Advertising Principles & Practice - Final Project: Advertising Campaign
Week 7 - Week 13
Ashila Putri Sandi
(0332938)
Advertising Principles & Practice
Final Project: Advertising Campaign - Art Direction
LECTURE NOTES
Advertising: Socio-cultural, economic, political & ethical factors
Advertising promotes choice, and simply reflects existing cultural values. Advertising from a cultural perspetive also tends to promote or normalize certain types of cultures that may not be prominent in some circumstances.
Advertisment could be acceptable back then and not acceptable right now because of many factors changes. Advertising does not only reflect culture, but it also promotes and normalizes what would be considered foreign cultures.
Culture is the ideas, customs, and social behavior of particular people or society. On the other hand, culture can be understand as the arts and other manifestations of human intellectual achievement regarded collectively.
How does politics influence advertising?
In most countries there is often a nemesis in the form of another country. In Malaysia, it's Singapore. In Japan it's Chine, and so on.
In Malaysia, socio-politics plays a big role in influencing any form of expression, hence the current state of affairs in the arts like film, fashion, advertising, fine arts, etc. Anyone should be aware of the codes that all TV, Print & Radio advertisements have to abide by.
Economic factors are always there to influence the type of media used in advertising. Nonetheless, the media space has been democratized to a certain degree with the social media platform (internet) leveling the playing field between those with abundance and those without.
FORUM
INTRUCTIONS
Advertising: Socio-cultural, economic, political & ethical factors
Advertising promotes choice, and simply reflects existing cultural values. Advertising from a cultural perspetive also tends to promote or normalize certain types of cultures that may not be prominent in some circumstances.
Advertisment could be acceptable back then and not acceptable right now because of many factors changes. Advertising does not only reflect culture, but it also promotes and normalizes what would be considered foreign cultures.
"The advertising industry's prime task is to ensure that uninformed consumers make irratinal choices, thus undermining market theories that are based on just the opposite." - Noam Chomsky
What is culture?Culture is the ideas, customs, and social behavior of particular people or society. On the other hand, culture can be understand as the arts and other manifestations of human intellectual achievement regarded collectively.
How does politics influence advertising?
In most countries there is often a nemesis in the form of another country. In Malaysia, it's Singapore. In Japan it's Chine, and so on.
In Malaysia, socio-politics plays a big role in influencing any form of expression, hence the current state of affairs in the arts like film, fashion, advertising, fine arts, etc. Anyone should be aware of the codes that all TV, Print & Radio advertisements have to abide by.
Economic factors are always there to influence the type of media used in advertising. Nonetheless, the media space has been democratized to a certain degree with the social media platform (internet) leveling the playing field between those with abundance and those without.
FORUM
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| Forum Question |
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| Forum Answer |
INTRUCTIONS
WORK PROCESSES
SKETCHES
Generating ideas from sketches.
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| Fig 1.1 Chosen Idea from Sketches |
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| Fig 1.2 Chosen Idea from Sketches |
For this project, my art direction is by showing photographs of real cats and dogs to build the emotional connection to the targeted audience.
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| Fig 2.1 Source: https://www.istockphoto.com/photos/dogs |
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| Fig 2.2 Source: https://id.pinterest.com/pin/AZ5H9SZCCuI81HZTV35AuAjDZQ8IoZWEgjDKZyq10Gy7MX9soD8mhHox84Lpbrce_Q/ |
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| Fig 2.3 Source: https://www.istockphoto.com/photos/dogs |
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| Fig 2.4 Source: https://www.istockphoto.com/photos/dogs |
PHOTOGRAPHS (ATTEMPTS - MAGAZINE LAYOUT)
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| Fig 3.1 |
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| Fig 3.2 |
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| Fig 3.3 |
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| Fig 3.4 |
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| Fig 3.5 |
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| Fig 3.6 |
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| Fig 4.1 |
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| Fig 4.2 |
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| Fig 4.3 |
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| Fig 4.4 |
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| Fig 4.5 |
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| Fig 4.6 |
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| Fig 4.7 |
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| Fig 4.8 |
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| Fig 4.9 |
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| Fig 4.10 |
SOCIAL MEDIA
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| Fig 5.1 |
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| Fig 5.2 |
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| Fig 5.3 |
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| Fig 5.4 |
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| Fig 5.5 |
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| Fig 6.1 Flyers Mock-Up |
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| Fig 6.2 Flyers Mock-Up 2 |
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| Fig 6.3 Magzine Mock-up |
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| Fig 6.4 Magazine Mock-up 2 |
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| Fig 6.6 Instagram Ads |
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| Fig 6.7 Facebook Ads |
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| Fig 6.8 Social Media Ads (Instagram) |
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| Fig 6.9 Social Media Ads (Instagram) |
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| Fig 6.10 Social Media Ads (Instagram & Facebook) |
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| Fig 6.11 Social Media Ads (Facebook) |
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| Fig 6.12 Social Media Ads (Facebook) |
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| GIF 1. Animation 1 |
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| GIF 2. Animation 2 |
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| GIF 3. Final Animation |
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| GIF 4. Final Animation 2 |
FEEDBACK
Week 7
Week 8
Week 9
Week 10
REFLECTION
Experience
Through out this whole project, I learned a lot in terms of making an advertisement. From the insight that I had to do from the first step of this process until the executing part. Generating the ideas was hard, compiling all the data for media strategy was frustating because I wasn't accostumed to do research and analyzing datas. For the execution, I chose photography for my ad. It was challanging to take pictures of animals in this case cats and dogs. It took a lot of patient and time to get a perfect shot for an advertisement. However, after I got the shot, I needed to do layouts and animation. It was hard for me to do the animation because it was hard to use Adobe After Effects. Moreover, I need to do 3 different layouts for 3 different chosen media. Although it was a lot of work, I managed to learn through out the process that I've been through and keep exploring.
Observation
I observed that the first and second project were very crucial when it comes to this final project as this project was about executing both the idea for the ad campaign and what we have learned in the previous 2 projects. In this project, we need to combine both great ideas and great execution. The visuals must be able to speak for itselves. In this case, providing additional lines for our ads was also very important to give more information. During this project, I realized that as classmates we need to help each other and give one another opinion and observed each other work and also progress.
Findings
It is important for us to believe in our own capabilities. However, It is also important to ask others for opinions and thoughts to improve our work. When it comes to advertising, we need to be sure about our strategy, the chosen media, our ideas, and most importantly our execution.
Effective frequency (How many times do we need to expose the message to the target audience in a define period?)
For the first attempt of the execution, Mr Vinod said my shot was good. However, there were few compositional aspects needed to be worked on, also the typography could have done better and lastly, the tagline and logo should be together.
Week 8
Specific Feedback (First Session): I made two options, with the first option which was using my own photograph and the second option I just made it this week it was the digital version. Mr Vinod said the first one was work better than the digital version and told me to work on the photograph.
Specific Feedback (Second Session): Me Vinod said that my problems were lack of typography and also the placement of the text and photograph. He said that I should take photos of the other legs and make it happen. Shoot widely (but not too wide) and don’t be afraid to crop the picture.
Week 9
Specific Feedback: I haven’t done all the photoshoot and was planning to do it on the next week because I need to borrow somebody’s pet and also a talent for the photoshoot. However, I made some changes for my Ad, Mr Vinod said that I needed to fix the composition of the photo for the first ad and also enlarge the cat on the second Ad that I made.
Week 10
Specific Feedback: I have done all the photoshoot and came up with 9 looks for the magazine layout. Mr. Vinod helped me to do the typography and gave me a suggestion for the layout. Also, he told me to move on to the other platform/media that I chose before like social media and flyer and he told me to make a mock up of it.
General Feedback: Finish all the campaign Ad by Tuesday, compile them into one file and show to Mr. Vinod. Start doing the animation/paralax for the digital poster. We need to work harder and finish all the work by this week, so for the next session, we just need to revise the final outcome.
REFLECTION
Experience
Through out this whole project, I learned a lot in terms of making an advertisement. From the insight that I had to do from the first step of this process until the executing part. Generating the ideas was hard, compiling all the data for media strategy was frustating because I wasn't accostumed to do research and analyzing datas. For the execution, I chose photography for my ad. It was challanging to take pictures of animals in this case cats and dogs. It took a lot of patient and time to get a perfect shot for an advertisement. However, after I got the shot, I needed to do layouts and animation. It was hard for me to do the animation because it was hard to use Adobe After Effects. Moreover, I need to do 3 different layouts for 3 different chosen media. Although it was a lot of work, I managed to learn through out the process that I've been through and keep exploring.
Observation
I observed that the first and second project were very crucial when it comes to this final project as this project was about executing both the idea for the ad campaign and what we have learned in the previous 2 projects. In this project, we need to combine both great ideas and great execution. The visuals must be able to speak for itselves. In this case, providing additional lines for our ads was also very important to give more information. During this project, I realized that as classmates we need to help each other and give one another opinion and observed each other work and also progress.
Findings
It is important for us to believe in our own capabilities. However, It is also important to ask others for opinions and thoughts to improve our work. When it comes to advertising, we need to be sure about our strategy, the chosen media, our ideas, and most importantly our execution.
FURTHER READINGS
How to Advertise by Kenneth Roman and Jane Maas
The book starts with a question: “Will there still be “advertising” in the new world of multimedia, multichannel, multi-option communications? Viewers used to “zap” ads with their remotes, now they can zoom by them with a personal video recorder. The future of advertising changes too rapidly. We do know that every new technology has brought with its predictions of the demise of one medium or another.
Advertising is about ideas. The magic of an idea is what lifts some advertising above the ordinary. No amount of dazzling production technique can cover up the absence of an underlying idea. People try to analyze and define the creative process, with varying degrees of success. What we know is that ideas are precious. They are hard to come by, fragile when young, powerful when established. They change perceptions, command loyalty (and attract imitators), and build brands. Advertising is a business of ideas. Whether or not you consider yourself creative, you must respect the creative process and understand how to work with— and inspire—creative people. It’s far better if you can contribute rather than backing away with the excuse “I’m not creative”.
We are all not equal when it comes to grabbing hold of good basic ideas. Sure, there are some people who just plain excel in the area of ideas. They seem to start with a God-given ability to recognize every little sparks that occurs and grab hold of it. I noted that we may never be equal with those people who are already born as a “creative thinkers” but we can ofcourse develop the ‘know-how’ to be better than you are right now.
Sharpen The Saw (The Practitioner’s Guide To Advertising) by Palani K A Pillai
From this book I read about the media strategy —The Basic Principles part. Media planning is the process of deciding how to deliver your message to the right audience (who), in the right context (how), at the right time (when), in the right plcae (where, for the best possible cost. The media strategy sets out in broad terms how the campaign objectives will be achieved. Determining strategy is essentially a matter of evaluating the effectiveness of different media types and mixes in achieving the objectives.
The key elements to consider in developing a media strategy are:
1. Target audience,
2. Media objectives,
3. Media choice, and
4. Advertising weight (reach, frequency, and continuity)
Target audience — research about the profile of the current source of business (volume) like demographics, lifestyle and psychographics, existing or new users, volumetrics (heavy vs. light usage), and purchase influence - who influence - who determines brand choice, user, or purchase?
Research about the best primary audience, and the secondaryAdve target and are they actionable (media measurable).
Media Objectives — The media plan is one element of the client’s marketing programme. It is a process that begins with the client’s marketing objectives and strategy, that proceeds to media objectives, the media strategy and ends with the development of a specific plan for allocating funds in the manner most likely to maximise the client’s return on his advertising investment, and continues through to the execution phase to make sure it conforms the plan.
Media Choice — Including 3 key dimensions to media choice, each of which should be considered (Environment, characteristic, and efficiency)
Advertising Weight — Including reach, frequency and continuity
Effective frequency (How many times do we need to expose the message to the target audience in a define period?)
Effective reach (What proportion of the target audience do we need to cover at the effective frequency level?)
Continuity (At what interval must the exposure occur?)
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