Exercises
6.01.2017 - 25.1.2017 (Week 1 - Week 5)
Amer Eizwann (0320242)
Advertising Principles and Practice
Exercises
Exercises Individual work (25%)
The Brief
Idea Sketches Duration of Assignment 3 Weeks (Briefing on Week 1)
DEADLINE Week 4 (25th Jan 2017)
Description
This exercise spans 3 weeks and submission is on the 4th week.
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 15 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 15 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 3 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, documents chronologically. The works must be labelled and dated.
2. Cumulative portfolio & eportfolio posts for Exercises (25%). Eportfolio must include: Lectures, Instructions followed by work, feedback (verbal and written) and reflections.
Objectives
1. To develop students ability to ideate effectively.
Example Sketches:
1.
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| 11 Sketches in Week 1 |
2.
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| 11 Sketches in Week 2 |
3.
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| 11 Sketches in Week 3 |
4.
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| 11 Sketches in Week 4 |
Link to more sketches on Google Drive
https://drive.google.com/open?id=0B4uV-ScOsxywV0tyVEhPdmVUNnc
Feedback:
Good sketch lines. Do the visual in graphical form and in the right dimension and show me.
Reflection:
I find it very difficult to come out in 15 sketches every weeks especially the first week. It was uncomfortable for me in the beginning to even talk about it with my friends to ask ideas and help from them. But soon I realise that i just had to pick the right people to talk to in order for me to generate more ideas for my sketches. When Mr Vinod gave a green light for me to try one of my sketch on the target audience (Gen Y) I felt less uncomfortable and felt ok with showing to a few people to ask for their feedback.
Lectures:
9.01.2017 (Week 2)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lectures and Exercises.
Mr Vinod started introducing us to the world of advertising and first told us what SMP & USP are. SMP stands for Single Minded Proposition and USP stands from Unique Selling Point. These are the important information that an advertiser needs to know in order to be ale to come up with the creative content. Mr Vinod also stressed out that there are no such thing as free advertising. "Free advertising is publicity" (Mr Vinod, 2017).
Mr Vinod than later introduced us to the father of advertising. William Bernbach. Mr Bernbach is the one behind the famous VW beetle advert and in that advert the strategy used is to ask for the consumer's sympathy.
Mr Vinod than later explain to us about the 10 principles of advertising. Which are:-
- Be the user. Buy the product and test it out. See the strong points of the product and use it to market the item.
- Make the product an actor
- Product and headline must be integrated
- Advertising need have a personality
- Use gimmicky things that are clique
- Truth in advertising is never 100% the truth.
- Know your audience
- Find the redeemable part of the product
- Be simple although its hard.
- Don't be safe but also plan the risk that you are about to take.
- Make sure it give an emotional impact to the audience.
After than Mr Vinod gave us an exercise by giving us the picture below and asking us to create an advert of Digi.
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| Figure 1. |
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| Idea 1. |
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| Idea 2. |
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| Mind Map |
11.01.2017 (Week 2)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lectures and Exercises.
Mr Vinod today explain about what is marketing. Marketing is essentially buying and trading. In marketing the value of an advertising is very important because it communicates within the value.
Nowadays the industry are looking for someone who they call as "Hybrid Designer". These are the types of designer who not only can create the creative idea but also to generate ideas and content to further perfect their design.
An advert is a single artwork while an Ad Campaign is a series of advert within the same topic and creative idea. (Idea with legs)
An advertisement consists of:-
- A Proposition (USP, SMP)
- Creative Idea (The Message Within The Artwork)
- Strategy
Mr Vinod then ask us within our group to find 3 ad campaign and identify the Proposition, Creative Idea and Strategy.
1.
Proposition: See what you want to see
Creative Idea: It can bring you travelling where ever you want to go.
Strategy: Optical Illusion (Shock Value)
2.
Proposition: Absolut
Creative Idea: Its relatable to the geographic target audience
Strategy: Playfull (Plays with the shape of the bottle.
3.
Proposition: You can build anything
Creative Idea: Building children's imagination
Strategy: Mind Creativity (Imagination)
Shortly after finishing this exercise Mr Vinod shared with is a video, showing a VW Polo ramming into a Police Car in one of Kuala Lumpur's highway. He has asked us to take this advantage to try and promote the car. Unfortunately my group did not get the message properly and we went off track and did an advert for U Mobile Data Internet Plan by using the speed element from the video.
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| U Mobile Advert. |
Proposition: So fast it never stops
Creative Idea: Using related symbols that represents internet.
Strategy: Current Trend (At that moment)
16.01.17 (Week 3)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lecture and Exercise.
Today in class Mr Vinod gave a lecture on the difference between an Art Director and Art Direction plus a light exercise at the end of the class.
Art Director (A Person). Its job is:-
- Responsible of visual style and image
- Delegating works among designers
- Can work it numerous places.
- Maintain the look and feel of a project.
- Someone that comes up with the innovative ideas for the visuals.
Another job that Mr Vinod said was in very high demand now are "Hybrid Designers".
These people can multi-talented and can put on severals hats at the same time. Playing the role of marketing, designers, and also having the ability of writing and coming up with the creative content.
Art Direction (A Job)
This job essentially means to generate and determine the overall style or tone of a project.
What the industry wants nowadays are people that can be both Art Director and Copy Writer.
Class Exercise
TASK: Create a logo for a Japanese Class (Learning the language)
Final Logo
25.01.17 (Week 3)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lecture and Exercise.
Today Mr Vinod told us the 4 important steps in choosing the right medium for our advert. Then he has to leave early for a meeting.
How to decide the right media to advertise.
- Know your advert well
- Find examples of other advert and where it is placed
- Open you eyes to unexpected places
- Know your medium (Research)
In Class Exercise.
Mr Vinod had ask us on Facebook to finish an exercise before entering the class. He has as to study a recent build board advertisement that has been viral on social media lately.
Exercise:
Proposition: Mahkota Untuk Ais Kacang (Crown and Jewel for “Ais Kacang”)
Creative Idea: Using iconic public figure and their well know asset.
Strategy: Relatable Image and Shock Factor.
Target Audience: Generation X
Would I be intrigued to buy it ?
Yes. Because its memorable and due to the advert it can easily be known to the public.
13.02.17 (Week 6)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lecture and Exercise.
Mr Vinod started of with a quote from Rory Sutherland saying, "I would rather be evil than useless". In advertising content which means that He would rather have someone hate his work than someone not have any impact.
After than Mr Vinod talked about closed economy and what it means. In his lecture he said that society has to views on closed economy.
View 1 - Closed Economy makes less money
View 2 - Economy that is open, endanger the local market.
A closed economy will raise up the local market but if the local market is not strong the country becomes a open economy then other established and well to do company will monopoly the local market and if the government closed back the economy it will make the market suffer due to the lack of quality and trust on the local market.
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