Advertising Principles & Practice // Week 10

5.11.2016 // Week 10
Chia Yee Hsean (0322352)
Advertising Principles & Practice
Project 3: Advertising Campaign (Part 2) - Art Direction


Instructions

Project 3

Progress

For this week, I drew out the stick animals with different brush settings to see which was best. I first used a regular brush to get some clean lines, but later on I figured out how to tweak the brush settings to get a spray painted look.

The clean line versions:

 

The spray painted versions:

 

 

I also started working on different backgrounds for the ads.

Reflection

Experience: Everyone showed the work/progress they've done over the week, and had open discussions on the changes/improvements that can be made. Admittedly, I did not have a lot to show Mr Vinod and the class.

Observation: My classmates seem to be making good progress and are generally heading in the right direction. However, I can't say the same for myself. I was very hesitant in showing Mr Vinod what I have, and that sort of dragged the class down. 

Findings: I think it was selfish of me to just hold up the class like that. I fell sick the week before but I didn't make up for lost time afterwards and work on my drafts. And everyone showed their progress in class, so me not showing my drafts would be frankly, quite unfair to everyone else. I'll have to pull myself together in the few coming weeks, so I don't further disappoint everyone else..

Book of The Week

I'm pretty sure every senior before has borrowed this at least once and so I shall continue that legacy. Advertising Is Dead - Long Live Advertising! by Tom Himpe is chock full of past advertising campaign examples as well as helpful insights. There is a "Building Campaigns" section which is pretty relevant at this point of the semester, where the author discusses ways to conduct alternative advertising techniques. A few key notes:

1. Building brands with bricks

Rather than only one, "perfect" combination of media for the campaign, the author compares it to LEGO bricks where there is a two-way, dynamic process; because it is down to the audience to create their own specific combination, keeping and remembering what they like about the campaign.

2. Elite campaigns 

Traditional advertising campaigns speak to everybody, but to nobody in particular. Elite campaigns on the other hand, give some people within a target group a more privileged treatment (lol yeap sounds like elitism alright). Successful elite campaigns accomplish what most communication campaigns only hope to do: to make people feel as if a brand is speaking directly to them.

3. Curtain campaigns

Curtain campaigns deliberately spread pieces of information, little by little revealing the bigger story. Curtain campaigns choose to reveal their story piecemeal to keep their audience hungry for more and to make them interact with the story while it is being built.

(i guess i know what to call my campaign now)

Lots of nice pieces of information throughout the book! 7/10!

Picture credits

Advertising is Dead - Long Live Advertising! book cover: https://www.amazon.com/Advertising-Dead-Long-Live/dp/0500286876

All other pictures are personal documentation.