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.

WEEK 5: H&M FEMALE AD

Week 5: H&M

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:

Primary
To get an idea, I first looked at their website. In addition, I've looked at some of H&M Female magazine articles here to get an idea of their style. From what I can tell, they use a lot of pictures with minimal text. 

Secondary

Feedback

Mr. Vinod:

I viewed your 1st weeks progression for Project 2, you have done a decent amount to visual research on H&M's imagery, however you have not articulated in words the essence of the brand, the tendencies, colours used, type of models, type of background, type of clothing, their target audience, etc. Secondary research on the brand is more than just visual documentation, it entails a systematic analysis of the brand in your view but backed up by examples. 

If there is an outlet, in you present domicile I would encourage you to do some

Primary research which it to experience the outlet, document the interior, the staff, the kind of individuals (in particular women) that frequent the outlet, the products and the overall impression of the brand experience. 

You also will have to research Female Magazine's women readers. Who are they? What is their age group? What are they about; their likes-dislikes, etc. An in depth understanding of the target group will give you a clear idea of the personality you are attempting to engage with. 

You will also need to research Merdeka advertisements in Malaysia, to understand the cliche nature of some of the ads and how you can avoid, and rise above this whilst staying true to H&M's brand. 

The project duration is 4 weeks from today. Currently we have completed 5 weeks, presently we are in our 6th week running, and so considering the present week submission of the project 2 would be on the 9th week (17th March).

Now remember, this will be a visually driven Ad. to test your understanding and ability to play the role of an Art Director. Photography In this case includes potentially styling (fashion) of a model and choosing the appropriate outfits while adhering to the strategy and Ad message. Please ensure you review the last two slide presentations I sent you to refresh your memory. 

As of now, your focus must be on the above mentioned. 

Reflection:

Experience

It might be a challenge for me to come up with an ad for H&M in conjunction with Merdeka, while steering clear of the typical Merdeka advertisemets. I would also need to ensure that the personality and style of the brand and identity is retained in the process of creating this ad and it is a must to also retain what H&M is well known for, young,hip,modern,fashionable,cool art direction when sending out the message to the audience.

Observation

Being in a different country and without most of my friends, finding a model to aid with my advertisement is a concern. I'm not sure yet as to how I will get around this.

Findings

I seem to be having some trouble coming up with ideas and strategies for this project as of yet. Hopefully I'll be able to have a brainwave of sorts soon.

PLAYSAFE: FINAL

Week 4: Playsafe Final

Instructions: Project 1

Your first task upon understanding Bernbach’s principles in advertising, is to conceive of a single quarter page press advertisement in black and white. Your execution will reflect the knowledge gained from your understanding.

The marketing objective is to promote Playsafe condom, through a mass medium (press advertisement). The challenge is, to create an ad that would not contravene strict publishing laws and moral codes of the countries multicultural and multi-religious populations. How you skirt these obstacles to produce an ad that is targeted (young adults) and effective whilst using the knowledge gained from the Bernback Principles to achieve the marketing objective will test your creativity to work within the narrow confines of the brief.

Newspaper: TheSun
Size: 128 (w) x 178 (h)

Client: Playsafe Condoms.

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.

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 and apply Bernbach’s principles in advertising in order to assist in a marketing objective.

Major Learning Outcomes:

1) Writing & Presenting Competencies – Demonstrate knowledge and apply 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 3

Ideas & Strategies

I'm looking to target young women in the hopes of raising awareness of sexual protection. In the battle against patriarchy, its important for women to know that the taboo of sex and buying contraception is merely a social construct, one that only hurts them. 


I'm looking to target young women in the hopes of raising awareness of sexual protection. In the battle against patriarchy, its important for women to know that the taboo of sex and buying contraception is merely a social construct, one that only hurts them. 

 
Visual: A party handbag and its spilt contents, with a condom in the forefront.
Copy: 

• You never know when you'd need something
• Apparently, girls prepare for everything
• We don't expect someone else to bring our lip gloss, do we?
• Don't wait until you need it
• Ready is sexy
• Normalize it
• So what?
• Are you really prepared?

I have decided to go with this idea as to not perpetuate the physical sexualization of women in the advertisement. Below is a picture I have taken of the handbag and its contents. I chose to place them on a bed, to add a sexual suggestion. I took a while deciding if I should add the condom in the forefront or not.

It was a challenge to get natural light as it has been cloudy and raining a lot this week. 
Below are some of the pictures I took:

Submission

I initially planned on using copy as well, but after playing around with the image, I came to the conclusion that the implied message was strong enough. I worried that adding more text would crowd the advertisement, and reduce its psychological strength.

Feedback

Mr. Vinod:

I have viewed you final submission (http://tarrashaliny.blogspot.my/2016/02/playsafe-final.html?m=1) for project 1 and from the standpoint of the strategy, advertising message and visual idea, you have done a good job trying to align and synthesise them. However, from an design standpoint the white spaces above and below are dead spaces, meaning your image could have covered the space rather than leave it blank. The headline did not feature, I assume you felt the visual was sufficiently clear to convey the ad message. It is my view that the headlines you generated would have added more potency to the message. It would also offer closure to the reader and not leave the reader guessing your intention. 

The Playsafe logo was also featured a little to big. However, the hand holding the product was a good touch. 

I suggest, you revise the layout and add a headline to complete the submission. Overall considering this is your first attempt in the course, I would say it has relatively gone well. The subsequent project, project 2, (https://yourbrief.wordpress.com/2015/08/19/advertising/) is a little more challenging but I think you will be up to the task. 

As always please review some of the examples sites I've give to you earlier to ensure your process work is up to standard. I will be sending you the PowerPoint presentation in the next email, which corresponds with project 2.

Reflections

Experience

Finding and waiting for natural light was a challenge due to the weather. My only solution was to wait until afternoon and use a room facing the sun at that point, despite the cloudy sky.

Although I had planned the advertisement in advance, it was interesting to see its evolution, especially when I began creating it. The most memorable was when I suddenly realized that I don't need copy to complete the advertisement.

Observations

After creating the last image, I felt that if the hand and condom was left in color, it would have a much larger impact on the audience. It also adds a three dimensional aspect to the advertisement.

The quality of the picture is mediocre, and as it a black and white image, I feel that it's fuzziness is accentuated. I hope to be able to secure a camera with better clarity for future projects.

Findings

Similar to the above, it was insightful to understand the developement of an advertisement. Initially, I was under the impression that 90% of the work was strategizing, coming up with ideas and visualizing. However, that wasn't the case at all.

WEEK 3: PLAYSAFE CONDOMS

Week 3: Playsafe Condoms

 

Instructions: Project 1

Your first task upon understanding Bernbach’s principles in advertising, is to conceive of a single quarter page press advertisement in black and white. Your execution will reflect the knowledge gained from your understanding.

The marketing objective is to promote Playsafe condom, through a mass medium (press advertisement). The challenge is, to create an ad that would not contravene strict publishing laws and moral codes of the countries multicultural and multi-religious populations. How you skirt these obstacles to produce an ad that is targeted (young adults) and effective whilst using the knowledge gained from the Bernback Principles to achieve the marketing objective will test your creativity to work within the narrow confines of the brief.

Newspaper: TheSun
Size: 128 (w) x 178 (h)

Client: Playsafe Condoms.

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.

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 and apply Bernbach’s principles in advertising in order to assist in a marketing objective.

Major Learning Outcomes:

1) Writing & Presenting Competencies – Demonstrate knowledge and apply 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 3

Ideas & Strategies

1) Visual: A cropped image of a girl, showing her back and top portion of her jeans, and her pulling out a condom from her back pocket
Copy: 

• In a game for two, why depend on the other?
• It's so slim, there's no excuse
• Why risk it?

2) Visual: A party handbag and its spilt contents, with a condom in the forefront.
Copy: 

• You never know when you'd need something
• Apparently, girls prepare for everything
• We don't expect someone else to bring our lip gloss, do we?

I have decided to go with idea #2 as to not perpetuate the physical sexualization of women in the advertisement. Below is a picture I have taken of the handbag and its contents. I chose to place them on a bed, to add a sexual suggestion. I am still deciding if I should add the condom in the forefront or not.

Feedback

Specific:

I've viewed your progress for week 3. We have ascertain that there is no issue with regard to your ad strategy, message and visual ideas.
You were thus instructed to attempt realising your visual through photography. The image created would support and enhance the ad message you have created.
After viewing your attempt, I believe you need to refine your approach to photographing the scene. In my opinion you have three possible routes; 1) a staged shot, 2) an accidental spill shot, or 3) and illustrative approach (see attached images). I would rule out the third option simply due to the time factor. The approach you have taken it would seems to be in between possibilities 1) & 2) and therefore a little ambiguous. You need to decide on one route clearly and plan the contents and how you intend to compose the items and what angle would be best for the shot. Pay heed to the fact that the product must grab the viewers attention. So placement is important (Rule of Thirds).
Another important factor is the lighting. Do not take your picture using only the room artificial light. The result would be a dull image. Try to take your picture near a natural light source (window light, sun light). This would bring a much needed brilliance in the image.
Please make sure you attempt more shots and do post your many trials shots in your eportfolio. So that readers would be able to see your process. 

Reflections

Experience

There was a misunderstanding on my part regarding the post of this week, as I was under the impression that as the submission is next week, there needn't be a post before that one. I was also told last Thursday that I needed to cross the country border to renew my visa. As there was no internet access, I was unable to communicate with Mr. Vinod or submit my post on time.

 I like that I was able to create the picture as close as possible to how it was visualized in my imagination. It would have been nice if I could have gotten a rose stem added in, as a romantic indication as well as a salute to Valentine's Day.

Observations

I've gained an appreciation for advertisers who successfully create black and white advertisements. Losing the element of color as a way of attracting attention makes it necessary to think out of the box.

Findings

I have found that I quite like creating pictures from my imagination, and it was extremely gratifying when it worked out.