12 concepts to develop ideas

Connotation
Denotation
Pun
as..as
Whatif
Irony
Sympathy
Comparison
Exaggeration
Ambiguity
Paradox
Persuasion


PUN - 誘腰求

Comparison - Black and white (racism)

Exaggeration (incredibly small) (magnification by micro-organism)

Storyboard of Giant - Freedom

It is the story board for the Final Project - Promotion of Giant
Aims: to show that riding bicycle is free.
Scene 1: a bicycle is proceeding
Scene 2: Wheel is moving implying proceeding
Scene 3: The road tilted suddenly to imitate the visiion of biker - he falls
Scene 4: the tilted scene moving back to the normal vision
Scene 5: the man continue ride with "himself", the two black sides moving outwards and two people shown.

The black frames on both sides means boundaries and the bike is a tool to increase your horizon, your friendship and you are free from boundaries.

Synecdoche

Coke / Soda
Vehicle Tires
Bullet
Weightlifting Barbell

Penny

Money

Piano keys
However,
From the first picture
bubble
rubber
lead
iron
copper
paper
ivory
Synecdoche is a figure of speech, it is "simultaneous understanding".

Semiotics (Self-Study)

I know that many strategies and concepts have been used in generating a beautiful, meaningful PrintAd. But if I want to master creating PrintAd in ALL categories, semiotics is the important study.

Semiotics

Study of signs and symbols

how meaning is constructed and understood

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It is classified into three branches:

Semantics - SIGNS <- relation -> THINGS

Syntactics - SIGN <- relation in formal structure -> SIGN

ie. Rule for constructing sentences into natural languages

Pragmatics - Relation of signs to their impacts on those who use them

How the arrangement of words and phrases can alter the meaning of a sentence

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Here is a riddle. Answer will upload in the comment. Have fun!

在一宗車禍當中，傷者是一個父親和他的兒子。父親只得輕傷，所以回你家中休息。兒子卻較為嚴重，
需要到醫院做手術。但醫生來了卻說：『這是我的兒子，我怎能替他做手術呢？』為什麼？

How to generate infinite ideas?

AIDA

Aware <>

Interest

Desire

Action

Execution style - humorous? <<>

Europe ad. - can nude

Japanese ad.- fantasy and mood

Opium's ad - nudity

1010 ad - wear skin color cloth, seems to be nude

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10 Executional Styles for Ad

Slice-of-Life

Lifestyle

Spokesperson/Testimonial

Fantasy

Humorous

Real/Animated Product Symbols

Mood or Image

Demonstration

Musical

Scientific

12 ways to use to generate ideas

Connotation

Denotation

PUN

as...as

Whatif

Irony

Sympathy

Comparison

Exaggeration

Persuasion

(the most difficult two requires semiotic knowledge::::)

Ambiguity

Paradox

It is supposed to combine 10 executional styles and 12 ways to generate many variables and ideas.

Copy is not good.

Therefore, you have to see more reference from

masterpieces

artists' paintings

modern artist style >>> your brain

Play Play: tissue gripping beautiful     choose plump apple

Research and analysis on function bra brands

For Adidas
It provides ClimaCool to conduct heat and sweat away from the body skin.
Nandinia Racer Bra can hold your breasts firm but don't flatten them as many bras do so you keep your feminine shape.

For Nike
It provides Dri-FIT technology to bring sweat away and keep body dry

Bonluxe
Functionality (for Pregnants)
During pregnant, the most significant changes are BREASTS, abdomen and hip.
If woman does not give any support to breasts during pregnant, the breasts will seriously droop after given birth.
During pregnant, BREASTS will grow bigger and bigger, bonluxe then comes to fit and give support to different size of breasts during different period of pregnancy.

Main Functions
Prevent drooping
Prevent separation
Prevent deformation
Prevent redundant fat under armpit
Fix Breast Fat
Prevent thicken back

Functionality (for slimming)
Whatever shape you are, Bonluxe helps you Slim-Plentiful

Monopoly of Silk Protein
Soft
Firm
Smooth
Good ventilation
Tension

Function of Silk Protein
Reduce fat accumulation
Reduce high blood pressure
Liven cells / improve immune system
Reduce blood sugar
Reduce fat
Enhance metabolism efficiency
Reduce period pain
Good sleeping quality
Relax rain wave, reduce melancholy
fast body recover
Improve sleeping condition, tender, good temper, concentrate, reduce muscle pain, reduce tiredness

ACTIONS speak LOUDER than words!

Marketing 4P and SWOT

Does the brand work or not?
Can it work better?
How to overcome challenges by competitors?
(Brand gets older. How to renew?)
How to keep up with ever-changing customers' needs and wants?
Brand Adult - Ho to kick start?
Strategic brand analysis (Building strong brands, D. Aaker)

Self Analysis
Existing brand Image
Brand Heritage
Strengths
Capabilities
Organizational Values

Brand recall (Unaided)
-Brand recognition (aided)
-Brand promise VS Perceived benefits
-Unique proposition VS Me-too claim
-Edges over competitors
-Perceived quality (Product)
-Perceptions about brand
-Likability towards brand
-Share of mind VS Share of wallet
-If the brand is person, he is...

Competitor Analysis
- Brand Image < (Adj.)
- Brand Identity < (Logo/color/typeface)
- Strengths
- Strategies
- Vulnerabilities

Customer Analysis
- Trends
- Motivation
- Unmet needs
- Segmentation

Doing the Project
Survey Questions
What type of Tissue you know?
Put priority of them

Such as shampoo segmentation oil, dry, netural, long, short, color

ROI= Return on investment

Qoo water and Watson water from the same tap
Watson for quality high
Qoo for general

Market = Pizza
segment (target segment pic)
-demopraphics
-psychographics

Marketing 4P-
Product
Place (supply-chain management)
Price (Pricing Strategies) )Exp. expensive at the beginning, then discount, it is bench marking
Promotion (Marketing communication)

Competitive advantage (Strategy when every brand is competitive)
such as
only me has the source
self country production (geographical advantage)
consumer attitude



SWOT analysis
S = Strength = things that the company/service does well
W = Weakness = things that the company/service doesn't do well
O = Oppotunity = Conditions is the external environment that favor the strengths
T = Threats = Conditions that doesn't relate to existing strength or favor area



Not self go promote,
But looking outside the world.

Case Study - Vida Sassoon
- Brand as Product offering treatment-oriented attributes like PPT
- Uses frequency/personality stylish with a touch of humour
- Intense competition both in product development and advertising spending
- LUX|Rejoice|Pentene|Clariol|H&S|Dove

SWOT Analysis (Vida Sassoon)
S
Heritage - Professional knowledge and image from salon background
Personality stylish with a touch of sophistication
W
Low top-of-mind awareness
Less line extension
Perceive slightly expensive
O
Consumers look for add-on attributes, eg, treatment

Case Study - Samsung notebook
-mothe brand (Strength
-many use notebook than PC nowadays
-portable, stylish

SWOT Analysis (Samsung notebook)
S
Top global brand prodcer of hard drives and main computer
W
General misconception of Samsung's products
O
Small household and small flat size
Use lab for entertaining purpose
T
Intense competition
Low consumer loyalty

[Low-involvment product - consumers always change brand, such as new formula in shampoo, new 36-inches television
High-involvment - building, insurance - usually loyal to the product, not easily shift to another brand]

Strategy and Advertising Promotion
This project aims to show one more thing - Client intention

07033389A

07033389A
Over Over!