Ros Sinclar delivered the presentation focused on her area of practice and main interest, advertising. It is also one of my own interests and I was intrigued to learn about practitioners in this area and how their work followed the rule of simplicity.
Ros briefly summerised how Doyle Dane Bernach had changed the face of advertising by introducing this idea of simplicity to adverts. The adverts were not full of irrelevant information and in this case less was more. The adverts were simply clever showing a relationship between a short piece of text and one image. The effectiveness of simplicity was created by the use of negative space and position of text and image.
As a graphic designer, you need to be prepared to take risks. Whether it means taking risks in the process for the design, or the risk of the reaction to your design. Creative Director, Juan Cabral is a perfect example. Juan Cabral is a well known film director known for directing several memorable television commercials such as the Cadbury's 'Gorilla Advert' and 'Sony Bravia 'paint', 'balls' and 'rabbit' adverts.
In the lecture we were shown one of the inspiring television advertisements for Bravia television created by Juan. I looked further into behind the scenes, discussing the reasons of the ad, the process, the element of risk, and their competition. You need to have consistent contact and a firm relationship with your competition in order to be different. Research into what the design world has to offer and how you could be different and make change for the future.
Juan Cabral develops a simple idea into a big production to give it a memorable message. There is complexity in the production but the idea is kept simple. The combination of the simple concept and eye catching imagery is what makes his work so effective.
A graphic designer in advertising has the capability to be confident to approach the right practitioner's to assist the process of their idea, and make their vision come alive. The perfomance could have gone horribly wrong, but with the right team of creative minds the advertisement is shot beautifully.
I have decided to look at Juan Cabrals work for other Bravia television adverts, and analyse what he does to makes his work so effective. Take the Bravia 'rabbits' advert, the concept of having friendly, colourful rabbits in contrast with the setting of a urban city landscape makes you think that this rush of colour can improve anything, in this case your television. He is also clever in the way he combines and relates the choice of music to the imagery. In this advert the song played is 'shes a rainbow' pushing the importance and excitement of colour.
A key feature in advertising is story telling. We were introduced to Hegarty who quoted 'Storytelling is the simplest ,most memorable device for engaging , learning , entertaining and persuading. It’s not surprising then that so many great ad campaigns adopt this simple device.' Telling a story that the consumer can relate to will also form a stronger relationship with your audience. The Levi's 'launderette' advert was well known for its simple story telling. The audience was able to remember the story because of its retro feel and its simple humour. The story line was also something different and unexpected. The advert ended up relating to peoples everyday lifestyle, as people would copy the story line of washing jeans in the washing machine to shrink fit them in the stylish way Levis did.
No comments:
Post a Comment