Chapters 7,8,9
Chapter
7
This
chapter focuses on formats or models of advertising, categories of
advertising ideas that can help us familiarize with the different
solutions that exist in the contemporary media for advertising. It is
important to be familiar with different formats and their
characteristics in order to create solutions that are fitted to each,
especially in the age of technology where new formats are ever
growing. In addition the chapter covers different approaches to
advertising in different formats, like endorsements, showing the
problem and the solution, comparison between two products or brands
etc. Methods like the spokesperson, or the endorsement got me
thinking how these approaches can be seen today as outdated and
overused, since today's costumers are saturated by advertising
campaigns that have used these strategies for a very long time.
However adds for companies like AllState or Nike show how these
approaches can still be renewed and made effective, especially
through the use of comedy or especial effects to add more
entertainment.
This
add from Allstate is one of my favorite spokesperson campaign, they
actually have two spokespersons, the comedian and the serious
personality/ trustful individual who comes after the add to speak
for the company. This add is a very good example of using a
Spokesperson and combining it with storytelling, comedy and drama, to
give it a modern flare.
Chapter
8
This
chapter discusses the importance of type selection to the overall
concept of the design, as well as to get the message across. It shows
how to select a type according to its function. This chapter also
covers the generation of images, the different types of images that
can be created by the designer or illustrator, and how to combine
images and text. The relationship between type and image is crucial
in to achieve a successful solution for advertising, a great concept
can get lost in translation with the wrong choice typography or a
badly generated image.
In this great add, we can see how the
right combination of typography and image can make or breake a
design. Here the text does not overwhelms the image, but complements
it, it delivers the message at the precise time. The size and
position of the text versus the image is highly important here too,
the text is what surprises the viewer at the exact moment after the
image is deciphered.
Chapter 9
This chapter discusses the subject of
the composition, as it was seen in the previous add, the composition
compliments the image and text, and it is another element of design
that can make or break the concept. The composition can be formed by
using a grid, or through spontaneous design. However it is important
to determine what do we want to say and how, so we can use the
composition in an interesting and appealing way to get our message
across. There are different visual elements that need to be
understood in order to use the composition to our advantage, like
balance, hierarchy, rhythm, contrast etc. An excellent example of
good composition and use of design elements is this famous Volkswagen
add. Here the grid is used to create rhythm and balance, while the
minimalistic composition provides a visual hierarchy that allows the
viewer to move through the page and get the message. This add shows
how good composition can be the key to a beautiful and successful
design.
Chapter 5
This chapter deals with one of the most
important elements of advertising and design, the concept. The first
thing we need to start a project is a concept, since every decision
that we make will have to relate to it and complement it. The concept
is what drives the campaign or the design, and how succesful our work
is depends on this 'big idea'. The chapter also talks about different
methods to arriving at a good concept, including market research and
costumer opinion. It also includes different strategies to think
creatively and arrive at a good idea, like creating visual analogies
and connecting words and images.
A good example of a successful solution
using creative thinking is this add for Fedex, where they combine two
well-known icons of two cities;The statue of Liberty and Rio de
Janeiro's Christ, into one image to get the message of international
service across.
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