2. Is your advertising campaign fit for
purpose and why?
I think that my campaign and products work well for their purpose because
they catch the viewers attention with the bright colours and happy images.
They are straight to the point and simple to understand with non-complex
meanings or messages. My products would tie in well with what SASH already
have as they follow the same colour scheme and shade of green. They also
follow SASH easily because they are all happy images with a positive message
rather than sad, upsetting ones. I feel that my campaign is fit for purpose as it
holds all of the necessary information without giving to much for people to
need to understand. The posters have been kept simple with minimal copy
and large information, the leaflet goes into more depth and detail and the
bookmark and sticker is very simplistic also. I think the posters would be
effective because you could put them up on walls and places for people to
see and they would immediately know their purpose and what they need to
do whilst also being able to look at the leaflet for more information and
people’s stories. The bookmark is something that can be carried around with
the person as a constant reminder and will always be there with them, which
means its easily at hand and will imprint on the persons mind each time they
look at it, similarly with the stickers.
3. Does it communicate your message
clearly and why?
I think my campaign communicates the messages clearly and simply so that everyone reading them and
viewing them can easily interpret them. I have used a simple vocabulary so that anyone viewing the
products will understand what I am getting across. I used words such as “you” to talk directly to the
reader and make them feel involved and part of something and used “we” to also involve them, making
them feel part of something, ensuring they know it requires everyone working together. Using words
such as “go” gives direct instructions and means that the reader knows exactly what to do and can easily
understand is as they are gaining instructions and being told how to get help rather than them having to
work out for themselves what I am trying to say. I have featured the SASH logo on every piece of
publication I have created as this means the reader immediately knows which charity the campaign is
for and it also gives the direct message to which audience the campaign is for and lets the volunteers
know they will be helping a teen/young person rather than taking an adult into their homes. It also
helps the young people understand we are working to help them specifically and they will feel more
important as they are not just ‘another homeless person’, they have something specifically designed for
them and their ages which will show them people do understand and know what to do for them. The
message of my campaign is that homeless youths can get help and there is somewhere for them to go
and get housed. It informs the reader through the copy of information as to what SASH does, contact
details, etc and one of my pieces of work also features a photograph of a young person sleeping in a bed
which could be communicating with the reader to show them they can get warm beds and somewhere
safe to stay.
4. Is it appropriate for your target
audience and why?
My products are suitable for their audiences as they look professional and grown up
without being too formal and overly adult-like. They are sleek and well finished with
mature language but at the same time keep a younger touch to them. This helps
ensure that they capture their younger audience (the homeless) and their more grown
up ones (the volunteers/public). The fonts I have used help make the products
appropriate for their audience. The headline font which grabs your attention is bold
and stand out with a fun feel to it whilst also being easy to read. The main text font I
have chosen to use is a sans serif style which is easy to read and also has a slight hand
written look towards it. Using sans serif makes it easier to read as there are no ‘flicky’
bits which can distract the eye and make it harder for some people to read easily. The
overall tone and mood of my campaign is a happy one which helps make it suited to
the target audience. The happy tone will make the young people feel like SASH can
make them feel happy and safe too whilst the volunteers will feel happy because they
are helping someone and will feel good. The colour scheme is appropriate for my
target audience as it is neutral and can be used for male and female. It is a lightish
shade of green which is vibrant and attracts your eye quickly but doesn’t look to
childish and immature. The images I have used are appropriate for my target audience
also as they physically show who the campaign is aimed at through using photographs
of young people and also hypothetical volunteers.
5. Compare and contrast your original
intentions with the outcomes you arrived at.
One of the similarities between my
Title
plans and my end product is that I
have managed to keep the title and
logo in roughly the same position I had
planned on doing. The text is in a
similar place also but has slightly
changed to be left aligned rather than
going all across the page. The contact
information has changed position to
be part of the main text body on the
left of the page instead of on the
Contact Information
bottom as I originally proposed to have
done.
Another change which I have had to make it the location of the image. I originally
proposed to have a banner style image across the top section of the page but through
my production I have discovered this was not possible in all posters so instead opted to
use an image filing up the right hand side of the page on some of my final pieces.
Text
6. Compare and contrast your original
intentions with the outcomes you arrived at.
Title/Slogan
Text/Information
My banner plans and final products vary from each other
a fair amount. The title is kind of in the same place as it is
located at the top but it is also different from the flat plan
as it is left aligned and not centered. The logo has been
kept in the same location as originally planned but the
main text body has been right-aligned rather than going
directly across the whole of the banner. The logo is
smaller than I had planned to make it and it used up the
bottom corner only rather than being enlarged to fill up
the whole space up to the title.
One of the main differences would be that when I planned out my banner I didn’t intend
on inserting an image/photograph to it other than the logo and for my final piece I have
included something visual along with the copy other than just the feature of colour.
If I was to re-do this design or to improve it I would change the image I have used. In the
original copy of this image the sofa was red and I have manipulated it to become green.
Looking closely at the image you can see that it has not been totally successful and so I
would either change the image completely or I would take more care with my
manipulation to gain a more professional and sleek looking image.
7. Compare and contrast your original
intentions with the outcomes you arrived at.
Throughout all of my publications and pieces of work I have
maintained the same colour scheme. I have used the colours green
and black for the text each time to help keep consistency and all of my
work to flow together. I made the main text body black whilst using
green to highlight important bits such as the title, contact information
and any direct instruction that needs to stand out. I also used the same
fonts in every piece of work. I used ‘happy hell’ for the title or headline
and ‘clement’ for the main copy and any other pieces of writing. I
maintained consistency through the imagery also because I only used
happy images where they cast a positive tone and feel to the
campaign. I made sure everyone was smiling and looked to be enjoying
themselves and their lives. Keeping this level of consistency and
keeping as many things the same as possible helps to keep the
professional look and feel to my work and ensures everything works
together and compliments each other well for the set.
8. SASH Publication
My work
One of the similarities between my work and the official
SASH leaflet is that I used their idea of making an image
into a Polaroid with a shadow effect to lift it from the page.
I did this to make my work tie in with theirs and so that it
looks like a set and they work together. Another similarity
between my work and the leaflet from SASH is that both
feature a page explaining what SASH do and what it is,
which ensures all the leaflets are informative and any that
you opt to look at will tell you about the organisation. I
have maintained the same colour scheme that SASH use of
green, black and white. This also helps maintain
consistency, professionalism and keeps everything working
together as a set. A slight difference however may be that
the green I have used appears slightly more vibrant and
bright than the shade SASH have used. This captures the
viewers eye from a distance and could also attract the
younger audience to read as it is a more ‘fun’ shade of
green. Both leaflets use a bolder font for the headlines to
make them stand out on the page. The font I chose to use
looks slightly younger and more youth looking that the
SASH font as theirs looks all straight, neat and tidy.
9. Here I have placed my bookmark next to one that SASH have
created and out out to the public. When you look at them next
to each other the first thing you can see is the difference in
images chosen. SASH have used a more negative style image
whereas mine us happy and positive. I think my image is
effective because it sets an overall happy and positive tone to
the publication and also to the company itself. It shows that
there’s a positive outcome and everyone gets a chance at
happiness in life, no matter what their situation. The bright
colours used in the image I have used are eye catching and
vibrant rather than being dull which also helps enhance the
positivity and brightness of the life the person could lead. My
bookmark compared to the one of SASH is very simplistic and
minimalistic. This helps get straight to the point and ensure
everyone knows what to do without reading lots of extra
information or bits that aren’t useful to their situation. My work
also features contact details so that you have them with you if
you’re out and about and need them at hand. Another
difference you can easily see is SASH have not included their
logo onto the bookmark they created whereas I have made it
large and at the top of the bookmark to easily identify the
organisation and what they do. A similarity between the two
pieces of work is the colour scheme. Both use green to separate
things and highlight key parts and black for the main text and
copy with a white background to ensure everything stands out
and is easy to read.
SASH
Mine
10. SASH
Mine
At first glance there is an obvious difference
between the two pieces of work. SASH have
kept their poster portrait, whereas mine is
landscape. I used this orientation because of
the picture I wanted to use, I thought it
looked better and more professional rather
than having it portrait with a lot of empty
white space. Both the posters have the same
title location at the top of the page. This
helps to make the main headline stand out
and grab your attention immediately, quickly
displaying the point of the campaign.
Another similarity between the two posters
is that they both ask the reader questions to
make them think and to involve them
directly. These posters are similar because
they are both campaigning to get people to
give up a bed and room in their house for a
homeless youth.
11. How effective are the techniques
you have used and why?
I think the techniques I have used are fairly effective. I have used
happy images to create a positive feeling and tone to my work. This
helps reassure anyone considering using the service and can show
them there is a positive outcome to their negative situation. The
positivity and smiles within the images may cause homeless youths to
feel safer and more comfortable with SASH and want their help. I feel
the use of the shade of green which I have used is effective also
because it is a calmer shade rather than a bright, vivid one which is
vibrant. This can be used to represent the calmness of the
environment the homeless person will be moving into and it can also
represent safety and serenity which will also be found within the
volunteers houses. It is also effective on the publications directed
towards the volunteers because it could be a silent promise to them
that they will still keep a quiet life and their safety will be kept as well
as the persons that they have chosen to take in. I have tried to keep
the same layout throughout my products as best as I could to
maintain consistency throughout my work. I have located the
organisation logo in the bottom left hand corner in most pieces and
have placed the title at the top of every piece of publication. This is
effective because it helps tie all the different pieces together into a
single unit and doesn’t make them appear as separate things because
they are all related to each other. Using the different fonts and colours
is effective because it helps separate pieces of information and make
the important bits stand out to become easier to see and grab
immediately. It also makes the information easy to read and
understand as it is a simplistic and basic font I have used.
12. Is the content effective and why?
I think the content is mostly effective as it holds all the essential information and pictures without
being a mind overload and rambling on about unnecessary information. The happy images are
effective because they will show people they will be gaining a happy life, whether it be a youth or
a volunteer. The language and writing style used is effective because it quickly and easily gets to
the point. It used direct language and rhetorical questions to make the reader feel important and
part of something rather than just reading as a general outsider. The emotive language makes the
reader feel guilty in some aspects and this may persuade them to give up a room to a homeless
person and it could also be useful for if someone knows someone who is homeless, it might make
them speak up and help a friend. Including SASH's contact details is very effective because it
allows people to get in touch with SASH if they need to, whether that be to get help or more
information on volunteering. Without the contact details people would never be able to get help
and the problem would just get worse so this is a crucial piece to include on the products and is
effective because people are getting in touch and improving their life styles rather than sofa
surfing or sleeping on the streets and benches. The company logo was effective because it clearly
shows the company the campaign is for. Even if it is the only thing you see, the company logo
holds a lot of information. It displays the company name and their main aim which tells a viewer
a lot if that’s the only thing they know. Having the logo on every piece of publication also helps
tie everything together and keeps it working in a set.
13. What impact do you think your advertising
campaign will have on the public and why?
I think my advertising campaign and products will have a positive influence on
the public. I think this because the positivity in the images may rub off on the
viewers and make them feel happy through knowing people in similar
situations to them can still smile. The direct instructions in my copy will have
a positive effect because they are directly telling the reader what to do as
well as involving them through rhetorical questions and words such as “we”
and “you”. It will persuade people to seek the help they need and gain anew
home other than a park bench and could also make the public consider
donating a room to a homeless teen and give them a new lease on life. Seeing
the posters on walls and leaflets laying around will help for people to see
them and even at a quick glance over, people will remember them and it will
remain in their minds. A leaflet can be picked up also so they can be taken
home to read through or given to someone in need of help so they can look
into getting the help they need. Bookmarks and stickers will have a good
impact because they can be carried around with you or worn on your clothing
as a constant reminder and handy piece of publication if you ever need the
contact details or information to help someone.
14. What are the technical and
aesthetic qualities of your work?
I think I have used Photoshop well in most cases because most of
my publications and pieces of work look sleek and well finished. I
used some more complex methods to create imagery where I
placed a photograph into a Polaroid frame and tuning a photograph
into a house shape using a clipping mask on the leaflet. I think both
of these effects have turned out well as the images look well
finished and smooth but no mistakes and they could have been
created by a higher leveled Photoshop user. Another Photoshop
technique I have used would be using the polygonal lasso tool.
I used this to cut people out from the backgrounds so I could place them on the white
background of my posters. This mostly worked well but there was one instance when it could
have been improved. The banner I created using a man on a sofa needs improvement as I
changed the sofa from red to green and there are errors where you can clearly see a red
outline and it does not look professional. My publications are overall very good in my opinion
as I have used the space wisely and have not left masses of empty space, nor have I
overlapped images with copy and text.
