ADV61004_ADV61704 Individual Reflection-Kok En Qi by KOK EN QI

W5- Details for 2nd Assignment

03632821 — 2024-06-24 16:29:00 UTC

During our tutorial, the lecturer went over the details of our second assignment. We are to select one of three clients and create a creative brief as well as an advertising campaign for that client. She emphasised that selecting client 2, MKJRS Selangor, would automatically enrol us in a short video contest, but our group ended up choosing the UrbanGlow Cosmetics client. She also emphasised the importance of collaboration, instructing us to form groups and choose a group leader by the end of the week. This organisational step is critical to ensuring that we work effectively and meet all deadlines. The lecturer's instructions are intended to help us understand the assignment requirements also help us to have a successful project outcome.

(121 words)

W4- Creative Brief

03632821 — 2024-06-24 16:29:00 UTC

Today's lecture focuses on the creative brief. According to the lecturer, a creative brief serves as the blueprint and foundation for an advertising campaign. It is something that determines the overall direction and advertising strategy of the brand. First, we must conduct data research to obtain factual consumer insights, as the better we understand the consumer, the more accurately and effectively our brand can convey our intended messages. A good creative brief should be competitive (with a strong USP), clear, and simple to understand. This includes the brand's slogan, logo, colours, and jingle, all of which are important for gaining brand recall. As an example, KFC's "Finger Lickin Good" is a strong example of successful brand recalling.

For my assignment, I began researching the brand "Balenciaga" in relation to its controversial advertisement and began drafting the creative direction for it.

(129 words)

W6-Structure of an Ad

03632821 — 2024-06-24 16:29:00 UTC

In Lesson 3, I learned about the key components of print advertisements. A key takeaway is the importance of headlines, which account for 70-80% of an ad's success and are considered the most important aspect of the commercial.

The class also examined the structure of body copy, with a focus on the promise of benefit, story amplification, and proof of claim. Additionally, I read about the 4 U's formula for creating powerful headlines: urgent, unique, ultra-specific, and useful.

Eight main headline types were introduced: direct, indirect, news, how-to, question, command, reason-why, and testimonial headlines.

Slogans were another important topic, defined as "catchy, memorable, and easy to recall" statements that encapsulate a product's brand concept. The lecturer also reinforced the significance of visuals and first impressions in capturing the audience's attention and generating engagement.

In this class, I have a deeper understanding on how to craft an effective print advertisements rely on well-crafted headlines, interesting body copy, and memorable slogans, all complemented by attractive imagery, to capture and hold the audience's attention.

(171 words)

W7-The Big Idea

03632821 — 2024-06-24 16:29:00 UTC

In Lesson 5, I learned about the "Big Idea" in advertising, which is critical for developing powerful and memorable campaigns. The Big Idea is an advertising concept that creates a powerful connection with consumers, generating a long-term competitive advantage. McDonald's, for example, emphasises the themes of "togetherness" and "family" in its ads to convey a sense of well-being and unity. This lecture emphasised the importance of knowing the target audience's demands and motivations when developing these ideas.

One of the most important lessons was the Ogilvy Method, which specifies four processes for producing a big idea: start with a clear brief, uncover a compelling insight, identify the brand connection, and express the idea clearly. A concise brief is critical since it defines the campaign's challenge and identifies the intended audience. "What are you looking to achieve?" and "Who is your target audience?" are two crucial questions to explore the consumer's concerns and desires, which aids in creating ideas that resonate with them.

In addition, I also learned the value of storytelling in advertising. Storytelling can have a big impact by engaging the audience on an emotional level. The final stage is to clearly describe the idea so that it is easy to understand and remember. By drawing inspiration from everyday observations, it can provide important insights into human behaviour and motivation.

(223 words)

W8 -Independent Learning Week

03632821 — 2024-06-24 16:29:00 UTC

During my semester break, I concentrated on finishing Assignment 1 and progressing to step 2, which required defining my creative brief and brainstorming tagline concepts. I asked my friends for more information via WhatsApp voice calls. For my approach, I chose to make the original ad more family-friendly, lighthearted, and festive. Despite Balenciaga's reputation for aggressive designs, I chose a softer and more approachable visual appeal. In addition, I chose to use children as models to emphasise the campaign's family-friendly atmosphere. I tried to achieve a balance during this process between preserving Balenciaga's distinct personality and making the advertisement approachable and relatable for families.

(104 words)

W9- Assignment Details

03632821 — 2024-06-26 04:12:06 UTC

During this week, the lecturer gave us an extension for assignment 1 due to students' time constraints in completing the work while also taking a few core modules. Meanwhile, she explained the assignment brief again because many students had messaged her for more information. Following that, she mentioned that the individual reflection could begin later and that she would grade it based on its content.

For my assignment, I provided a bunch of tagline ideas, and the lecturer assisted me in selecting three suitable taglines from which to proceed with my print ad drafts. She also explained to me why she chose these taglines so that I could better understand my next step.

(126 words)