Essay (notes)

Thinking of a topic...

advertising strategies/different touchpoints/media /new formats (how the strategy changes and why?)

advertising as a tool for information/awareness

integrated ad campaigns (D&AD archive, resource)

strategies in social and environmental issues advertising

Social and environmental issues of the 21st century:

illnesses

lack of safety, war in some parts of the world, terrorism

addictions (e.g. Sebastian Pytka's illustration)

lack of humanity (animal testing, human rights), ethics

stereotyping

abuse, violence, bullying

racism, sexism

depression

homelessness

classism, discrimination

food modification

global power hold by very few

global warming

pollutions and planet degradation

Most of graphic design areas are more or less related to advertising. Designs either on packaging, shop fronts or magazine pages are all meant to attract the eye and send an appropriate message (usually to encourage to buy something or to use services presented). It also has its function, such as being source of information. As it is really wide topic I have decided to narrow it down to social and environmental issues awareness and to analyse strategies and media being used to deliver the intended message. I am quite interested in advertising as part of working in the creative agency. However it is often seen as a very negative thing, helping marketers exploit their customers. For this reason I wanted to show that advertising also acts for a good cause, advertising beyond profits

(after I have seen examples of D&AD White Pencil awarded work in design and advertising: creativity for good).

‘’Advertising justifies its existence when used in the public interest – it is much too powerful a tool to use solely for commercial purposes.’’  

(Howard Gossage by David Ogilvy)

Essay title: (trial) An interactive relation between advertising and graphic design elements as a vehicle of information and awareness of social and environmental issues.

Essay title: (development) Advertising as a tool for social and environmental issues awareness. 

'Lego: Everything Is Not Awesome' campaign for Greenpeace (2014)

Don't Panic, London

'Parkinson's – Everyday' campaign for Parkinson, UK (2013)

The Assembly Network

'Save Paper. Save the Planet.' campaign for WWF (2007)

Saatchi & Saatchi Denmark

'Talk May Kill' (1942)

Abram Games

Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications.

    

Sustainability advertising is communications geared towards promoting social, economic and environmental benefits of products, services or actions through paid advertising in media in order to encourage responsible behaviour of consumers.

(Wikipedia)

'Under the sea', for Greenpeace, Switzerland

DraftFCB/Lowe Group

'Homeless Penguin' (2007) for WWF

EuroRSCG, Finland

Samusocial: Asphaltisation, 2 (2010)

Publicis Conseil, France

Essay writing tips: (PDF format)

• 'Six P' rule ( Prior Preparation and Planning Prevents Poor Performance)
• relevant reading materials, primary research
• essay must address the title
• writing should be critical and analytical with statement/point of view/ argument
• 3rd person should be used instead of first in sentences
• clear structure (planning sections, points plan, order)
• What do I think? Agree/Disagree (contexts, current thinking/debates; are there any missing bits that weren't previously considered?)why to believe or not of what's been told?                       own evidence, reasons
• balance between description and analysis (fact, so what?), critique
• recognising of the limitations in own evidence, argument, and conclusion
• (''This is not conclusive...'')
• body of essay (case studies, context) should be the start of work (introduction in the end: you can't introduce something without knowing it)
• case studies: modern, postmodern, contemporary  
• University of Leicester guides

References:

Adsoftheworld.com. (2016). Homeless Penguin | Ads of the World™. [online] Available at: http://adsoftheworld.com/media/print/homeless_penguin [Accessed 14 March 2016].

Adsoftheworld.com. (2016). Samusocial: Asphaltisation, 2 | Ads of the World™. [online] Available at: http://adsoftheworld.com/media/print/samusocial_asphaltisation_2 [Accessed 14 March 2016].

Don't Panic London, (2015). Save the Arctic campaign by Greenpeace. [video] Available at: http://www.dandad.org/awards/professional/2015/white-pencil-creativity-for-good/24233/lego-everything-is-not-awesome/ [Accessed 20 Feb. 2016].

Games, A. (1942). Talk May Kill. [Colour offset lithograph on paper] London: V&A.

Saatchi & Saatchi, Copenhagen, Denmark, (2007). WWF Paper Dispenser. [image] Available at: http://adsoftheworld.com/media/ambient/wwf_paper_dispenser [Accessed 20 Feb. 2016].

Switzerland, D. (2016). Greenpeace - Under the Sea by DRAFTFCB/LOWE GROUP AG - Print. [online] AdForum.com. Available at: http://www.adforum.com/creative-work/ad/player/6698277/under-the-sea/greenpeace
[Accessed 14 March 2016].

The Assembly, (2013). Parkinson's - Everyday. [image] Available at: http://www.dandad.org/awards/professional/2013/outdoor-advertising/19824/parkinsons-everyday/ [Accessed 2 Apr. 2016].