Produce a range of advertisements across a range of print and web based mediums for Cadbury, with the aim of restoring faith in the iconic British brand following the Kraft takeover.
My original concept for the practical element was appropriate for my original research subject however as this has developed my practical concept has had to develop to.
The purpose of my extended writing piece is to discuss how effectively the strategies advertisers use can influence emotions in the audience and ultimately persuade them to consume whilst also questioning the morality of this practice.
As primary research for the brief I have separated the different components of an ad; the image, the type in order anaylse their effectiveness separately. Would the audience even know what the ad was selling? I want to use the results I get from this primary research to directly influence the practical element.
Revised Brief:
Design and produce a advertising campaign pitch employing a emotional strategy appropriate to chocolate advertising for a start-up chocolate confectioner.
In my tutorial, Simon had suggest using Kickstarter as a platform in order to find a possible client for my brief. Designing for a live client is not something I have had the opportunity to do before, I believe it would give the synthesised project more of a purpose and would lend more credence to my work.
From all the chocolate companies on Kickstarter I chose to contact Ebon Chocolates and Junior Chocolates because the descriptions they gave for their product ethos using words such as "indulgence" "salivating" and "savoured" backed up a lot of the research I had gathered so far on the emotions often conveyed in chocolate advertising therefore giving me the opportunity to use experiment with the emotional strategies I had discovered in my research in my own practical body of work.
Messages sent to Ebon Chocolates and Junior Chocolates
Response from Ebony Dip
From the messages I sent out I got a response from Ebony Dip of Ebon Chocolates who was positive about my idea and would like to work with me. I am extremely pleased with the response as if nothing else it gives me a outlet for some outsider feedback on my designs which will be helpful during the ongoing development of this brief.
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