Adventures In Advertising

Introduction

This weeks post is about the adventure of creating a new advertisement that would fit into an already established ad campaign.  I chose the Snickers, “You aren’t you when you’re hungry” campaign.  Through the fair use act, we were allowed to use an existing advertisement from an ad campaign without the written permission of the company creating the ad. We could also use the company logo.

We had to use at least two of the programs we have worked with this semester.  Adobe Illustrator, Indesign, and Photoshop were the three programs we have worked with.

Original Advertisement

Here is the URL where I found the ad.  https://www.google.com/search?q=snickers+ad+campaign&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwj6-9zKyIrVAhUV24MKHeUMChsQ_AUIBygC&biw=1350&bih=619#imgrc=biBxRJPAzE1B6M:

One of the design elements they used was proximity. The two main sentences were grouped closely together and separated by an image.

Another design element they used was alignment.  Each line of each sentence was aligned with the other lines and both sentences aligned with each other.  They used center alignment which I feel was brilliant in this ad.  It grabs your eyes directly to the point they are trying to make to us, which is “go directly and get a snickers”.

The typography is also direct and to the point. They used the same font throughout the entire ad, yet created contrast by the use of size and kearning.

They also created contrast by the use of different colors on the sentences. Personally I would have used the same color.  I feel that the two different colors are very distracting rather than creating contrast.

New Advertisement

My ad needed to fit the campaign, yet be different.  Instead of asking “how angry does hunger make you?” I asked, “How moody does hunger make you?” Immediately, a childhood toy came to my mind.  MOOD RINGS were all the rage when I was young.  So I used Adobe Illustrator to create mood rings.  There are four mood rings, each showing a different level of crankiness.  I found an image of a Snickers bar that said “cranky” on it.  I decided it fit perfectly with my images of moody.  So I wrote an email to the company whose ad I found it in and they gave me permission to use it.  I used Adobe Photoshop to remove the background of all the images I used in the ad. I also used Adobe Photoshop to create the ad.

I also used proximity to group the sentences together and I used images to separate them.

The original ad used center alignment right down the middle of the page.  I chose to align the mood rings on the right side of the page and on the left I centered the text and the images.  Both images are aligned with each other.  All text is aligned with other text, but it is center aligned within the images.  The Snickers logo is centered with the other images, although it is smaller and is centered inside the outsides of the images.

I chose to use the same color scheme as the original ad, however I changed the yellow text to white for consistency.  The other advertisements that I saw from this campaign had consistent white text throughout the ads.

Targeted Audience

The audience I was after, was everyone who isn’t allergic to peanuts, chocolate, milk, and etc.  I think everyone loves a Snickers.  Adults of course have money to purchase them, however their child who sees the ad would definitely become cranky and start begging for one.  I work in a place that sells candy as a side line and daily I hear cranky children pleading, begging, and even demanding Snickers.  While it is aimed at people with money to spend, it also entices anyone who recognizes a Snickers bar.

Photography and Images

Here are the images and the URL’s where I found them.  The majority of them come from pixabay.com which is a site offering CCO images.  This means they are free to use without written permission.

   

These are the images I used inside of the mood rings to indicate different degrees of moodiness or crankiness.  Here are the URLs

Troll   https://pixabay.com/en/avatar-depress-moody-1295831/

Fish    https://pixabay.com/en/goldfish-fish-sad-grumpy-1356076/

Germ  https://pixabay.com/en/germ-bacillus-angry-fight-against-158107/

Sun     https://pixabay.com/en/anger-angry-burning-flames-hot-25536/

I created the mood rings with Adobe Illustrator.

I also used the following images.

  The url for this image is https://pixabay.com/en/chocolate-candy-snickers-sweet-2421044/

The cranky candy bar image was found through Google images.  I had to send and email to the company that had the rights to the image.  The company was Blippar.  They immediately contacted me giving me permission to use it for this assignment.

I The URL for this image is

https://blippar.com/en/showroom/project/snickers/

I was able to use the Snickers logo once again through the fair use act.

Here is the URL where I found it.

http://www.findthatlogo.com/snickers-logo/

Slide Show

I am going to share the PDF document to show the entire slide show.

Snickers Final Ad Campaign

Conclusion

This has been an extremely intense assignment.  I learned many new things about the Adobe programs and had many frustrating, although rewarding moments.  I can’t wait to continue using these new skills.

I would like to give one last thank you to our amazing instructor, Jenny VanSistine.  She spent so many hours helping us to achieve and learn so much in this class.  She has been such a bright spot in my college career and I can only hope that I am privileged and blessed to have many more who give so much.  THANK YOU Sister VanSistine.

 

 

 

 

InDesign Magazine Spread

My InDesign Magazine Spread

The past two weeks have incorporated learning Adobe InDesign and creating a 3 page magazine spread.  The spread had to be an article from LDS.org or BYUIScroll.org.  It had to be at least 600 words. The article I chose was just over 2000 words and was a little too long for 3 pages.  I cut some of it, but still had to use print that was a little to small for comfortable reading. The spread had to include the principles of design, color, typography and photography that we have studied in the past 4 weeks.  The article I chose was “Worship Through Music” by Elder Dallin H Oaks.  Here is a link to the article I used.

https://www.lds.org/ensign/1994/11/worship-through-music?lang=eng&_r=1

Here is a copy of my project:

Worship Through Music
by Elder Dallin H OaksWorship Through Music Magazine Spread

Design Analysis

Since this article was written by Dallin H Oaks of the Quorum of the Twelve Apostles from the Church of Jesus Christ of Latterday Saints, I wanted to include a copy of the Hymnbook that is used by the LDS congregations.  I nestled the dark green hymnbook amongst some varigated green foliage and felt that this would be a good photo for the front page.  I then decided to use colors that would work with this dark green.  I found a chart that said dark green is a color that is associated with feelings of peace.   Peace is something we associate with the Savior, so singing hymns of worship should emit peace.  I used shades and hues of violet and yellow to lighten the feel of the dark green. I used split complimentary colors from the color wheel.

I mostly used the purple to help lighten the pages.  I ended up using the pale yellow as 1) a contrast against the dark green and 2) a way to bring the yellow I used on the darker page to tie the other two pages together.  I did the same with the violet and dark green.  I used full page violet line on each page as well as a line half the width of the page to bring repetition to each page. Some of the colors I pulled from the pictures to again bring repetition to the whole spread.

Typography began with a serif font for the copy (Rockwell).  I used a sans serif (Segoe UI) for the titles and subtitles.  With the help of our instructor, Sister Van Sistine, I realized that I needed something different to help the title of the article  stand out.  I found a font called Shine Personal Use that I incorporated into the title and the pull quotes.

I made many revisions and could still be revising it if I had unlimited time.  Looking for widows and orphans, rearranging this quote to avoid tangents and fitting the copy to begin and end evenly is quite a chore.

Photography

We had to use at least two of our own photographs.  Here are photos I used.

This photo was taken by myself and it depicts the photography skill depth of field.

This photo was also taken by me.  It is a picture of Mt Adams taken at sunrise (one of the golden hours) while standing in my driveway.  It uses the principle of thirds and leading lines.  There is also depth of field in it. I used it as the background for a pullout quote.

This final photo was taken by putting a sprig of flowers on my piano keyboard.  To me a keyboard is where my love of the hymns originated.  I also took this photo.

Audience                                                                                                                     My intended audience for this project was anyone from the age of 12 through adulthood into old age who does not have a solid appreciation of worship hymns.  I feel the opening page of my spread really draws the eye with the use of the dark green background and the plant with the hymnbook nestled in it.  It helps me think of being nestled in the arms of the Savior.  That is how the melodic worship hymns make me personally feel.  I believe the photograph will pull the eye in and the calmness of the colors will lead the receiver to want to read what the article is about. Because the audience is so broad, I tried to use inviting colors that would help them feel calm and protected and peaceful.

Conclusion

This has been a very educational, creative, and just plain fun two week period of time.  One of my favorite things to do is be creative and learning a new computer program to help me is like frosting on the cake or sprinkles on the ice cream sundae.  During the past two weeks, I have learned the Adobe Creative Cloud App, InDesign and been able to use it to create a 3-page magazine spread.  The learning curve was steep but well worth the mental stress I endured.

I want to give a great big THANK YOU to my instructor, Jenny Van Sistine for taking the time to give me not just one, but two video critiques with many great ideas to help me, as well as answering my many questions.  I would also like to help my classmates who critiqued my rough draft on our class Facebook page.  I incorporated many of their ideas also.