Advertising

Kellogg, Dove, and you . . .

unusual ad campaigns

• Kellogg– “Looking Good on Your Own

Terms”

• Dove – “Campaign for Real Beauty”

• What makes these campaigns so unusual?

resources

• Elements of English 10, "The Media“, pages 395- 405

• "Constructing a Visual Document"

Your Campaign

• Using the “Look Good on Your Own Terms” and "Campaign for Real Beauty" campaigns as models, create your own marketing campaign for a product, which challenges the traditional images of beauty used in advertising.

• What kind of product are you trying to sell?– cosmetics?– food?– alcohol?– appliances?– vehicles?– clothing?– etc….

Blackspot Shoes

• Kalle Lasn, 63, founder of Adbusters, the Canadian anti-consumerism organization, said that parents and kids alike can still look fly, feel rebellious, and save the planet, all at the same time, if they take a little time to rethink the cool.

This frame of mind, he said, arose from the ashes of a 10-year-old boycott of Nike, the shoe manufacturing empire known for sweatshop labour, environmental abuse, grotesque profit margins, gratuitous celebrity endorsements, and vapid slogans.

• http://adbusters.org/campaign_blogs/content/view/75/47/

Your Advertisement

• Create at least one advertisement that would be found in a magazine of your choice.

• Principles of Visual Composition:(pages 397 – 402)

– rhythm– balance and symmetry– proportion– variety– emphasis– unity

Deconstruction

1. How did you create rhythm in your ad? Why did you make this choice?

2. Explain the type of balance you used in your ad. Why did you make this choice?

3. Describe the proportion of graphic to text that you used in your ad. Why did you make this choice?

4. How did you create variety in your ad?

5. What did you choose to emphasize in your ad? Why did you make this choice?

6. How did you create unity in your ad?

7. To whom is your ad targeted? Ages? Gender?

8. What is the message created by your ad?