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.

 

 

 

 

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Icons – World Communication

Icons

For the past two weeks we have been learning to use and working in the Illustrator program from the Adobe Creative Cloud Suite. Our assignment was to create a set of 4-6 icons. As I looked around the internet and at some flyers, etc I realized that icons have become a routine part of our day. They are used everywhere, everyday as a means of communication. Even something as vital as where the bathrooms are located is communicated to us through the use of icons.

Icons As a Valuable Selling Tool

Because I have daily interaction with a preschool and right now we are trying find ways to let the community know what we do, it occured to me that icons might me a useful tool. I want to utilize these icons to attract the attention of both preschoolers and their parents and convince them that we have something special to offer them. I decided to create the following icons because I get to use these instruments in the class that I teach for 2-3 months each school year. Here are the icons I created.

I know through personal experience that when it is time to pull out and use the instruments, the excitement of the littlest of children is palpable. When we do our performance for family and friends at the end of our music unit, we get all sorts of acclamation and congratulations on our accomplishments with instrument usage. Because of this experience, I know the instrument icons will be appealing and attract the eyes of preschoolers and their parents.

Playing With Illustrator

We also got to play with the Illustrator program and take these icons and create them in 60×60 pixel size as well as 400×400 pixel size. Here are png copies of my icons. I will start with the 60X60 pixel icons.

I used a 2pt stroke on the originals.  I felt it really helped them jump off the page and catch the viewers attention, but when converted to 40ox400 pixels, the stroke overtook the picture. Here is an example of one of them.

After consulting with my instructor, I discovered that under Preferences there is a box you can check called Scale strokes and effects. Once I checked that box, I was able to recreate the icons and was much happier with that effect.  Here are the final 400×400 pixel icons.

Design Principles Make the Icon

I chose to use primary colors on my icons. The primary colors (red, yellow, blue) are very appealing to young children. Because I had to have more than three colors for the xylophone, I combined these colors. I purposely combined these three basic colors to create the extra blades. On a xylophone, you need seven separate colors so the children recognize that each color creates a unique sound. I needed a seventh color on the xylophone and I chose white. So I also included some white on a couple of the other instruments to create repetition while adding contrast to the primary colors. I included a border around each icon. I experimented with different backgrounds and decided I really liked the plain white background with a simple rounded corner border using the primary color that I had used the least in the icon. Again, that created repetition, yet contrast and interest in the overall design.

I utilized the principle of alignment by centering the instrument inside the border.

Decisions, Decisions

The final decision that I made was to add a shadow to each instrument. I really pondered this. I experimented with it and was just unsure for quite a while. My biggest dilemma was not understanding the principle of shading. Having grown up as a musician and not a visual artist (although I am surrounded with many), I have never understood how you figure out where the shadows go. I can’t even figure it out in nature. Even after taking a drawing class where we worked hard on that concept, I am baffled by it. I came to the conclusion that it might be caused by my eyesight. My eyes play tricks with the light and I have to have prisms in my glasses to help control it. Back to the icons, after playing with shadows and without, I decided that personally I did like them with shadows so I included the shadows.

Looking Forward

The past two weeks have been very enjoyable. After the InDesign program we learned a few weeks ago, the Illustrator seemed very easy to use. I enjoyed the creativity of making these icons and I am excited to continue using Illustrator to build my skills.

I would again like to thank my classmates and my very generous instructor, Jenny VanSistine for their valuable assistance and critiques of my work. I incorporated many of their suggestions and it improved my roughdraft of the icons in many ways.