A revision of one of my posters regarding nicotine benefits.
Lee Dawson Honours Project
Monday 13 May 2013
Summary
At the beginning of the academic year I sought out to
undertake a project which would allow me to highlight and develop existing
skills. However, I also wanted a project
which would challenge my existing skills and which would test and enhance my ability
to think creatively. I wanted a project
which would push my skills and which required me to develop creative solutions
to overcome obstacles.
I decided to explore visual persuasion in advertising. I believed this area of research presented a
genuine opportunity to develop new skills and enhance my existing skills. The project excited me because I realised
that it was also an opportunity to not only develop new skills and enhance
existing skills, it also presented a real opportunity to explore why these
techniques are effective.
In previous years of study I have experimented with various
visual techniques with varying degrees of success. However, I have never before thought about
why. Why do I use certain
techniques? What is it about these techniques
which make them persuasive? I feel that
previously I have been more focused on development of skills rather than
developing of my understanding of new
and existing skills.
I believe over the course of the project I began more and
more to develop an understanding of the various techniques I was
implementing. This understanding helped
me to identify problems and overcome them.
I believe this understanding has enabled me to produce more effective
visuals and displays itself in the work I produced.
Smoking
I decided that the practical work I developed during my
honours project would be focused on a hypothetical pro-smoking campaign. I would use my research to develop pieces of
work which would attempt to change the negative public opinion on smoking. This was attractive to me because:
1.
It presented a massive challenge to change
public opinion of smoking. It was a
challenge I felt would push my development.
2.
The many restrictions which govern the marketing
of tobacco products meant that I would have to develop creative solutions.
3.
It’s unexpected.
No one expects anyone to openly promote smoking so it would gain
attention.
Skills
During the project many examples for my smoking campaign
were created using a variety of different media.
Firstly I created what I feel is a highly effective
logo. Due to the controversial subject
matter, the logo for the pro smoking campaign had to be very carefully considered.
The Gotham font was used for the logo to utilise many of the characteristics of
the font. Gotham is a modern, yet
classic font which is no-nonsense and unselfconscious. The font also exploits it a sense of
trustworthiness. Of all the work created during the project I am most pleased
with my logo.
Many pieces of work for print were created which required me
to develop my Photoshop and Illustrator skills.
However, with the pieces for print, more than any other type of media, I
wanted to really develop my understanding of visual persuasion. I am already familiar with the programs so I
knew creating something aesthetically pleasing wouldn’t be too difficult. What I wanted to show was that I understood how
to turn a simple piece of print into an effective persuasive tool.
A few videos were created for the project. I felt it was important that the project had
a digital aspect and the videos were an attempt to develop this. The videos required me to develop my Flash
skills but again, like the print work, I was more focused on developing and displaying
an enhanced understanding of visual persuasion.
I created many non-traditional advertising pieces which
utilised techniques such as guerrilla and ambush marketing. I felt it was important to explore non-traditional
advertising in order to overcome the restrictions placed on tobacco
marketing. These examples required me to
develop my creative thinking. I began to
develop a way of thinking which enabled me to overcome obstacles by identifying
and exploiting opportunities which aren’t necessarily obvious at first glance.
I also explored cigarette packaging to exploit previously
missed opportunities for persuasive advertising. I realised that the packaging is being used
to deter smokers, yet there is space of the packet to counter such deterrents
and, as far as I am aware, no regulations which would stop tobacco companies
placing persuasive marketing on the packaging.
These examples required me to develop my Photoshop, Illustrator, Flash
and Maya skills.
Ethics
During the project I aimed to keep the work I created as
ethical as possible. The subject matter already
raises questions regarding ethics and I didn’t want to fuel this. I attempted to create my project without
exploiting lies, deceit, misinformation, etc.
I wanted to exploit persuasive advertising to make the public question
what they thought they already knew about smoking. I am happy that the project is as ethical as
I feel it could be.
Sunday 12 May 2013
I have created another example of guerrilla marketing based on the fact the the hormone DHEAS, which is higher in smokers, increases sex drive.
This example involves printing information regarding the association between DHEAS and increased sex drive onto condom wrappers along with the campaign logo and then handing them out to members of the public.
This example attempts to appeal to consumer's sence of humour. Also, condoms are actually useful, therefore people might be inclined to keep a condom in there wallet or handbag. This will result in the consumer being exposed to the marketing on multiple occasions. It also sends out a message about safe sex which will make the campaign seem caring and interested in the wellfare of the consumer, which will help the consumer to associate the campaign with trustworthiness.
This example involves printing information regarding the association between DHEAS and increased sex drive onto condom wrappers along with the campaign logo and then handing them out to members of the public.
This example attempts to appeal to consumer's sence of humour. Also, condoms are actually useful, therefore people might be inclined to keep a condom in there wallet or handbag. This will result in the consumer being exposed to the marketing on multiple occasions. It also sends out a message about safe sex which will make the campaign seem caring and interested in the wellfare of the consumer, which will help the consumer to associate the campaign with trustworthiness.
Another video. This video is based on the poster with the scales and I will place a QR code on the poster to link to this video.
http://youtu.be/cwJEpHIso-Y
http://youtu.be/cwJEpHIso-Y
Tuesday 26 March 2013
http://www.youtube.com/watch?v=cX-7YvyylKQ&feature=youtu.be
I have created a mock up of a video game. The video shows a rabbit character collecting carrots which give the rabbit a smoker's cough when he eats them. In the end the rabbit dies and the viewer/gamer is shown a message which explains that carrots contain nicotine. I have attempted to appeal to the viewer's humor. The idea of carrots killing us with nicotine is ridiculous and I hope to provoke the same feeling towards passive smoking.
The video can be used as an ad on it's own or as a demo to show how a finish flash game may look.
I have created a mock up of a video game. The video shows a rabbit character collecting carrots which give the rabbit a smoker's cough when he eats them. In the end the rabbit dies and the viewer/gamer is shown a message which explains that carrots contain nicotine. I have attempted to appeal to the viewer's humor. The idea of carrots killing us with nicotine is ridiculous and I hope to provoke the same feeling towards passive smoking.
The video can be used as an ad on it's own or as a demo to show how a finish flash game may look.
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