2015 MC Final Exam Study Guide Advertising: -Advertising is a function of Marketing -Step One in Advertising: Information Gathering/Research -30-second commercial on average is $100,000 -Print Ads are on average about $100.00 per 1000 eyeballs -Too expensive to guess -Two Types of Advertising: 1.) Advertising -The non-personal, paid-for, persuasive form of communication about a product, company, or cause 2.) Creative Advertising -Makes a relevant connection between a brand and its target audience & presents a selling idea in an unexpected way -In advertising, creativity can: -Inform -Persuade -Remind -Surprise Advertising Models: 1.) Informational Model (Lee) -"We promise this product will deliver this benefit to you" 2.) Persuasion/Transformative Model (Bernays) -Not aimed at rational side -Provides sense of association between brand/product and something intangible 3.) To Remind -People are reminded that theres stuff out there to buy -What makes advertising great? -The creative team -Audience resonance -Strategic relevance Great Advertising: 1.) The Creative Team -Copywriter develops verbal message -Art Director develops nonverbal message -Creative Director responsible for whole team -What does it mean to resonate? -It means to echo, reverberate or vibrate -This is exactly what successful advertising does
2.) Audience Resonance: -2 types -Informational offers relief of a problem i.e. "When it absolutely positively has to be overnight." -Transformational uses positive reinforcement to offer a reward i.e. "Be all you can be." 3.) Strategic Relevance: -Make sure your ad makes the audience think about the right message Advertising Process: -Objectives: -What do you want to accomplish -Overall communication goal -Strategies (Creative strategy/concept): -What you want to SAY -The "Big Idea" -Tactics: -How youre going to say it -Putting your strategy into practice -Communication: -Print -Television -Radio -Internet -Outdoor -Building a Good Strategy: -Know your product/marketplace -Know your consumer -Know the message you want to convey (how to bring the product and consumer together) Identifying Target Market: -Demographic Segmentation: -Appeal to audience defined by race, gender, ethnicity, income -Psychographic Segmentation: -Appeal to consumer groups with similar lifestyles, attitudes, values, and behavior patterns -VALS (Values and Lifestyles): -Actualizers, fulfilleds, believers, achievers, strivers, experience, makers, strugglers -Product Oriented Strategies: -Generic Claim -Product Feature/Preemptive -Unique Selling Proposition -Positioning
-Consumer Oriented Strategies: -Brand Image -Resonance/Lifestyle -Affective/Attitude Reduce to a Single Sentence: -We promise _____(benefit)__________ to __________(target)_________ based on ______(support)________________ . -Advertising will convince ___(target)_______that ____(product)_____ is/will/provides _____(benefit______ because ____(support)____. -Concept Testing: -Did you get it right -Customers Perception -Purchase Intent
Web Design: -According to CareerBuilder.com, 26% of hiring managers say they have used search engines to research potential employees, and one in 10 has looked on a social networking website. Design Principles: 1.) Alignment: -Choose one alignment -Do not center everything -Use alignment to create modular/grid layouts 2.) Proximity: -Group related items together 3.) Repetition: -Navigation bars, colors, style, layout, typography, etc 4.) Contrast: -Helps create a focal point General Rules: -Pages should load quickly (in less than 10 sec.) -Give users control over multimedia (sounds, video) -Provide "Skip" buttons for animation 1.) Rules: Graphics: -Keep visuals small -Keep file sizes small -Check load time in Photoshop (Save for Web) -Slice big images with Photoshop -Slicing reduces load time -Avoid heavy backgrounds
2.) Rules: Type: -Readability: -Sans Serif -Size: min. 10 pt; max. 14 pt. for body copy -Anti-aliasing techniques -Short lines -Headlines, paragraphs, subheads -Color Contrast: -Black on white/light yellow -Avoid reversed type -Avoid color blue for non-hyperlink text -Avoid ALL CAPS TEXT -Avoid blocks of text in bold, italics, script -Keep font types, sizes and colors consistent -Never underline text other than hyperlinks 3.) Navigation Bar: -Clearly labeled -All options available at all times -Always in the same place -Dont link to empty or unfinished pages -Never place navigation bar above banner 4.) Hyperlinks: -Clearly distinguishes from normal text -Color -Roll-over effects -Underline -Keep them short (4-5 words) -Label them clearly -Where youll go -What youll get -Hyperlinks should give an indication of any unanticipated consequences i.e. Links to files (PDF, Microsoft Word, etc.) -PDF (46,764 bytes) i.e. Links that open or close windows -Make visited hyperlinks change color Current Trends: -Simple layout: 1-2 columns -Centered orientation -Visuals used sparingly -Soft, neutral background colors -Strong color, used sparingly -Cute icons, used sparingly -Plenty of whitespace -Nice big text
Good Web design matters: -NY Times, Aug 30 1999, on IBM Web site: -"Most popular feature was ... search ... because people couldn't figure out how to navigate the site." -"The second most popular feature was the help button, because the search technology was so ineffective." -After redesign: -Use of the "help" button decreased 84%. -Sales increased 400%. Evolution of Web Design: 1.) Simple sharing era: Beginning of the web academic focus -Text-only sites -Few graphics, white background, and black text -Advantage: favor content to design & graphics -Disadvantage: text only pages can be uninteresting to some users 2.) Techno-hype era: Gimmicks such as applets, flash, videos -Attention to the glitz & glam and less to the content -Information crammed into a corner or small boxes -Advantage: great looking site/visual appeal -Disadvantage: less content rich; more intricate & difficult to use; longer load & display time can lose audience 3.) Usability era: user-centered sites Trends: -More grid structures, clean designs, lots of "white" space -Use of color to differentiate grids of content -Use of flat/solid colors to provide areas of transition -Reduce size of graphics, use in key areas Web Elements: -Text (type) -Graphics -Navigation -Background -Color -Hyperlinks
1.) Web Type: -In the beginning: Times New Roman & Times -The <font> tag tells the browser what font to use -Web-safe fonts: -Times New Roman/Times -Arial/Helvetica -Verdana -Comic Sans -Georgia -Trebuchet -Graphic text: -Headlines, pull quotes -Navigation -Anti-alias on -Include ALT tags -Line length: -60-70 characters (350-500 pixels wide table) 2.) Web Graphics: -The role of graphics is that of enhancing the readability and perception of the message -Format: GIFs and JPEGs -GIF files: up to 256 colors; charts, graphs, text as graphics; transparent; animated -JPEG files: up to 16 million colors; photos -Size: no wider than 600 pixels -File size: 300k maximum -Resolution: 72 or 96 ppi -Anti-aliasing: -Always use for text & graphics 3.) Navigation: -Road map to your site -Home button on all pages -Clear names -Non-linear navigation -Use images -Use colors to show visited and unvisited links -Location: -Left side -Top of page -Right side -Do not place navigation bars at very top of page above banners, graphics; they will likely be missed -Site maps: table of contents -Supplemental method of navigation
4.) Background: -Why do we need a background? -Make site look unique -Build your identity (i.e. can repeat the logo) -To frame the content -To add color 5.) Color: -Color creates mood -People see color first 6.) Hyperlinks: -Used for organization -Not too many on the page -Logically organized -Different colors for internal and external hyperlinks Web Design Process: -Start -Plan -Design -Build -Test 1.) Start: -Stop and look around to see how web sites are designed 2.) Plan: -Web sites are developed by groups of people to meet the needs of other groups of people -What are your needs and goals? -Who is your primary audience? -What do you want the audience to think or do after having visited your site? -What content will you need (inventory)? -Informational architecture: -Home page -Sections -Navigation -Create: -Site maps, thumbnails, outlines, table of contents -One of more page prototypes -Multiple graphic design and interface design sketches or roughs
3.) Design: -Appearance: first impression -Should reflect your corporate identity -Consistency and unity (through color, typeface, visuals, backgrounds, navigation) -Home Pages: -Short pages: the entire page should be visible on a single screen -Advantage: no scroll; everything is visible at once -Disadvantage: not much information, so you force visitors to click on something, anything, just to get to more information -Long pages: the more information your provide, the better -People will click and scroll if the content is interesting -Poynter Institute eye-tracking studies 4.) Build: -The bulk of the sites Web pages constructed & filled out with content -Create and use templates 5.) Test: -Use people outside the development team -Look for programming bugs, typographic errors, the overall design and effectiveness of the site Design Tips: -Identify yourself name, logo, etc. -Have a clear starting point your HOME page -Include "About Us", "Mission" statement, etc. -Something that defines the organization -Include contact information -Date material number -Limit of fonts on page & use standard fonts (Arial, Times New Roman, etc.) -Test your pages on different browsers and computers -Prioritize: give the important content prominence -Visitors should know at all times where they are
Film/Television: The History of Film: -1895: Lumiere Brothers invent the cinematographe a device that photographed and projected images -April 1896: Edison acquires the patent for an advanced projector and the American movie business is born! -Lumiere and Edison films were shot in fixed frame, no editing -Most films were reproductions of reality celebrities, weight lifter, babies eating -Lumiere "Train Arriving at a Station" and ,,Workers leaving the Lumiere factory" -1902: French filmmaker Georges Melies made first narrative film "Trip to the Moon"
-1903: Edison Company cameraman Edwin Porter made "The Great Train Robbery" (12 minutes) -First use of montage tying together two separate but related shots to create a new meaning The :30 Cinema: -United States: -David Wark Griffith is a metaphor for silent films. (1915) Birth of a Nation was the first blockbuster -Griffith used montage to create passion, move emotions and heighten suspense -Most profitable film ever made...until "Gone With the Wind" in 1939 -Cecil B. DeMille is the most famous silent film director - The Ten Commandments, 1923, The Great Train Robbery -Germany: -Robert Weinz - The Cabinet of Doctor Caligari 1919, Expressionist Movement where actors walked through "living paintings" -Fritz Lang most famous German director - Metropolis 1926 (stunning visual effects) -Aleksandr Antonov - Battleship Potempkin, 1925, (Steps scene uses montage and quick-editing to create tension) -Sound: Warner Bros.' and director Alan Crosland's The Jazz Singer (1927). Don Juan (1926), a John Barrymore silent film, also had a synchronized musical score performed by the New York Philharmonic and sound effects using Vitaphone's system. -Orsen Welles -Citizen Cane 1941, Touch of Evil, 1958 -Alfred Hitchcock never looked through the camera and always finished the film before production ever started -Rope 1948, Psycho 1960 -Ridley Scott -Blade Runner, Alien, Gladiator -Steven Spielberg is the king of visual effects -Close Encounters, Raiders of the Lost Ark, ET, Jurassic Park -Stanley Kubrick is master of timing -2001 Space Odyssey, Clockwork Orange, Dr. Strangelove -Quentin Tarantino, Robert Rodriguez Television: -Same principles as movies but time and budgets are condensed -M*A*S*H - Robert Altman -Twin Peaks - David Lynch -Law & Order - Dick Wolf -ER - Michael Crichton -24 - Robert Cochran -CSI - Anthony Zuiker
TV Commercials: -Exactly the same principles as film but in a fraction of the time -Keep it simple -Start strong, end strong, no waste -The opening shot is generally the most important -Make it move -The beauty of television is the motion, otherwise youre producing billboards Saul Bass: -Bauhaus Movement - simplicity by using only part of something to tell a story -Title Sequences -Movie Posters -Logos and Graphic Design -Psycho Shower Scene 1981, MTV Changes the World: -MTV Style Ads: -Hyperkinetic imagery -Visual speed and sophistication -Ironic, wise guy attitude -Unexpected humor -Quick, suggestive cuts rather than slow, sensible segues -Narrative implications rather than whole stories -Mixture of live action, newsreel footage, animation, etc. 2000, Reality TV (Survivor) Changes the World: -Preproduction costs are reduced -Scripts, Storyboards, Actors -Production costs and crews are reduced -Hollywood gives America what they want Film/Television Process: -Treatment - word document -Script - Final Draft -Storyboard - Poser/Photoshop -Animatics - After Effects -Rough-cuts - Avid/ Final Cut Pro -Final Edits - Avid/Final Cut Pro Camera Movement: -Zoom In/Out -Zoom only to help tell the story -Pan Left/Right -Tripod or dolly panning -Tilt up/down
Transitions: -Fade to black shows time lapse -Straight cut should follow natural flow of eye movement -Dissolves and Wipes can express same or different scene parallel Editing: "A painter convinces through the strokes of his brush A director convinces through what he takes out of the story. The camera movement, the cuts of the film, the dialogue and the music, all make explicit what is NOT said" (Hitchcock, 1963).
Copyright -"Respect Copyright, Celebrate Creativity" -US Constitution: -Article I, Section 8, Clause 8 gave Congress the power to enact laws "To promote the progress of science and useful arts, by securing for limited times to authors and inventors the exclusive right to their respective writings and discoveries." -Purpose: to give the creator control and a monopoly on royalties for a period of time promotes creativity -Current Copyright Law: -Copyright Revision Act of 1976 [effective January 1, 1978] -How Copyright protects/works: -Copyright protects "original works of authorship" that are fixed in "a tangible form of expression." The fixed form does not have to be directly perceptible so long as it can be communicated with the aid of a machine or other device. -What is protected? -Literary works (e.g., all text, including computer software) -Musical works -Dramatic works -Pantomimes and choreographic works -Pictorial, graphic, and sculptural works -Motion pictures and other audiovisual works -Sound recordings -Architectural works -What is not protected? -Ideas, concepts, or discoveries; -Titles, names, short phrases, and slogans; -Works that are not fixed in a tangible form of expression such as improvised speech or dance; -Works consisting entirely of information that is commonly available and contains no originality; -Anything written or created by the US government.
-What rights does the owner control? -Rights to: -Make copies of the work -Distribute copies of the work -Perform the work publicly (such as for plays, film, or music) -Display the work publicly (such as for artwork, or any material used on the internet or television) -Make "derivative works" (including making modifications, adaptations or other new uses of a work, or translating the work to another media) Fair Use: -Limitations: -The "Fair Use" doctrine allows limited copying of copyrighted works for educational and research purposes. The copyright law provides that reproduction "for purposes such as criticism, news reporting, teaching (including multiple copies for classroom use), scholarship, or research" is not an infringement of copyright. -What is Fair Use? -Class handouts of very short excerpts from a book -Quoting for purposes of reporting the news or criticizing or commenting on a particular work of art, writing, speech or scholarship. -What is not Fair Use? -Using a photograph or other image to illustrate a newsworthy story -Examples of Fair Use: -Class studying an artist using samples to critique and analyze his/her work -Making a collage for a school project -Manipulating an image to learn Photoshop or other software -Who owns copyright? -A freelance artist who created the copyrighted work -An employer who hires employees who create copyrighted works as part of their job. -How to transfer rights: -In writing and signed by the party transferring the rights -What is infringement? -Use of whole or part of an image without permission -Use beyond the scope of a license -Adapting an image without permission (art rendering, collage) -Asking another photographer to recreate the image. -Unauthorized Use: image was created by a computer graphics artist who "borrowed" images from several sources -FPG v Newsday: FPG brought and action against Newsday, one of the first cases filed involving the creation of an image using computer manipulation and software. The employee combined elements from various images to create a digital work. The case was settled in an amount that included attorneys fees.
-Change of Medium is Still an Infringement: -Koons v. Art Rogers: Sculpture artist Jeff Koons lost this copyright infringement case. The artiss asserted it was fair use to change a photograph into a 3 dimensional work without obtaining a license. The court disagreed finding that substantial copyrightable elements were borrowed despite the change in medium. -Who is responsible? -The company that directly infringed -Employees who participated in the infringement or should have supervised -Anyone who publishes the infringing image whether they had knowledge or not. -How to avoid infringement: -Obtain a license for all the uses that will be needed -Obtain a license to create a derivative image -Obtain an art rendering or art reference license to change the medium How to license: -Royalty Free: -May use same image for many uses without additional license -Restrictions still apply -No exclusive use available -Rights Managed: -License limited to particular use and time period - may request and pay for some exclusive use -Read the license terms for information on your rights Popular Copyright Myths: -If its on the internet it is in the public domain and therefore free -If there is no copyright notice, I can use the image -If I alter the image I dont need permission -If I dont profit from it, I can use it -If I only use a part of the image I dont need permission. Why should anyone care? -Substantial monetary damages can be awarded (actual damages; profits) -Statutory damages ($750-$30,000 and up to $150,000 if the infringement was willful) -The infringing use enjoined -Attorneys fees -Be CREATIVE...and respect copyright