Monthly Archives: February 2012

Create a short film of yourself

Our latest brief entails looking again at the archetypes we have decided best illustrate our personality, for me Sage and Everyperson, and produce a video of circa 2 minuets in length. As well as considering what ideas would best illustrate my self, I must consider what the best and most effective way on displaying in the video.

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Archetypes: Everyperson

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Archetypes: Sage

“A wise man doesn’t just know what he knows, he knows what he doesn’t know.”

I would consider myself of the ‘Sage’ Archetype, as I am fore ever trying to learn more, find answers for questions, and questions for answers for questions. I am fairly reluctant to show empathy or share my feelings to others, and I am generally unsympathetic.

I believe that knowing the mistakes of the past can prevent such mistakes from being repeated in the future, as such I am often keen to persuade others to way of thinking by presenting them with reasons why.

The European Space Agency (ESA) and the National Aeronautics and Space Administration (NASA) are two examples of ‘sage archytpical’ organisations, as they are always seeking to expand the human knowledge further, whilst knowing they won’t even skim the surface of what could be known. Whilst NASA entered the space race with the USSR as a Cold War related arms race, they and ESA have always intended to know more about out world, and universe. It is often thought that NASA did it just for the race, just for the exploration – both of which are partially true, but getting the moon was never  the end of NASA’s luna mission, it was merely as far as the United States government wished to take the project, as the provider of NASA’s massive budget (that has considerably shrunk since the Cold War), they were forced to explore cheeper luna missions.

The European Space Agency is the space agency of the European Union, receiving the bulk of it’s budget from the United Kingdom, France and Germans – all of which, like the USA, are fairly restrictive with the budget, but like NASA they have a great thrust for knowledge, wishing to one day explore Mars by setting up a territorial base, and sending numerous probes around the Solar System. They are perhaps best known for the Satellite Navigation system Galileo that provides 7% to the economy of the European Union.

The University of Oxford is the second oldest University in the world, and the oldest in the English speaking world. World renowned as one of the best universities in the world, it is renowned for forever wanting to increase knowledge, of science, history and the ‘English’ language, to which the Oxford dictionary gets it’s name.

The National Health Service is of course primarily a care giving organisation, though they have many researchers dedicated to expand knowledge of health, not just for knowledge it’s self, but obviously to provide cutting edge medicines and operations to it’s patients.

As the worlds largest and most expansive broadcaster the BBC (British Broadcasting Coroperation) has reporters in almost every country, provides detailed reports for every major, and most not so major, events and shows them around the world in dozens of languages. It’s constant requirement to know more, to look at whats happened, and whats happening and what could happen and makes then shares it to the worlds population, makes them an ideal example of the Sage archetype.

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Introduction to Brands Strategy & Creative Branding

This unit is designed to build on your semester 1 unit: ‘ABC1001 Introduction to Advertising and Brands’ by linking brand ‘strategy’ and ‘positioning’ to brand ‘creative’.

In this unit, you will be able to investigate brands in a variety of ways: through lectures, case studies, research, workshops and practical design work in the studio.

Brands are one of the cultural phenomena of the society we live in; their images and brand communication surround us and pervade our lives.

Brands, like people, have identities and personalities. Successful brands are those that are able to command instant recognition. Brand communication serves to establish a relationship with consumers.Brands embody a powerful set of tangible and intangible values – their appeal stretches beyond the physical into the psychological.

Through a series of lectures, seminars, tutorials and workshops, you will explore  and analyse how brands and brand personality are constructed and expressed through all brand communication, and how visual and sensory elements have been used to generate brand appeal.

Research and analysis of brands will also highlight some of the social and economic factors that inform the relationship between consumers and brands and influence the society we live in.

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Introduction to Digital Communication

This unit offers both a theoretical introduction to the digital landscape and the opportunity for you to explore in practice how to use the new media landscape within advertising and branding communications. The unit is organised around three themes.

The first provides students with a conceptual map of the new media landscape. As new media appear, old media are redefined, take up new roles and reach new audiences. The key aim of this strand is to help you realise the multi-channel approach business adopt to reach different market sectors at different times. You will get an introduction to the history of the net, the early cultures, the arrival of the web, hypertext and online multimedia, the dotcom boom and bust, the development of Web 2.0 and its new services – Google, Facebook, Google +, YouTube, iTunes, Wikipedia, Browser technologies including Google chrome and Flock, P2P technologies, social networking, blogging. Building on the history, this strand will stress a number of key distinguishing features about the new landscape, including convergence, participatory culture, personal media, network society, the culture of control vs the culture of exposure, the attention economy.

The second theme of the unit focuses on advertising. User control online means approaches to advertising and branding have had to change. Businesses are still working out how best to communicate in the new media landscape. This strand will cover some of the options that have been tried to date:

1. The arrival of advertising on the web with banners

2. Spam, pop-ups and the return of intrusive advertising

3. Search engines and key words

4. Viral marketing – the development of virals – ads as social currency users are happy

to circulate – peer to peer marketing

5. Google Ads – the new micro-advertising economy

6. Facebbook, social networking and the music business

Building upon the knowledge and understanding gained in Principles of Marketing, you will be analysing how marketing is also evolving in the new media landscape.

The third and final aspect of the unit provides you with an opportunity to explore in practice ways to infiltrate online communities for advertising and brand communication purposes. As part of this you will learn how to develop your own blog, produce a website and design an advert referencing your website. Case studies-based workshops will introduce you to popular sowftare packakes like Flash and Dreamweaver, widely used in digital communications, and show you how to use them in the context of advertising and branding. Working collaboratively you will employ one of the Web 2.0 services to generate creative concepts using some of the new advertising options shown in class.

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