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My diss prep is focused on how a shorter attention span effects the narrative in modern advertisement. After thinking about it im not too keen on that angle. I want to focus on advertisement as a whole instead of narrative. Since attention span is what im interested in investigating I can make use of the resources found in the diss prep for my dissertation. mainly Tassis studies that i find very useful.

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It was great meeting Mark! We discussed different angles to take for the dissertation to do with advertising and attention span and I will take the time to figure out an interesting angle.

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Looked at Netflix The mind Explained: Focus that talks about attention span, the mechanics behind it in the brain and studies from reserachers around the subject

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I have decided that my dissertation is going to investigate how advertisers capture attention. Mark also recommended me to look up retention and bring theories of that into my dissertation

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Found a great source in the marketing guru Seth Godin that has written books and conducted interviews on the subject. In this video he speaks about what a successful campaign looks like and what brands need to do which is relevant for my dissertation

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Video on theories around capturing attention

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I presented my ideas for my dissertation. In that conversation the idea rose to compare successful campaigns and unsuccessful campaigns when it comes to garnering attention.

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Mark gave me a couple of videos to look at that investigated attention and advertisement.

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A view on the effect of ads. How social media platforms are rewiring our brains to create an addiction

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I wrote an introduction that Mark liked and felt was appropiate

Introduction

This dissertation aims to investigate how the advertising industry works to capture our attention and what that looks like in the modern landscape. The goal with the dissertation is in analysis of the above, attempting to formulate an algorithm that can be used to capture attention in the advertising industry. This will be done by analysing two deemed successful advertising campaigns and two deemed unsuccessful advertising campaigns. Context of attention span and the advertising industry will be investigated to provide an understanding of the two concepts and act as a comparison to the modern landscape. Theories for capturing attention will be investigated and analysed to serve as supporting theories for the four case studies selected for this dissertation. The theories will cover the traditional pillars of advertising, typography and art direction. In order to dive deeper into the business part of the advertising industry, retention theory covering exposure, engagement and conversion will be introduced to support the analysis of the four case studies.

The research supporting the dissertation consists of secondary sources. These consist of relevant gatherings from books, journals, articles, movies, tv series and videos. Seeing as the topics covered are very much relevant to today's landscape it seemed appropriate to reach out to modern formats to help the research. To give a relevant as well as historic view on the advertising mechanics and structure this dissertation will be supported by books on the historical context of advertisement. Theories of attention is supported by the works of Tassi who has a PhD in the field and written many journal entries on the subject as well as Tristan Harris one of the creators behind ‘The Social Dilemma’ that has carried out extensive research on the subject. A more psychological approach from the source  Retention theory is supported by Seth Godin who is a pioneer in the field of marketing and advertising with his groundbreaking theories. Visual theory is supported by multiple sources with focus on the teachings of graphic design guru Paula Scher. Typography theory will be backed up by the book ‘Why Fonts Matter’ written by Sarah Hyndman, an experienced designer and typography enthusiast. Absorbing and analysing theories from these two experienced professionals will not only serve as basis for my analysis, but provide an understanding of the foundations of advertising.

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If I am to analyse campaigns I need to understand the fundamentals of advertising. I have decided to focus in on typograpghy and art direction. These two elements often work in tangent and understanding them is great for my future career in advertisement. This book on typograpghy covers these fundamentals and I can use it greatly since it covers so many areas

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Looked at a documentary about Paula Scher, a legend in graphic design. In it she covers how works and why they have been successful and gotten attention.

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Last lesson with Mark. We discussed the dissertation and I presented my intended structure: Introduction, Context (Landscape Attention theory, retention theory, typograpghy & art direction), Analysis (2 successful campaigns, 2 unsuccessful campaigns), conclusion

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This campaign is great to have in my dissertation when analysing successful campaigns. Not only did it gain a lot of attention and is lauded in the industry as well wiith consumers, it is a great example of good typo & art direction

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I wanted to find a successful campaign that is relevant to the modern landscape. I found Gorillas campaign that is from 2022 that is lauded in the industry. It features all elements covered in my dissertation and has a moving video as well that connects with my theories around narrative adapting to shorter attention span by being shorter and fast paced

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This campaign is a great campaign for my dissertation because its lauded in the industry and won a lot of awards but it wasnt appreciated by consumers. It's a great example of how it isnt all about getting attention, its getting the right attention. It will also provide good discussion since its seen as successful by the industry.

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This one is a more clear pick for an unsuccessful campaign since it was such a distaster. However it can be compared to the Gorillas campaign that also covers the themes of representation and heritage but in a much more successful way.

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I've written my first draft and had my classmate Emma to read it through and give me feedback. She suggested a bit more of comparisons between the campaigns and to improve on my retention theory part. Ill do that then finally turn my dissertation in.