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markyuenteng-blog · 8 years ago

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Week 15 | Lecture reflection

“If you were tasked to create a viral marketing campaign for your live client, what will be the concept and steps you will take to make it a successful campaign?”

Honestly when I came across this question, I felt very stunned. For some reason, nothing came to my head at all ( maybe its the stress from the other submissions ). After some research ( my video watching ), here are my thoughts!

Steps on making a successful campaign

1. Target the right audience and channels. There are so many forms of channels of there, be it web or print. If our target audience is aged 16 - 25, it would be a good idea to incorporate pinterest and snapchat into our marketing channel to go viral! ( Pinterest is a marketing network where 80% young women is active there. ) If it was 235 - 50 , perhaps Facebook and email would be more suitable for them.

2. Evoke Emotional Appeal Emotion is the strongest thing that can make anyone do anything. "Emotion is one factor that drives sharing. We see lots of funny stuff go viral on YouTube, but we also see angry political rants get shared," Berger says. "Any emotion that fires us up--humor, awe and excitement, but also anger and anxiety--drives us to share." - Jonah Berger I find this so true, we share posts because we feel strongly of a certain emotion. Thus I feel that it is important that whatever campaign we are doing, it must make a person feel strongly of that intended emotion.

Concept on making a successful campaign 1. Do somethingg unpredicted/ has not be done before If we want people to notice our marketing campaign, we need to do something unpredicted - but also in a good way. We see thousands of ads and events some companies try to do,but how many do we actually feel excited to go for? People will always want to see new or interesting things, maybe a poster that will challenge them to do smth? ( *hints hints )

2. Bring your concept into the real world It would be very interesting and engaging to have a interactive part of your campaign which will keep the audience’s interest with you for the long run.

In our world that lacks interactivity and excitement from daily life, there's no better way than to engage and interact and discover. And to create an audiences for a campaign. Interactivity not only helps with interesting others, but it also excites the viewers. All in all, it will create a long time viewership and harbour interest.

I felt that these are the most important points when talking about viral marketing campaign, this has been a refreshing reflection that I will keep in mind as we are polishing up our campaign!

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markyuenteng-blog · 8 years ago

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Week 13 | Field trip reflection

Part 1. Considerations for your learning outcomes:

- What makes an agency an agency? Sights & sounds of what you can pick up from this visit.

I would say the first thing that would apply an agency is an agency is when I step into their office. An ambience of an office plays a big role on how we preserve the agency. Ogilvy and Mather has a very classy and minalistic look to their office, yet maintaining a cozy feel through the warm colours and wood textures to their interior design. The office is not dead silent, rather filled with a mid-level sounds from their discussion.

- The organisation of the company and the functions behind each department.

The company is split into 3 different sections for each client, they have the strategists, creative designers/director (?) and FA artists/ Film editors. The functions behind each department is pretty straightforward. The strategists are the ones who break down the brief, absorb and brainstorm the ideas till it is perfect for pitching and execution. The creative designers are the ones who put the plan into action and execute it. The FA artists/ Film editors are the ones that do the final touches and piece everything together!

- Knowledge learned from the speaker, Mr Melvyn Lim (ECD of O&M Singapore).

Most of my knowledge I learned is actually in the following section. I learnt a lot from his tips from pitching and his experiences, saying that we shouldn't be afraid to restart if we think the plan will be a flop.

- The dos and don’ts about PITCHING TO CLIENTS.

Do’s

- Learn to read the room. See if people are still interested in your pitch, do they look confused? bored? If so, speak clearly, speak loudly and repeat if you have to !

- rehearse until you know the script in and out. You should know the script for each slide by the end of it.

- use data to backup your proposal

- prepare sets of questions and answers for Q&A

Don’t

- don’t be scared to change your script according to the audience’s reaction

- What makes a CAMPAIGN BIG IDEA stand out from other competitors?

What is a Big idea? A Big Idea is defined as “a way of seeing better and working smarter, not just a vague notion or another piece of knowledge. It is more like a lens for looking than another object seen; more like a theme than the details of a narrative; more like an active strategy in your favorite sport or reading than a specific skill.” A big idea is something more in-depth and a bigger perspective and understanding of a situation. This can really stand out from competitors because the clients know that you know what they want and that you are able to achieve it, thus putting you first in the line.

Part 2. Other observations/inputs for your field trip visit reflection: 1. Where you went:

Ogilvy and Mather

2. Who was the speaker/s:

Melvyn ( Executive creative director ), Augus ( copy writer ) , Ping ( graphic designer ) , Xander ( graphic designer )

3. List of things I saw:

Food, Funny pictures of colleagues, Posters of works they did

4. Something I have learnt:

Advertising is hard and it really sounds scary but I’m sure they had lots of fun and new experiences as well as huge knowledge from working with so many different client/companies. Also, to work faster and break down the brief faster as we definitely should’ve planned more time for rehearsing the pitch.

5. My favourite part of the field trip:

The section where they talked about how they got into advertising and their experiences in the advertising firm

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markyuenteng-blog · 9 years ago

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Week 4 | Tiger airways campaign

What is the insight behind this campaign?

The infrequent high flyers club seems to be somewhat of a joke at first, with videos of singing chicken, funny comedy of the lives of two different people who are happy and unhappy with what they have an a simple go through about what you can expect from joining the club. The main jist of it is to promote Tiger airlines in a funny and jest way for the people of Australia who don't fly much at all.

Research online and elaborate on what is the objective and campaign strategy behind this video trying to achieve for the people in Australia?

As we all know, Tiger Airlines are almost dirt cheap and a very frequently used airlines for those budget trips planned with minimal spendings on airline fees. For Australians, they're too afraid and ashamed to admit that they're flying with Tiger airlines as it is pretty much a "poor" way of flying. Instead of setting too high of a standard for those casual flyers that do not fly much at all, they've created a campaign to show off what they don't have instead of what they do. By creating a somewhat nonsensical way of having to print your own card, make your own tiger airlines meals at home, printing your own luggage tag and even discarding the fact of having a lounge because "You've got one of those at home". It changes the way people look at Tiger airlines, it's a way to travel smart and save your money wherever and whenever you can, giving courage to those who are ashamed and revolutionizing by not revolutionizing at all, stating "The rewards programme that gives you NOTHING at all, no points to earn, no upgrading of status; but you could customize your membership card".

Do you think this is a successful campaign? If the answer is Yes/No, support your answers with relevant understanding of what makes a good successful campaign.

Yes of course it is, raking up a staggering amount of $2 million when it was first released and half a million members. A good and successful campaign shouldn't be one that simply shows off what they can offer you, tiny bottles of wine or points in which you've to fly so often just to keep up with. Of course, you could argue that there are a handfull of those who flies ever so often and yes, they can definitely afford and maintain the prestigeous members clubs but what about the common man that makes up at least 75% of our population? A campaign shouldn't be one that targets a limited few, sapping of their wealth and income but one that finds out it's target audience in a majority group, realize what they can and cannot offer and have pulling and manipulating of strings behind. It needs to be plain, simple and understandable, it needs to tackle a problem that has been occuring and hindering the progress of the company, not some crazy shannanigans that rewards based on how much you've spent just to keep up. To keep it simple, a campaign must be able to deliver and understand the root causes of their companies and customers, then it will have the success it seeks.

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markyuenteng-blog · 9 years ago

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Week 1 | New beginnings

It’s a brand new semester and this time, I was going to be the one to choose my group members. It was so exciting as I literally felt that my fate was in my hands, I was lucky enough to get Kar yan ( whom I’ve worked before ) and Krisy ( who is a really sweet girl but I’ve never worked before ) as my group mates! I felt like this was a great opportunity to make closer bonds with my other classmates as I only usually stick to jesssica ( Lu En ) most of the time.

What must I find out with my team in order to do a good research about live client?

What came to my mind when I first heard the above question was that we had to -

1 ) Understand and analyse more about the brand and their current issues in order to be able to effectively promote the brand. I’ve learnt through our previous BCS CA that knowledge of the brand and understanding the brand is very important in order to properly set up a campaign. If you don’t know what you are promoting, your campaign will be mismatched ( maybe with the company’s goals or the company’s visuals ) and will be a flop.

2) Gather Insights about the brand and their target audience. There must be a reason why the do things a certain way and why do they want to promote. Are teenagers not engaged with Naiise enough? why not? A lot of questions has to be answered and all these questions will help us in our direction in the integrated campaign strategy.

List down THREE important considerations that will help the team to ace CA3 well.

1) Communication

I’ve always felt that communication was a vital component in any group project because we must be able to effectively communicate our feelings and thoughts, giving our all in order to make it work. I know that it is going to be a rough journey for me because I have to juggle between dance trainings every night ( that only ends at 10-11pm ) and my studies as well. So I hope my group is able to understand that I may not be very active for this period ( until 12nov ) then I will catch up my pace with them! But from now till then, I will definitely try my best to lead them!

2) Engagement

Engagement is group meetings and activities is also another important factor because every member must actively participate in giving suggestions, opinions of any sort because we never know when it might lead into another idea! I believe that when everyone is actively participating in group meetings and activities, everyone is on the same boat, understand one and another’s thoughts thus we will not have any miscommunication.

3) Lots of research

This is very important as well because without research, we would be aimlessly creating a campaign which will not suit the concept or feel that the company wanted, nor are we making it work. Thus lots of research will aid us in our art direction, direction of the whole campaign and etc as I’ve mentioned earlier in the first question

Overall I’m pretty excited for this new CA and I can't wait for our adventures!

( photo credit : Daria Karaulnik )

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markyuenteng-blog · 9 years ago

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Week 17 | End of the journey.

Throughout semester one since April 21, elaborate and share THREE crucial learning outcomes acquired from Module BCS that are vital to your knowledge gained as a young designer. Explain why do they matter much to you as an aspiring designer.

( cr : Surinak productions )

Copywriting is one of the three crucial things that I learnt, the efforts, thoughts and time placed into researching for the perfect tagline are not an easy task. The concepts, thought processes and making sure that the taglines are unique and simple, thus a lot of thoughts and time was definitely placed into. This would definitely be the most difficult out of the three things I've learnt and I'm sure that only the chosen talented few would take it as a breeze due to the fact that it takes a lot of creativity and knowledge of the product and the competitors to fully indulge and come up with something that's one of a kind. I've also learnt that by thinking and creating something is unique and new to me would definitely Impact my life and my thoughts as a young aspiring designer.

( cr : burg-halle.de )

The second one, though sounds cliché is how to sell a product, let me tell you why. Facts and factors of the product would matter a lot as it helps me understand and gain support from the insights of the product that I am supporting/selling. It's definitely useful as it keeps me on track and not deviate from my main concept. We have even gone towards marketing strategies and OOH, Out Of Home marketing, and most importantly is the competitive analysis to find out what makes us shine and how we can improve and differentiate amongst other companies which will equate to our selling points. Hauling in our concepts in, all in all, they tie in and become a whole concept as a whole.

( cr : Mental and Body Care )

Communication as a key factor would be not only about promoting or sharing your product but the common communication channels that we as designers share as a whole. With designers of a common mindset we can easily and simply cruise through what we are trying to product, however, that's not the case, what we need is unique and free thinking designers with thoughts of their own to be able to produce something completely and utterly random, something that is different from the others, but how do we get the same mindset if we are so different and how could we cruise through and simply solve our problems if we do not have the same mindset? The conclusion lies with communication, by being able to transmit and decode what each of our peers is trying to convey, we can move on and improve our product together not as individuals but as a team with communication. This is one of my main strengths as I am a person that communicates and listens to my peer's ideas which we can all then, improve and adjust to make it perfect.

Through all this, as a young designer, I've learnt a lot from this experiencing as I'm a very open-minded person and to be able to absorb more knowledge through what is being taught. Though I do not like it as much as I want to, I do not hate or even dislike anything I've done during this module, as a matter of fact, it has proven to be quite an asset to me. I feel that it is also an important asset to me because it might create useful conversation rollers with my friends of such departments.

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markyuenteng-blog · 9 years ago

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Week 16 | Interim

Identify a concept presented from the 21 groups which got your attention. Why did the group’s concept attract you? Comment on their effectiveness, art direction and presentation style.

I would say that my group was a bit unprepared for the interim. As we were focusing on other Submissions, we were quite last minute and did not have any time to rehearse our presentation properly. All of the other groups have also done a Photoshop rendering of their concept but our group did not as it was not stated in the list of things to present. Our group had to quickly do a mockup before presenting.

The interim was quite interesting however because there was so many groups that was presenting it was quite exhausting and I'm sorry but I could not absorb anymore almost halfway through their presentations. Sad to say none of the group's really caught my attention and made me remember their product except for the first few presentations where my mind was still quite fresh and I was able to absorb a lot of content.

Out of all of the presentations the group that I remember was Li ying's group which their product “Suzy Snooze”. They had presented quite well and the sketches was very clear and easy to understand. I was taken aback by the sketches that they did and it was very visually attractive. However Jessica and I could not understand the reason why the background was different stripes and colours. However, the product has an extremely cute design and I’m super stroked to see how they improve to their final outcome!

Another group that caught my attention was Jessica's group (partially because she's my best friend so I listen to a presentation), not only because the concept was cute and bubbly it was also because the art direction was very simple yet enticing. The presentation was also quite smooth and engaging as they asked fang yen questions right from the start of the presentation. When I saw that they had done that I thought to myself "why didn't I think of it?". I remember using those techniques before in previous presentations as such I think it was because of the lack of time for the preparation for this presentation I was not able to fully prepare my speech. In spite of the lack of preparation for our presentation we had presented our OOH which were able to wow the clients too. I would better plan my time ahead and enough time for rehearsals of the presentations so that the overall presentation is able to impress the clients and my fellow classmates. Jessica’s group also did not do the cliche parents looking out for child kind of advertisements and instead, did something like tying them up which has a sense of dark humour. This is quite rare to find and I think their group has a lot of potential. Besides that, I absolutely love the product design and the functionality is great as well.

Through this interim, I was able to learn a lot of the different ways each group art direct! It was certainly insightful and I can't wait for the final presentation!

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markyuenteng-blog · 9 years ago

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Week 15 | Scamp War

Share your experience at the “SCAMP WAR” – HOW did you enjoy it?

( cr : adventure time )

( cr : Yanzo )

This week’s scamp war activity was really fun as I’m find it quite fun to guess charades. I’m really proud of my class ( class 22 ) as we won the prize in the end! Though the phrases were very weird and different from the norms, we were able to put that aside and guessed solely based on what our member was trying to draw out. I was completely immersed in the game and really tried my best guessing ( even half of my guesses were wrong ).

Through this game, I learned that it was important to draw exactly what you want as any detail could lead to misunderstanding. I also learned that many people have many perspectives and views on one thing and that would lead us to miscommunication sometimes. An example would be the relaying game, where you relay a message or a dance step from the first person, to the 5th person, it would come out different. Thus I feel that it is important to keep your message clear and simple like scamps. Scamps is a way to bring out the most important feature of a certain word or concept, which is usually the most important thing you should focus on.

Social networks and common knowledge for us teens nowadays such as icons and idols has made it easier for us to come up with the words that associates with them. Because we are more intellectual and sociable, we are able to understand each other's thoughts and meanings even when the challenges were vague and ambiguous. These challenges were not easy however, as we had time ticking by while we draw, making each precise and concise strokes more important than ever.

Express the importance of allowing someone to catch your concept quickly through looking at your sketches/scamps?

( cr : sugar zoo )

Words are never enough to describe a certain look or concept we want, thus we are always drawing, sketching or showing images to give people an idea of what we want. The importance of allowing someone to catch our concept quickly through looking at our scamps is that the message must be conveyed properly. By using certain distinctive features ( such as a dollar sign or a tick ), we must be able to present the most important message we want to get across, and also not forgetting the details.

By allowing someone to understand your Scamps/Sketches, you've not only successfully linked yourself with the other person, you've also proven the fact that these words do indeed associate with what is drawn, obviously it also means you've drawn exceptionally well for someone to understand it. It is very much important as it proves what is said before, furthermore it also makes it very rewarding as you've used whatever time you have to come up with an idea, praying and hoping the person guessing could come up with what you've conveying. Even more so when you take into account of the mental thoughts you've probably put yourself through to understand the person who's guessing which plays a big part in both thinking, guessing and having common views in different matters.

The great thing about these scamps is that they can be used for any kind of projects where you want to quickly show someone your idea and scamps are important for every designer out there. It is extremely important to scamp well so that everyone is able to understand your concept and be on the same boat as you so that there isn’t any miscommunication.

What are the possible pitfalls if a design project was done without this process of providing scamps or sketches?

As mentioned previously, without scamps, there would be miscommunication and a lot of argument. What you think in your mind, may not be what another person thinks in his/her mind. Thus, there would be a clash of art direction and a lot of time will be wasted on arguing and re-alliterating of what one has said previously. There would be unproductive discussions or perhaps on the photoshoot day itself and this will affect and delay the whole project. This will result in messy final outcomes ,everyone would be unhappy and the whole project would be a flop. Therefore Scamps are important such that everyone will be on the same wavelength and are able to voice out their opinions early if they do not like something as everyone is able to see the image clearly.

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markyuenteng-blog · 9 years ago

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Week 14 | Art direction

What did i learn about ART DIRECTION from today’s activities- were there any challenges faced and how did the team rectify it? Aside from that, how did you contribute as a team member to the creative team?

Sorry for the late uploads on these 2 entries, I was so caught up with dance trainings and other CA’s I didn't get to upload these on time.��

Our first activity today was to analyse a visual! For my team, we analysed the person in a panda suit in the middle of the forest. We were given a set of questions to answer which really aided our understanding of the art direction of the poster.

My group concluded that the meaning behind this visual is that disabled people had to dress up like pandas in order to get attention. We agreed that it was smart of them to use a panda as a comparison that even though disabled people are not as strong of a news as disabled pandas, they still need help. I liked how much of the human face is being shown compared to the panda suit shows emphasises this as a metaphor.

However, Our group felt that the typeface for ‘ people ‘ was not really suitable for this advertisement and that the font size was rather small and hard to read. We also felt that the lighting was not suitable and that there was a better way to convey this message. (perhaps the setting would be more realistic as well)

The overall feeling of wanting attention is not really there and the feeling of wanting to help disabled people doesn’t really hit me. We felt that perhaps the feeling of sadness or empathy would be more strong and that the placement of the typography could be stronger.

For the Second activity, we were suppose to come up with 2 ads on the tagline of “it’s ok to eat alone”. Our concept for the 2 ad posters was “humorous and fun-loving”. Our group had a lot of troubles brainstorming about what art direction we wanted/what we wanted the models to do. We were one of the two groups that were left in class, still discussing on what we wanted. We struggled on thinking about how we could make it humorous, yet still maintaining the message and we came up with a lot of ideas but it was only until Shu Xian ( if I'm not wrong ), came up with this idea! The ideas was that there would be many versions of the main model around him cheering him on to eat so the insight we gathered was that everyone is ashamed to eat alone. Another insight we gathered was that everyone feels insecure and scared that people might judge them when it is just us, judging ourselves. Thus this concept we came up with was to boost our self-esteem to eat alone! Everyone agreed to it and we sprung into action!!

My role in the team was the art director ( i think HAHA ), where I helped Xin Yi ( our photographer ) on the angle we wanted to take and also assisted Jerald and Shu Xian with their poses. Jerald had some problems being natural in front of the camera, however Bei Jun and I were able to help him out! Shu xian was a natural model and worked very well with the concept. Everyone played their part in helping out through the whole process and it was quite an interesting activity!

After eating and taking the shoots we wanted, Tze han and I was in charge of photoshopping the images. We were quite short on time so Bei jun also helped us with the photoshop and I spent most of the time photoshopping the different Jeralds into one photo and later, I sent my psd to tze han to edit on the filter and add in the tagline.

In the end, both of the were able to portray the expressions we wanted and I’m very satisfied and proud with our end product! ( though i wish it was more of a warm tone then cool tone filter but we were short on time so I definitely felt we could’ve done better! ). I liked how simple it was and yet it conveyed the message we wanted.

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markyuenteng-blog · 9 years ago

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Week 12 | New CA New Beginnings

Today’s question of the week is to choose a quote from one of the eight famous advertising legends and how the quote will inspire me as a design student.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” - Leo Burnett

This indeed is a short and simple quote. It uses alliteration, making it catchy, easy to remember and it speaks the simple truth about design. A lot of design students like myself get too carried away and “over design”. I find this very true when the first A i got was from VDS where i had designed a very straightforward infographic with very little words but still impactful. This rule of keeping it simple but memorable will always stick in my head and it inspires me to make something that is simple yet aesthetically pleasing.

Another example was when there are many different kind of layouts i saw during the bds brief and there are ones which had a lot of illustrations and looked amazing but the one that really spoke to me was one that had a very simple layout but an amazing concept. I really wanted to have that kind of concept and simplicity yet good aesthetics. Thus I strongly feel about that quote and keep it in mind every time I design something.

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markyuenteng-blog · 9 years ago

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Week 7 | Marketing

The marketing is really unique for the Okatomo product is really unique as it involves 6-7 different marketing strategies which are :

1. Celebrity endorsement 2. Direct 3. Social media 4. Freebies 5. Event 6. Relationship

How they got popular is because they've created different characters to entice and promote their products by having 3 different products with different videos explaining about the products and how it helps with their "Sex Life." They've not only made 3 Different products but also introduced a "Sensei" and 2 disciples that could help the viewers get a better Sex Life and it is really relatable and convincing as it can relate to people in life that have troubles with things like such. These 3 Different characters are useful as it not only serves as a sort of comic relief but also as really helpful and educational videos for knowledge on the topic.

For the marketing aspect, they've used good looking, sexy models that could easily catch guy's eyes and also even serves a dual function to explain and sell the products to their customers.

By using celebrity endorsing and bringing in a famous actor, Adrian Ang, they've further promoted it to a more public audience. This type of marketing is very useful as fans of Adrian would be taking a look at the products as well. They've also got freebies given out by their contest of the "Okatomo challenge" Where apparently participants get creative ways to use the product not only for Sex. Social media such as Facebook is always readily available for viewers as well, and event having an event based on that where the models do show up and play games with the customers. These marketing methods are used to kink up and sexualized it in a way to attract viewers and customers but to a safe extent.

They held special contest to win freebies such as free passes to parties and 2D1N stays @ New Majestic Hotel. These are promotions they used to entice their target audience. They also held a Live It Up Launch Party this January so that their target audience could meet the Okamoto Girls, play games and win exciting prizes. This is another form of engaging the audience and keeping them involved with their line of products. This makes it personalised as well and the target audience get the chance to attend the parties and makes them more involved with their brand

By using Relationship marketing, they are trying to bond with their customers by holding these events and also coming up with interesting lines of condoms to keep the audience interested to buy their different lines of condoms.

Thus their marketing strategies are very interesting and shows how much good marketing can make a more un-talked about product more popular.

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markyuenteng-blog · 9 years ago

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Week 6 | Visit to Laselle

This week, we had a short lecture on the expectations and contents for our marketing proposal, and we made our way down to Lasalle! There we had to analyse 2 works and they are :

The first piece is “ I think we’re good “

1. Analyse rationale

Clear, clean cut and new is how this project was showcased. It has a very clean cut feeling towards what it wants to present which is basically that everyone is evil in his or her own virtues and ways. It shows us that we are alike the people we deem as "Criminals" and "Crooks" will open your eyes and even your mouths to how true it really is. The project nonetheless gave us a question and an answer to what we really feel and what we are deep inside. A simple yet beautiful and clear-cut project that does not require the greatest of minds to understand the true intentions of the creator.

2. Explain rhetoric of persuasion and if there is any effective copywriting used This art piece is a form of Ethos and pathos mixed in.

As for ethos, it's mostly placed in the rationale and partly the confessions section. The rationale is a very bold and strong copywriting as it draw us in to learn and understand more about what the creator meat by "I think we're good." It draws readers and viewers in as they would want to know what it meant by "we" and "good" as the human mind would want to know what these things means, which then it persuade us, show us that we are indeed evil one way or another, guilty of such acts and have sinned like the "evil" people did; by showing us that we are like them, minor or major, we can then open up to what the person has to say in his work and as we open up to this project, so does the Pathos side of us.

Pathos speaks emotions, and by showing us the confessions again, we feel the guilt some way or another as we all know we do have an evil side in ourselves. The newspapers, research and experiments have really strong copywriting in them as the information and values it holds plays a key role by engaging with us. In the book shows how people could be manipulated into brutal natures of ourselves when given power from the Stanford Prison Experiments, it also shows us Anabelle and how filmings made the doll more evil and menacing. The newspaper is probably my favourite as it has really detail and attractive as it's a "Evil times" newspaper. They contain details on many evil deeds and events that changed the course of history, it links us well with people like Hitler, evil doers and "witches", it scares us or open our eyes to how dark and devious people can get as it is part of us, each of us, no matter how nice or afraid we are has an evil side.

3. Share the impact it has on you or the society It really shows off to us that as a person, we are all evil in large or smaller doses. We are all in a sense guilty of being the way we are, however good we bring ourselves to be, we are never perfect. Take a good look at the Stanford experiment, they were all prisoners but half with the same treatment and another half with the duty of being a guard. What happens? The guards abused their powers and inflicted pain, abuse and even torture their cellmates when they themselves, are prisoners but with a small title or "Guards." It shows how people can be eluded with power, how devilish we can get if we are not controlled. It affects me because I have always thought of myself as a really nice and caring person that never will ever want to do harm to anybody at all, but after reading people's confessions, I've come to agree that yes, I am guilty of such convictions. As a society, we all need to agree that we all have bad sides to each other, we are not pure in any ways at all, we need to come to an agreement with our true selves but also remember we need to keep a balance or we'll fall into the roles of the "Evil doers." All in all, it teaches us to have a sense of righteousness, one that will lead us to the right paths with wrongful hearts.

4. Critique in the quality of medium/ craft used in the visual communication The communication in this is fantastic as it jumped from Newspapers to books and even to stands as it gives off a very vintage feeling to draw people in. The crafts are unexpectedly realistic and lifelike even after we take a closer look at it, making it of excellent quality. Mentioning real people sins and confessions are a plus as well as I've mentioned before, it draws us in closer to understand that even amongst our closest friends, lecturers and sadly, even us, there's always a lingering feeling of "badness" and "evil" feeling in us. Looks like none of us are perfect after all, not you, not him or her, not even me.

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The second piece is “ Beautifool “

1. Analyse rationale

The rationale is ‘ short and sweet ‘, a very clear summary of what the project is about, and detailed enough for me to understand what the project is about. I feel that this rationale is good because some other rationale tends to be a little vague which viewers may not understand. Thus this was a very simple but a clear-cut one.

2. Explain rhetoric of persuasion and if there is any effective copywriting used

Rhetoric of persuasion ; ethos, pathos and logos. There was definitely a strong sense of pathos because we girls relate to this issue very well. We are able to feel like this project speaks our voice and supports this project from our hearts because we face the same issue as well. This issue refers to how the ideal beauty our media has created, has distorted our perception of beauty.

There is also ethos as well because the delivery of the work was very well-excited and has a lot of backup research/information which supports her project. The student which did this work is also a female, thus we feel that it is more accurate, since she is able to feel the same about the issue too.

As for pathos, I’ve previously mentioned that she has a lot of backup proofs, research and interviews she has done to prove the the issue of distortion of beauty is apparent in singapore, and this does cause awareness to it. Thus people are able to be convinced by her work.

The title ‘ Beautifool ‘ is a very true/accurate title to represent us, girls. Instead of achieving the ‘ beauty ‘ that we are striving for, we are actually fools striving for things that we think is perfect/beautiful ( which can never be achieved, unless through extreme measurement like surgery or starving ourselves ‘ to be simmer ). Instead, we should be accepting our own beauty.

3. Share the impact it has on you or the society

It really impacts be because I feel strongly about this distortion of beauty as well and I really want the world to know more and understand about it. It really shows that what we may perceive as perfect,... really isn't perfect and it may turn out as a disaster. It’s good to aspire to be better or look better, but not too an extreme point to where you think you are ugly and have a low self-esteem or when you hate yourself for it. We are all guilty of trying to use certain products which has made ridiculous claims which will make us ‘ silmmer ‘ or ‘have bigger boobs ‘ and we still try them though we know they won't work. Why can't we just accept ourselves for who we are and not go to extreme lengths to do surgery and cause ourselves so much pain? This project speaks our feelings and brings awareness to the internal conflicts we have.

4. Critique in the quality of medium/ craft used in the visual communication

There was 2 main mediums - a video and 3 booklets. I definitely feel that the video was a good medium because most of the designers, like us are visual learners so mediums like videos are easier for us to absorb, compared to books. I definitely feel that a wider range of mediums could be used. For example, a statue or even something that requires our kinetic touch ( perhaps, a photo for her in her ‘ ideal state ‘ and you can slide the photo and it shows her true state ). The booklet was very well documented and had big images and words which was very easy to absorb as well.

I had a great time seeing other designers works and it has really opened my eyes and inspired me to do better!

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markyuenteng-blog · 9 years ago

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Week 5 | Strengths, Weaknesses and How Can I Help My Group?

Strengths :

My group has somewhat of a connection going on as we all do really think and work accordingly to plans as we have similar thoughts and mindset which makes it easier to communicate with no major disagreements of sorts. It is a huge plus as working on ideas and thoughts are pretty much smooth and steady, this allows us to get things done as soon as we could so we could make the presentation better in every way possible. Agreeing on content is very easily done as we all have the same mindset as stated above, thus it was a really good presentation for us due to our speed and consistencies aligning.

I would also say that since we all are really committed to finishing and not pulling down each other, we've grown a stronger bond as a team even though we were picked randomly by a draw, this has taught us how to communicate and change ourselves to match each other's thoughts properly. I also think that we were well organized and we were prepared to present and because each of us are committed to doing what you want to do, we all were capable and stable-minded for our tasks at hand.

Weaknesses :

The clear downside of being alike in mindset and thoughts would definitely be that we aren't able to come up with unique ideas of our own easily as we all think alike and along the same lines. This would definitely affect us in the long run if we do not have different thoughts and ideas of our own to bring to the table and share in order to improve and add better content with different minds and thoughts to cater to all audiences and people with different mindsets. As we are new to copywriting and marketing, it could be because of those factors that made us so, however, we could all definitely put in more effort and thoughts with time into learning how advertisements works better since we do not have the "creative touch" for such topics yet. If we did develop different thoughts and maintain the open-mindedness we have alongside the new findings of advertisement works, we could definitely do better.

I also feel like one of my group’s weakness ( or something we haven’t developed ) is our main motive. We had 2 messages we wanted to send to the audience which is not necessarily wrong but because of that, our body copy was bit fluffy and doesn’t seem like it links. Our first message was that we wanted to say that Daniel wellington watches are very versatile so no matter where you go or what style you wear, you will always stay in style and look fashionable. Our second message was that Daniel Wellington watches are very minimalistic and elegant, classy looking which is one of the trends now. Thus my group needs to be more clear on what is our main message and think of how to make the whole advertisement more attractive.

How can i help my team to improve?

I will try to analyse our decisions more clearly and probably ask for more opinions. We will definitely do more research and learn to properly look and inspect every detail to make sure it links. We should also look online for more inspirations so that we are able to think more widely and think differently with different points of views, think of another target audience person identity. We should also focus on more on how they would feel about the ad and how can we entice them further.

Today’s lesson was definitely refreshing to see everyone’s ideas for the first time and to learn from everyone’s work. Today’s lecture was insightful as well, learning about the differences between tangible, intangible and hybrid products, as well as, product classification : Convenience, Shopping, Speciality and Unsought products. I can’t wait for next week’s lesson to Lasalle!!

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markyuenteng-blog · 9 years ago

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Week 4 | Trip to ntu adm

For today’s class, we had a morning lecture where we learned more about marketing, what is marketing and the core components of marketing, which is offering, value proposition, marketing strategy, marketing plan and target audience. Everyone of us also did a T.A.P.P for our ca1 which was quite interesting, like coming up with our own characters and learned more about 7ps of marketing which is Product, Positioning, Price, Place, Promotion, People and planning.

In the afternoon, our class went for an interesting trip to NTU Adm graduation show! The works were definitely outstanding and very inspirational.

The 3 great, inspirational exhibitions to me were ‘ The loss of our 4 legged-friends’ , ‘ The Locke Dairies ‘ and ‘ Folk Fare ; The Singapore Family Dining Experience ‘.

1. The loss of our 4 legged-friends

The Loss of 4 legged-friends was really inspirational to me because i have a dog of my own that i love very much. The copy writing was definitely straightforward and impactful as pet-lovers/owners would immediately get connected by it. i’ve loved animals since young and always loved interacting and caring for them. I’ve even recently helped volunteer at a pet shelter and it was so much fun! I’m quite a far-sighted person, in terms of caring for my future which is why i work so hard for my studies. I’ve also learned the harsh reality of death when both my grand fathers passed away 2 years ago and it is really a experience i dreaded. I’ve ever wondered how would i live when my dog pass away one day and i really think that i will be very deeply affected and may be depressed for some time.

The visuals, cat, bird and dog are the 3 main pets owned in Singapore thus it is chosen well. The visuals are also well done as black and white signifies the death of the pet and it is now a memory while there are their foods being placed beside them. This reminds me of the Chinese culture where once a year, we have a ‘ Qingming festival ‘ where we put offer food to our ancestors. There are also little captions under the photos. For Bella, the cat, it is “ Stretch out and hit the shimmer party up there’, For Cookie, the parrot, it is “ Rest well and nestle in the summer sky .”, For Choco, the dog, it is “ keep drooling and we will miss your presence.” These captions really adds to the emotional appeal as its like the final words they want to say/wishes/prayers to their pets and it really hits me because the bond between an animal and human is so unique. Animals and Humans don’t speak the same language, yet how can they still understand us? it fascinates me sometimes, how they are able to listen and understand or follow our orders, and Ive always wondered how would it be like to really speak with them.

To the side there is a ‘ memory making ‘ kit which i found was an interesting element to add into the setup. It just furthers elaborates the concept of the loss of our 4 legged-friends and provides the platform where pet owners can get emotional support and this also creates awareness to the community about the effects of loosing a loved companion.

Thus, the style of persuasion used was definitely pathos because it appealed to me emotionally as i’ve mentioned above.

2. The Locke Diaries

The Locke Diaries has inspired me really greatly and is really impactful as it was all freshly made and illustrated. It gave a very posh and mysterious feeling as the main artwork colour is golden and white giving it a very classy and expensive feeling to it’s audience. The main artwork/cover for the diary is mirrored really well and has a very mysterious feeling to it as there are skulls and carnival like backdrop with half a human at both ends. Overall, the cover for the diary is really well done in a sense that it saves time, as it is mirrored, gives vibes and feelings to the viewer that this is not any ordinary diary. The tarot cards are really well made as it has beautifully done original art making it one of a kind. It glows and shines really well as it has a golden backdrop and just as a whole, it shows off these cards and artwork really well. Additional art done for this beautifully done diary are really beautiful and captivating. Talking about captivating, the stories that the designer/creator has came up with caught me with utmost attention as it sounds real and interesting, such stories captivates the audience and catches people off guard with such an amazing story. Saying such things like “Mysterious disappearance has raised more questions than it has answered” and adding an eye-opening storyline to this tarot card makes it a must have. The main reason why I think it is so inspirational is due to it’s originality and amazing illustrations, not only that, the story and even the instruction is very persuasive and intriguing which makes it one of my favourites, if not my favourite in this exhibition.

There is excellent copy writing as there is the words “The Locke Diaries” on most of the art and the style stays very consistent with the skulls, flesh and bones alongside the creatures and entities. The colour stays consistent of either being Gold and White or Black and White giving it a old fantasy like style to it. Very efficient copywriting done by making such simple things like colours and art styles into really complicated, labyrinthine and complex ideologies and designs. Proudly presented by “The Mystery Guild” has been shown almost everywhere as well being on one of the art pieces, the main cover and even the “How to read” sections has their logo printed right on the top left.

This exhibit used both the styles of Ethos and Pathos.

The Ethos appears often and as I’ve mentioned above, it has shown in the beautifully done artwork that it is qualified to speak of the mysteries and spooky things that is about to happen when you use those cards to read the future with. It has a very strong intent about the paranormal and weirder side of styles.

It is how well the presenter convinces the audience that he or she is qualified to present (speak) on the particular subject.

For Pathos, it is the more obvious and dominating one as it shows a lot of emotions and feelings from the art works of half flesh half bones drawings with weird time warping fetuses, this book is for the more adventurous and the risk takers that are not afraid as the emotions and feelings it gives out is really strong and powerful that it is something very odd and out of place in our normal lives. The story is captivating as mentioned above and nonetheless, creates a tension of moods and emotions when you are reading it making it much more attractive and appealing to a specific target audience.

3. Folk Fare ; The Singaporean Family Dining Experience

Folk Fare ; The Singaporean Family Dining Experience really influenced me because right from the cover of the book which was made out of wood and the craving ‘ Mom, what are you cooking tonight? ’ in Chinese. This immediately gives me a sentimental feeling and sense of reminiscence because our mothers always cook for us especially when we are young. Thus this brings me back to the days when i always asked my mom ‘what are we eating for dinner tonight?’.

Inside, is a documentation style of his family dinner style, recipes, what food he likes, and to such details that he puts in his dad’s favourite chilli and where they sit in the dining table. This triggers an emotional sense as we also think about our family and what are our family eating habits. There is a very strong sense of family bonding which is quite rare once we teenagers have grown up and we will always go out to eat with our friends now. I really feel that this documentation impacts us to go home and ask our family to eat together again. Everything in this book, from the type face used, how the photos were being taken to the type of paper used really felt genuine, as if he was writing in his own dairy.

For folk fare, the ethos and pathos are really strong due to a certain number of factors.

As I’ve mentioned, Ethos is when you have a position and credibility to talk about a certain subject and for this, it is a pretty clear cut that the author/designer has a very clear view of what he is speaking of as it is his life we’re talking about here. He clearly has an insight on what he’s talking about as he has a very clear cut and view on his items and even included recipes that are real and even pictures of products we can find. It is a very clean and nicely done work due to it’s position to dominate and showcase what has to be shown in a soft and warm homely feel.

Pathos is nonetheless powerful in this as well, the wooden made cover saying “Mom, what are you cooking today” stating the very strong bond between the mother and son pair. It creates and strong bond between reader and writer as well because of how it is a question and it pulls the reader into his world. When someone pulls you into their world, showing the recipes his mother made and the favourite sauces of his dad, you can bet that it gives a very strong view and understanding of the “Ng Family”. To be able to influence your viewers feelings and thoughts are important as it would then make them feel as if they are involved in your life.

There were so many other works from the photography, film, animation and product design section that I really love too and I thought I would put them here as a bonus!

- Spoon up

which is basically jewelry pieces made out of plastic spoons which has been melted and placed together.

- Eat Pray Bird

which is a short film but it was beautifully animated and it looked so 3D and a lot of details were placed into making it.

- Flower Bio-Plastic

which is beautiful lamp shades made out of bio-plastic.

- Tenacity

which is basically chairs made out of a wooden skeleton and the spaces are filled with recycled fabrics from shirts and braiding them together.

This trip was definitely impactful and influential to me as i don't step out of the house to go to museum/exhibitions very often thus having to go there as a school trip really opens my eyes to the other works out there and the handwork, dedication and passion that goes out to it.

Next week will be our interim which will be quite interesting as all the groups will be presenting their ideas for the first time thus it will be quite insightful and i think we will also be learning a lot from each other next week! I can't wait!

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markyuenteng-blog · 9 years ago

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Week 3 | Introduction to Marketing Research

A – What is T.A.P.P (target audience personality profiling) or T.A.P (target audience profiling)? HOW can it be applied to your selected product of choice together with the popular person?

T.A.P.P (target audience personality profiling)/ T.A.P (target audience profiling) not only helps you with understanding what your target audience wants but also it helps with the creation of your business, brand or product by giving you a vision and moreover, a unified goal to work towards. It is choosing a target audience and profiling so that you know what are the exact needs and wants and you can dedicate the product to work effective for that target group of people. This method ensures that you understand and know what you're doing before doing so, allowing an almost risk free, investment that would intricately shape your department and to steadily shape the future with a more in-depth understanding and team effort. To start, you must find the demographics of your target audience and then develop a buyer persona.

T.A.P.P/T.A.P can be applied by us deciding who are target audience is so that we can dedicate the advertisement to grab their attention and make them buy the selected product we wanted. For example, if there was a kids cartoon but the advertisement was sexualized, then it would be attracting the wrong audience and thus the whole show/product is failed. As adults are attracted but it is the wrong target audience. Thus it is very important for us to use T.A.P.P/T.A.P so that we can better sense of what the target audience want based on personality type and attract/sell the product to them more effectively. Our selected product of choice is watch and we are planning to go with the brand : Daniel wellington. When our group was deciding which brand and popular person to pick, we realized that current trends had a lot of affect on us. When I asked my group who they wanted as our famous person, the first person that came into our minds was Robert Downey Jr. ( strangely ) and I said ‘ It must be the civil war that’s hypnotising us ‘, which is quite true. We, especially teenagers are easily swept in by trends and what’s happening. However, after analysing the brand and looking at the style and feel of the watch, we settled in with Leonardio DiCaprio. This shows how influential social media is.

B – What are The 7P’s of Marketing? If you break down the “Ps”, HOW could they be applied to your selected product of choice and the popular person?

The 7 p’s of marketing are Price, Promotion, Physical Evidence, People, Product, Process, Place.

Now the question is how could they be applied to my selected product and popular person?

Through further research, I found this frame work which looks very helpful.

By identifying that our target audience, we can now dedicate our product which is watch to our popular person.

Price? Are we able to put it at an attractive price such that it suits the brand and the person? If the target audience is kids, we might want to choose a cheaper brand of watches and possibly a younger famous person to advertise for the product. However, we have decide that we are choosing Daniel Wellington, thus it’s a slightly more pricey side but it’s suitable for young adults ( possibly 18-25 ). Our ambassador which is Leonardo has a very classy and well-known personality, thus showing a positive image for the brand.

Promotion? Are we able to advertise a promotion to entice the audience? How should we do it? As I’ve mentioned before, Social media and current trends are very influential. Advertisements on youtube, Instagram or twitter would definitely boost sales rates and it has to be enticing and regularly updated to maintain the public’s interest.

Physical Evidence ? Is there any backup/proofs we can put to reassure that it works? We defientely need to include a warranty form, protection ( box ) and good quality packaging to put up with the brand’s image.

People? Our group is made up of Brenda, Gregory and me. Our group has not appointed a leader yet, however I’m quite interested in leading the team as I have a natural sense to lead people ( however if anyone else is interested, I would definitely let them too! ). Gregory replies fast and is able to think fast thus he could possibly take up the communications planner and Brenda is polite and friendly, thus she could possibly take up the role of client service manager/research manager. However, this is just an impression as we’ve just started as a group and I hope we are able to bond well and fast soon!

Product? How can we futher showcase and develop our products. Our product has to fit our TA which is young adults. We need to find out why would they want a watch, what kind of watches they want and how can be advertise our product to suit their needs? We have to plan and study our T.A ( through T.A.P.P ) so that we can direct ourselves into the right direction.

Process? How is the transaction going to be? The transaction should be smooth and easy. Possibly having an online shop for those who are unable to come down to buy it. The service has to also be friendly and casual, website to be easy to use and classy looking.

Place? Where is it sold? How can it be sold and how can we make it better? Since our brand is slighty mor e on the pricey side, I think it’s more suitable to be sold at departmental stores and places at town area like somerset 313 or isetan.

From these questions, we can fully process and think about our art direction and how are we going to make the advertisement effective.

References :

Annmarie Hanlon. 2014. How to use the 7Ps Marketing Mix?. [ONLINE] Available at: http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/. [Accessed 5 May 2016].

Eleventy. 2014. When It Comes To Reaching Your Target Audience, Personality Goes A Long Way. [ONLINE] Available at: http://eleventygroup.com/site/2014/08/26/marketing-data-personality-profiles/. [Accessed 5 May 2016].

Jennifer Taylor. 2015. What Is Audience Profiling And Why Does It Matter?. [ONLINE] Available at: http://www.scribblelive.com/blog/2015/11/17/what-is-audience-profiling-and-why-does-it-matter/. [Accessed 5 May 2016].

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