Essay Feedback:
Text comment from turnitin marking:
'This is a very good submission so far although I think you over-rely a little on a few authors rather than a more extended amount of research. You could try reading some of Foucault's work on control and surveillance and make this relate to graphic design. Also, Stephan Miles wrote a book called Consumerism: as a way of life... in this there is a section on the role of design informing consumerist practices. Perhaps, you could read some into branding towards youth audiences too? This way you can suggest ways that brands become a primary concern to people.'
Tutor feedback points:
- Change speech marks to quote marks.
- Summarise and paraphrase long quotes, more effective to have own interpretation, can't just rely on long quotes.
- I need to triangulate more between different texts.
- The introduction is to broad - state discussion points - be obvious - why is it of value?
- The conclusion needs to be more of a review in summary - extend what is already there.
- Look at the suggest texts
This feedback is really important to help me edit and produce a better quality essay. The main thing that I need to focus on is having more sources of research to triangulate between, I have been suggested two books that I could potentially use. I also need to make sure that I am supporting points with evidence as well as interpreting. This is something I will need to put some time aside for, but at least the basis of the essay is there, so hopefully it shouldn't be too complicated.
Monday, February 20, 2017
Sunday, February 19, 2017
OUGD501 Study Task 05: Studio Brief 2 - Research (Advertising Campaigns)
Research (Advertising Campaigns):
Successful:
Nike: Just Do It
When the fitness craze emerged Nike wanted to take advantage, so in the late 1980's the 'Just Do It.' campaign emerged. Its a slogan that everyone can relate to, its short and catchy as well as summing up the feeling people get when they exercise. It works because it connects with consumers on an emotional level. It made consumers believe they could be successful by just wearing the products. A small agency in Portland, Oregon, called Wieden & Kennedy worked on the campaign and it was the agency's co-founder Dan Wieden that came up with the phrase. Nike targeted people regardless of age, gender or physical-fitness level, that is what led to the brand being worn as a fashion statement.
Absolut Vodka: The Absolut Bottle
In 1980, the advertising agency TBWA made an ad for Absolut Vodka featuring a bottle of its product with a halo above it and the words "ABSOLUT PERFECTION". This managed to make its bottles the most recognisable in the world. They ran a print ad which showed the bottles in a variety of creative ways for 25 years, because of how successful it was. It is the longest uninterrupted as campaign ever and comprises over 1,500 separate ads. It worked because it was simple idea that everyone could understand, it also became something that people would collect and put the posters on their walls. Everyone wanted to see what the next image was going to be.
Dove: Real Beauty
WEB:
- https://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.00001ivjeav2l1fp0vg7ep1d83fk1
- http://www.campaignlive.co.uk/article/history-advertising-no-118-nikes-just-it-tagline/1329940
- http://www.businessinsider.com/the-21-best-absolut-ads-2013-12?IR=T
- http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html
- https://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.00001ivjeav2l1fp0vg7ep1d83fk1
- http://www.adweek.com/brand-marketing/13-biggest-brand-fails-2014-161978/
Successful:
Nike: Just Do It
When the fitness craze emerged Nike wanted to take advantage, so in the late 1980's the 'Just Do It.' campaign emerged. Its a slogan that everyone can relate to, its short and catchy as well as summing up the feeling people get when they exercise. It works because it connects with consumers on an emotional level. It made consumers believe they could be successful by just wearing the products. A small agency in Portland, Oregon, called Wieden & Kennedy worked on the campaign and it was the agency's co-founder Dan Wieden that came up with the phrase. Nike targeted people regardless of age, gender or physical-fitness level, that is what led to the brand being worn as a fashion statement.
Absolut Vodka: The Absolut Bottle
Dove: Real Beauty
Dove’s first steps in the Campaign For Real Beauty included “Tick Box” billboards, which debuted in Canada and spread across the United States and United Kingdom. They created ads around a topic that was sensitive but meant a lot to their customers. Trying to be truthful through design works at persuading people that their products stand for something good. It makes that emotional connection and plays on it heavily.
Unsuccessful:
Bloomingdale's: Spike your best friend's eggnog when they're not looking
The text paired with the image leads it to communicate a very different message than the brand intended. Many people agreed it looks like Bloomingdales are encouraging date rape which caused public outrage and Bloomingdales having to apologise. The reason this failed was because it was in poor taste, as well communicating a very different message than probably intended. That is why it is good to have clear communication and consider the possible 'side effects' your work could have.
Esurance
This billboard had to be pulled down due the letters blurring together at a distance and "Cover your home in a click" looked like "Cover your home in a dick". It's really important to check your design works at different distances, and checking the legibility of text, as this can have a big impact on the design.
Victoria's Secret: The Perfect Body
Victoria's Secret launched a campaign all about "The Perfect Body" and it prompted widespread backlash, the campaign was changed to "A body for every body". The reason this campaign failed is because they haven't done the target audience research appropriately and haven't looked at the current social trends within society which led them to getting it very wrong.
Looking at successful and unsuccessful campaigns has been useful to understand what to do and what not to do. Doing research and finding out the target audience seems essential to any project as well as doing simple and clever designs that are memorable. Making sure to test out a design and get feedback is also important to avoid any problems such as communicating the wrong message or legibility. I am going to consider these factors when doing my own practical work.
RESOURCES:
WEB:
- https://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.00001ivjeav2l1fp0vg7ep1d83fk1
- http://www.campaignlive.co.uk/article/history-advertising-no-118-nikes-just-it-tagline/1329940
- http://www.businessinsider.com/the-21-best-absolut-ads-2013-12?IR=T
- http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html
- https://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.00001ivjeav2l1fp0vg7ep1d83fk1
- http://www.adweek.com/brand-marketing/13-biggest-brand-fails-2014-161978/
OUGD501 Study Task 05: Studio Brief 2 - Research (Luxury)
Task 1:
1 x design sheet outlining relevant contextual research
This design sheet must include at least 4 relevant areas of contextual research/information that will inform your design strategy. At least 1 of these areas must be related to your chosen CoP theme (Politics, culture, society, history, technology or aesthetics).
Some suggested contexts: Client / project background | industry / sector | cultural aspects | sub culture | specific technologies | the internet | social media | historical periods | branding | advertising | colour theory | psychology
1 x design sheet outlining relevant contextual research
This design sheet must include at least 4 relevant areas of contextual research/information that will inform your design strategy. At least 1 of these areas must be related to your chosen CoP theme (Politics, culture, society, history, technology or aesthetics).
Some suggested contexts: Client / project background | industry / sector | cultural aspects | sub culture | specific technologies | the internet | social media | historical periods | branding | advertising | colour theory | psychology
Trading Up : Why Consumers Want New Luxury Goods - and How Companies Create Them.
Michael J. Silverstein and Neil Fiske
(BOOK)
- People will spend money on premium goods, no matter what was happening in the political, economic, or social environment. (There is always a demand.)
- Trading-up consumers tend to be well-educated. They 'protect' luxury items in their household budgets. (They make sure they can afford these items, they become a normal part of their spendings.)
- 4 emotional forces, the need to...
'take care of me'
connect
quest
seek individual style
It's about making a difference in their lives. (this needs to be taken into account within the design.)
- 'in key New Luxury categories, including homes and home renovation, transportation, food and beverage, travel and entertainment, personal items, dining out, home goods, and apparel and other fashion items.'
- It is a fast growing, durable and widespread market.
- It works by fulfilling dreams.
- 'They create appealing identities, rich graphics, stunning retail presentations, and engaging shopping experiences.'
- Cost does go into luxury products.
- They create product apostles (people that support and follow the product/brand religiously.)
- 'Driven by the middle-class consumer who is educated, discerning, and ready to engage in the goods and services they consume'. (Middle class consumers want to appear wealthy by showing off their products, but also want to buy into the quality that they know will last).
- Goods to help alleviate the stresses of modern life and to help realise consumer aspirations. (consume our way out of depression, escape from reality)
- It is a positive phenomenon:
low-cost goods become more available and are higher quality
consumer pressure leads to innovation
more affordable and available to more people
- New Luxury - products and services that possess higher levels of quality, taste, and aspiration than other goods in the category but are not so expensive as to be out of reach.
- Example of a guy that buys premium golf clubs - 'they make me feel rich'
- 'Products make people feel happy, like a better person, less stressed, prouder of their children, loved and appreciated, and accomplished.'
- Emotion about products
- Many trade up to manage feelings of stress and difficulty.
- Looking for an emotional lift.
- Accessible superpremium:
priced at or near the top of their category
affordable to middle-market
relatively low-ticket items
- Old Luxury brand extensions:
lower-priced versions of products
brands traditionally affordable only for the rich
- 'Masstige' goods (mass prestige):
between mass and class
premium over conventional products but priced well below super-premium or Old Luxury goods
- New Luxury goods are always based on emotions, consumers have a much stronger emotional engagement than other goods.
More intense with long-lasting, big-ticket items.
- Old Luxury goods:
status, class and exclusivity
- Consumer's buying habits do not always conform to their income level.
- Post World War 2:
put the pain of war behind them
- Women new dominant role, working, earning, higher salaries - women feel they have the right to spend on themselves.
- Sophisticated and discerning consumer with high aspirations and substantial buying power and clout.
- Single working people in their twenties (more likely to buy into luxury items).
- It's about looking after number one, rewarding themselves and building their self-esteem.
- A category where existing goods do not connect with consumer emotions - or produce negative ones - New Luxury candidate. (this is what I could potentially focus on finding something that doesn't have this and creating that for the brand).
This book has raised some interesting points for consideration which can help to inform my practical design piece. The book talks about luxury in quite a positive sense suggesting that it does a lot for growth and development within society. This is something that I hadn't properly considered as I am more aware of the social control aspect of the concept of luxury. I am also now aware of the emotional link a luxury product needs to form for it to be successful
Monday, February 6, 2017
OUGD501 Study Task 06 - Consumer Identities
Consumer Identities:
Summary notes
- Goods/services as a representation of who you are.
- We judge others by material possessions.
- Consumption creates and maintains identities.
- Identity is the subjective concept of how an individual views themselves.
- Identities depend on different social situations.
- We consume to reinforce or establish a role.
- Consumers are unaware.
- Human identities are shaped by lot's of factors.
- Humans use social categorisation and social comparison.
- The perception of others is often affected by people's material possessions, while classification of objects can be influenced by marketing and advertising.
- Brand and product link to what others are like.
- Social comparison is driven by a need to maintain and increase positive self-esteem.
- Purchasing the right kind of products / services can make you feel part of a group.
- Downward social comparisons.
- Upward comparison - 'ideal images'.
- Material goods have meaning.
- Brands / products can be symbols - communication.
- Meaning from marketing - reinforced from social environment.
- The self is modified by human interaction.
- Symbols constructed through social activities.
- Imaging how we are seen by others.
- Products / brands act as tools for make-believe identities.
- Learn through observation of others / media / interaction with others / objects.
- People chose what to consume and what not to consume.
- Groups use consumption to signal they belong together.
- Narcissistic tendencies linked with expensive products that are highly desirable.
- Self-fulfilling prophecy.
- Physical and psychological problems linked to identity.
- Barbie dolls creating role model for young children.
- Using realistic images to promote can have a positive effect.
- Dove's 'real beauty' campaign was really successful.
There is lots of evidence to suggest that humans judge others by their material possessions, consumption has created and maintains identities. We consume to reinforce how we want to be perceived or to establish a role. Products / services show an ‘ideal image’, they act as symbols to communicate a message to the rest of society, whether that is that you are wealthy, beautiful or cool etc. They can categorise consumers into groups, by seeing what products or services someone uses there is a strong link this informs their identity.
‘Narcissists wish others to see them as special and superior’ they buy expensive products that are highly desirable so that others will envy them. Consumers choose what to consume and what not to consume, that is related to their beliefs, if they know a certain product is related to something that they don’t want to stand for they will avoid that product. Consumers can create a self-fulfilling prophecy where they can alter the way people perceive them just by consuming the ‘right’ kind of products.
Physical and psychological problems are linked to identity, when people make upward comparisons to ‘ideal images’ it can cause distress, that ideal is usually heavily edited though Photoshop, but the individual still aspires to look like that because they have come to believe that is the way you should look. Even within children ideals are created such as
Barbie dolls which become a role model, and they soon aspire to look like that even though it isn’t humanly possible.
Using realistic images to promote products / services can have a positive effect as it makes people feel better about themselves as they can more closely compare. Dove’s ‘real beauty’ campaign used ordinary women to promote a range of products, this was successful as people connected with it and it seemed to make people feel better about themselves.
Summary notes
- Goods/services as a representation of who you are.
- We judge others by material possessions.
- Consumption creates and maintains identities.
- Identity is the subjective concept of how an individual views themselves.
- Identities depend on different social situations.
- We consume to reinforce or establish a role.
- Consumers are unaware.
- Human identities are shaped by lot's of factors.
- Humans use social categorisation and social comparison.
- The perception of others is often affected by people's material possessions, while classification of objects can be influenced by marketing and advertising.
- Brand and product link to what others are like.
- Social comparison is driven by a need to maintain and increase positive self-esteem.
- Purchasing the right kind of products / services can make you feel part of a group.
- Downward social comparisons.
- Upward comparison - 'ideal images'.
- Material goods have meaning.
- Brands / products can be symbols - communication.
- Meaning from marketing - reinforced from social environment.
- The self is modified by human interaction.
- Symbols constructed through social activities.
- Imaging how we are seen by others.
- Products / brands act as tools for make-believe identities.
- Learn through observation of others / media / interaction with others / objects.
- People chose what to consume and what not to consume.
- Groups use consumption to signal they belong together.
- Narcissistic tendencies linked with expensive products that are highly desirable.
- Self-fulfilling prophecy.
- Physical and psychological problems linked to identity.
- Barbie dolls creating role model for young children.
- Using realistic images to promote can have a positive effect.
- Dove's 'real beauty' campaign was really successful.
There is lots of evidence to suggest that humans judge others by their material possessions, consumption has created and maintains identities. We consume to reinforce how we want to be perceived or to establish a role. Products / services show an ‘ideal image’, they act as symbols to communicate a message to the rest of society, whether that is that you are wealthy, beautiful or cool etc. They can categorise consumers into groups, by seeing what products or services someone uses there is a strong link this informs their identity.
‘Narcissists wish others to see them as special and superior’ they buy expensive products that are highly desirable so that others will envy them. Consumers choose what to consume and what not to consume, that is related to their beliefs, if they know a certain product is related to something that they don’t want to stand for they will avoid that product. Consumers can create a self-fulfilling prophecy where they can alter the way people perceive them just by consuming the ‘right’ kind of products.
Physical and psychological problems are linked to identity, when people make upward comparisons to ‘ideal images’ it can cause distress, that ideal is usually heavily edited though Photoshop, but the individual still aspires to look like that because they have come to believe that is the way you should look. Even within children ideals are created such as
Barbie dolls which become a role model, and they soon aspire to look like that even though it isn’t humanly possible.
Using realistic images to promote products / services can have a positive effect as it makes people feel better about themselves as they can more closely compare. Dove’s ‘real beauty’ campaign used ordinary women to promote a range of products, this was successful as people connected with it and it seemed to make people feel better about themselves.
Sunday, February 5, 2017
OUGD501 Study Task 04 - Triangulation
Triangulation:
Overdesign is also a characteristic which needs to be considered carefully as it can break the rule, form follows function, and tempt society into buying things they do not need or have much use for. “If design is itself a medium of social interactions, overdesign is a symptom of interactions that are dysfunctional. And if, as is generally acknowledged, design is a kind of rhetoric, overdesign is an opportunistic abuse of rhetoric in the application of some form of power.” (Grudin, 2010, pg 14-15). We interact to find out problems which we can solve and communicate through design, but that is when we are abusing what has been said. Overdesign is the opportunity for abusing this art of persuasion, which shows it has some form of power.
Within the discipline of graphic design, designers are hired as communicators, whether that is to boost the credibility of clients or package design which suggest “wholesomeness, increased size, and uniqueness of products that are hazardous, smaller, and no different from other brands.” (Caplan, 2006, pg 160). Design has become a language (Sudjic, 2008), where in effect designers are the translators. They have the skill to communicate messages which can cause love, hate, war, hope, freedom, and pain. All, which society will take in and reflect on how that will change their world.
Overdesign is also a characteristic which needs to be considered carefully as it can break the rule, form follows function, and tempt society into buying things they do not need or have much use for. “If design is itself a medium of social interactions, overdesign is a symptom of interactions that are dysfunctional. And if, as is generally acknowledged, design is a kind of rhetoric, overdesign is an opportunistic abuse of rhetoric in the application of some form of power.” (Grudin, 2010, pg 14-15). We interact to find out problems which we can solve and communicate through design, but that is when we are abusing what has been said. Overdesign is the opportunity for abusing this art of persuasion, which shows it has some form of power.
Within the discipline of graphic design, designers are hired as communicators, whether that is to boost the credibility of clients or package design which suggest “wholesomeness, increased size, and uniqueness of products that are hazardous, smaller, and no different from other brands.” (Caplan, 2006, pg 160). Design has become a language (Sudjic, 2008), where in effect designers are the translators. They have the skill to communicate messages which can cause love, hate, war, hope, freedom, and pain. All, which society will take in and reflect on how that will change their world.
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