMP (Unique Selling Point/Single Minded Proposition) is identified. The student is to develop a minimum of 10 idea sketches every week—the more the merrier. The focus of the task is on the development of ideas—the Idea is king! Evaluate your ideas and select only the best. The sketches must be clean, clear and concise. While ideating you are only required to come up with the line and the visual— remember the twisted headline straight visual or vice-versa formula.

Rules for the Ideation process (or brainstorming).
1. Weird, wild, wacky and off the wall ideas are welcome.
2. Negativity is not welcome
3. Build on ideas. Don't shoot them down.
4. All ideas are welcome and respected.
5. Do not censor yourself. Just say it.
6. No interruptions from outside allowed (That includes cell phones).
7. Take a short break every hour.

Requirements
To develop a minimum of 10 idea sketches every week, the student must first state the USP/SMP, develop a Mind-Map and then develop idea sketches. This process is repeated for all 8 weeks. The work is compiled chronologically in an A4 clear sheet folder and documented on the students’ eportfolio (online journal).

Submission
1. A4 Sketch papers, in an A4 Clear Sheet folder, documented logically and chronologically. 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.

Objectives
To develop students ability to ideate effectively.

In class exercise:

Week 3:

Week 7:
For this exercise we were split into pairs to work on it and I was with Cherine. We were tasked to make a typographical graphic of the word "food".

Sketches

Sketches

Final concept

Feedback:

Reflection:

Experience:

It was an interesting experience doing the in class challenges. However it was really repetitive and boring having to do the ten sketches every week on the same topic each time. It would be more interesting if we could come up with a campaign for a brand of our choice rather than be a free advertising team for Taylor's University.

Observation:

I observed this occurence; which is the same for every six hour class- the hours are just simply too long that my focus and productivity drops drastically after a couple of hours and I am unable to do work properly. Also, it's pretty hard to keep coming up with usable ideas consistently, some weeks my ideas are terrible and some weeks are alright. It's helpful to have group discussions for our sketches because we can give and receive feedback and get fresh ides. I feel like some of my classmates ideas for their sketches are actually really good and so I don't understand why some of them don't have ideas chosen and finalized already when I think so many of their concepts can actually be used.

Findings:

I found that the exercises were an interesting activity to do in class. I specifically enjoyed doing the forum questions as we got to explore different viewpoints and ideas and there is no right or wrong answer. Being able to write a lot was also interesting. I found the topic we are given for the sketches is quite dull and uninteresting.