Study task 2 - Finding research sources

To what extent can advertising be said to persuade or manipulate the audience? 

3 Ways to persuade your audience

- Convince the audience you know what you are talking about 

- Understand the audience you are connect with

- Use credible sources

'A good advert'

- Memorable

- Provides quick info

- Easily recalled 

- Does not confuse the audience 

- Connects with the audience 

- Shows a clear logo

- Displays company info e.g. website, number

The difference between persuasion and manipulation 

How advertising manipulates your choices and spending habits 

- Can result in debt 

- Emotional response can make you want to buy

- Reference what we desire 

'Info manipulation theory' 

- A persuasive person deliberately breaking one of the four conversational maxims

1. Quantity: info is complete/ full

2. Quality: Info truefull/ accurate 

3. Relation: Info is relevant to the convo 

4. Manner: Info expressed in an easy to understand way and none verbal actions support the tone of statement 

https://www.fastcompany.com/3030173/how-to-use-10-psychological-theories-to-persuade-people

Research Catalogue 

Websites

1. http://www.oysterstudios.com/what-makes-a-good-advert/
2. https://www.fastcompany.com/3030173/how-to-use-10-psychological-theories-to-persuade-people
3. https://www.psychologytoday.com/blog/ulterior-motives/201008/what-does-advertising-do

LAU Library

1. Fundamentals of creative advertising
2. Advertising today / Berger, Warren (2001)
3. New techniques for visual seduction/ Stoklossa, uwe & Rempen, Thomas (2010)

Google Books

1. Advertising and the mind of the consumer

https://books.google.co.uk/books?id=kNacoUEPwB8C&pg=PA194&dq=what+is+Advertising+and+public+awareness&hl=en&sa=X&redir_esc=y#v=onepage&q=what%20is%20 Advertising%20and%20public%20 awareness &f=false

2. 90 Days to successful marketing and advertising your small business

https://books.google.co.uk/books?id=JYALAAAAQBAJ&pg=PA68&dq=what+is+Advertising+and+public+awareness&hl=en&sa=X&redir_esc=y#v=onepage&q=what%20is%20Advertising%20and%20public%20awareness&f=false

Context of Practice - Level 4 lecture

Context of Practice Introduction - Level 4 lecture

Module aims:

• practical , theoretical and contextual research skills and approaches to identify source material through a range of methods

Integrated Creative Practice:

Theory - Practice - Professionalism

We are here because...

• It is our job to communicate
• We solve problems of communication through type, image and/ or motion
• We are interested in words, language, message and meaning
• We need to effectively communicate ideas, concepts and context to different audiences in range of context

Words - Language - Message - Meaning

Within the specialism you’ll learn

Knowing that…(theoretical Knowledge)

Knowing how…

Knowing where…

Stimulated Approach - Intuitive Approach - Systematic approach - Intuitive Approach

“There is no single approach within creative practice”

Visual Communication

Visual Literacy - the ability to interpret, negotiate an make meaning from information presented in the form of an image.

According to research from Cambridge University, it doesn't matter what order letters in a word are, it just matters that the first and last letter are in the correct place. The rest can be a complete mess and the words to eligible to read.

Initial Research - Task 1

 Branding and logo design

• Simplistic
• Shows consumer what the brand is about straight  away with the clear strap line
• Bold
• Works in contrast with the colourful bath bombs/ merchandise of the company
• Basic to show the brand is for middle class and it not high end

• Recognisable
• Simple but eye catching
• Rob Janoff, the designer of the Apple logo, claims that he didn't explicitly intend this meaning when he created the logo in 1977. He didn't have to. Mr. Janoff said he included the bite “for scale, so people get that it was an apple not a cherry. Also it was kind of iconic about taking a bite out of an apple.”
• Why is the bite iconic? Because of its use as a symbol over hundreds of years of mythology. Former Apple executive Jean Louis Gassée called the logo “the symbol of lust and knowledge.” http://www.magneticstate.com/blogdept/what-does-the-apple-logo-mean/

Advertising and Public awareness

• Recreated a tomato ketchup bottle out of fresh tomatoes showing the brand is pure and fresh with it’s ingredients
• RED- supposedly makes the consumer hungry and also represents the tomatoes
• ‘No one grows Ketchup like Heinz’ portraying their brand as the best.
  
  

• Represents being unable to resist temptations with the type in nutella
• Signature  jar on the advertisement to make the brand instantly recognisable

Printmaking

Printmaking is the process of making artworks by printing, normally on paper. Printmaking normally covers only the process of creating prints that have an element of originality, rather than just being a photographic reproduction of a painting. https://en.wikipedia.org/wiki/Printmaking

• Quirky

• Contrast within mark makings/ collage
• Elements of type
• Different medias combined
• Robert Rauschenberg design
  
  
  
  
  
  
  
  • Elements of rainbow/ bright colours
  • Abstract shapes
  • Shaddow
    
    
    
    
    Editorial Design
    
    
    Editorial design is a fascinating field that combines our abilities for creative typography, smart layouts and clever compositions. All around the world people wake up early and stay up late creating compositions that millions get a hold of in the form of newspapers, magazines and books. https://designschool.canva.com/blog/editorial-design/
    
    
    

    
    
    - Love the element of 3D effects

    - Cloth represents clothing

    - Contemporary style

    
    

    

    
    

    
    

    Typography
    

    
    
    

    
    
    
    - Simplistic
    - Colour pallet slightly varied
    - Sans serif font