ADV61704 Learning Log – Michelle Ling Xin Hui by MICHELLE LING XIN HUI https://padlet.com/michellexinhuiling/8liciumce1ktedm4 This is my weekly learning log for ADV61704 Strategic Copywriting in the March 2023 semester. en-us 2023-04-27 00:12:56 UTC 2023-05-22 07:11:18 UTC hello@padlet.com W4 - Reflection michellexinhuiling https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2569492935 There is no lecture class (24/4) this week due to Raya holiday so our lecture was conducted along with our tutorial class today (27/4)

I learnt about the basic 3Ps in the marketing and advertising world: Prospect, Product and Pugilist. It is important to understand the 3Ps before deciding the type of advertising plan we want to do. 

Besides, as the generation advances, it is harder for creative designers to advertise their product and services especially the Alpha generation as they have higher expectations and shorter concentration span. The advertisement should wow them the second they see so that we will be willing to watch it till the end. 

A good example is Hyundai’s 30 second advertisement: 
which focus on the brand pronunciation. 

Ms Fahizah used a very interesting and interactive way to explain to us which kept my eyes glued to her and the slides throughout the class. 

(151 words)



]]> 2023-04-27 00:21:10 UTC https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2569492935 W5 - Reflection michellexinhuiling https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2569498514 There is no lecture (1/5) and tutorial (4/5) class this week due to public holidays. Hence, I attended Friday's tutorial (5/5) online.

I have gained an in-depth knowledge of what a creative brief is. It is actually the big idea that we want to deliver our selling point to the public and at the same time we should meet the selfish requirement of our client.  In a real work situation, it needs to be very detailed so that both the client and creative team are on the same page.

Working in a creative team isn't easy because creating an ad requires a lot of thought and consideration of the potential consequences. In one case study, Libresse added a Peranakan twist to feminine care products, which sparked controversy because of the sensitive nature of female anatomy, vulva. 

This was a new example for me of how a country's culture can shape people's attitudes towards certain products or services. It's important to remember that an advertisement can't please everyone and has its own target audience.

(176 words)

]]> 2023-04-27 00:24:59 UTC https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2569498514 W6 - Reflection michellexinhuiling https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2569499054 During today's lecture (8/5), I learned that the best copywriters are those who can convey powerful messages using minimal words. This contradicts my prior belief that copywriting involves writing lengthy content to attract people. I was also surprised to learn that promoting NGO ideas to the public can be challenging, and sometimes NGOs may use controversial methods to gain attention and start a conversation. I previously thought that promoting NGO ideas would be easier since they do not have to spend much on advertising.

I also learned that advertisers fear passive audiences who do not respond to their messages. Any reaction, positive or negative, indicates that the advertiser has captured the audience's attention. Therefore, it is crucial for the creative team to research and understand the target audience's behavior and attitude towards the problem. Advertising revolves around selling promises that the advertised product or service will improve the user's life.

Lastly, I realized that in both advertising and life, we cannot please everyone. It is essential to identify our target audience and convey our message in a way that resonates with them.

(183 words)]]> 2023-04-27 00:25:24 UTC https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2569499054 W7 - Reflection michellexinhuiling https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2579024875 In today's lecture (15/5), I have learnt that when crafting body copy for advertising, it is crucial to understand the client's objectives. For instance, if the advertisement is intended for a billboard, readable fonts may not be effective, and larger fonts may be necessary. Additionally, each print ad has unique characteristics that are influenced by the environment and other factors.

Copywriters should also be mindful of avoiding puffery, exaggeration, and claims that lack supporting evidence. Instead, the main idea should be communicated clearly, with short sentences that highlight the consumer benefits.

In comparison to other forms of copy, such as direct response, straight line, or testimonial, I personally think dialogue body copy is the most effective method to convey a message. By presenting a conversation between characters, it can help to convey the product's proposition and benefits in a relatable and emotional manner. 

For example, Thai ads often use emotional narratives that connect with audiences on a deeper level. One advertisement about life insurance was presented as a dialogue between two characters, and it was so powerful that it moved viewers to tears. 

Ultimately, successful advertising is about connecting with audiences and eliciting an emotional response that resonates with them.

(192 words)
]]> 2023-05-05 02:31:56 UTC https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2579024875 W8 - Reflection michellexinhuiling https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2597227262 During this independent learning week, my main focus is on my individual assignment. However, I'm facing some challenges as I am unfamiliar with Adobe Illustrator, the tool I need to use for my task. To overcome this hurdle, I dedicated today to watching YouTube tutorials to familiarize myself with the software.

Up to this point, I have made progress by designing the print ad for a pharmacy event. I'm currently searching for ideas on how to create an engaging poster that will attract people to attend the event. I'm also considering suitable colors that will capture their attention and interest.

I believe that my lack of skill in Adobe Illustrator should not impede my progress in completing this assignment. I am determined to work hard and put in the effort required to get it done. Fortunately, I am now in the final two steps of completing my assignment, which is encouraging and gives me confidence that I will be able to complete it successfully.

(164 words)
]]> 2023-05-19 05:28:14 UTC https://padlet.com/michellexinhuiling/8liciumce1ktedm4/wish/2597227262