To gather some broader research on advertising and branding techniques in general, I studied various books and publications from the library resource. The 2 most relevant I found were 'Springer P. (2007) Ads to Icons, Kogan Page Limited' and 'Collins T. (2014) 100 Ways to Create a Great Ad, Lawrence King Publishing'.
100 Ways to create a Great Ad talks discusses many advertising techniques utilised within the creative industries. The ones which I found most intriguing were; range, neologisms, brand mascots, personification, bringing the product to life and challenges. I determined that these methods were the most appropriate to appeal to children and younger audiences.
The range of my project is an important aspect to consider but as the book states, it can be quite difficult to showcase the range and breadth of a product or service within one ad. I must consider how my concept can be distributed to the audience in an effective and appropriate manor.
Brand mascots are also another subliminally powerful advertising tool, they can evolve from a simple advertising method into a pop culture icon which can then be transferred into merchandise and other promotional material.
Again similar personifying techniques can be utilised to turn the product itself into the brand mascot.
Analysing 'Ads to Icons' revealed an advertising campaign by Cadburys Chocolate, the company implemented a 'Text n' Win' promotion where each bar would have a unique code on its packaging. This utilised the new technology at the time (mobile phones) in a way which had not been seen before. It also saw a distinct boost in sales throughout the product. At the time, this technique was truly innovative and became a pillar which other campaigns would base their ads around. Therefore, it is extremely important to consider all aspects of new technology currently available to see if new and innovative uses can be found.
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