Visual communication tutorial 2

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Visual CommunicationCDG 204

School of graphic design 2014Lecturer: Miss. Hafiza Wahida Abd Kadir

StrategyChapter 4

‘A farewell to meat’

What Are They?

Overall strategy

Brand

Communication criteria

Communication Plan or Advertising Plan

Overall strategy

Primarily covers the marketing plan which incorporates;

Analysis of current position:Where is the company today?

Goals:What and where does it want to be?

Marketing strategy:How is this to be achieved?

Checks Evaluation and follow-up:What was the result?

Brand

The brand refers to the outside world’s experiences of and assumptions about, a company and its products.

What is brand and identity

A corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc.

A Logo is the very basic of corporate design.

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A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.

Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency.

BRAND

Brands are often expressed in the form of logos , graphic representations of the brand

What is brand and identity

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A brand name is the name of the distinctive product, service, or concept.

A company's brands and the public's awareness of them is often used as a factor in evaluating a company.

Good brand images are instantly evoked, are positive, and are almost always unique among competitive brands. McDonalds is most popular

brand name world wide

What is brand and identity

Communication criteria

Segmentation:Choosing part of a market and working on that.

Positioning:Choosing a clear position in the market and in the minds of consumers.

Concept:Formulating and working according to a long-term, media-neutral theme.

Communication criteria

Campaign:Creating an idea for several units in different media.

Unit:Formulating and designing an idea for an individual unit; a programme, an advert, a TV sport.

Communication Plan

Goal:Can be either quantitative or qualitative.

Target group:The group of consumers the company wants to reach.

Medium:Press, television, web.

Communication Plan

Messages

Schedule

Budget

Evaluation or Follow-up

Note: these four last points are addressed in the next chapter.

MessagesChapter 5

‘Whisper…’

Messages

Working on the messageKey cornerstones are delimitation, structure and argument.

The basic message: based on the receiver, whose needs form a foundation.

The incisive message: based on the sender’s personality and desire to tell a story, which sharpens text and image.

Messages

Advertising messagesInstrumental messages:

Promise a solution to a problem.

Relational messages:Promise a heightened emotional experience and well-being.

News messagesDramatic staging:

Conveys news in the present (live broadcast).

Non-dramatic staging:Conveys and analyses news from the past.

Messages

Schedule/budget/evaluation/follow-upChecking whether the goals set have been achieved and planning future activities.

Dramaturgy

Non-dramatic

storytelling

RelationalMessages

Non-dramaticstaging

Dramaticstorytelling

Instrumental

Messages

Dramaticstaging

ICE BREAKING:

1. Can we imagine a NEW MESSAGE in advertising?

- Our study case will be BODY HYGIENE.

- Our client REXONA, DETTOL, ANTIBAX

InfluencesChapter 6

‘At last,’ she sighs.

Influences

Reaching the brainMaking sense of external signals requires perception, experience and interpretation.

Filter defenceThe receiver sets up a filter defence against messages from the media. The main ones are selective exposure and selective perception.

Influences

Reaching the brainMaking sense of external signals requires perception, experience and interpretation.

Filter defenceThe receiver sets up a filter defence against messages from the media. The main ones are selective exposure and selective perception.

Influences

Mass communicationCommunicating with large numbers of people results in one-way communication, which entails difficulty in reading or measuring the receiver’s reaction.

Two-way communication enables the sender to check and analyze the reaction of the receiver.

AttentionPowerful contrasts in size, movement, colour and shape attract attention.

Influences

RelevanceUsing blood and nudity to attract attention has a limited effect. The receiver demands relevance and needs a valid reason to have been captivated by a visual arrangement.

ContextAn image, an article, an advert have an internal context where all the elements interplay with each other. But there is also an external context (medium, place and time), which has a crucial impact on the receiver’s interpretation.

Influences

Emotions and thoughtsHumor creates emotion, bringing the sender and receiver closer together.

Irony influences the receiver but also creates distance and can make communication more difficult.

Influences

Feel . Think . ActThe ideal reaction on the part of receivers:

The feeling gets them to experience something (often conveyed visually).

The thought gets them to find out about something (often conveyed verbally).

The action is the result of the interplay between the visual and the verbal.