4.01.2017 - 25.1.2017 (Week 1 - Week 5)
Yasmin Kamarudin
0325946
Advertising Principles and Practice
Exercises Submission
Instructions
Exercises Individual work (25%)
The Brief
Idea Sketches
Reflection
For this exercise we were asked to create an ad for Volkswagen that would leverage on the popularity and the viralness of a video clip that showed a Volkswagen Polo ramming a Malaysian Police car. But due to the misunderstanding and confusion that had happened within the group, we had promoted U-mobile instead, in reference to the Volkswagen being fast. It was an interesting experience due to the confusion but having to promote another brand by leveraging on a another brand’s opportunities is quite a funny thought for me. I wonder if it had been done before.
16.01.2017 (Week 3) // Lecture 4 : Roles of an Art Director
The art director is responsible for the visual style & images in magazine, newspapers and etc. They are in charge of the overall design, style & tone of the project and also direct others. They usually come up with the innovative idea for visual elements. They oversee the work of other designers.
Reflection
Before this exercise, Mr.Vinod had lectured us regarding the role of an art director and also advertising in support of marketing. What I had learned was the difference between, creative director, copy writer and an art director. There is a lot that can be gained from the lecture, but one that stood out is how usually copywriters are the ones that go up and become a creative director because they are the ones that always thinks more than an art director. Regarding the exercise, it was interesting how the phrase Japanese Speaking class can be condensed into a visual form that is so simple yet effective. I tried to using this exercise to create the ad for the condom. I had to think of what visual representation of a thin condom.
USP/SMP: Mahkota Untuk Ais Kacang (Crown Jewel of Ais Kacang)
Creative Idea: Using iconic public figures of Malaysia and their unique “asset” to promote the product
Strategy: Relatability, Familiarity and Shock Value
Target Audience: Adults; Generation X
Would you be intrigued enough to buy it, yes or no?
Yes, just to see if it lives up to the marketing and to try it. It’s memorable, so it’s at the back of the mind and if it was me who knew nothing of these advertising and marketing strategies, I would maybe trust the brand because of how it was ingrained in my mind.
Reflection
Yasmin Kamarudin
0325946
Advertising Principles and Practice
Exercises Submission
Instructions
Exercises Individual work (25%)
The Brief
Idea Sketches
Duration of Assignment
3 Weeks (Briefing on Week 1)
DEADLINE
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).
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.
Idea sketches submission here
Feedback
Try to think of another idea. Maybe the mirage idea could be developed differently? A play on two words and indicate the thinness of the condom, making the words as the visual?
Reflection
I realized that by creating 15 sketches a week helped a lot in thinking creatively. Even though, it felt forced and was very challenging for me, the outcomes were fulfilling. It reminded me of a post I found that by coming up with 10 ideas everyday, you'll become more creative. Maybe that is true. But, since this was by week. It's a different matter. There were times where I felt demotivated and thought I couldn't figure it out, but eventually it had come to me before I slept if I'm not mistaken. What Mr.Vinod said about thinking about the USP when I'm sleeping, eating, conversing and etc, had definitely helped. Now, I'm just struggling to come up with the tagline. I hope what I had sketched and generated would work out. It's just a matter of trying it out digitally to see where it'll lead.
_________________________________________________________________________________
In-Class Exercises
4.01.2017 - 25.1.2017 (Week 1 - Week 5)
Yasmin Kamarudin
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).
- Weird, wild, wacky and off the wall ideas are welcome.
- Negativity is not welcome
- Build on ideas. Don't shoot them down.
- All ideas are welcome and respected.
- Do not censor yourself. Just say it.
- No interruptions from outside allowed (That includes cell phones).
- Take a short break every hour.
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.
Idea sketches submission here
Feedback
Try to think of another idea. Maybe the mirage idea could be developed differently? A play on two words and indicate the thinness of the condom, making the words as the visual?
Reflection
I realized that by creating 15 sketches a week helped a lot in thinking creatively. Even though, it felt forced and was very challenging for me, the outcomes were fulfilling. It reminded me of a post I found that by coming up with 10 ideas everyday, you'll become more creative. Maybe that is true. But, since this was by week. It's a different matter. There were times where I felt demotivated and thought I couldn't figure it out, but eventually it had come to me before I slept if I'm not mistaken. What Mr.Vinod said about thinking about the USP when I'm sleeping, eating, conversing and etc, had definitely helped. Now, I'm just struggling to come up with the tagline. I hope what I had sketched and generated would work out. It's just a matter of trying it out digitally to see where it'll lead.
_________________________________________________________________________________
In-Class Exercises
4.01.2017 - 25.1.2017 (Week 1 - Week 5)
Yasmin Kamarudin
0325946
Advertising Principles and Practice
Advertising Principles and Practice
In-Class Exercise // Lectures
9.01.2017 (Week 2) // Lecture 1: Advertising 101
9.01.2017 (Week 2) // Lecture 1: Advertising 101
In class, Mr. Vinod had talked on the meaning of advertising, including the definition of it which derives from the latin word Adverte (Ad: towards, Verte: turn to). It is a marketing tool that calls attention to the product you are promoting. He talked about the advertising approach of the Volkswagon Beetle & Polaroid Campaign by DDB after WWII, America took license of Volkwagon and they needed to sell a German product. Their approach was to gain sympathy from the audience, playing on the negative of the car, and make the audience argue with the ad (uses the lawyer in your head). He also talked about the 10 principles ("rules") of Advertising in short are as follows.
After that, Mr. Vinod, gave us an exercise to create a headline for Digi but using a picture of the Bersih rally (Exercise 1).
- State the essence of the product in the simplest term.
- Make the product an actor, not a prop
- Art and copy must work as a whole (headline with visuals)
- Create a personality for the ad and/or product (have character)
- Don't use gimmick unless it tells the product's story
- Tell the truth. It gains trust from people
- Be relevant over exciting & irrelevant (Know your Target Audience intimately)
- Be simple (Back & forth and then refine)
- Be bold. Safe ideas can kill you.
- Stand out!!! Distinct. Shock. Disturb. Cry. Laugh. If there's an emotional reaction, you've made it.
After that, Mr. Vinod, gave us an exercise to create a headline for Digi but using a picture of the Bersih rally (Exercise 1).
Exercise 1: Creating a headline for Digi
Reflection
This was the first exercise Mr.Vinod gave us which is to create a headline for the picture of the Bersih protest happening in Malaysia. At first, our group had done a mind map and slowly from there we had created the headline. We had a lot of options but these three were the best ones that we could come up with. I’ve never had prior experience in creating headlines for something like this before, so it was definitely challenging especially since it had to correlate to the event that was happening but not insinuating any opinions on the event itself.
11.01.2017 (Week 2) // Lecture 2 : Sketches & Creative Idea Decoding an Ad & Ad Campaign
This week, Mr.Vinod talked about how sketches should look like and also what a creative idea is. Here are what I found.
A product proposition (USM/SMP) + something unrelated = Creative Idea
Idea generation can be incited by having random association: Word & Picture
The ad needs to have either twisted headline straight visual or vice versa.
11.01.2017 (Week 2) // Lecture 3 : Decoding an Ad & Ad Campaign
Mr.Vinod gave us a lecture on what every ad consists of which is the proposition (SMP/USP), creative idea (Ad message), and strategy & elements (approach: funny? diminutive? What emotional reaction are they trying to provoke?).
After that Mr.Vinod gave us an exercise which is to come up with the creative idea, strategy and the proposition of three ad campaigns (Exercise 2). Another exercise was given after that, which was to create an ad to leverage on the popularity of a viral video with a product in it (Exercise 3).
Exercise 2: Decoding an Ad Campaign
Reflection
This exercise was fun as we had to look for campaigns to decode. One of the campaigns we had a hard time to decipher the creative idea and strategy as it was closely tied to each other, we didn’t know that that was possible. Other than that, I’ve realized how much effort and thinking time the advertising agency of these brands took for it to be memorable and effective.
Reflection
This was the first exercise Mr.Vinod gave us which is to create a headline for the picture of the Bersih protest happening in Malaysia. At first, our group had done a mind map and slowly from there we had created the headline. We had a lot of options but these three were the best ones that we could come up with. I’ve never had prior experience in creating headlines for something like this before, so it was definitely challenging especially since it had to correlate to the event that was happening but not insinuating any opinions on the event itself.
11.01.2017 (Week 2) // Lecture 2 : Sketches & Creative Idea Decoding an Ad & Ad Campaign
This week, Mr.Vinod talked about how sketches should look like and also what a creative idea is. Here are what I found.
- Visual + Border + Line + Logo
- No shading or coloring is necessary
- No layout design
- Have a creative idea
- Don't shoot down an idea regardless of how stupid it is.
- Bringing in two apparently unrelated thoughts
- Two disparate things = something new
- Connections between two unrelated items
- Two or more seemingly unrelated ideas/concepts and find a way to link them
A product proposition (USM/SMP) + something unrelated = Creative Idea
Idea generation can be incited by having random association: Word & Picture
The ad needs to have either twisted headline straight visual or vice versa.
11.01.2017 (Week 2) // Lecture 3 : Decoding an Ad & Ad Campaign
Mr.Vinod gave us a lecture on what every ad consists of which is the proposition (SMP/USP), creative idea (Ad message), and strategy & elements (approach: funny? diminutive? What emotional reaction are they trying to provoke?).
After that Mr.Vinod gave us an exercise which is to come up with the creative idea, strategy and the proposition of three ad campaigns (Exercise 2). Another exercise was given after that, which was to create an ad to leverage on the popularity of a viral video with a product in it (Exercise 3).
Exercise 2: Decoding an Ad Campaign
- Absolut Vodka AdsProposition: The Absolut shape of the bottle
Creative Idea: Playful
Strategy: Optical Illusion
- Lego AdsProposition: You can build anything with legos
Creative Idea: You build what you imagine
Strategy: Imagination (Tied to the creative idea)
- Jeep Ads
Creative Idea: Jeep is versatile, it can be used in any situation and any part of the world
Strategy: Optical Illusion / Anagram, Shock Value
Proposition: See Whatever You Want to See
Reflection
This exercise was fun as we had to look for campaigns to decode. One of the campaigns we had a hard time to decipher the creative idea and strategy as it was closely tied to each other, we didn’t know that that was possible. Other than that, I’ve realized how much effort and thinking time the advertising agency of these brands took for it to be memorable and effective.
Exercise 3: Viral Marketing/Advertising
Reflection
For this exercise we were asked to create an ad for Volkswagen that would leverage on the popularity and the viralness of a video clip that showed a Volkswagen Polo ramming a Malaysian Police car. But due to the misunderstanding and confusion that had happened within the group, we had promoted U-mobile instead, in reference to the Volkswagen being fast. It was an interesting experience due to the confusion but having to promote another brand by leveraging on a another brand’s opportunities is quite a funny thought for me. I wonder if it had been done before.
16.01.2017 (Week 3) // Lecture 4 : Roles of an Art Director
The art director is responsible for the visual style & images in magazine, newspapers and etc. They are in charge of the overall design, style & tone of the project and also direct others. They usually come up with the innovative idea for visual elements. They oversee the work of other designers.
The art director usually works with a copywriter and together they make up a creative team.
They also do the:
- sketches, storyboard
- gain target audience insight
- pitch ideas
- discusses with the creative director
- attending meetings, working in editing suites
Overall the art director's job is to ensure the client's message & image is conveyed to consumers.
After that, Mr. Vinod had made us do an exercise (Exercise 4) together as a class which is to create a visual identity (just like an art director) for a Japanese Speaking Class.
Exercise 4: Creating a Visual Representation
Reflection
Before this exercise, Mr.Vinod had lectured us regarding the role of an art director and also advertising in support of marketing. What I had learned was the difference between, creative director, copy writer and an art director. There is a lot that can be gained from the lecture, but one that stood out is how usually copywriters are the ones that go up and become a creative director because they are the ones that always thinks more than an art director. Regarding the exercise, it was interesting how the phrase Japanese Speaking class can be condensed into a visual form that is so simple yet effective. I tried to using this exercise to create the ad for the condom. I had to think of what visual representation of a thin condom.
25.01.2017 (Week 3) // Lecture 5: Advertising Message & Choice of Media
In class, Mr. Vinod talked about the media how it is a traditional mass communication such as newspapers and TVs but nowadays, the new media is the internet, social media, blogs. The difference between a media strategy and (IMC) is that IMC is not only in charge of advertising, they do events and press releases.
In class, Mr. Vinod talked about the media how it is a traditional mass communication such as newspapers and TVs but nowadays, the new media is the internet, social media, blogs. The difference between a media strategy and (IMC) is that IMC is not only in charge of advertising, they do events and press releases.
This lecture was to enlighten us on the type of media we will be choosing for our Project 2. He had said to think it through and how important our choices is. He quoted the "medium is the message" by Mashall Meluhan. I've heard of this quote before but didn't really think about it much. Mr. Vinod also talked about the 5Ms when it comes to the advertising world, which is
- Market (audience)
- Money ($$$)
- Media (communication channel)
- Mechanics (time slots, sizes, styles, timing and etc.)
- Methodology (selecting, scheduling, planning, negotiating and etc.)
Gorilla Marketing: which is basically a low budget and targeted approach and strategic locations.
Before the class, he had asked us to decode this ad campaign in Malaysia and document it in our exercise (Exercise 5).
Exercise 5: Decoding an Ad Campaign II
USP/SMP: Mahkota Untuk Ais Kacang (Crown Jewel of Ais Kacang)
Creative Idea: Using iconic public figures of Malaysia and their unique “asset” to promote the product
Strategy: Relatability, Familiarity and Shock Value
Target Audience: Adults; Generation X
Would you be intrigued enough to buy it, yes or no?
Yes, just to see if it lives up to the marketing and to try it. It’s memorable, so it’s at the back of the mind and if it was me who knew nothing of these advertising and marketing strategies, I would maybe trust the brand because of how it was ingrained in my mind.
Reflection
It was really hard to pinpoint the creative idea and strategy but it was fun analysis but I realized that you would have to be Malaysian or had grew up in Malaysia, in order to understand the reference, or the public figures used. I almost hadn’t figure out the asset that these public figures had if I didn’t discuss it with my friends but if I wasn’t analyzing it, I would have just thought it was an interesting execution.
13.02.2017 (Week 6) // Lecture 6: Culture & Politics
In class, Mr. Vinod started out talking about a quote by Roth Sutherland " I rather be evil than useless" which is implying that being known is better than not being known. In advertising, it means that he would much rather have someone hate his work than to not have an impact. After that he explained how the promotion of choice reflect a cultural value. How we are affected by our culture to buy something or use a product.
Then he talked about the closed economy and an opened economy. He said, by having a closed economy, it will strengthen the economy first before opening up to other products. The liberalising of an economy will lead to the commoditization of education where Business wins, which will create a knowledge gap between the ones who can afford and the ones who can't. By having exposure to the outside world, people will unconsciously accept other values. That's why protests are an infringement of culture.
Mr. Vinod gave us an example of when India went from being a closed economy to an open one. How at the start of the opening up the economy, they started to play MTV for an hour and they were these people that were the Pre MTV vs. Post MTV.
After that how advertising is affecting the socio-cultural, economic, political & ethical factors. The use of cultural values(coca-cola campaign) and using cultural icons such as celebrities to endorse in the product and the use of colloquial language (#bestgiler).
13.02.2017 (Week 6) // Lecture 6: Culture & Politics
In class, Mr. Vinod started out talking about a quote by Roth Sutherland " I rather be evil than useless" which is implying that being known is better than not being known. In advertising, it means that he would much rather have someone hate his work than to not have an impact. After that he explained how the promotion of choice reflect a cultural value. How we are affected by our culture to buy something or use a product.
Then he talked about the closed economy and an opened economy. He said, by having a closed economy, it will strengthen the economy first before opening up to other products. The liberalising of an economy will lead to the commoditization of education where Business wins, which will create a knowledge gap between the ones who can afford and the ones who can't. By having exposure to the outside world, people will unconsciously accept other values. That's why protests are an infringement of culture.
Mr. Vinod gave us an example of when India went from being a closed economy to an open one. How at the start of the opening up the economy, they started to play MTV for an hour and they were these people that were the Pre MTV vs. Post MTV.
After that how advertising is affecting the socio-cultural, economic, political & ethical factors. The use of cultural values(coca-cola campaign) and using cultural icons such as celebrities to endorse in the product and the use of colloquial language (#bestgiler).
