The document provides instructions for a project requiring students to create various advertising media for Coca-Cola aimed at 16-19 year olds. Students must create a poster, radio advertisement, and advergame. They are also instructed to use communication techniques to plan their ideas and evaluate the strengths and weaknesses of the finished products. The document outlines the UK advertising code students must follow and provides guidelines for each assignment, including required file formats and length. Students will submit planning documents, experiments, and final products along with evaluations for assessment.
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http://sandymillin.wordpress.com/iateflwebinar2024
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2. Your Brief
• You need to make a selection of media products for Coca-Cola
aimed at 16-19 year olds
• You must make;
– A poster advert
• A3 poster
– A radio advert
• lasting 10-20 seconds
– An advergame
• An animated screenshot of a pixel game advertising the product
• You will be required to use a variety of different communication
techniques to convey your ideas which you will also evaluate
• You will also evaluate the strengths and weaknesses of the products
you produce
3. • Advertising Standards Authority
• We’re using the UK Code of Non-Broadcast
Advertising, Sales Promotion and Direct
Marketing (CAP Code)
• There are 7 rules you need to follow when
making your adverts;
4. 1. Compliance
• The ASA says;
– The central principle for all marketing communications is that
they should be legal, decent, honest and truthful.
• You need to make sure you don’t lie, don’t break the law
and you don’t include any images that may be considered
indecent in your advert
5.
6. 2. Recognition of
marketing communications
• The ASA says;
– Make sure material is clearly identifiable as marketing
communications / advertisements / advertorials.
• If you’re making an advert, it
needs to look like an advert
• Employ conventions of adverts;
logos, slogans, images
• Explicitly state the product to
ensure people know its an advert
7. 3. Misleading Advert
• The ASA says;
– The ASA may take the Consumer Protection from Unfair Trading
Regulations 2008 into account when it adjudicates on complaints
about marketing communications that are alleged to be
misleading.
• You cannot lie about the product, its abilities/functions or
price
8. 4. Harm and Offence
• The ASA says;
– To ensure that ads do not cause harm or serious or widespread offence.
Includes rules relating to shock tactics, unsafe practices and
photosensitive epilepsy.
• Your advert cannot set out to intentionally offend a particular
person or social group
• Your advert cannot set out to intentionally offend anyone on
grounds of disturbing imagery or content
E.g. Gender Stereotyping
A ban on ads featuring "harmful gender
stereotypes" or those which are likely to cause
"serious or widespread offence" came into force in
June 2019.
Complainants said the advertisement
perpetuated a harmful stereotype by
suggesting that men were incapable of caring
for children and were so incompetent they
would place youngsters at risk.
9. 5. Children
• The ASA says;
– Rules that must be followed if directing ads at children or featuring
them. Includes rules about unsafe practices and unfair pressure;
pester power and sales promotions for children.
• You cannot promote dangerous behaviour in children
• You cannot pressure children to buy your products
• You must also consider this if your advert could be seen by
children or selling a product that may be used by a child-
like a soft drink
10. 6. Privacy
• The ASA says;
– Marketers must not unfairly portray or refer to anyone in an adverse
or offensive way unless that person has given the marketer written
permission to allow it.
• If you are including a celebrity or a well known person in
your advert you would need to get written permission first
• We can’t do this for this project but you would do so if you
were making this in real life
11. 15. Food, food supplements
and associated health or nutritional claims
• The ASA says;
– Marketing communications must not condone or encourage poor
nutritional habits or an unhealthy lifestyle in children or adults.
• You can’t promote poor dietary habits
• You can’t tell people your product has health benefits
without proof to back it up
Makers of the mouthwash had been
marketing their product as a cold remedy
for over 50 years when the Federal Trade
Commission declared in 1976 that they
had no evidence to support the health
claims.
12. Task
• You now need to plan and produce each
product
• For each three products you need to;
– Complete the communication method
– Make the product
– Evaluate the communication method
13. Communication Methods
• For each communication method evaluate its
effectiveness
• Discuss the strengths and weaknesses of each
method;
• Mind Map
• Mood Board
• Style Sheet
• Layout Plans
• Brainstorm
• Informal Pitch
• Group Idea Generation
• Formal Pitch
• Storyboards
• Initial Reaction
• Sketches
• Formal Proposal
17. Photoshop Experiments
• Using Photoshop, experiment with the tools and produce
a poster for York College.
• You can use any tools you want providing it also includes
a central large image, some text and the York College
logo.
• If you want to know how to do something or if something
goes wrong, just ask your tutor.
• This is about experimentation
• Save all images you produce as a JPEG
18. Print Advert
• Individually you must produce a print advert for Coca-Cola
• It must be portrait and include a single main image. Ensure you include the
name of the product and a slogan of your choice.
• Idea communication methods
– Mind Map
• A collection of ideas written and mapped out on a page
• Use the website Bubbl.us- print screen or export
– Mood Board
• A collection of at least 15 images influential to your idea
• A brief discussion of common features of the images collected
– Style Sheet
• A collection of potential fonts and colour schemes
• A brief rationale of choice- why each was chosen
– Layout Plan
• A mock up of what your design could look like
• Use sourced images, fonts and colours decided in your style sheet
22. Radio Advert
• In small groups (3-4) you must create a short radio
advert for Coca-Cola
• You can use music, voice over and sound effects to
produce your advert
• It should last at 10-20 seconds
• Idea communication methods
– Brainstorm
• Hand written collection of ideas
– Informal Pitch
• Discuss your idea with your tutor- what happens in the advert?
What sounds/music will you use?
25. Pixel Art Animation
(16th November 2018) Google changed it’s ‘doodle’ to mark the 44th Anniversary of the Arecibo
Message: when researchers sent the first interstellar radio message.
See more at: https://www.google.com/doodles
28. Photoshop Experiments
• Using Photoshop, experiment with the tools and
produce a self portrait using pixel graphics.
• You may use squared paper to plan this out first.
• This is about experimentation
• Save all images you produce as a JPEG
29. Advergame
• Individually you must create pixel based side scrolling
game for Coca-Cola
• It must be made on a 320 (H) by 480 (W) canvas.
• Idea communication methods
– Initial Reaction
• Writing your initial reaction to what you have to make
– Sketches
• Sketches and pixel creations of what your idea could end up
looking like
– Formal Proposal
• Formal written proposal of what your idea is; who it will be played
by, what content it will include etc.
30. • Initial reaction – log your thoughts and feelings about what you have
to do for this part of the project.. e.g., will it be hard to animate?
Draw in pixels? Do you have an idea already? Have you used
Photoshop to animate before?
• Sketches – sketch out ideas for the animation (characters and
backgrounds) on SQUARED PAPER . You will be drawing in square
pixels so you need to plan! (you will need to scan in and paste in the
PowerPoint)
• Reflect on sketches
• Complete the formal proposal (word document) individually on
black board (same file as the audio one)
• Reflect on this for the final planning slide.
To Do:
32. Advergame
• Create a new Photoshop document
– Width- 120 pixels
– Height- 80 pixels
• Choose the pencil tool and ensure it is set to 1 pixel
• Set a new layer for each separate part of the image
(character, pickups, enemies etc)
• Once your done go to Image>Image Size and change
the top number to 1080 and the bottom box to
Nearest Neighbour
33.
34. Evaluation
• For each of your products evaluate how good/bad it is
– For each of your image based products put your final image
in the centre of the page and annotate it using text boxes
and arrows
– For your moving image/audio products include timecodes
and or screenshots for your included examples
– Discuss
• The effectiveness of the tools/processes employed
• The effectiveness of the whole piece
– what you like about it,
– what you think could be improved
35. Checklist
• For this first project you will have submitted: 2 PowerPoints, 2 JPEGS, 1
MP3 and 1 MP4.
• ASA table
• Poster:
– Planning in communication methods PowerPoint
– York College poster experiment (saved and emailed as a JPEG)
– Production (saved and emailed as a JPEG)
– Evaluation in Production Techniques Evaluation PowerPoint
• Radio Advert:
– Planning in communication methods PowerPoint
– Group Production (saved and emailed as a MP3)
– Evaluation in Production Techniques Evaluation PowerPoint
• Advergame:
– Planning in communication methods PowerPoint
– Pixel self portrait experiment (saved as a JPEG and put into evaluation)
– Production (saved and emailed as a MP4)
– Evaluation in Production Techniques Evaluation PowerPoint
