Thursday, 13 May 2010

The end of the year

I have had a fricking awesome first year in Newcastle, its been good to be back. i have met some amazing people (and some i really dont like...Hannah...) :)
studying advertising has been great, ive learnt loads about new adverts and how to present and put my work forward. it was a shame when alison left (i cant believe she disliked us that much!!) but it has left us in the dark a bit, and basically been hit round the head with our PPD files!!
next year i NEED to start budgeting my money and secure a job (not just get one two days before im moving back home) and focus on my work to my full ability.
i hope everyone has a good summer

Digital skills

We had a brief encounter with an ex student (i think) called Ben who taught us some digital skills that will help us with future adverts.
we learnt about photoshop (which i already knew and am pretty confident on due to pervious courses i have done). photo retouching (again something i have done but it was helpful to have a reminder) and air brushing. i enjoyed these lessons but they were short lived as we only had about 5 :(

Tuesday, 11 May 2010

Essay Tip

- Harvard reference
- Bibliography
- Pictures
- Questions – why what who etc?
- Research, time/date/webpage

Beginning
- I plan to …

Middle
- Sections, who what etc…

End
- Summary (conclusion)
- Show what you found in research
- Cover a little bit of everything

KNOW FACTS, NO GENERALIZATION

Trips

Unfortunately i didn't have the opportunity to go on any of the tips this year, but i do plan on going next year.... fingers crossed :)

crafting a campaign

Crafting a campaign

- What the target audience wants
- Memorable
- Target market
- Brainstorms/research
- Original
- Eye catching
- Feel the brand
- How the consumer feels
- Characteristics of the brand
- Conveying thee message
- Proposition
- Creative thinking – inspiration
- Opinions


- Layout
- Color – emotion
- Typography
- Graphic design
- Photography

Creative team

A creative team must…

- Work in creative department
- Responsible for originating creative concepts from a brief supplied by a planner and the account team
- Usually comprise of an art director and copywriter
- Bill Burnback (created a creative team)

Need to know…
- About consumer behavior
- Various media channels
- Interrogate a product
- What else is out there

Needs to be…
- Roles are blurred
- Art director – good layouts
- Copywriter – persuasive copy

THINK…
- Good team?
- Get on, ideally
- Care about the work
- Care about being original
- Impeccable work ethic
- Completely reliable

Attributes of a good team…
- Passion
- Produce the best
- Long hours
- Don’t mind having work rejected
- Take criticism well
- Share work ethic
- Don’t blame


BB…
- Teams bring out the best in each other
- Stimulate a better standard of work
- Be different to each other
- One of each, but adapt

ART DIRECTION – WHAT THEY DO
- Final say
- Direct art
- Produces visual – enhancing the meaning
- Does more then the CW
- Maximize the visual communication
- Responsible for visual integrity of concept
- Design – House style, typography, paper
- Photography – Art buyer, models/actors, locations, stylist, the actual shoot, retouching
- Good people skills, confidence

NEVER REPEAT THE HEADLINE WITH THE VISUAL!!

AD 108 – Art ad design

Art direction and copywriting, how to use it

Philips HD ready TVs
“Sharper, clearer more vibrant pictures”
1st half = visual campaign containing strat and brand
2nd half = copy written, only words

For this campaign I also mostly worked alone (due to illness of my partner) but I feel I came up with significant amount of visuals and copies, I enjoyed working on this one but did struggle slightly with designing my final piece.
For my finial piece I wanted something impressive to show how effective the HDTV really is, I chose to do a campaign where things were coming out of the TV, not in a 3D way but in a way that shocks the viewer. For the first image I decided to do a hand coming out of the TV as if to slap someone on the face, the second was a football heading towards a man and the third a drink being poured over a girl. I felt the first and original idea was the better and strongest one and from the feedback received I think my peers felt the same. This was definitely the best feedback I have had all year although the change I should have made was to make at least one of the adverts a positive not all negative.

Strategies

Draw on a range of learning and teaching methods appropriate to the content and o the nature of the student profile.
Te specific methods to be used will be determined at an annual planning even, outcomes recorded.

Strategy is possibly the most important thing to understand in advertising
- Thought process that you use to create an advert
- Combine your research skills with your creative thinking skills to produce campaigns that are insightful and engage/ persuade the target audience

Given day briefs – maximum opportunity to develop skills in creating strategies.

What is strategy?

Creative strategies are used to obtain consumer attention and provoke shoppers to purchase a specific product.
Capture attention = catchy slogans
Creative strategies promote
- Public relations
- Personal selling
- Publicity
- Sales promotion

Day briefs we worked on and examples of our work

National Express Coaches
- Taking you where you want to go/ taking you where you want to be
- Express just for you
- Cheaper then a plane
- The plane isn’t really THAT fun
- Horse Drawn? We were there. WW1? We were there. And we’re still here today.

Eveready Batteries
- Power in your hands
- Ever ready for you
- Ever ready and waiting

Daddies Sauce
- Bringing you the best
- Complete your meal
- Something unbelievably special
- A friend for your food

Innocent
- No police. No lawyer. No judge. No jury. Live an innocent life
- Go on, I wont tell if you wont. Live an innocent life
- Innocence never tasted so good. Live an innocent life

FedEx
- Buy me today, see you tomorrow
- Twenty-four hour delivery (if that)
- Together tomorrow, that’s a promise
- See you tomorrow
- Whatever you need in one day

I didn’t really enjoy this project as much as visual communication as I prefer doing art directing, my partner (copywriter) was also ill throughout this project so I found it very hard to come up with good strategy lines. The feedback we received wasn’t brilliant but it will help me with future projects and strategy lines.

Toshiba Chair in space advert

This is by far my favorite advert of 2010 so far, i first read about it in a free magazine in Startbucks and took a mental note of the date and time of the premiere (ITV 6.45) after watching it i was taken away by the concept of sending a chair in space until it reached a certain point and came crashing back to earth in 40 minutes. this advert is definitely something else.

Pub Toshiba : un fauteil dans l'espace

Sony Bravia "Bouncy Balls" & "Paint Explosion"

Both of these adverts are impressive, memorable and original. The paint explosion one is definitely iconic, something extreme that has bought life and color to Glasgow. These adverts will always be remembered, personally i like them because they are a clever, different way of showing great color from a TV. Again the music choices are perfect to match the dramatic effect of the advert, Bouncy balls is Jose Gonzalez which compliments the advert as it isnt heavy and takes a certain edge off a busy advert, on the other hand the dramatic classical piece for the paint explosions emphasizes the effect the color is having on the bleak surroundings.

Sony Bravia Paint Ad

Sony Bravia

john lewis christmas advert 2009

I love this advert because it captures how we all feel at christmas. It is sweet and memorable, the imagery is perfect and captivating meaning it draws the audience in automatically. Complimenting this in the cover of Guns 'n' Roses Sweet Chile o' Mine, a well know classic but with a softer spin.

John Lewis Advert Christmas TV 2009 Sweet Child o Mine

Branding

Module aims – this module will provide opportunity for you to acquire specialist knowledge relating to the theory and contents associated with your art and design discipline.
Branding is a market discipline that insists that you define your audience; you know your market sector, differentiate yourself, and choose a route to market that will be both appropriate to the brand as well as making your brand stand out.

Brief – “Advertising the Brand”
How the brand is different in advertising then graphics.

Notes
Brand
– Name used to distinguish a specific product, service or business, the brand is the image of the product in the market.
– Legally protected brand name is called a proprietary name
– Some people distinguish the psychological aspect from the experiential aspect (sum of all points of contact with the brand)
– Psychological effect of a brand name, encouraged by influence (brand image, constructed within minds of people, consists of the information and expectation associated with the product)

Expectations behind branding
- People engaged in branding
- Creating the impression that a product or service because it has certain qualities or characteristics that make it unique

A brand is on of the most valuable elements in an advertising theme
- Demonstrates what the brand owner is able to offer in the marketplace

Brand management
- Creating and marinating the marketplace

Integrated marketing
- Orientation of the whole organization


For my branding essay I did Starbucks, something I know a lot about and am a regular customer. I haven’t as of yet had any marks/feedback back.

visual communication

Visual communication is everything you need to know in a picture, we see this everyday in signs, colors and body language but for this project we have to learn how to express the meaning behind our advert in an image.
Visual communication is the best form of visual shorthand, it is easy to get the proposition across and the adverts can be very effective.
To help with this project we have done a few smaller projects to help us look at things in a different or more unusual way; applying opposites – this is where we took an object and looked at it to its utter most opposite such as a tiny elephant or a big egg, or a teddy bear made of bricks. We came up with twenty ideas to help our creative side flow. This also included taking the truth out of a project and demonstrating it in a different way.

Learning outcomes – collect and interpret visual information to support practical and creative problem solving.
Reflect on the visual communication achieved in developing and realizing art and design products.

Client – Alberto Culver, VO5 volume boost shampoo
Proposition – Gives hair more volume after one use
Objective – Increase market share
Target Audience – Women aged 18-45
Media – Female press advert
Manditories – Pack shot

Notes/information from this module

Communicating messages

In addition to selecting the best verbal appeal and using your target market members language you need to know how to communicate your marketing messages visually.
- Market segmentation to determine your target markets preferences for graphic design techniques, colors, art and other visual preferences.
- Also help you to determine characteristics and apply them to discover the best way to base design decisions on a target market characteristics.
Improve visual marketing messages
- Target audience preferences – graphic design, techniques, colors, art, etc.
- Younger generations – centered typesetting for headlines
- Older generations – aligned left headlines
- Young single women – geometric shapes like circles and diamonds
- Married women with children – softer shapes; hearts, flowers and cute animals.
- People in lower-middle social class – orderly designs
- Upper-lower class – lively designs
- Some Matrix market segmentations process consider psychographics that enable you to select the best visual marketing messages for your target market
- Shows the best way to base design decisions
- Communication through visual aid
- Described as the conveyance of ideas and information in forms that can be read or booked upon
- Solely relies on vision and is primarily presented with two dimensional images
- Includes; signs, typography, drawing, graphic design, illustration, color and electronic resources
- Explores the idea that a visual message accompanying text has a greater power to inform, educate or persuade a person or audience
- Evaluation of a good visual design is mainly based on comprehension by the audience
- Personal aesthetic or artistic preference may effect the meaning of the image – not universally agreed upon principles of beauty and ugliness, other ways to express
- Gestures, body language, animation, film
- Graphic designers – methods for professional practice
- Visual communication on WWW is perhaps the most important form of communication that takes place on the Internet.
For this project I enjoyed the chosen client and visual idea as I want to be an art director, I found it easier then previous projects. For our campaign we took world disasters because of the volume and impact they have, so we had the hair turning into a tidal wave, a hurricane and a volcano. We received good feed back and positive changes that would help our adverts work.

Monday, 10 May 2010

A creative brief

A creative brief consists of the following;

Client: Company you are working for
Product (brand): Thing you are advertising
Proposition: Thing you want to say/ point you’re trying to get across
Objective: What you want to happen
Media: Format, TV ad or poster
Mandatories: Things that have to be in the advert; logo, slogan, certain pictures or colors, web address, etc.
Target audience: Who your advert is aimed at

We learnt this close to the start of the year as a nugget of information that we will always need to know.

Lurpak

Applying Creative thinking – AD105

Danish Dairy Board – Lurpak Spreadable

“Butter that spreads straight from the fridge”

Females aged 20 -50 years

48-sheet poster AKA billboard

Include logo

To hand in – Research file, development file, 50 concepts and final piece

Learning objectives – understanding of the methods and thought process of creating an ad.

My view – as Lurpak was our first project I struggled with coming up with 50 ideas. I didn’t enjoy the product as I have little experience with dairy products but the experience I do have has showed me that Lurpak isn’t actually a very good project and as for “spreadable” pfft!
This was the first project I worked with my partner and I felt we worked well. We got reasonable feedback from our presentation and final piece even though I hate presenting publically.

Tuesday, 4 May 2010

How to research

How to research

- Different techniques
- Reflection
- What the subject is
- Increasing knowledge
- Fuel ideas
- Provide evidence
- Understand the subject
- Evaluation
- Bibliography
- Personal reflection

There are two kinds of research primary and secondary. Primary is self-observation, questionnaires, own experience, collection of own data and own examples. Secondary research is existing articles, Internet, books and others findings (you deconstruct what has been said, analysis the facts, judge for yourself and re-write then analyze through annotation).

I have struggled with research throughout the year but feel through feedback and different techniques I have developed my skills. I would also like to carry on developing them throughout second year.

Module 106 - Creative Thinking

Module 106 – creative thinking

Creative Thinkers we looked at; Salvador Dahli and Leonardo da Vinci.

Activities/projects we worked on throughout the module

Eves dropping and stories
For this project we had to go around Newcastle and listening in on peoples conversations without them knowing. From the conversations we hear we had to produce a short story. My partner and me went to the central station and listened to an elderly couples conversation about trains whilst sat in Burger King. We called them Deirdre and Norman and gave them inappropriate ages of 68 (Deirdre) and 35 (Norman). Here is an extract from our story.

“They enjoy Burger King and talking about trains over coffee. Deidre had a suitcase filled with toy trains; she showed Norman quite a few. We believe they are Trainspotters. They were partially interested in the number 39 to Middleborough, Norman suggested taking pictures for their collection, Deidre went on to compliment her train ornaments – vintage of course.”

We were then asked questions about our couple by the class. I enjoyed this project but did find it hard as it was the start of the year and I was nervous.

Mind Mapping
Mind mapping is a way to help get creative ideas flowing. We have learnt to put the subject in the centre of the page then think of different things associated with the original subject, from these words we think of other items/objects/words. I have found that we come up with some extreme ideas for adverts but they are still relevant to the original word.
Another form of this is word association, where we have been given a word and said the first thing that comes to mind after it, this goes on and each word is relevant to the word before but not usually the original starting point.

Save a life for one pound
For this project we went to the pound shop and found an item that could save a life but it couldn’t be something obvious, it had to be an everyday item. We choose a belt; the reasons for this were – use as a sling, save someone drowning, us as a rabbit trap to catch food etc.
We were then asked to come up with 50 alternative uses for our object some of our reasons were – holding trousers up, shooting up, light switch, dog lead etc.
I enjoyed this project because it was enjoyable and we were split into different groups, giving us a chance to get to know each other more.
Left Brain Right Brain
This is the theory of the function of the brain, which suggests that two different sides of the brain control different “modes” or the way think, we are all partial to one more then the other. Making us a lateral thinking or a literal thinker.

Left Brain Right Brain
- Practical –- forms strategies - Symbols and images
- Reality based - Philosophy and religion
- Perception - “Big picture” oriented
- Safe - Risk taking
- Facts rules - Uses feeling
- Knowing - Believes
- Maths and science - Imagination rules
- Detail oriented - Appreciates
- Acknowledges - Fantasy based
- Present and past - Impetuous
- Order/pattern - Knows about function
- Words and language - Spatial perception
- Uses logic - Presents possibilities
- Can comprehend

Six Thinking Hats
The six thinking hats theory was found by Edward de Bono and used for exploring different perspectives toward a complex situation or challenge. It helps people see things in a different way as well as helping them adopt a variety of perceptions in a subject from the one they might most naturally assume.

White Hat Blue Hate
- What information do you already have? - Conclusion
- What information so you need? - Summary
- How will you get it? - Always start and end with a
- Facts blue hat.
- Research - Clear to the point

Green Hat Yellow Hat
- Creative growth of ideas - “Sunshine optimism”
- Change ideas - Positive values
- Generate new ideas - Benefits
- How it will work

Black Hat Red Hat
- Critical thinking - Passion
- What’s wrong with this? - Feelings
- Negativity - Hunches
- Rationalizing - Emotions
- Looking for problems - Instinct

Notes within the creative thinking module

Why are you creative – by Hannah Vaske
Creativity – once a divine gift and metaphor for elite intelligence
- Available as a bargain-basement come-on for supermarket chains, anything goes if it “creates” sales
- From the Latin word “creare” meaning ‘bring something into being that did not previously exist’
- Webster’s dictionary – ‘marked by the ability or power to create; having the quality of something created rather then imitated’
Daniel Barendorm “everyday when I wake up I want to create something, its important for me to have new ideas, to rework old ideas”

Creative thinking is not a talent it is a skill that can be learnt.
- Empowers people by adding strength to their natural abilities
- Improves team work/productivity and profits.

Creative thinking skills
- Different approaches to other forms of thinking
- Relaxed and open-minded approach



Carrier
We had to produce a carrier that would hold all the information and projects we had collected, this could be as big or small as we liked.
For my carrier I made a book that was filled with all the information I needed and how I had used them in the activities. Around the book was the belt we had used for ‘save a life for one pound’, which represented me unlocking my ideas; the belt was covered in handmade flowers which represented the growth of ideas also throughout the book I had drawn a flower theme to keep a regular house style. I enjoyed making my carrier but truly hated presenting it, as it was our first presentation and I do not enjoy being stood in front of a room full of people.

Thursday, 11 March 2010

Photo restoring



THE ORIGINAL



















MY COPY :)

Wednesday, 3 March 2010

Strategy lines

Well they were hard but i feel this project has gone well, best place to think of strategy lines is definitely when you least expect it and they just pop up :)
Bring on the PPD file


bad feedback - damnit !! def an art director

Thursday, 25 February 2010