Final Exam

As it is the last week of class, I feel that I have met all of the course objectives for Fundamentals of Advertising.  I was able to learn something new about advertisement each week and read and understand the book.   I have a better understanding of what advertisement really is and how hard it is to create, how clever one’s mind has to be to be able to think of a well put together advertisement for any product or service, and I understand the different ways one can take to create the advertisement.   From the book as well as from the teacher’s experiences, I have learned what one must consider when making an advertisement, such as the product itself, who it is directed to, and the way one might execute the campaign through different means, like through a commercial, billboard, or magazine add. In this class I feel I have been excelling each week and have only grown from the first day of class. I only missed one day of class but I immediately caught myself up and never fell behind.  I have strived to do my best and accomplish any assignments that were assigned and have met all the requirements for each assignment.  The letter grade that would best describe all my efforts would be an A.  I consider my school work most important and would never turn in anything that was not of good quality or A work.

Analysis of Project in Real World

This advertisement campain could work very well in the real world for the Fujifilm company.  Currently not much advertisement has been done for their company, but this could be the first step into the world of advertising.  I can certainly think of what kind of commercials to make and other ads to feature that will relate to this one and retain its story and purpose.  I do believe this product could be life changing for many adults, they just need to know that it's out there and their emotions and interests will follow through.  This could branch out to many other things for the company such as a website featuring pictures that people have taken soley with their cameras to build a instant love community. 

Creative Content

"A campaign must have visual impact, whether a visual surprise graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message- form follows function."(Advertising by Design, Landa, p.204) The creative content that I believe best portrays a story through an image in this case, an image within an image is the above picture that can be used as a magazine ad, billboard, taxi topper, and bus advertisement. The slogan instant love is in a type of font similar to the font on the actual product's box. "Determine headings and subheadings in terms of color, size, and weight to distinguish the hierarchy of type from one another as well as from visuals."(Advertising by Design, Landa, p.218)  In this advertisement, a story is told of an ordinary adult couple who may be on an adventure in paris.  They capture the moment of their visit to the Eiffel Tower and because they are out of the country, it may be difficult to develop any pictures, but in this case they instantly have a photo of a cherished experience ready for a scrapbook.  The image behind the polaroid picture is a map of Paris where they can also take pictures and have a memory of each landmark they have been to.  This creates a warm hearted feeling everytime the photo is looked upon and memorys of the happiness flood back to the couple because the image can bring back the same emotions they felt on that day. "Visual metaphors can invite the reader to work a litte bit, to interact with the ad; the reader is engaged by thinking."(Advertising by Design, Landa, p.081)The actual product is not featured in this advertisement which makes consumers wonder what this camera could possibly look like, or what instant love means. "Not only do you need to think critically about formulating a core campaign idea, you must think critically and creatively about communicating something specific about the brand or group, not a generic message or pedestrian sign."(Advertising by Design, Landa, p.204) On the bottom left hand corner the brand name is also featured as if it was part of the map which makes the search for this product much easier. "The facts, the details, the benefits of any product get lost, but the story stays, even more powerfully if the viewer or listener becomes a part of that story.  Thus a branding strategy may become a form of complex interactive storytelling experience."(Advertising by Design, Robbins, p.197)   

Promotion

"Style is a visual look and feel based on the particular characteristics that contribute to the overall appearance.  In any media, typefaces, color palette, textures, patterns, compositional modes, kinds of images, the nature of the imagery, and graphic elements all contribute to the look and feel of an advertisement or ad campaign." (Advertising by Design, Landa, p. 203) As for my method of advertisement, I have decided to feature a promotional image that can be used as a full page magazine ad, billboard, taxi topper, bus advertisement, or any place an image can be printed on or uploaded to.  The image itself will use intense bright colors to attract conumer's attention and use the same typeface that is associated with the brand's products.  In approaching my advertisement, the technique of approaching the message through a slice of life.  "In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday situations to which average people can readily relate." (Advertising by Design, Landa, p.117) The image itself will contain a photograph of a normal couple, not any one famous (but will soon be) like a spokesperson, but a normal every day couple who cherish the moments of their lives.  In doing this, the range of consumers I can attract brodens, and without using a person someone is familiar with their is no bias towards the product itself. "Your story should illuminate something about the nature of a person, subject, or situation."(Advertising by Design, Landa, p.193)  This is an advertisement aimed towards adults who never have the time for the important moments anymore and I find it suitable to place this image in all the places stated because that's where those consumers usually are. "Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas- one could call it a theme or story."(Advertising by Design, Landa, p.192)  This target market is either a stay at home person, or a workaholic and may not have the time to lounge around and watch televsion, but on the road these advertisements will be available for their viewing purposes.