Professional Communication

CREATIVE ADVERTISINGS - A3

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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Table of Contents

DETAILED INSTRUCTION

A. ASSIGNMENT SUMMARY:

In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.

 

  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.

●      Objective:

-        The idea can be expressed using design, typography, photography – your own (NO STOCK IMAGERY) or illustration.

-        Your presentation should include the following components:

+       The brand's issue(s)

+       Target audience & insights

+       Creative concept

+       Creative techniques and approach applied & rationale

+       Showcase your 05 digital postcard ads and 01 bumper ad. Explain how these ads would address the TA's insights.

●      Suggested tools: Canva, Adobe InDesign for postcard illustration. Canva and Adobe Premier for bumper ad. For music jingles and sounds to include in your bumper ad, you can search for them on YouTube Audio Library or other royalty-free sound websites.

●      Assignment structure: since there is no limit to the number of slides you can have, it is up to you to decide this number. However, keeping it under 40 slides is a recommendation.

-        Opening slide

-        Team members

-        Agenda

-        Brand background

+       Brand info

+       Brand issue

+       Brand opportunity

-        Target audience

+       Demographic

+       Geographic

+       Psychographic

+       Behavioral

+       Customer persona

+       Insight

+       Key message

-        Creative concept

+       Big idea

+       Creative technique

+       Creative approach (customer/product-oriented, functional/emotional appeal)

+       Tone of voice

+       Color palette/Aesthetic direction

+       5 carousel ads (each in a different slide, then all 5 together in 1 slide)

+       Postcard design ad

+       Bumper ad

+       Why it works

-        Ending slide

 

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:

In this step, we will discuss in detail each component and its requirements within the assignment.

  1. BRAND BACKGROUND:

This is the opening to your creative project, thus you should provide sufficient yet concise details regarding the brand, the company and the product/service in question. For this assignment, Aristino - a Vietnamese high quality formal fashion brand and its product - the Festive Collection “Brilliant Time” for 2024 will be the subject of demonstration. Here is a list of elements you should consider including in this section:

●      Brand introduction:

-        General information: Year founded, what product/service is the brand selling, the brand’s mission, vision, values, etc. Most of these pieces of information will be available on the brand’s website.

-        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): You’d do well to conduct deep research into this part, including research of information provided in readily available sources or of your own observation of the brand’s performances, data, possible societal norms, and more. This is pivotal to your conducing appropriate and correct insights into the underlying problems the brand probably deals with. Your brand issue(s) can come from these aspects:

-        Brand-related issues:

Example: 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:

Example: Due to the product being an entire collection, customers may have a difficult time locating specific items that they fancy => The brand should pinpoint key items to feature among target audience

TIPS: You should identify issues that your creative campaign CAN SOLVE because the difference between a brand’s issues and a company’s issues is vast. As a brand, the focus must always revolve around customers, target audience, the brand image, reputation and proposition along with the product, its benefits and their visibility. AVOID talking about “prices are too high” or “lack of retail stores” since you cannot alter those facts with your campaign, thus rendering them useless and even hindering your campaign.

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