brief
Design a persuasive and tailored advertisement – for a product, service or cause that addresses a relevant and timely behavior, obstacle or characteristic – that is targeted to your sub-culture.
project objectives
• Successfully synthesize research and analysis from project 1.
• Showcase excellent conceptual thinking, visual sensibilities and digital craftsmanship.
• Propose and design an appropriate and engaging communications strategy*
*A strategy defines:• who is the niche audience (your sub-culture)
• the Product, Service or Cause (PSC) being promoted
• the reason the audience values the PSC?
• the sponsoring organization that also values that PSC
• a tailored message (copy and look&feel) that promotes the PSC
• a tailored channel (aka media selection and location) for that message and audience
matrix
5 columns x 10-12 rows = 10-12 ideas (in words).
The column headers are:
1. why: core behaviors, obstacles and characteristics (10-12)
2. what: existing products, services and causes (these correlate directly to #1)*
3. who: sponsors (private or public sector, can be repeated, these correlate directly to #2)
4. how: message (brainstorm possible ideas, these encapsulate #1 & #2)
5. where: singular channel** (list placement, can be repeated)
**channels may include, but are not limited to:
virtual: email blasts, animated web banner ad, webpage take over, etc.
print: newspaper or magazine ad, t-shirts, direct mail or postcard
outside: street banner or billboard, vehicle wrap, guerilla marketing, etc.
inside: point of purchase display, packaging, hang tags, etc.
required readings
• RESEARCH BOOKS
• Visible Signs by David Crow, pages 108-111, 116
• Maximize the Message by Katherine McCoy
• Local Lingo by Alice Twemlow
• Pop Artist by Linda Tischler
deadlines/deliverables
Note: the dates indicate section 02 first (MW am), section 01 second (WF pm).
1. 2/29, 3/2: in-class charrette
2. 3/5, 3/7: review strategy ideas (matrix), lecture
3. 3/7, 3/9: review concepts (sketches)
3/7 required lunch lecture
spring break
4. 3/19, 3/21 — 6. 3/26, 3/28: review iterations (digital)
7. 3/28, 3/30: final class crit with guest:
present ad at scale and in context on 11x17 landscape page
8. 4/2, 4/4: turn-in for grading
