I presented my research up to the planning stage, what i had done, how effective it had been and where it had taken me. It was a usefull tool to analyse where i started in this project and where i was heading, and to gain feedback form an audience on my ideas and my thought process. I have attached my notes at the bottom.
- I looked into the Different types of advertising, codes and conventions, examples
- Then i looked at the Theory behind advertising – how it works
- I did A lot of background research into advertising, the psychology of it, some theorys of consumer involvement, how it works and why?, advertising standards, process of producing adverts etc.
- -i knew from the start I was interested in animation
- - looked at Toyota Yaris advert, rotoscoping, and had a go with that idea, experimenting, focusing on the mise en scene of the advert
- Looked at Moleskine planners, loved the advert, feel of it, style, clever
- Looked at stop motion, made a small scene, many problems with it
- Bad lighting, poor sound quality, shot length etc
- Research into stop motion, use of sound for verisimilitude, lighting, colour, symbolism, metaphors
- Difficulties with this? Easy to look shoddy and amateur
- Looked at the ancillary tasks, synergy between them
- Creating a strong brand, how?
- Chipotle advert – think this is wonderful, the whole feel, sound, camera, mise en scene works beautifully together
- This is where i came to a halt, didn’t know the product and needed to focus my research down specifically but didn’t know what to do
- Thought about everything, but knew i wanted a product that mass market, new brand of an everyday item, and look into differentiating that product through advertising.
- Settled on a dairy product – probably a new brand of milk, why?
- Research on dairy market, actually falling sales, but increasing spending on advertising
- Lot of research into cravendale, most successful branded milk – why? USP, really good ad campaign, also uses stop motion, is this conventional? Not unique. Ad co. W+K london specialise in stylised graphic design and animated adverts
- What next? I need to brand my product, really define what it is, before i can conduct audience surveys and plan an ad campaign
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