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Understand issues relevant to design for advertising

Jo Lowes

+Website support

https://www.youtube.com/watch?v=FGvO0VmI6Fw

https://patriciadeguzmanunit42.wordpress.com/

+Types of advertising

Produce a mind map of the different types of advertising

Consider…… Medium: on screen eg web, animation, television,

cinema, LCD, plasma, hand-held device, print eg eg internet, books, magazines, design

illustration, packaging, hoarding, magazine; product eg logo, material, corporate colours, look and feel

+Describe the following types of advertising Methods & include visual examples Online advertising (aka digital) Print advertising Guerrilla advertising Broadcast advertising Outdoor advertising Product placement advertising Mobile advertising Packaging advertising

+Design contexts What information do advertising creative need

in order to create an advert Design contexts : eg sources, background information;

relevant to the brief eg audience, product, message,

media Opportunities : existing thinking; new ideas eg

circumstances, products, exploitation, exploration, new

openings, scope, media

+Constraints in advertising

Law: You must stay within legal rules such as libel. There are also certain products that cannot be advertised at all, or where adverts are restricted, such as tobacco and alcohol. There are further guidelines such as you cannot make untrue claims in adverts.

Money:Clearly money is a constraint. If your budget is limited you cannot consider expensive TV adverts.

Ethics:Should you advertise in publications that some people might find distasteful or which do not fit your product’s profile. Should you advertise products to vulnerable people – eg advertising fast food to children.

+Communication in advertising

Place the adverts you found for homework here and describe what they are trying to communicate

Consider who it is aimed it What is is trying to do eg what strategy does it use (see

the next slide) Consider the style: eg subtle, non-literal, theoretical,

conceptual, abstract, literal, explicit, factual, humorous Finally do you think it is effective and why?

+7 Most common Types of Ad Strategies 1. “Before and

After” Strategy. Use this strategy to show life without the product and then life with the product. Generally, you’d show a negative visual image of life before the product and then a positive one after. This technique helps you show the value and importance of your product.

+ 2. “Advice”

Strategy. This is a lateral, “we can help you” ad strategy. Use it to express the benefit of your product or service. For example, you can emphasize that everyone needs to consume protein everyday so you can sell more milk. (E.g Got Milk?)

+ 3. “Empathy” Strategy. Use this strategy to develop the audience’s empathy towards a targeted audience. For example, a non-profit organization can show images of ill children to make people feel sympathetic towards the kids. This approach can help the non-profit organization raise funds.

+ 4. “Testimonial”

Strategy. This approach leverages a famous or non-famous consumer to support the quality or benefits of a brand’s product. For example, a professional basketball player can wear a pair of Nike basketball shoes to support the quality of Nike basketball shoes.

+ 5. “Demonstration” Strategy. This type of ad strategy focuses solely on ways to explicitly show the product benefit via a “demonstration.” For example, when Jean-Claude Van Damme performed a split on two reversing Volvo trucks, he was demonstrating the stability and reliability of Volvo trucks.

+ 6. “Competitive” or “Comparison” Strategy. Use this strategy to make either an overt or subtle reference to any differences between your product and a competitor’s product. The classic example is the Mac vs PC commercial where Apple directly compared Mac’s features against PC’s to explicitly show the superiority of Mac computers.

+ 7. “Negative to Positive” Strategy. Use this strategy to turn a boring or negative perception about a product, brand, or market into a positive one by adding an extra or clever argument. For example, VW’s famous “Think Small” ad turned the common American belief that bigger is better, by showing positive reasons for owning a small car, such as smaller bills and parking spaces.