Professional Communication

CREATIVE ADVERTISING - A3 (Template Version)

Discuss the theory regarding the definition and role of creativity in advertising. Describe the principles, practices, and technologies involved in the creation, production, and evaluation of advertisements. Develop creative concepts in response to a range of advertising creative briefs. Critique and reflect on the creative work you and your peers produce in response to briefs.

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DETAILED INSTRUCTION

A. ASSIGNMENT SUMMARY:

  1. Assessed criteria:

  • Discuss the theory regarding the definition and role of creativity in advertising.

  • Describe the principles, practices, and technologies involved in the creation, production, and evaluation of advertisements.

  • Develop creative concepts in response to a range of advertising creative briefs.

  • Critique and reflect on the creative work you and your peers produce in response to briefs.

  1. Assignment details:

  • Requirement: develop a digital advertising campaign including postcard ads and bumper ad

  • Format: 5 postcard ads (adapted for carousel advertising on Facebook), 1 bumper ad for YouTube and pitch deck for a 10-minute presentation.

 

B. KEYWORD EXPLANATION:

 

Term

Definition

Creative techniques

  1. Without words: the product and ít benefits are conveyed through visuals and symbols

  2. Welding: collage, rearrangement, combination - a visual representing both the problem and the solution, or multiple concepts in the same visual?

  3. Repetition: emphasis through repetition, manifest in a witty or exaggerated manner

  4. Exaggeration: can the SMP be bigger, longer, thicker, etc OR smaller, shorter, flatter => think of the extremes

  5. Omission & suggestion: Removing something (word or image) can cause the audience to engage with your ad. These suggestions should reflect the product’s benefits.

  6. Shock tactics: create surprise, amazement, shock for the audience upon seeing the ad, but must be used wisely. Don’t be shocking just for the sake of shock.

  7. What else can I see: Explore the negative space and enhance the physical aspect of the product that visually reflects its SMP. Manipulating the product to look like something else is also a way.

  8. Using the medium (not very applicable for this assignment): manipulate the medium to present the product

  9. Play with words: Play with typography to represent the SMP or adapting a well-known phrase or expression to reflect its benefits. Try to create double meaning.

  10. Metaphors and analogy: use one object to represent the other - similarity. Compare the SMP/product with another concept.

  11. Endorsing celebrities (not recommended since it doesn’t showcase your ability to think creative ideas in full)

  12. Topical: think of recent news stories and use them to reinforce key ideas about your product

Print ad components

Postcard ad

  • A picture leads the postcard, not always but mostly.

  • Postcards have very few words. Very, very few words. Mostly just a picture.

  • Importantly, they do have one single advertising idea.

  • There needs to be something “to get”.

  • You need to be engaged with the communication.

Literary devices and techniques

What happens to the product/service/experience if you apply: analogy, hyperbole, metaphor, parody, alliteration, etc,

 

C. DETAILED OUTLINE:

  1. BRAND BACKGROUND:

  • Brand introduction: 

  • General information.

  • Presence in the Vietnamese market: revenue, position, popularity. Be very brief about this.

  • About the product/service: basic information, cost range, USP.

  • Brand issue(s): Your brand issue(s) can come from these aspects:

  • Brand-related issues:  Aristino has a relatively short history compared to other established formalwear brands (founded in 2013) => Less recognition and have to compete with big players

  • Product/service-related issues: Product being an entire collection.

  • Brand opportunity:

Example: Aristino has few major advantages to carry out a successful creative campaign. This is an example:

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