Concept & Image

For class on Wednesday, we were supposed to hand in 40 pros and cons concepts sketches for our issue (ours is about airport body scans).  Me and my partner Jung did our sketches in the most straightforward and literal way.    Turns out, it was too literal and straightforward.  It wasn't bad but it wasn't great either.  We had some not-totally-complete ideas but nothing solid to explain our side. And from that I learned an important lesson this week about advertising which I hope will help me in this assignment: some of the best ads aren't always the most obvious, (meaning the ad is not always supposed to be what its trying to represent).

What's in a Ad?

All that's goes into an ad is extremely  important (concept, image, type, body text, etc).  It's what drives the ad and get people to notice.   From what I learned, it's necessary to know and understand what these items do in order for the ad to be successful.  It makes all the difference between good and bad advertisement.

Issue Advertising

Creating an full-page print ad for an important or controversial issue is a difficult and demanding process on a person's part (even when you have a partner).  Especially when you are trying to communicate two sides to the same issue: a pro and a con side.  Sometimes coming up with an issue can be easy sometimes like health or crime. However, trying to narrow it down to a specific issue can be a bit harder.  Then there is deciding what side you are on: pro or con? After that, you now have to research your issue. Finding information can often be the easier part but trying to decide what info is useful, helpful  and relevant to your cause takes a lot of time and effort.

In order for these 2 print ads to work, you must:

1. Clearly define 2 opposing sides (that still have to be related to each other in some way).
2. Know your target audience so they can relate to your issue.
3. Come up with a lot of concepts for each side. Narrow down ideas until you come up with 2 you and your partner agree on.

The final objective to all of this?  Develop imagery that support a concept, make a headline and body paragraph that's persuasive and come up with an interesting and effective ad for print.

Advertising Art Direction is more than just recognizing and creating quality advertising.  It' also about how we presents the ads as well.  The way we present is important because it show to other you are in tuned with the needs and wants of the clients in order to produces the ideal ad for them.  For example, If I was presenting an ad for Old Spice with spoke man Isaiah Mustafa:
example: ghttp://agallantidea.files.wordpress.com/2011/07/old_spice_body_wash_matterhorn.jpg
I would say something along the lines of : "This ad displays a person who is a representation of the ideal man: confident, smooth, suave, rugged, handsome, an alpha male,etc.  The whole message of this ad is if the average man uses this product they too can be like this man.  If they buy this product they will feel and look better about themselves and becoming more likely to buy Old Spice products over other brands." (This is a rather short, condensed version of a formal presentation but you get the idea.)

When we come to the presentation of the Ads, there are things we must do. For example:

• Be Direct. Look at clients and speak honestly and truthfully as you can.
• Use Simple Yet Effective Language.  Speaking in simple, understandable term will help get your point across more easily.  Using too much technical term will only confuse and bore clients.
• Explains Things clearly and presciently.
• Answer Questions, Comments.

The reason behind presentation is to explain why your idea for this Ad works.  If you can't do that, then you'll have a hell of a time selling anything to anyone.

Questions? Comments?

Advertising is everywhere you go whether it's in movies, TV, online, magazines, stores, buses etc. There's no escaping it.  It's becomes so much a part of our daily lives it's nearly invisible.   However, when we stop and look at Ads, when we actually take the time to stop and look, focus and concertate on them, we find ourselves asking these questions: What makes this ad successful? How/Why does it capture our attention? What is it trying to say?

As I have learned there are many items to considered when reviewing what makes any Ad a good one:  These are the following to look at:

• context (background, framework, setting, situation,etc.)
• audience (the demographic in which the ad is aiming for)
• tone/mood (emotional feelings associated with product to evoke response)
• concept (a clear, stated idea)
• images (pictures that associated with product)

These aspects are absolute essential to observe and evaluate in order to see it as either new, exciting, interesting, compelling, though-provoking, etc.  Are there any items that I missed? Does anything have question, comments they like to add?