Image by Mindy H. (DS '11)
Digital Photography 09-10, Ms. MacWright
ADVERTISING PROJECT
Ad #1: Emulation
Find an effective print ad from a newspaper or magazine to emulate. Match the fonts, photographs, colors, and layout as best as you possibly can. Replace the advertised product with this year’s challenge product:copy paper. As you work on this project, we will be learning and perfecting a number of new Photoshop tools and techniques.
New Tools and Techniques:
Pen Tool and Selections
Canvas Size
Text/Character
Patch Tool
Rubber Stamp Tool
Shapes and gradients
Vector Art
Ad #2: Suggestion
Read the paragraph below that describes advertising through suggestion. You will select one term at random; it will be one of the following:
1. health and fitness
2. identity and reputation
3. fear of illness
4. herd instinct
5. sex drive
6. reward
7. belonging
8. fear of weakness
9. happiness
10. appearance and self-esteem
You must sell the challenge product (white copy paper!) by suggesting a relationship between the product and the term you picked. You will build the ad from start to finish - selecting fonts, photographs, catch terms, etc.
Advertising Through Suggestion (from wikipedia.com)
The most important element of advertising is not information but suggestion: more or less making use of associations, emotions (appeal to emotion) and drives dormant in the sub-conscience of people, such as sex drive, herd instinct, of desires, such as happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward, of fears (appeal to fear), such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions and comforts. All human needs, relationships, and fears – the deepest recesses of the human psyche – become mere means for the expansion of the commodity universe under the force of modern marketing.
