https://padlet.com/reginamaygray1/mmp71ksj8of0mofa This is my weekly learning log for ADV61704 Strategic Copywriting in the March 2023 semester. en-us 2023-04-27 09:51:01 UTC 2026-03-16 01:11:51 UTC hello@padlet.com reginamaygray1 https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2570164658 During this week's tutorial, I learnt about the 3 'P's in advertising, more specifically about prospects. An advertisement has to focus on the demographics, psychographics, and behaviors of their targeted market. Examples of prospects provided in class was gender, generational, etc. Moreover, we discussed how the advertising industry is dealing with a growing issue of how to grab the attention of the upcoming generations, each with a shortening attention span. We also studied the power of ads through Victoria's Secret, whereby their products are made mainly for women, but more sales have been contributed by men, and the reason being solely due to males having a higher level of attraction to their advertisements. Besides that, we also discussed how ads revolve around a unique selling point, through a roughly 30 second video ad published by Hyundai. My take on the ad was that it does not only clarify how to pronounce the brand's name correctly, bringing brand awareness, but also shares how Hyundai has voice control and is utilizing the most advanced technology in the industry. Since this week's lecture session was cancelled due to a public holiday, we had the lecture in our physical tutorial classes, and I found that I understood what was being taught much clearer. 

(209 words)]]> 2023-04-27 10:34:40 UTC https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2570164658 reginamaygray1 https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2577862391 There were 2 public holidays this week, effecting both my lecture and tutorial class, thus not much progress has been done. However, I noticed the submission for the process log was available on mytimes, so I decided to fill in the template this week. On the process log, I completed all of step one, including finalizing my chosen campaign; Zero Hunger Malaysia. The reason I chose them was because in comparison to the other campaigns, theirs was helping people in need and who are actually struggling in the real world. Their reasoning behind their goal has the most importance and seriousness. I watched a couple of youtube videos posted by Zero Hunger Malaysia, they were not viewed much and seemed to not be filmed very professionally, indicating they are lacking a reach to the public. But nevertheless, I found the videos informative and heartwarming.

(144 words)]]> 2023-05-04 07:11:41 UTC https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2577862391 reginamaygray1 https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2587103397 During this week's tutorial, I learnt about the importance of an interesting headline, subhead, and body text. We were given a task to come up with a headline and body text in two different tones that were drawn at random, regarding a brand that we hate. My group had to create a 'mysterious' headline which was "Is This Okay?" and a 'persuasive' body text, whereby we conveyed our classmates why Balenciaga should be held accountable for their controversial campaign that they endorsed. We were the first runner ups and that motivated me to do well in this assignment. We also looked into emotional advertisements that were started by Yasmin Ahmad in Malaysia. We watched two very emotional ads which made me cry, even though I tried very hard not to in class. This tutorial class was almost like a realization that advertisements are enjoyable and I should pay more attention to ads I see instead of skip them, especially as this is my chosen career choice. 

(166 words)]]> 2023-05-11 12:17:37 UTC https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2587103397 reginamaygray1 https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2594538794 This week I learnt about how to create interesting and eye catching headlines and body text, which was a continuation on the previous week. During the lecture, the lecturer presented a KFC advertisement released by KFC's public relations, apologizing for the lack of supply in chicken. They were smart with their word play and rearranged their letters cleverly from KFC to FCK which is misread as a rude word at first glance, drawing in curiosity and attention. I was instantly inspired by this advertisement and wanted to make my advertisement for my project similar, something that caught the attention of others. After receiving the first round of feedback for my process log this week, I began thinking of potential headlines and body text. I came up with 'Hungry?'. Although it isn't wordplay like KFC's advertisement, I though it was somewhat clever as it is a question asked daily, many times, and it related well with my chosen client, Zero Hunger Malaysia. Since it was a one word question, I thought it would suffice to grab the attention of an audience. Coming up with the body text was a bit more of challenge, as I wanted it to be informative but not boring, and still fit  within 30 - 70 words. That is my progress for this week and is approved by the lecturer. I find that the lecture has inspired the pace and flow of my assignment, as I would not have thought of such headline or body copy without hearing the lecture.

(252 words)]]> 2023-05-17 10:33:08 UTC https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2594538794 reginamaygray1 https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2602786354 For the independent learning week, I completed the tutorial set by our lecturer, which was an exercise to analyze headings and body texts of a chosen advertisement. I chose a Heinz Ketchup ad, where the headline was "Grown not made" followed by the body text, "from Heinz tomato seeds". I found that less is more in copies for advertisements, as it doesn't confuse readers and is straight to the point. As for my individual assignment, I've completed it this week, but after attempting the tutorial and realizing it's better to keep it short, I had another look at my ad and profile deck. I find it a struggle to keep everything within the word limit because I always find myself wanting to say more, and I guess that is what is so special about copywriters, they know how to say so much with so little words.

(146 words)]]> 2023-05-24 05:48:02 UTC https://padlet.com/reginamaygray1/mmp71ksj8of0mofa/wish/2602786354