WEEK 6: H&M FEMALE AD

Week 6: H&M Female Ad

Instructions

Project 02 - Advertising Art Direction (20%)

Using what you have gained from understanding and applying the Bernbach’s principles in advertising, and the knowledge gained in understanding the role and functions of an advertising art director, execute a well crafted magazine advertisement.
Your client is H&M Fashion and it intends to wish its young female clients a Happy Merdeka via Female Magazine. Your job is to ensure, that the personality and style (voice and tone) of H&M’s brand and identity is retained in the creation of this ad whilst wishing female Malaysians a Happy Merdeka. Be careful not to use the usual Merdeka gimmicks. What ever you do, you must retain H&M’s young, hip, modern, fashionable, cool and exuberant disposition in your art direction when conveying the message.

Magazine: femaleSize: 210 (w) x 275 (h), Bleed: 216 (w) x 281 (h), text are: 185 (w) x 255 (h).

Marking Criteria

Communication (5%)
The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.

Visual Impact (5%)
Visual impact here refers to the overall effect of the layout and or the artwork (visual or copy) in the layout. The visual/copy must integrate well with the message for there to be impact. The visual/copy must enhance the message to create a smile in the mind. The visual/copy must relate or connect with the reader and should illicit an emotional reaction. The visual/copy must be memorable. The visual/copy must have a sense of personality that relates to, or reflects the target audience.

Art Direction (5%)
Art direction here refers to the visual and copy “style” for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.

Process (5%)
There must be exploration in the form of sketches, mind maps, thoughts and epiphanies. The journey from start to finish must be methodically documented and dated. oral or written Feedback must be documented. The written reflections must be clear, concise, revealing and insightful.

Learning goal:

1. The student will understand the role of the advertising art director and apply that understanding.

Learning Outcome:

1)Writing & presenting Competencies – Demonstrate knowledge and understanding of design principles, technical processes, tools and software.
2)Critical Thinking Competencies – Use critical thinking to explore, analyze and test a diversity of conceptual ideas.
3)Creating & Documenting Competencies - Plan and execute unique creative works.
4)Appraising & Valuing Competencies – Constructively assess work by yourself and others.

Deadline:

Week 10

Research:

Ideas & Strategies:

I'm begining to think along the lines of using a single solitary model in a freedom-like pose or stance, although I do feel that it is a little cliched. I did a few test shots with a friend from South Africa while she was in town just to toy with the idea but I did not quite like how they looked.

Ideally, I would like to be able to come up with a really deep advertisement that does not promote the product or the usual H&M model figure, but instead one with an actual independence message that would resonate with the audience.

Feedback:

While your visual research has now been diversified to include Merdeka Ads, your research about the target audience was (Female magazine readers) lacking; their demographic, their typical personality etc. However this time around you did articulate to a degree your potential ideas and strategies but they weren't in-depth enough.   From what you had written, I wasn't able to discern what was your analysis of the (visual) research, what were your findings? What kind of strategies were used in most of the Ads in your research?
You also mentioned, “I did a few test shots with a friend from South Africa while she was in town just to toy with the idea but I did not quite like how they looked.” Why didn't you document this effort in your eportfolio? Everything and anything you do pertaining to the course and project should be documented irrespective of whether if failed (in your view) to achieve your expectations. You must make it a point to document your process work meticulously. 
Please ensure you read my previous weeks feedback in addition to this feedback. Focus your efforts on developing a strategy and in conveying a unique and memorable Ad message. 
Remember, you are attempting to showcase your ability in Art Direction, which means the crafting of the ad message visually based upon a sound strategy. 
I.e.:
Strategy: Freedom – conveying freedom metaphorically; showcasing women's freedom and correlating it with Merdeka.
Ad Message: encoded in the headline. Showcase options of headlines, like: “liberate your wardrobe!”

Reflection:

Experience

I need to spend more time re-thinking my ideas for this ad as it is really not as simple as I thought it would be. I have to find a way to show the spirit of Merdeka in the ad without detracting from the usual format of an H&M ad. 

Observation

I find it amazing that how an image can be interpreted in so many different ways by every individual. I think it's important to go out and ask people what they think, to research further about the readership of Female magazine, so that I can create a better advertisement that fits my target audience.

Findings

I've come to realize that sometimes discussion among friends about our ideas and strategies is a good idea. Sometimes they give you really great insights and may further elaborate our ideas.