Advertising Principles & Practice
Chalani Tharanga Wanigasekara
0329562
Advertising Principles & Practice
Week1-Week 7 (Jan7, 2019- Feb 22, 2019)
0329562
Advertising Principles & Practice
Week1-Week 7 (Jan7, 2019- Feb 22, 2019)
Week 1- lecture
The lecturer is given a brief about the module outline on the first day of the class and explained what advertising is.
Advertising is a business tool, persuade, communicate or create something (image/ brand), service or organisation. According to AMA (American Marketing Association), the work is not going to be advertising if it did not purchase and if the buyer did not pay for that, then it is just published.
Furthermore, business firms, non-profit organisations, government agencies, individuals who seek to inform or persuade of a particular target market can advertise product, service, organisation and ideas.
According to William Bernbach's principles shows 10 basic advertising principles. Such as:
1. Unique selling proposition- Go to the essence of the product, remain the product in the customer's mind.
2. Where possible, make the product as an actor in the scene, not just a prop.
Eg: behind the story of the original Pixar animation.
3. Art and copy must be fully integrated.
Eg.: buying the product for brand name
4. The advertisement must have visual impact. The designer must have personality, bounce, and vitality.
5. It is a little less than useless to employ a so-called gimmick in advertising
Eg: detergent advertisements- it is a gimmick but not really happening
6. Tell the truth.
Eg: Mc Donald's shows the food nicer, but the customer gets disappointed when it comes to reality.
7. Be relevant. The advertisement should relevant even the advertising is beautiful.
8. Be simple. The designer or the company will lose the audience if the design is intricate and the audience can't understand it.
9. Safe ideas can kill you-strategy and position are essential.
10. Stand out- if the advertisement is not yours everything has been wasted.
Week 1-lecture
Marketing means buy or trade. This word is a Latin word from Mercari and Mercatus. Marketing is the activity, set of institutions and processes for creating, communication and delivering and exchanging offering that has value for customers, clients, partners and society at large. (AMA, 2013)
4 elements of the 4P's of marketing:
1. Product
2. Price
3. Place
4. Promotion
Week 2- lecture
Art director- According to Sokanu(2015) description says someone who is responsible for the visual style and image in magazines, newspapers product packaging, movie, television productions. They develop artwork and layouts.
However according to the Mall's (2014) definition about the art direction is the visceral resonance of how a piece of work feels. What you feel in your gut when you look at a website, app, or any piece of design work.
Roles or function of an art director
Art director's creative idea
Creative ideas are often arrived at bringing together two apparently unrelated thoughts. The creative idea is a production proposition(USM/SMP)+ something unrelated= creative idea
An idea either comes in the form of a twisted headline or twisted visual.
Week3- lecture
No lecture
Week4- lecture
Creative and effective advertising message for a specific target audience
creativity is an ability that everyone has. To find it out
creativity means-
"The use of imagination or original ideas to create something"
"creativity is madness"
"a great artist is but a conduit for an expression that resonates with something that is greater than him or herself"
why do we create?
Robert E Franken (1993, p. 396)- 1. need for novel, varied, and complex stimulation
2. need to communicate ideas and values
3. need to solve problems
Segmenting a consumer market
marketers group these shared characteristics into categories:
1. Behaviouristic segmentation
2. Geographic segmentation
3. Demographic segmentation
4. Psychographic segmentation
Week 5- lecture
No lecture
Week 6- lecture
People are taking few seconds only to look at an advertisement and judging it fast whether it is suitable to them or not. So the designer using unrelated advertisement to attract the people to look at it. so they spend long time to read and it is even harder to forget. No need to make headlines strong when the advertisement is visually strong. To attract people either headline or visual enough to get strong.
Exercise 1
Group exercise
The lecturer has given us an exercise relating to the decoding lesson. My group members were Aryna, Hui Li and I. We chose 4 advertisements for this exercise.
1. Dairy champ
Proposition- Selling the milk brand (SMP- their good quality dairy product)
Creative idea- Using celebrities or well-known people's faces to promote their products.
Strategy- Humour
2. Vacuum cleaner
Proposition- Selling strong powered vacuum cleaner
Creative idea- De-wrinkle the dog's skin
Strategy- Humour
Target audience- Housewives
3. Air Asia airlines
Proposition- Promoting their cheap airlines to Phuket
Creative idea- The play on words with "Phuket" that sounds like f*ck it.
Strategy- Humour
Target audience- Travellers and young adults
4. SOS Mata Atlantica
Proposition- Defending the remains of Mata Atlantica in Brazil
Creative idea- The usage of a half- skeleton leopard (because human care about animals but do not care about trees)
Strategy- Fear and shame
Target audience- People who perform deforestation
Exercise 2
Group work- Segment
Assignment
The brief
D&AD Brief Competition
The Brief
https://www.dandad.org/en/d-ad-new-blood-awards/
Duration of Assignment 7 Weeks (Briefing on Week 1)
DEADLINE
Week 7
Description
This semester will see you applying your skill sets in solving problems and providing real-life solutions for real clients who have prepared briefs that have been uploaded to the D&AD Young Blood 2019 competition site. You may work in groups of twos (not more) or go at it alone.
Your first task is to skim through the briefs and choose one that appeals to you. Choose a partner that has a similar interest. Should you find that no one than choose a partner you would like to work with and negotiate or decide together. There are over 19 briefs to choose from.
Once the topic has been decided, print the brief out and dissected it several times in order to be certain of what the underlying motives and the expectations are of the owners of the brief.
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 on the students’ eportfolio (online journal). The student must document the above research and analysis in their eportfolio. The results of the research must be collated, analysed and presented in your eportfolio post. The student must document the above analysis in the choice of media their eportfolios. The use of visuals, diagrams, charts, time-lines are highly encouraged.
Submission
1. A4 Sketch papers, in an A4 Clear Sheets, documents chronologically uploaded to eportfolio. The works must be labelled and dated.
2. Cummulative eportfolio posts for Exercises (25%). Eportfolio must include: Lectures, Instructions followed by work, feedback (verbal and written) and reflections
Assignment
For the Assignment lecturer gave a website to find actual company and make advertising for it. (D&AD new blood website)
Firstly, I chose some companies and downloaded their brief to get an idea of what the companies want.
I chose:
1. Burger King
2. Virgin Atlantic
3. Heinz
4. John Lewis
5. Adidas
6. BBC
From this, Finally, I chose Burger King company.
They want to promote the Whopper burger to young adults. Furthermore, they don't want an advertisement to show on the television. Mainly they are looking to promote via social media such as Facebook.
Assignment Progression
Research
Burger King- According to their official website, Burger King is an American global chain of the hamburger fast food restaurant. It was founded in 1954 in the unincorporated area of Miami-Dade Country, Florida. Firstly, they started as "Insta- Burger King" and later they changed into "Burger King". The Founders of the Burger King are David Edgerton and James McLamore. Currently, it is the second largest fast food hamburger chain in the world and owned to 3G Capital.
3G Capital- 3G Capital is a global multi-million dollar investment firm. In 2010, 3G Capital purchased the Burger King Corporation and making it a privately- held company.
Whopper- Whopper was founded in 1957 by James McLamore. It is filled in a hot pound of flame-grilled beef, ripe tomatoes, crisp lettuce, creamy mayo, ketchup, onions and crunchy pickles in a toasted sesame seed bun. For those who like to eat Whopper but find it too filling, the Burger King also have the smaller version which is called the "Whopper JR.".
However, according to the Wikipedia, the Whopper JR was created by accident in 1963 by Luis Arenas-Pérez.
Moreover, the Burger King competitors are McDonald's and Wendy's because they also created a burger similar to the Whopper. Wendy's created the "Big Classic" with similar topping but served on a bulkie roll. McDonald's created six versions of similar to Whopper burger including the McDLT, the Arch Deluxe and the Big N'Tasty.
Burger King Logo- Burger King logo was made in 1967, and it almost looked the same included a rounded figure with tilted fonts painted in catchy colours. The logo consists of two halves of a bun with the company name in the centre with a whirl. Burger King logo has three colours which are red, blue and yellow. The font size of 'King' is a little bigger than the word ' Burger' in the logo.
Whopper Logo- They used the colour of the beef for the font and replace the whopper burger in vector design instead letter 'E'.
Whopper Advertisement-
first BurgerKing advertisement
Left-handed Whopper advertisement
This advertisement is from USA Today (1998) for April fools' day. Bytheway, they used this again on last year (2018) in the same day.
Burger King came up with so many advertisements to promote Whopper burger.
Okay Google ad
Burger King used the Google home to promote the whopper in this advertisement. They wanted to show how the latest technology connects with Burger King. However, this advertisement worked opposite and not expect that would happen. 'Okay Google' most of the time giving a description from Wikipedia and anyone has the freedom to change the Wikipedia information. So someone changed it and gave wrong information to the audience and Burger King got worst customer reviews.
Halloween Whopper Ad
In this advertisement, Burger King used clown to show creepiness and relate to the Halloween theme. However, the customer might think in a different way like the Burger King create this advertisement to smash the McDonald's. How it is working? McDonald's mascot is a clown.
Burger King Whopper Freakout Commercial
Burger King once stopped Whopper burger and recorded people's reaction and made a commercial using it to show how people love Whopper burger. moreover, they tried to give Wendy's and Mc Donald's burger instead for Whopper.
Burger King| whopper Neutrality
Burger King came up with a commercial recently using the technology. They used net fast into the burger and making the customers annoy.
a thing that is extremely or unusually large.
synonyms- monster, brute, beast, giant
The survey data
The most used social media platform in 2018 is Facebook.
However, each platform has different purposes. Such as:
Facebook- Reaches a variety of segments of an audience with one post.
Twitter- Shares breaking news and quick updates. Promotes new products, content or brand contests. Collects instant feedback from your audience.
Instagram- Place to share videos and images that evoke feelings about your brand through the use of visual.
Through this research teammate and I decided to make an advertisement suitable to Instagram.
Through further research about social media platforms, 16-24 ages (Gen Z) use a lot YouTube, Snapchat and Instagram.
However, they use Instagram to follow branding.
Why we chose to create poster?-
Usually people like to read to read things in fast and even though in social media platforms and it is easy to share with other people as well.
Sketches after feedback 4
Progression in digital
Posters after feedback 4
Posters after feedback 5
Posters after feedback 6
Using red colour as the background was like distracting to the text. So I changed it to a yellow colour. Furthermore, I used a brown colour for some of the texts to show the colour of the whopper burger.
Submission
Posters with mockup
Posters with mockup
Instagram mockup
Facebook mockup
Twitter mockup
Feedback 1
The lecturer said that to confirm the company brief which one me and my teammate going to do and start to do the research.
Feedback 2
Think about what we going to do or create and do more research about the history of the company, the whopper burger, and advertisements that they came up so far.
Feedback 3
The lecturer said that to do research about 16-24 ages such as what is their most use social media platform last year (worldwide) for the sketches, market the 'Flame-Grilled'. Think about how you going to show the taste and size of the Flame-Grilled Beef. The Bird Box is good to use because it is very trendy right now. But better come up with 3 concepts to that idea and good the blindfold will take off or peeking an eye. Find the twist to these words: eat like a king, eat like a queen, eat like a grown up. Use some fun phrases to catch the audience. Use sex ideas/ phrases to the posters. Use some current social media trends for the advertisement. Use the meaning of the 'whopper' to exaggerate the idea of the poster. Use some hashtags as well.
Feedback 4
The lecturer likes the use of the 'King' in the headlines. However, should come up with more ideas either use 'King' of 'whopper' in the headlines. Focus on one that allows to come up with a lot of headlines. Headlines are where can twist lies.
Feedback 5
The lecturer accepted the first one (the hug one). He said to find more headlines to people make smile and focus more headlines.
Try to make the text properly for the accepted one.
Feedback 6
The lecturer said to come up with 3 types of posters but use the same theme and use some blue colour to the text because it is one of the main colour in Burger King logo. Bring the Burger King logo into the middle, no need to keep in the corner always.
The lecturer said to come up with 3 types of posters but use the same theme and use some blue colour to the text because it is one of the main colour in Burger King logo. Bring the Burger King logo into the middle, no need to keep in the corner always.
Reference
History of Burger King and the Whopper burger-
http://www.burgerking.com.my/About
https://en.wikipedia.org/wiki/Burger_King
https://en.wikipedia.org/wiki/Whopper
http://www.academia.edu/5409347/BACKGROUND_OF_BURGER_KING
http://www.historyofbranding.com/history-burger-king/
https://www.famouslogos.us/burger-king-logo/
Research on the social media platform-
https://www.verticalresponse.com/blog/social-media-your-business-choosing-the-best-platform/
https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/
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