GDES1010! Week five Persuasion II!

Transcription

1 GDES1010! Week five Persuasion II!

2 Today! Critique of your fairy tales (30min)! Recap of where we are at (20min)! Semiotics Lecture - (20mins)! Persuasion Lecture - (20mins)! Homework and rest of the session Official brief 4 (?)!

3

4 Folio Piece #3: Nursery rhyme! A fairy tale is a story featuring folkloric characters such as fairies, goblins, elves, trolls, giants, and others. The fairy tale is a sub-class of the folktale. These stories often involve princes and princesses, and modern versions usually have a happy ending. Wikipedia! Tell one of the following stories without using words but using pictograms.! Render as big as possible on your A3 sheet. Pencil or black pen on white.! Present to the group next week.! If they can read the story without you talking, job done!!

5 Recap!

6 We are now at the end of the triangle, so let us have a recap of where we are at! Using the post it notes (In my drawer Andy)! Individually write up 3 things you have done so far on this module! Then write up 5 things you have learned! Now, in teams, decide which 2 items are the most important things you have learned thus far. Let us discuss as a group Why are these important?!

7 Semiotics! Please see semiotics.pdf document!

8 Persuasion II! Taking adverts further!

9

10 Many different types of ways of persuading people! Today we are looking at some campaigns created by Ad agencies! Looking at some examples of ambient ads!

11 Targeting your audience - Ad Agency structure/work flow MD Sales Manager Accounts Director Accounts Manager Creative Director Art Director Copy Writer Creative Director Accounts Director Visualisers Creative Team Studio Team Accounts/Sales Team Creative Director Art Director Art Director Graphic Designers Sales Manager Visualisers Copy Writer Artworkers Accounts Manager Accounts Manager Visualisers Accounts Handlers Art Director Image Makers Production Handlers Graphic Designers Typographers Image Makers Proofreaders Proofreaders Artworkers Production Handlers

12 Targeting your audience can we categorise advertising? Above the Line The traditional non-direct advertising of print, TV and radio. Below the Line Advertising that usual focuses on direct mail/response. Through the Line Multimedia, i.e. both above and below the line advertising, including interactive media. Such agencies often refer to themselves as full service.

13 Targeting your audience can we categorise advertising? Intergated When an idea is translated into more than one form of communication or media [be it advertising, design, or both]. It s not just a big idea that translates within one creative area, it s a big idea realized across many areas. Also known as multimedia, multiple media, mixed media, 360 branding, through the line, innovative marketing [e.g. ambient] and cross channel.

14 Targeting your audience how do we reach who we want? Anywhere the eye can see, it s likely to see an ad... OR CAN IT?

15 Targeting your audience the attentional blink Copy and paste this link into your web browser to view Dr Richard Wiseman, University of Hertfordshire Experiment designed by scientists at Harvard University

16 Targeting your audience can we categorise advertising?

17 Targeting your audience can we categorise advertising? D&AD 2010 Categories that features advertising in some form... Art Direction Poster Advertising Press Advertising Digital Advertising Animation Art Direction Banners and Pop-ups Digital Advertising Campiagns On-line Games Sound design and use of music Tools and applications Web ads Writing Direct Addressed Direct Mail Low Volume Addressed Direct Mail Medium Volume Addressed Direct Mail Very Low Volume Ambient Art Direction Digital Integrated Moving Image Press & Poster Writing Graphic Design Posters Intergated Outdoor Advertising Ambient Enhanced, Interactive and Digital Posters Indoor Posters Pavement Posters Poster Advertising Campaigns Transport Posters Press Advertising Inserts and wraps Magazines Press Advertising Colour Newspaper Press Advertising Colour Radio TV & Cinema Advertising TV & Cinema Communications TV Promotions, Stings and Programme Junctions TV Brand Identities And this doesn t begin to categories that are advertising orientated, included: Packaging Corporate Identity/Branding Book Jacket Design Point of Sale etc, etc, etc

18 Targeting your audience Art Direction Art Director Christian Sewell Andy McAnaney Designer Pete Mould Copywriter Andy McAnaney Christian Sewell Illustrator Pete Mould Typographer Pete Mould Executive Creative Director Jeremy Craigen Creative Director Mike Crowe Rob Messeter Account Handler Samuel Payne Advertising Agency DDB UK Brand Manager Carol Butler Marketing Manager Penny Walshe

19 Targeting your audience Art Direction

20 Targeting your audience Art Direction

21 Targeting your audience Digital Advertising created by TROJAN GAMES In 2003, to launch Trojan Condoms in the United Kingdom, the official web site for the so-called Trojan Games was created with several clips by UK-based The Viral Factory. The campaign received several awards including best online creative of the year in the Creative Showcase and also a Gold Lion at the 51st International Advertising Festival in Cannes. The site, and especially the associated video clips, were quite popular, having been viewed 35 million times. Now four years old the site is still active.

22 Targeting your audience Direct/Ambient [BJL Manchester 2009]

23 Targeting your audience Direct/Direct Mail Door Drop Low Volume ,000 [Ogilvy Frankfurt 2009]

24 Targeting your audience Direct/Ambient [Poster Advertising Enhanced, Interactive & Digital Posters] Ogilvy Frankfurt 2009

25 Targeting your audience Graphic Design/Posters David&Goliath, 2009

26 Targeting your audience Graphic Design/Posters MARK, 2009

27 Targeting your audience Integrated Copy and paste this link into your web browser to view Saatchi & Saatchi London, 2010

28 Targeting your audience Integrated/Digital Copy and paste this link into your web browser to view SapientNitro 2010

29 Targeting your audience Mobile Marketing Copy and paste this link into your web browser to view Mobile Marketing Agency - Zolmo, 2010

30 Targeting your audience Outdoor Advertising [Ambient/Experiential] Harrison Troughton Wunderman, 2007

31 Targeting your audience Outdoor Advertising [Ambient/Street Marketing] The Campiagn Palace / Red Cell, 2007

32 Targeting your audience Outdoor Advertising [Ambient/Experiential] Copy and paste this link into your web browser to view M&C Saatchi, 2007

33 Targeting your audience Ambient / PR & Creative Stunts TBWALondon, 2006

34 Targeting your audience Ambient Media agency no longer in existence Springer&Jacoby Hamburg, 2004

35 Targeting your audience Outdoor Advertising/Ambient Copy and paste this link into your web browser to view Jung von Matt Stuttgart, 2010

36 Targeting your audience Press Advertising [magazine press advertising, colour] CLM BBDO, 2010

37 Targeting your audience Radio [Radio Commercials 1-30 seconds] Copy and paste this link into your web browser to view ABBOTT MEAD VICKERS BBDO, 2010

38 Targeting your audience TV & Cinema [Cinema Commercials seconds] Copy and paste this link into your web browser to view BETC Euro RSCG, 2010

39 Targeting your audience TV & Cinema Communication TV Promotions, Stings & Programme Junctions Copy and paste this link into your web browser to view 4creative, 2010

40 Persuasion Brief II! Folio piece #4!

41 Folio Piece #4: Film Poster! Now we are at our second pass of the graphic triangle, we are going around again (different order you may note wrecking the timetable you may also note) and spending much more time on projects with time in class for feedback and research.! We hope you now know what is expected of you in terms of presentation, rendering, research and idea generation.!!

42 Folio Piece #4: Film Poster! We are asking you to design a poster for a film. It s a real film that happened to be canned its up to you to research the film, the stars etc.! Film posters have a look that tells us it s a poster for a film there are many articles and blogs on this subject! Your film poster should have a logo, information and some idea of how you are going to sell the film to your target audience!

43 Folio Piece #4: Film Poster! But there is more:! We also want at least one ambient and or viral idea for how you may influence the selling of cinema tickets to go see the film.! You need to present your poster and your viral ideas on at least 2 sheets of A3. Show workings and ideas too.! You will have two weeks to do this project.! By next week you should have shed loads of research and the start of some ideas. You will be sharing these with the rest of your learning teams.! We will next week come round individually and seeing your sketchbooks / blogs! Present to the group week after!

44 !! Folio Piece #4: Film Poster! Was due to star Kate Blanchet and was to be directed by Joe Wright! It s a film of a really really good book and an interesting story! Much wrangling with the Indian Govt. so was binned as a project! Research the film, the book! What is it about?! When is it all set?! Is it a true story hint yes!! What would it have looked like?! What other films has Joe Wright done? Hint they all look similar! Who would have gone to see it?! /10/joe-wrights-indian-summerwith-cate.html!

45 Rest of this session + homework! Get researching!