Evaluation:
Within the COP 3 module I was interested to explore how design effects peoples behaviour through persuasive methods. My aims were to understand how it is used and what techniques and methods are implemented to try and influence consumer behaviours. I also wanted to understand why these things work, as I explored the psychology behind the methods. Through the research I conducted for my essay I gained much more of an understanding and it has highlighted the strong link design has with psychology. I also began to realise what effects on society persuasive methods were having, which can be detrimental to physical and psychological health. This is why within the practical outcome I felt that it was important to highlight and raise awareness for the possible issues that could arise from advertising. The project overall has helped me to become aware of the influential power that designers have and how we can use that within society positively. The practical aimed to draw more attention and develop a further understanding of the negative impact of advertising on society. With the knowledge I had gained from the essay, how I could best drive awareness and persuade people to take notice and action against these damaging methods of persuasion.
I wanted the practical to be humorous and ironic, using ads against ads to highlight what they are really doing and at what cost to society. Doing further research in to 'Adbusters' and 'Subvertisements' really helped to inspire my practical outcome. Overall I feel that the practical outcome achieved its aims, it drives awareness with a clear message and the campaign should spark conversation through social media. The use of symbols, humour and the share-ability of the campaign should appeal to the target audience. I did find the practical outcome challenging as I wanted to come up with a really strong and humorous concept. But, I do believe I have tackled the outcome in a different and interesting way that uses the psychology researched within the essay. I think that the outcome could be further developed to create a really strong campaign, such as creating more of a pack for the stickers and how it would be mailed out and with what information. Creating more of a presence online would also help to further expand the reach of the campaign.
My essay acts as more of a discussion rather than an argument and its aim was to explore methods of persuasion and I think that it has achieved this. As it is such a broad subject more in depth analysis of persuasive methods could be done to determine the effectiveness of persuasive communication. The practical outcome uses what I have explored and learnt from the essay to positively have an effect on society.
Overall this module has been tough, it has pushed me to research, reflect critically and implement what I have learnt into a practical outcome. I have enjoyed doing the research and I am proud of what I have written for the essay. Together the practical and essay support each other in understanding how persuasion works, with what methods and to what effect.
Sunday, January 21, 2018
OUGD601 Practical Rationale
Practical Rationale:
WHAT
A guerrilla advertising campaign which aims to raise awareness of the negative impacts of advertising on society and reject methods of persuasion which cause them.
HOW
Using irony and humour a poster campaign has been created which mimics warning labels/symbols, warning of the negative effects of advertising. It is an interactive campaign which encourages people to get involved by placing stickers over ads that lead to these negative effects. By using social media to get people to share their images of the stickers over the ads, with the hash-tag #ADwarning.
WHY
The target audience is 16 - 25, so clear concise information with the use of symbols allows information to be digested easily. Making it interactive and fun will encourage a younger audience to get involved, especially if they see other people doing it on social media. Humour is also important to engage with people, it will make the campaign more memorable and sharable.
WHAT
A guerrilla advertising campaign which aims to raise awareness of the negative impacts of advertising on society and reject methods of persuasion which cause them.
HOW
Using irony and humour a poster campaign has been created which mimics warning labels/symbols, warning of the negative effects of advertising. It is an interactive campaign which encourages people to get involved by placing stickers over ads that lead to these negative effects. By using social media to get people to share their images of the stickers over the ads, with the hash-tag #ADwarning.
WHY
The target audience is 16 - 25, so clear concise information with the use of symbols allows information to be digested easily. Making it interactive and fun will encourage a younger audience to get involved, especially if they see other people doing it on social media. Humour is also important to engage with people, it will make the campaign more memorable and sharable.
Saturday, January 20, 2018
OUGD601 Practical Design (Webpage - Sticker order)
DESIGN
Webpage - Sticker order
As part of the campaign a website will be needed to inform people how to get involved and as a place from where they can order the stickers. The stickers will be provided free of charge as it will come under the campaign costs.
Mockup:
The landing page will give a brief overview of how people can take part and use the stickers. The 'About us' page will give more in depth details on what the campaign is trying to achieve and any further information regarding the issues. The Gallery page will include the posters from the campaign and any examples of the stickers being used.
Webpage - Sticker order
As part of the campaign a website will be needed to inform people how to get involved and as a place from where they can order the stickers. The stickers will be provided free of charge as it will come under the campaign costs.
Mockup:
The landing page will give a brief overview of how people can take part and use the stickers. The 'About us' page will give more in depth details on what the campaign is trying to achieve and any further information regarding the issues. The Gallery page will include the posters from the campaign and any examples of the stickers being used.
OUGD601 Synthesis between essay and practical
Synthesis
The relationship between the essay and the practical piece of work centres around forms of persuasive communication which influence behaviour. The practical concept is a form of guerrilla advertising which use more imaginative techniques, focusing on grasping the attention of the public in a more personal and memorable way. Within the essay I have mentioned how persuasion has become more complex within modern society, and new ways to target consumers are being utilised. Through extended research I have identified that guerrilla campaigns are an example of complex persuasion, as they use unconventional methods to persuade. Exploring the different methods of persuasion within the essay and the psychology behind why they work, helped me to develop further the possible negative effects that they could have within society.
Using the methods of persuasion that I have learnt about, I wanted to use them in a more positive light, to drive awareness to consumers of the possible negative effects that advertising can have. One of the methods I have mentioned within my essay is having a brand image which is established by a sharp contrast with what it is not, as well as 'tapping the pet hates of the target audience, so by bonding them with the advertiser by shared dislikes.' (O'Shaughnessy and O'Shaughnessy, 2004, p.79). I believe that the practical piece relates to this method as the campaign highlights clearly the negatives of advertisements and does so in an ironic way, using advertising to drive awareness of the negative effects of advertising. Consumers already have an awareness of some of these negatives, so by bonding over these issues it will encourage people to speak up and reject certain methods which lead to physical and psychological problems.
Another method mentioned within the essay is association related to a feeling of solidarity with others. The practical campaign concept encourages interaction by taking part in the 'rebellion', using the stickers and sharing it online. It hopes to join people together forming a movement of people rejecting negative advertising techniques. This in a way will provide group membership as anyone taking part will in turn be forming a group, which share the same beliefs and values regarding advertising. As more people see and take part in the campaign, this will act as social proof encouraging others to take part. By using 'real' people to promote the campaign it will make it appear more human and trustworthy, as identified within the essay this will make the audience more susceptible to the message.
The essay also explores association and how associating to a positive stimulus aids in persuasion. The practical concept is associated with humour and irony by using warning labels to promote awareness. This will increase the memorability of the campaign as well as the chance of people taking part. By using symbols and designs recognised within society as warnings, it symbolises authority. Which as discussed within the essay will make people more susceptible to the message, as well as making the campaign more noticeable. Symbols have been identified as a way of communicating as they substitute for direct information, that is why using this method and keeping the information clear and concise will help to establish and communicate the negative effects appropriately.
Overall the research within the essay has encouraged me to explore how I could use these persuasive methods ironically as a campaign of disruptive visual communication, to promote and drive awareness of the negative effects of advertising on society. I think that this practical exploration is important to show that persuasion can be used in different ways to influence. Having an awareness of the impact that these techniques have within society is crucial to limiting the negative effects. Together with the essay it provides a more thorough understanding of how persuasion works, why it works and what effect that can have.
The relationship between the essay and the practical piece of work centres around forms of persuasive communication which influence behaviour. The practical concept is a form of guerrilla advertising which use more imaginative techniques, focusing on grasping the attention of the public in a more personal and memorable way. Within the essay I have mentioned how persuasion has become more complex within modern society, and new ways to target consumers are being utilised. Through extended research I have identified that guerrilla campaigns are an example of complex persuasion, as they use unconventional methods to persuade. Exploring the different methods of persuasion within the essay and the psychology behind why they work, helped me to develop further the possible negative effects that they could have within society.
Using the methods of persuasion that I have learnt about, I wanted to use them in a more positive light, to drive awareness to consumers of the possible negative effects that advertising can have. One of the methods I have mentioned within my essay is having a brand image which is established by a sharp contrast with what it is not, as well as 'tapping the pet hates of the target audience, so by bonding them with the advertiser by shared dislikes.' (O'Shaughnessy and O'Shaughnessy, 2004, p.79). I believe that the practical piece relates to this method as the campaign highlights clearly the negatives of advertisements and does so in an ironic way, using advertising to drive awareness of the negative effects of advertising. Consumers already have an awareness of some of these negatives, so by bonding over these issues it will encourage people to speak up and reject certain methods which lead to physical and psychological problems.
Another method mentioned within the essay is association related to a feeling of solidarity with others. The practical campaign concept encourages interaction by taking part in the 'rebellion', using the stickers and sharing it online. It hopes to join people together forming a movement of people rejecting negative advertising techniques. This in a way will provide group membership as anyone taking part will in turn be forming a group, which share the same beliefs and values regarding advertising. As more people see and take part in the campaign, this will act as social proof encouraging others to take part. By using 'real' people to promote the campaign it will make it appear more human and trustworthy, as identified within the essay this will make the audience more susceptible to the message.
The essay also explores association and how associating to a positive stimulus aids in persuasion. The practical concept is associated with humour and irony by using warning labels to promote awareness. This will increase the memorability of the campaign as well as the chance of people taking part. By using symbols and designs recognised within society as warnings, it symbolises authority. Which as discussed within the essay will make people more susceptible to the message, as well as making the campaign more noticeable. Symbols have been identified as a way of communicating as they substitute for direct information, that is why using this method and keeping the information clear and concise will help to establish and communicate the negative effects appropriately.
Overall the research within the essay has encouraged me to explore how I could use these persuasive methods ironically as a campaign of disruptive visual communication, to promote and drive awareness of the negative effects of advertising on society. I think that this practical exploration is important to show that persuasion can be used in different ways to influence. Having an awareness of the impact that these techniques have within society is crucial to limiting the negative effects. Together with the essay it provides a more thorough understanding of how persuasion works, why it works and what effect that can have.
Friday, January 19, 2018
OUGD601 Practical Design (Social media)
DESIGN
Social media:
The target audience range is between 16-25 and the best way to communicate to this audience in a digital age is through social media. An element of this campaign is to encourage viewers to take part and reject ads which promote harmful physical and psychological problems. By getting people to place stickers over negative advertisements it increases the awareness and communicates the message to a much wider audience. It helps people to understand the issues in a humorous way which will increase how memorable the campaign is. Overall it creates a louder voice to communicate the message and people will be able to interact and take part.
Instagram:
Social media:
The target audience range is between 16-25 and the best way to communicate to this audience in a digital age is through social media. An element of this campaign is to encourage viewers to take part and reject ads which promote harmful physical and psychological problems. By getting people to place stickers over negative advertisements it increases the awareness and communicates the message to a much wider audience. It helps people to understand the issues in a humorous way which will increase how memorable the campaign is. Overall it creates a louder voice to communicate the message and people will be able to interact and take part.
Instagram:
Through instagram people will be encouraged to use the stickers and place them over ads that they feel has a negative impact on society. Through the hashtag '#adwarning' people will be able to share their pictures of where they have placed the stickers.
Thursday, January 18, 2018
OUGD601 Practical Design (Posters in context)
DESIGN
Posters in context:
Posters in context:
These billboards will be put up in various locations such as:
- Bus stops
- Underground
- Shopping centres
- By main roads
- Train stations
- Public transport
Any area which is usually dominated by commercial advertising in the most public places, will be the most effective way to spread the campaign.
Wednesday, January 17, 2018
OUGD601 Practical Design (Final Posters)
DESIGN
Final Posters:
Based on the feedback that I received I decided to change the colour of the background to yellow and the symbol to black and white. This gave a more striking contrast and will capture attention from the brightness of the colour.
As I needed to keep the design in line with the others I decided to make it blue so that it has recognition with the photoshop symbol.
Overall I have kept the design simple and striking so that the information is communicated clearly and effectively. This helps people to clearly understand the negative effects of advertising. By using symbols which have authority, it helps to add a humorous tone as well as capturing attention.
Final Posters:
Based on the feedback that I received I decided to change the colour of the background to yellow and the symbol to black and white. This gave a more striking contrast and will capture attention from the brightness of the colour.
As I needed to keep the design in line with the others I decided to make it blue so that it has recognition with the photoshop symbol.
Overall I have kept the design simple and striking so that the information is communicated clearly and effectively. This helps people to clearly understand the negative effects of advertising. By using symbols which have authority, it helps to add a humorous tone as well as capturing attention.
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