Ambiant advertising

Whilst researching ambiant placement and techniques for a Lee jeans campaign for my Black sheet (D&AD inspired) brief I came across an advert for Nike for their 'run gear' a simple message, "don't sit when you can run" but the ambient placement and simplistic design give a mundane idea a powerful punch in the real world. No copy is required to make this advert work, often I believe that this demonstrates a better understanding of the intentions of the brand than a print or video advert with the same message. When products are presented in real terms they are understood and appreciated far better by the public.
I hope to emulate this effect in my jeans advert in order to create a similar effect and make the demographic reveal for themselves, the message I am trying to promote. Lee jeans are harder to crease than other types because of their thicker denim.

Dissertation initial proposal

Dissertation proposal

'The effect and influence of colour throughout advertising history.' As I have chosen to take the role as a copy writer this may seem to be a peculiar choice for my work. However the intial reason why I was put off being an Art Directer is because I am colour blind, obviously choosing the right colour is a fundamental part of creating any artistic work for adverts. However I am very interested in the subliminal and subtle messages that colour can convey and what it means to different audiences, also how it effects thier purchasing and reception of a brand or product.

Coca Cola Icons

 

             I have chosen Coca Cola as the brand that |I have focused on when considering iconography. After all there are very few more widley recognised figueres that Santa Claus, oviously from different places and regions his name, outfit and traditions varied due to the customs, beleifs and heritage of that country or reigon. However whatever and however he was refered to he is more or less the same person. In 1930 this vagueness about who he was, what he did and how he did it would all change. The Coca Cola Company took this icon and made him more iconic by giving the fairy tale an identity. By associating him with thier brand this is one of the most effective uses of iconography to sell produce. This image became Santa Claus across most of the world, however it bears very little resemblance to the original ideas of his costume (which was green). Therfore it is fair to say that this icon was created and employed as a strategy by the company in order to demostrate messages they could not include in the product description but they had a character convey them. These were qualities such as; kindness, Christmas spirit, generosity and joy that are then, all associated with the product.

I have also chosen this Coke Zero advert that demostrates the opposite of iconography, the stereotyped suave sophisticated 'real man' is replaced by a comedic, more femine and more spontanious every day man who jumps to the rescue of the iconic beautiful 'Bond Girl' who is seductive and alluring to any man. Therefore this advert shows both an icon and also how an illimination of certain icons can make a product more desirable and appealing to a modern audience.