pizza, d-prep
TRANSCRIPT
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CapturingPizza:APhoto-editingDilettante’sApproachtoSuccessfulAd
Implementation
ByNealJ.
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Thisisme.
(CameraAversive,v.1)
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Thisisalsome.
(SlightlyLessCameraAversive,anAlbumCoverv.2)
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Thisisalsoalsome(ultimate-fist-kickdistributor,left).
(��!)
(Friendship)
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ThisisanadImade.
BeforeIdivein,letmestartoffbysayingthis:Iamapsychologymajor,andeverythingIdowithadvertisinghastodowiththewhyofwhythingswork.
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ThisadthatImadeImadebecauseIloveMODPizza.Thepeoplearegreatandsoisthepizza.
Greatpeopleandgreatpizzaareimportant,butwhatreallysetsthemapartistheirmessageofinclusivityandacceptance.MODPizzaisnotoriousforhiringex-cons(andthereforegivingthemasecondchance),peopleofallbeliefs,orientations,cultures,andpeoplewithtattoos,evenifitsontheirface.SoIwentdowntowntodocumentsomethingthatwouldcapturewhatmakesMODdifferent:itspeople,anditspizza(anditstattoos).
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Andthiswhythisadworks:
A. IfMODisallaboutinclusivityanacceptance,thenitshouldencourageotherstobewhotheyare,andbeabletoexpresswhatthatlookslike.
B. Thosearetattoos(see:dilettantephoto-editor).Theplacementof“EXPRESS”andthetattoosaren’tcoincidence:byhavingthosetwonexttoeachother,itreinforcestheassociationofexpressionandtattoos.Psychology!
C. Pizzaandpeople:MODlogowiththecustomer’sname(myfriendGreg’sname)showsthatthepizzasareindividuallymadeforeachcustomer.
D. MODlogoisemphasizedthroughcontrastoflines(it’sonadifferentcolorwoodthantherestofthesentence)andofcolor(whitevs.red).TheMODisalsodirectlynexttothethingthatitsells:pizza.MODassociationwithpizza.
E. Bomb-lookingpizza.F. “WhereamIgoingtogetsuchbombpizza?”Dude,letmeboxoffaneasy-to-readsectionofthe
adsoyoucangogetit!G. MODbranding.RedleadinglinesleadtheeyedirectlytotheMODlogo,justsowemakesure
everyoneknowswho’smakingwhat.They’llalsolookforthelogowhentheylookforthestore,whichislocatedattheaddressyoujustread.
ABCDEFG
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(Wow)
There’sadifferencebetweenadvertisingandart,andalotofpeoplegetthattwisted.Peopleinnatelywanttomakethingsthatarebeautiful,andthat’sawesome,butwhatseparatesadvertisementsfromart,ifdonecorrectly,isthatadvertisementsshouldmaketheviewerfeelcalledtodosomething,whetherthat’sdonatetoacampaignthatresonateswiththemorgoeatawesomepizzaandsupportagreatmessageintheprocess.Abigpartofthatcallistoensurethatamessageissalientandinterestingtothetargetaudience.Thatiswhythemotivationbehindcreationandtheimplementationofanadvertisementissocritical.TheadvertisementImadeisnotbeautifulperse(beautyisintheeyeofthebeholder?),butitsuggeststhatviewerexpresswhotheyareandtogogetpizzaatthelocationprovided.Ifthere’sanythingI’velearnedfrommymajorandmytimeinadvertisingclassesisthatthedeeperamessageresonateswithsomeone,thedeepertheconnectiontheywillhavetosomething.Inthiscase,expressionandinclusivityandacceptanceareexperiencesthatallhumansseek.Youlikelywouldn’thanganadvertisementonyourwall,butIwouldarguethatadvertisingcanbeaformofart,butwithacleardirectionofwheretheviewerissuggestedtogo.Whatseparatesadsfromartisacalltoaction.Psychologyandadvertisingaresimilarbecauseattheendoftheday,bothinittohelppeoplesolveproblems,andbyworkingwithDeutschthroughD-Prep,IhopethatItoocanbeapartincreatingchange,creatively.Thanksforstickingthrough,NealJ.