Cop Proposal

OUGD501 - Module Evaluation

This module has enabled me to have a greater understanding of the power/tricks within advertising. When approaching creative writing it is seen at first to be quite a daunting topic for me but when I have a complete understanding I find great pleasure in learning about the chosen subject. Learning about the psychological effects of the mind (hidden needs) brought me to an intense engagement with the theory behind desiring and how it can be tampered with. To a certain extent I didn’t believe in the hidden needs but from the solid research, I was able to generate facts on the subject of advertisers functions. The title of my essay was truly mind blowing. The interests in Vance Packard resulted in me basing my practical on his studies, applying certain advertiser function but also enabling an awareness in which Vance Packard brought to our attentions. Because I spent a lot of time evolving my creative writing it brought me to a standstill with my practical, resulting in an extension of the module.

In comparison to last years creative writing, I would say I’ve developed a much greater understanding in the creative writing & practical. Since doing this years cop I have advanced slightly in my writing & processing skills. The guidance received has also allowed me to approach a different style of writing, which I’m most satisfied with.

This module has given me insight into how much time it takes for me to complete both writing and practical. Which will prepare me for my dissertation, applying double the efforts in a much smaller timescale.

Overall this module has been a massive learning experience in creative writing but also forming an interesting awareness of my surroundings. My only concern within this module was my practical, as I hadn’t spent as much time as I wanted to on it. I think my concept communicates well but to have more of an engagement in other possible areas will have given me a better choice in what concept suited most, a fresh set of eyes would have been helpful in my design decisions also.

OUGD501 - Design Boards

OUGD501 - Essay 2 Practical

Vance Packard’s in his book The Hidden Persuaders (1957) reflected a forbidding picture of how desire could be perceived. The post-war idea of a thriving world, for which unaffected human requirements could be achieved as strong, well organized and growing low-cost, was devastated. Packard unproven that, in its place of helping human requirements, the big companies were operating our very needs, using all from subconscious messages to the misuse of sexual imageries

As mentioned in this section of my essay, advertisers operate to the physcological effects of the human mind in aspects of our desires and needs. They show and tell us about products in a manner that we cannot resist. The application of theory has a graphical approach to it, so to apply my creativty in the area would need an indepth approach on colour theory & quality of imagery & linguistics  

OUGD501 - Research - Vance Pakard

Vance Packard

"In The Hidden Persuaders, first published in 1957, Packard studies the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal tactics, by advertisers to manipulate expectations and induce desire for products, particularly in the American post war era. He identified eight "compelling needs" that advertisers promise products will fulfil. According to Packard these needs are so strong that people are compelled to buy products to satisfy them."

To discover an in-depth approach with the Hidden Needs will provide a most relevant practical outcome. Vance Packard expertises revealing how advertisers suppressed the psychological mind of the consumer in effective persuasive manner.

OUGD501 - Practical - Final Outcome

The Finals resulted in a much more professional resolution which wasn't expected as my ability isn't as broad when approaching photoshop. The use of effects became rather handy in creating a much more engaging 'Hidden Need poster. 

When applying detail to the Ferrari Poster it was important that it looked realistic and rich in its overall visual. The meaning for that is to create an emotion of need that'll reflect back onto the quality  of the poster, in which advertisers visual communicate to the consumers. 

Ferrari is one of the one wealthiest car brands out there and I believe the phycological theory has been applied to them through the use of Colour & Linguistics within the brand/adverts

When you think of Ferrari you may immediately think red, horse or even fast. After my interaction in colour phycology red is supposed to communicate a feeling of power/strength. The logo being a horse which represents the speed (Horsepower) of the car. A horse also has a lot of strength it's the ideal animal of speed, power and strength. In relation to humans we aspire to have such power and how we apply to ourselves is by owning something that performs in such ways. To have a Ferrari would necessarily mean you're at the top of the chain of society. This is what most people desire, a sense of power. (Hidden Need #1) 

When coming to the immortality poster I didn't need to make use of young (photoshopped) models to create an enticing poster to the product, a much fairer advert. Although my aim wasn't to create a poster which people would want to buy, my approach to this outcome was the awareness & to bring the lies to an end in the most obvious way. The fear of death threatens us all but for us to be naive about it is much more emotionally destroying. The faster we accept it the better we will be. 

This is a struggle, for advertisements create insecurities which force consumers to buy youthful products. Slogans such as 'because you're worth it' a play on words that introduces self-confidence to female. But since when was confidence an issue, only until advertisements used the most beautiful models to sell the product. Makeup & photoshop will create unrealistic features & beauty. 

My interpretation on the subject is to make the woman understand they will not live forever and to be true to themselves for that itself will be the one that creates a form of phycological distress. The poster is also to create awareness on the exploited 'Hidden Need'.

It is also a much fairer ad for you can choose to buy the product simply based on the brand, ingredients, application and the overall product. of course, this method will not sell a much but it's fair to both ends. (Hidden Need #2)

This particular poster was to involve a message of how we feel like we need to own a specific brand in order to be a part of a group/society, to have a choice over your identity & how you'll be perceived by others. 

But when young you can be categorised and bullied, as people have an inappropriate opinion on the appearance of individuals. 

Realistically it's just a brand/logo so why have we been pushed apart from one another for not having a similar look, I believe people are becoming a brand rather than a human. 

Brands use strategies to create loyalty so you return to them rather than picking up another form of a brand to claim another identity. 

The point I'm trying to communicate in this poster is slightly anti - ad for I've manipulated their brand image (trolled) to convey a message that we shouldn't have to own a brand to become acceptable in society or higher class.