ADV61704 Individual Reflection – YAN JUNLI by

Week4 learning log

0366176_1 — 2024-11-20 13:50:20 UTC

This week on LECTURE, I learned about how advertisers use research to inform their advertising methods, as well as how advertising is related to anthropological, sociological, and psychological themes. This made me recognize that advertising is more than just an expression of creativity; it is a science that demands knowledge of customer psychology and behaviour. The tutorials included headlines and copywriting for a single photo shared on various social media networks. This taught me that different platforms have distinct user characteristics and communication logic, and copywriting must be tailored to these features, which is a very useful skill.
I now have a better grasp of how logic and creativity may be combined in advertising work thanks to this learning and practice series, but it's also obvious that I need to take this mix of research and creativity into account more thoroughly in my next projects.

Week5 learning log

0366176_1 — 2024-11-20 14:11:00 UTC

This week's study has given me a deep understanding of the importance of ‘Big Ideas’ in advertising. Through studying the Ogilvy Method and the four steps of developing a big idea in the tutorials, I learnt that a successful advertisement often originates from a well-constructed core idea, which not only has a strong appeal, but also establishes a deep emotional connection with consumers. In the lecture, we practiced anthropomorphising the brand and showing the brand's personality and values through self-narrative, and I learnt that a brand is not just a synonym for a product, but a ‘character’ with a warmth and a story. When refining a catchy tagline for a brand, I realised that this is the key to combining the core essence of the brand with the needs of the consumers. Through these exercises, I have further understood that big ideas are not pie-in-the-sky, but based on the organic combination of deep insights and brand values. I will focus more on this in my future creative endeavours to give ideas more power and lasting impact.

Week6 learning log

0366176_1 — 2024-11-20 14:32:10 UTC

I've been more aware of the value and proficiency of advertising copywriting as a result of this week's study. I came to understand that copywriting is not only a means of disseminating information but also an art form that has the power to touch people's emotions after learning about the various sorts of advertisement body copy, their writing styles, and their aims during the tutorial sessions. I learned how important it is to consider the brand's positioning, the audience's interest, and the overall impact of the advertisement when creating headlines, slogans, and body copy in lecture.Especially when writing copy for words, I found that concise and powerful expressions rather resonate better. After the lesson, when I continue to improve the Profile Deck Information section of the PPT, I try to incorporate these copywriting skills to make the content clearer, more vivid and attractive.

Week7 learning log

0366176_1 — 2024-11-20 14:41:05 UTC

This week's tutorial gave me an in-depth look at the techniques of writing print copy, including the key elements of copy and types of advertising. By practising copywriting in the lecture, I learnt how to convey a brand message succinctly and capture the attention of the target audience through words. This made me realise that successful copywriting is more than just a combination of words, it also requires a deep understanding of the core of the brand and the needs of the target market.

In addition, completing the PowerPoint assignment on print copywriting allowed me to consolidate what I had learned in class. In practice, I am more aware of how the visual and textual collocation affects the overall advertising impact. This learning and practice has increased my confidence in creating advertisements and made me pay more attention to the psychological needs of the audience. I will continue to improve my copywriting skills in my future work and add more creativity and value to my advertisements.

Week8 learning log

0366176_1 — 2024-11-20 14:47:59 UTC

This week was an independent study week which gave me the opportunity to systematically review and consolidate my previous knowledge of advertising and to gain an in-depth understanding of the structure and headline types of print advertising copy. Through the study material I realised that a logical and hierarchical copy structure is essential to convey a message, while headlines, as the first point of contact in an advert, need to be attractive and able to encapsulate the core message. By completing the rest of the PPT on my own, I tried to apply this new-found knowledge to the actual content to ensure that the copy was not only creative, but also accurately conveyed the brand message and value proposition. This period of self-study made me realise that copywriting is a process of continuous accumulation and practice, and that only through constant consolidation and innovation can I create more influential work. In my future studies, I will pay more attention to the combination of theory and practice to further improve my creative ability.