Download to read offline
More Related Content
Similar to Introduction lecture level 2
Introduction lecture level 2
- 2. Your Brief • Youneed to make a selection of media products for Coca-Cola aimed at 16-19 year olds • You must make; – A poster advert • A3 poster – A radio advert • lasting 10-20 seconds – An advergame • An animated screenshot of a pixel game advertising the product • You will be required to use a variety of different communication techniques to convey your ideas which you will also evaluate • You will also evaluate the strengths and weaknesses of the products you produce
- 3. ASA • Advertising StandardsAuthority • We’re using the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) • There are 7 rules you need to follow when making your adverts;
- 4. 1. Compliance • TheASA says; – The central principle for all marketing communications is that they should be legal, decent, honest and truthful. • You need to make sure you don’t lie, don’t break the law and you don’t include any images that may be considered indecent in your advert
- 5. 2. Recognition of marketingcommunications • The ASA says; – Make sure material is clearly identifiable as marketing communications / advertisements / advertorials. • If you’re making an advert, it needs to look like an advert • Employ conventions of adverts; logos, slogans, images • Explicitly state the product to ensure people know its an advert
- 6. 3. Misleading Advert •The ASA says; – The ASA may take the Consumer Protection from Unfair Trading Regulations 2008 into account when it adjudicates on complaints about marketing communications that are alleged to be misleading. • You cannot lie about the product, its abilities/functions or price
- 7. 4. Harm andOffence • The ASA says; – To ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy. • Your advert cannot set out to intentionally offend a particular person or social group • Your advert cannot set out to intentionally offend anyone on grounds of disturbing imagery or content
- 8. 5. Children • TheASA says; – Rules that must be followed if directing ads at children or featuring them. Includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children. • You cannot promote dangerous behaviour in children • You cannot pressure children to buy your products • You must also consider this if your advert could be seen by children or selling a product that may be used by a child- like a soft drink
- 9. 6. Privacy • TheASA says; – Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer written permission to allow it. • If you are including a celebrity or a well known person in your advert you would need to get written permission first • We can’t do this for this project but you would do so if you were making this in real life
- 10. 15. Food, foodsupplements and associated health or nutritional claims • The ASA says; – Marketing communications must not condone or encourage poor nutritional habits or an unhealthy lifestyle in children or adults. • You can’t promote poor dietary habits • You can’t tell people your product has health benefits without proof to back it up
- 11. Task • You nowneed to plan and produce each product • For each product you need to; – Complete the communication method – Evaluate the communication method – Make the product – Evaluate the product
- 12. Communication Evaluation • Foreach communication method evaluate its effectiveness • Discuss the strengths and weaknesses of each method; • Mind Map • Mood Board • Style Sheet • Layout Plans • Brainstorm • Informal Pitch • Group Idea Generation • Formal Pitch • Storyboards • Initial Reaction • Sketches • Formal Proposal
- 13. Photoshop Experiments • UsingPhotoshop, experiment with the tools and produce a poster for York College. • You can use any tools you want providing it also includes a central large image, some text and the York College logo. • If you want to know how to do something or if something goes wrong, just ask your tutor. • This is about experimentation • Save all images you produce as a JPEG
- 14. Print Advert • Individuallyyou must produce a print advert for Coca-Cola • It must be portrait and include a single main image. Ensure you include the name of the product and a slogan of your choice. • Idea communication methods – Mind Map • A collection of ideas written and mapped out on a page • Use the website Bubbl.us- print screen or export – Mood Board • A collection of at least 15 images influential to your idea • A brief discussion of common features of the images collected – Style Sheet • A collection of potential fonts and colour schemes • A brief rationale of choice- why each was chosen – Layout Plan • A mock up of what your design could look like • Use sourced images, fonts and colours decided in your style sheet
- 15. Communication Methods Mind Map StyleSheet Mood Board Layout Plans • Audience • Slogan • Images • Colour Schemes • Other content
- 16. Radio Advert • Insmall groups (3-4) you must create a short radio advert for Coca-Cola • You can use music, voice over and sound effects to produce your advert • It should last at 10-20 seconds • Idea communication methods – Brainstorm • Hand written collection of ideas – Informal Pitch • Discuss your idea with your tutor- what happens in the advert? What sounds/music will you use?
- 17. Communication Methods Group MindMap Storyboards
- 18. Photoshop Experiments • UsingPhotoshop, experiment with the tools and produce a self portrait using pixel graphics. • This is about experimentation • Save all images you produce as a JPEG
- 19. Advergame • Individually youmust create pixel based side scrolling game for Coca-Cola • It must be made on a 320 (H) by 480 (W) canvas. • Idea communication methods – Initial Reaction • Writing your initial reaction to what you have to make – Sketches • Sketches and pixel creations of what your idea could end up looking like – Formal Proposal • Formal written proposal of what your idea is; who it will be played by, what content it will include etc.
- 20.
- 21. Advergame • Create anew Photoshop document – Width- 120 pixels – Height- 80 pixels • Choose the pencil tool and ensure it is set to 1 pixel • Set a new layer for each separate part of the image (character, pickups, enemies etc) • Once your done go to Image>Image Size and change the top number to 1080 and the bottom box to Nearest Neighbour
- 22. Evaluation • For eachof your products evaluate how good/bad it is – For each of your image based products put your final image in the centre of the page and annotate it using text boxes and arrows – For your moving image/audio products include timecodes and or screenshots for your included examples – Discuss • The effectiveness of the tools/processes employed • The effectiveness of the whole piece – what you like about it, – what you think could be improved