SONARC wk5
in-class excercise:
Analyse this commercial. In no more than 300 words, using the knowledge picked up from the reading materials above, argue if this commercial is effective or not.
Agfa waterproof camera
This commercial uses humor as a strategic idea to appeal and thus hook the target audience which in this case is catered to adults ageing from youth to manhood.
Humor is one of the best strategy to infuse interest and grasp attention because almost everyone can relate easily to. Although it may cause distraction to fully sell on the qualities of the actual product.
In the first 5s (crucial period to grab attention), it has successfully managed to capture the viewers' attention and create suspense. It starts when two different subjects of contrast are placed into the environment where the usual reaction to the situation is different from expected. The situation starts in the shore where a nerd and 3 babes who seemingly intend to tease the guy.
Then the suspense is held when the girls teased him by removing their bottom suits and waving it in the air (quite suspected not much of a shock).
Then the suspense is held when the girls teased him by removing their bottom suits and waving it in the air (quite suspected not much of a shock).
Next, we as audience will think so 'how will the guy react?' This maintains the audience. Next, he walks closer towards them with a perverted look and ...
starts to take snapshots underwater using a waterproof camera!
After this, it zooms in to the expression of both sides and the nerd lifting up the camera and looking into it.Then the product is introduced, however, there is no description about the text besides the use of audio which should be improved further with use of typography.
Later, there is reinforcement of info on the clarity of product as one quality to conclude it showing the guy relaxing and looking at the photos he has taken(with a shy expression).
Also, notice how the clear the water is! and the ladies are represented like "charlies' angels" with different skin tones, and the representation of a nerd as a white american.The way the nerd speaks also clearly confirms his character, but later the move that he makes starts to contradict what soft-spoken nerds would do!
This ad. is overall successfully with its catchy video but it has relied on making us change our perception of different people (stereotyping),e.g, nerds & babes.
REBRANDING ADIDAS part 2
ADIDAS underlying philosophy - a name that stands for competence and in all all sectors of sports around the globe
Their AIM - to provide every athlete with the best possible equipment
Adi Dassler followed three guiding principles in his dev. work (qualities for the competence of the company)
I. PRODUCE the best shoe for the requirements of the sport
II. PROTECT the athlete from injury
III. PRODUCT made durable
BRIEF DESCRIPTION
My initial chosen logo was mainly based on representing the factor of durability and competence seen through adidas.
I also wanted to incorporate the unmistakable identifying symbol: the Three Stripes, so just to enhance the logo with what is up to date and adidas being unique and outstanding from other sports brand in the world.
FINAL LOGO BRIEF
Durability is evident in the design, with design principles like stability and balance taken into consideration.
It is suppose to be represented like a shape of a boomerang ( formed from the Three stripes) with the nearest stripe towards the right being the heaviest and thicker than the rest to give BALANCE in the composition.
It is also shaped to look like a combination of A & D ( some of the main words of adidas). If you realised that adidas has more a & d.
The arrow form is also shown to represent the ever-ready spirit to tackle any obstacles in the way, as adidas faced many trials in the past.
Week 4 task
-Pick 1 of your logo designs
-Develop 5 detailed design variations in Illustator
-Must be vector quality (in illustrator)
-Play with the scale, placement, orientation, font, etc.
-Be prepared with that 1 central idea (underlying philosophy)
Labels: DM3121 ADCON
THE CONNECTION
Subaru commercial- Blade Runner Inspired
Spin: Make your life meaningful, with the best of everything you deserve!
I. target audience: middle-aged working adults,age 30 and above
II.Everything shown in the ad is like a glimpse of the future and also emphasize on technology advancement. It portrays a clean and sleek look in life and that suspense that carries to the end of the ad.
It is showing the kind of life that human will desire when entering the phase of their life with success and great opportunities. The eagerness to try something that will be adventurous and making it an 'in' thing.
- color contrast of cool and warm colors: bluish black against red
- contrast in the use of soundtracks: fast-paced,energetic vs calm,relaxed.
- desire for perfection is carried through this ad.
BMW Commercial- Defining Innovation
Spin: Life is short. 'Dare to dream DREAMS' with this car.
I. target audience: youth that appreciate art and the creative industry
II. This ad is more of reaching an edge in time with the use of artistic form (simplicity) and showing the reality but with vision and dreams.
Something that may inspire human with dreams, could be what is the driving force behind that commercial, to have a better standard of living, quality of life.
- natural and earthy look and feel
- soundtrack used: gradual increase in speed, inspirational
- yearn to have such a creative mind beyond imagination (awe-inspiring)
Among the commercials you have picked and analysed the SPIN, choose 2 that you think are most effective:
I. define the target audience
II. describe how the SPIN was treated such that it becomes effective using models/ideas (e.g, color mood, various contrasts, genre, sound, etc.)
Labels: DM3122 SONARC