Communication Theory: AIDA Model

This is working towards objective 1.

Whilst researching the Shannon-Weaver Communication Model, I came across the AIDA Model which I feel may be more relevant contextually to my working research question and practice.

“The phrase AIDA, in marketing communication was coined by American advertising and sales pioneer Elias. St. Elmo Lewis in the late 1800s. The model talks about the different phases through which a consumer goes before going to buy a product or service.” This can be seen in present day through the use of marketing and design-led strategies within the consumer industry, such as the fashion and beauty industries in relation to my practice, especially in regards to social media and magazine advertising.

AIDA, an acronym, stands for the following: Attention, Interest, Desire and Action. It is said that these are the four stages which a consumer will pass through whilst engaging with a piece of communication. Lewis notes that the primary purpose of advertising is to capture the consumers attention, spark interest on the product at hand building up a desire to own such product, leading to action in the way of a purchase. However, this is also applicable to magazines for instance and the ad campaigns filling the pages, or the cover alone for example, attracting the consumer through a headline or cover model, gaining interest through the copywriting and content leading for a desirable product to purchase leading to further content and advertisements inside triggering the same process, allowing for more actions to be taken, and more products to be purchased. This can also be looked at from the point of social media as recently researched and worked on throughly Instagram project. By uploading images this can cause attention and interest from followers or communities, leading to a desire to buy into a new product, or change ones appearance for example, leading to an end-action as a result of the initial ‘image’ or ‘advert’.

The AIDA Model is something which I would like to consider for my Social Media Wellbeing Campaign project which I am hoping to begin experimenting with this week, in order to create effective ideas for an advertising campaign.

This process has been summarised below (source):

  • Attention: Attention is usually grabbed by the use of image, color, layout, typography, size, celebrity, model etc
  • Interest: Once attention is grabbed, it’s necessary to create interest in the viewers mind so that they will read more about the brand being advertised. By the use of an attractive sub head, interest can be invoked
  • Desire: The element of desire is usually created by the use of body copy where you write in detail about the necessity of buying the brand, thereby explaining the features of the brand, facts and figures
  • Action: Towards the end, the contact information of the brand will be given where they expect the viewers to take action. It can be in the form of shop address or website address for example.

An example has also been taken from the Communication Theory website to show how this often works in direct relation to a visual in an advertising campaign context, opposed to in a social media context as also discussed above.

 

The acronym AIDA stands for Attention, Interest, Desire and Action. These are the four stages that a consumer goes through when watching or viewing an advertisement.

 

This can also be seen in a campaign spread taken from Vogue Magazine (source):

  • Attention: Photograph
  • Interest: Headline
  • Desire: Subhead
  • Action: Product Names, Prices and Contact (store/website)

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Source:
Unknown. (2014). AIDA Model. Available: http://communicationtheory.org/aida-model/. Last accessed 6th November 2016.
Vogue Magazine. (2011). Image. Available: https://aidasview.files.wordpress.com/2011/10/212395_980.jpg. Last accessed 6th November 2016.

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Collaboration with Scarlett Carson: Commercial Photography

I have confirmed this week a collaboration with a fellow MA student Scarlett Carson, a Commercial Photographer. I feel this collaboration is very important to my practice, with Graphic Design, Fashion and Commercial Photography being extremely relative, whilst the topic of my studies resonates with Scarletts interests and practice also.

Our idea is around Identity and Standardisation within the Fashion and Beauty Industries. Specifically for this photoshoot and project, we are wanting to use shop mannequins, masks and props to represent the concept of plastic surgery and the strive for perfection, and then showcase this as an editorial or campaign led project.

We are both currently in the process of sourcing props for the shoot, and plan on booking a Photography studio in next few weeks to start experimenting with this idea in the studio. Scarlett has been sourcing mannequins, whilst I have been looking for smaller props such as False Nails to complement the idea, enhance the concept and sharpen the boundaries between ‘real’ and ‘fake’ ‘perfect’ bodies.

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“How to be a Beauty Blogger” Zine Idea

This is working towards objective 4.D.

Following the development of the Kylie Jenner zine, and whilst going back through my notes on initial ideas for the project, I had noted a “how to be a beauty blogger” zine, which I wanted to explore also.

However, once I began to create this satirical, typographic zine, I realised that further visuals are needed to bring this to life, and decided whilst also beginning to work on the Social Media Wellbeing Campaign, to put this zine on hold, and have discussed a potential collaboration with Bobbi, a fellow MA student, whom is an Interdisciplinary artist, focusing on illustration and ceramics. I feel her style of humorous and tongue-in-cheek illustration would really help bring this to life whilst adding a different aesthetic to the organically developed style of the zine.

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Instagram Post ‘Idea Bank’

This is working towards objective 4.A.

In regards to the Instagram post brief which I have currently been working on alongside the Poster/Zine brief, I have decided to post these ideas on my blog to showcase a bank of ideas which I have not had time to execute visually. I have decided to put these posts on hold for the time being whilst working on the Barbie Box brief and the Social Media Wellbeing Campaign brief initially. I feel with only 6 or so weeks left of this semester, I need to move on and experiment with different ideas, techniques and processes.

I have noted these below in case I do pick this brief back up again, during this semester or even in semester 2 depending on the context and chosen project to work on at the time. Therefore, the Instagram insights and analysis will now also be drawing to a close until if and when this project resumes in the same regard as it was. Going forward I will use Instagram to share my work Internationally as created , and to log my development. I will do this in order to still engage with the active community I am targeting for my research, whilst also promoting myself, my ideas and work, and furthermore still gaining feedback and insights on what work and concepts are received well, which I feel is a good and constructive form of criticism.

I found inspiration for many of these posts to date via research, thought, idea, conversation, products seen in shops whilst out, articles online etc, and have been noted whilst out and about in the notes section of my phone to ensure these ideas are captured.

I have really enjoyed working on the Instagram posts and feel as though I would of liked to worked on more of a variety encompassing more of the ideas and theories discussed to date, however all of the projects began to merge and therefore took a different direction, therefore whilst I would like to revisit this time permitting in the future.

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Barbie Doll Project: Beyonce & Jay Z “Black Barbie – Collectors Edition” Halloween Costumes

I have decided in the past few days to draw to a close the Instagram Post/Poster brief which has developed into a further range of promotional items surrounding the “what’s my name again?” concept as previously discussed, to begin working on the Barbie Doll brief and Social Media Wellbeing Campaign which I feel I need to begin researching and experimenting with.

This morning, upon browsing Instagram, came across this post by Beyonce, posted 15 hours early, just in time for Halloween Celebrations in the US. Upon reflection, I don’t know how it made me feel that Beyonce had beaten me to creating my life-size Barbie Doll boxes which I had intended to produce. In one way I was glad that she is in-tune enough with current issues regarding the ‘standards of beauty’ and the issues regarding racism and ‘”black beauty” as discussed rawly in Solange Knowles’, Beyonces’ sisters new album. However, on the other hand, my idea is different in that my boxes and models would reflect the contrast between ‘ideal’ and ‘real’ women, showing this through different forms of branding, and I had also envisioned the boxes to be floor length. In addition to these comments though, I do feel that Beyonce and Jay Z using this ‘costume’ to symbolise a message of diversity, beauty across all races, the ‘ideal’ beauty and the idea of the ‘perfect iconic’ couple as often seen blasted in today’s media.

I feel that Beyonce and Jay Z introducing this idea in this way highlights that my idea is a good and worthy idea of pursuing further, with this post in particular gaining 2.5m likes, therefore this alone hopefully will help hit home about these relevant and topical issues which echo current societal ideals and norms.

The production itself resonated with the idea of satire and parody also which I have been using throughout my experimental work so date, mocking the ideas noted above regarding beauty and standardisation. This visual made me think about the issues and points discussed in Mary F. Rogers, “Barbie Culture” in regards to the commercial rise of icons, and Naomi Wolfs, “Beauty Myth” in regards to this particular quote, which I felt resonated with this image and the secondary image which Beyonce is trying to portray to her daughter:

“A Mother who radiates self-love and self-acceptance actually VACCINATES her daughter against low self-esteem. ”

I found this quote taken from ‘The Beauty Myth’ to be extremely powerful which this image in particular showcasing this explicitly through the concept carried out, and the use of her daughter looking up in admiration of those who LOVE themselves, and accept their bodies and appearance, opposed to those who manipulate and change their looks and identities to fit in with societal and cultural trends, norms and ideas. This also embeds the idea of “being black is beauty” and equality for her daughter at a young age, instilling her with good morals, beliefs and most importantly, self-confidence, self-love and self-awarity.

Furthermore, I feel this has become extremely relevant to a more recent blog post I have compiled focusing on Beauty Pageants for example, which I have discussed an interview on This Morning with a Mother, Sami Bushnell, whom fake tans her 3 year old daughter. I feel this is the opposite to what Beyonce is doing – one mother is encouraging ones self-awareness, whilst another is crushing it and infiltrating it as how to change to ‘be the most beautiful’ and claim the title. In a world where this is happening more and more, I think Beyonce targeting the ideas of Beauty Ideals and Standards, Identities and Self-awareness in a positive and proactive manner, and with my project hope to continue in this same vein.

 

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Image Source

Overview:

  • Satire
  • Ideal
  • Diversity
  • Beauty in all races and ethnicities
  • Mocking the ‘ideal’ Barbie and Ken image
  • Mocking beauty standards and ideals

Sources:
Wolf, N. (1990). Quote. Available: https://www.goodreads.com/author/quotes/22393.Naomi_Wolf. Last Accessed: 1st November 2016.
Beyonce. (2016). Instagram Post. Available: https://www.instagram.com/p/BMQTZoXB5d-/?taken-by=beyonce&hl=en. Last accessed 1st November 2016.

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Time Planning and Project Management

Initially at the start of the year, I had planned on using a GANTT chart to allocate my time and work around my project planning. However due to changes in my work circumstances to allow for more time for the full time MA course, this plan has changed slightly. I also found this hard to work by and follow as I found as my initial 2 projects developed this plan was disregarded as a formal structure.

I had since noted I had swapped to lists deciding autonomously the flow of the projects, whilst planning research based projects more stringently, and wanted to reiterate how I have been planning my time recently. I feel even though I have been writing weekly lists as shown below, and then daily lists allowing for a balance of practical, research and theoretical work to be carried out, I have gone over schedule on the initial projects and have now therefore had to reign this in and draw these projects to a close whilst moving forward.

I feel that by writing lists it has allowed me to be more relaxed in regards to what will be done across the week, where as the GANTT charts and weekly charts planned in association to this would of alleviated this problem and perhaps allowed me to feel more balanced in regards where experimental and developmental projects should begin and end to allow for all 4 to be explored equally and fully in the allotted time, in order to make informed decisions going forward into semester 2.

Therefore going forward, I have decided to use the GANTT chart as shown below as a reference on a more regular basis in order to plan my weekly and daily lists accordingly and more efficiently for the remainder of the semester.

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Card Badge and Packaging Prototypes

This is working towards objective 4.C.

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Following on from the FIMO Badge Experiments and planning to use the Metal Workshop this week to hopefully create further prototypes, I decided to further experiment with different card stocks to trial out colours and packaging ideas, whilst also creating a range of badges to take to the workshop to help explain to Leon what it is I want to create, what I want it to look like as well as working out the dimensions of the badge itself.

To create these prototypes, I die-cut several different coloured card stocks, in order to layer, build up and create badges. This can be seen below – the lips/drips separate with a long bar for the relevant text, i.e. “self perception”.

The coloured card stocks used were used to represent colours already used throughout the project to be associative to the viewer.

  • Gold Metallic
  • Gold Mirror
  • Red Mirror
  • Red Matte
  • Pink Glitter
  • Pink Matte
  • Nude (LIPS)
  • White (BACKING for coloured stock for additional support, especially for the drips following the FIMO experiments)

Each colour was backed onto white card using Permanent Spray Mount to ensure that the two pieces of card are smooth, and in perfect line with each other. By die cutting and using this process, it ensures each badge is exactly the same size and shape, and by backing with white adds additional support to the badge as noted above. This will also help with attaching the pin badge itself and supporting the packaging. I found that by backing also this made the badges heavier resembling what would be more like the final outcome of laser cut acrylic (post wood work induction) or using pewter or silver for example, in the metal workshop.

A glue gun was then used to secure the pin badges themselves on to the back of the badges once assembled. Each badge which has been created is different to the other, using a combination of different card stocks to produce different outcomes during this experimental process. I found that the Mirror Gold and Red stock lost its colour coating and turned silver if touched the spray mount glue, so therefore this caused a few problems initially as I had to work out a way to ensure that the glue did not seep whilst settling on the spray bed. To resolve this each was placed on grease proof paper individually  prior to spraying and assembling.

I also experimented with glitter glue which can be seen below on top of a gold ‘drip’ however, I didn’t feel this worked aesthetically and didn’t give the polished finished I was looking for to coincide with the other products and printed elements. I also felt that the gold mirror and metallic gold stock were much more effective and appropriate to the audience and were not as child like, with the card being a much more subtle and true reflection of what I would aim to achieve as a final outcome for this particular project of badges.

In regards of the packaging, I also found that the boxes being so small, didn’t work very well and didn’t appear to give the visual outcome I was looking for. I do think that this is due to the card being matte for one, and also due to the felt not lining the entirety of the inner box, however, in comparison to the card backings with die cut holes for the pin bar, I feel these are much more suitable, in-line and appropriate whilst also being more time effective and cost effective to make with such a variety of badges and possible combinations. I also like that with these sets of 2 can be created and used in the same packaging as 1 saving waste, and could even hold 3, or 4 badges at most in order to create an ‘ultimate sharing pack’. Again like the A6 Digital Print sets have included poly bag sets with a sticker label and some with a mountain-fold label. Unlike the A6 Digital Print sets, I feel the stickers do work with these badge sets well, allowing the product to speak for itself, however again similarly to the print sets, the mountain-fold adds that extra visual dimension to the product.

It is apparent also from the images below that I have not included the text on the lips as shown on the other materials to date being very small when finished and not being legible at a distance. I feel as though therefore, these badges should be complementary to the tote bag sets opposed to be given out or sold for example on their own, and therefore the packaging explains what the purpose and meaning of these badges are, as well as the association with the colour coded shades shown on postcards, prints and posters.

I am also planning on speaking to Leon in the Metal Workshop about the possibility of producing a typographic badge showcasing the “what’s my name again?” phrase as a representation of the project and concept as a whole, whilst also adding a different dimension and sense of diversity to this element of the project.

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FIMO Badge Prototypes

This is working towards objective 4.C.

As proposed through CAD designs, I had developed a range of badges which I noted I was going to initially prototype through using FIMO as I could obtain all of the necessary colours, whilst using a new process which is quite cheap and un-time consuming. I decided to this through using stencils cut out on my Silhouette Cameo die-cutter, which would then be placed on to rolled out FIMO, cut and shaped accordingly. However, upon actually carrying out this process, I actually found this much harder than anticipated, and not at all as accurate in execution as planned nor desired. I also found that the drip on the lip once ‘baked’ in the over for half an hour may fall off especially if handled heavily or caught on packaging or a garment for example.

Overall, I didn’t find that this process is right for the desired outcome which I aspire to achieve and have decided to try alternate processes.

I am booked in the Metal Workshops this coming Wednesday to discuss with the technician Leon, the ways in which I could create metal pin, metal cast or enamel badges for example. I did not think I would make use of this particular workshop being completely new, however discussed this idea with Leon after the workshop induction last week, and this conversation on different possibilities excited me to try new things whilst I am able to. I feel this will allow me to learn something new, whilst also hopefully being able to produce a good prototype for this part of the project.

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What is “Satire”?

This is working towards objective 4.A.

I wanted to look at the definition of Satire, and encompass what this is as the Instagram Post/Poster Brief, Zine and planned future projects encompass this as its main theme along with parody and sarcasm.

This was further highlighted upon finding the work of comedian Luisa Omielan, as discussed in previous posts and found that my work resonated with the definition shown below especially in regards to using “humour, irony, exaggeration, or ridicule to expose … topical issues” for example.

Upon further research, I found it interesting that Harold Rosenberg (1960) noted that humour is the oldest form of social study. In a way I feel as though I am working with “tongue-in-cheek” humour in order to study society at this moment in time, as well as to put my ideas out to the public/target audience.

Furthermore, the idea of using parody and humour without legal constriction came to mind whilst reading the below quote stating that “satire benefits not only of the protection to freedom of speech, but also to that to culture, and that to scientific and artistic production.” This led me on to look at Parody Law in relation to my own work which I will discuss on another blog post.

Definition (Oxford Dictionary):
“The use of humour, irony, exaggeration, or ridicule to expose and criticize people’s stupidity or vices, particularly in the context of contemporary politics and other topical issues.”

Harold Rosenberg, 1960:
The oldest form of social study is comedy… If the comedian, from Aristophanes to Joyce, does not solve sociology’s problem of “the participant observer”, he does demonstrate his objectivity by capturing behavior in its most intimate aspects yet in its widest typicality. Comic irony sets whole cultures side by side in a multiple exposure (e.g., Don Quixote, Ulysses), causing valuation to spring out of the recital of facts alone, in contrast to the hidden editorializing of tongue-in-cheek ideologists.

Other:

“For its nature and social role, satire has enjoyed in many societies a special freedom license to mock prominent individuals and institutions. In Germany, and Italy satire is protected by the constitution.

Since satire belongs to the realm of art and artistic expression, it benefits from broader lawfulness limits than mere freedom of information of journalistic kind. In some countries a specific “right to satire” is recognized and its limits go beyond the “right to report” of journalism and even the “right to criticize.” Satire benefits not only of the protection to freedom of speech, but also to that to culture, and that to scientific and artistic production.” (Wikipedia)

Sources:
Oxford Dictionary. (2016). Definition: Satire. Available: https://en.oxforddictionaries.com/definition/satire. Last Accessed: 30th October 2016.
Rosenberg, H. (1960), “Community, Values, Comedy”, Commentary, The American Jewish Committee, 30:155.
Wikipedia. (2016). Satire: Legal Status. Available: https://en.wikipedia.org/wiki/Satire. Last Accessed: 30th October 2016.

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