Advertising: A Sign of the Times

30/10/2013 § Leave a comment

We are the most savvy generation to media which therefore makes us very aware of every single type of advertisement around. However it is about attaching an emotional quality to the product so that we go out and purchase it.

The 60’s

This was the birth of modern society as we know it. Recovering from the war, life was still the traditional family setup with traditional family values. The rise of fashion that we know now was to change the way we lived – Twiggy and The Rolling Stones we symbols of the rise in good advertising that was heavily influenced by America. We began to gain freedom in advertising and learnt that we could now do it how and when we wanted to. We only had one channel of advertising whereas America had a huge boom.

The 70’s

The freedom of restrictions allowed more creativity to come through in advertising. Lots of people started throwing money into it because they realised the business was vastly becoming the place to invest. Towards the end of the 70’s, economically things went bad. They showed death and gore at inappropriate times – however, this is when the legislation was introduced and helped prevent such explicit images to be shown. As there were no restrictions, they had an evil eye on Tony Blair’s face and this later got banned. When Thatcher became prime minister in 1979, we were very optimistic about our future as she was our first female prime minister, however that was the beginning of another rising of another backlash as she banned partying and raves.

The 80’s

The 80’s had a growing divide between rich and poor which there still is today. Media channels started to grow and expand and because of the global rising, money was being thrown everywhere. All the big labels grew and it was all about big time selling consumerism.

The 90’s

The 90’s brought globalisation, new media, internet and a web explosion. Advertising had to be able to rethink the campaigns after the backlash. They had to see what’s important rather than the hard cold approach and the optimism because of new technologies meant we became respected again by the world. When the film “Blair Witch Project” was released it went viral online as the advertising campaign seemed so real and different to anything previously.

The 00’s

2000′s is the Millennium and we all thought that the world would end at this point. This belief paved the way for the weird and wonderful. New knowledge and skill meant it was time to grow up and deliver an Anti-advertising approach, there is no hard sell anymore just all about intrigue, fun and impressing people with their technological advances. Graphic design isn’t a stand alone art anymore, you need to be able to make strong decisions.

Top 5 industry adverts of the last 100 years:
1. Levi’s commercial – ‘Laundrette.’
About a guy taking his jeans off and constantly washing them trying to make the dye fade. Americanism as the guy wore underpants so after that boxer short sales went through the roof. The song playing came back into the charts.
2. Heineken blues – ‘Sadness Is My First Name.’
3. Hamlet – ‘Cigars.’
4. Tango commercial – ‘Orange Man.’
5. Cadbury’s – ‘Smash.’

Taxonomy Progress

29/10/2013 § Leave a comment

20131029-142704.jpg

This is just an update on my Taxonomy project. The image above is of the scooter I will be using to form my anatomies section of the project. Slowly but surely it’s been taken apart and I’m roughly about half way through – making sure to keep every single piece that comes off it. I am so excited to lay it all out and categorise it correctly for my photos. I’m considering putting my images and information into a mini leaflet/book as well as a large copy of my final anatomy image. I would have loved to take apart a Vespa or Lambretta, but unfortunately they are incredibly expensive and on my student income, it just wasn’t possible! (This image is not mine but the original owners)

After Effects: Working with Layers

28/10/2013 § Leave a comment

In this tutorial with Jay we watched his video on working with layers within After Effects.

We began by creating a new composition, a new layer and then creating a solid in a bright colour. Using the Pen tool we then drew a shape and added some animation using the selection tool and adjusting the key points in our shape. Below is a video of my first attempt at animating and changing the position of a solid shape:

The second section of the tutorial he showed us how to create circles, duplicate them, change the colour (in this case we used the 255 of R,G and B which are the colours the TV uses) overlap them and finally change the ‘mode’ to ‘add’ so that we can see what the colours make when put together.

The third section of the video had us adding a rotating shape to our existing animated solid shape and adding an animated gradient fill. Here is my video example:

The fourth section of the tutorial was creating learning how to adjust the pivot/anchor point of the shapes we created so we can change where it rotates. This was a lot simpler than what I first expected:

The final part of the tutorial was perhaps my favourite and that was adding effects to the paths of our shapes. In this case, we added ‘wiggling paths’ and we can change all the settings of this to make it exactly how we would like. We were also taught how to creating 2 different shape layers and have multiple animations happening at the same time – we had the fill fading in as well as the wiggling paths:

Photoshop: Channel Masking

28/10/2013 § Leave a comment

In Stephen’s tutorial today, we were to successfully cut out and place something onto a new background.

We began with this image below:

Primary Image

Primary Image

The first step was to open the Channels tab and locate which channel had the biggest contrast between the background and the models hair – in this case, it was the blue channel.

We had to duplicate this channel (renaming it mask even though it’s not) and from here we were to adjust the levels so that the background was white. We then proceeded to select the paintbrush tool to black out the model, making sure the gaps in her hair remained white. This then meant that we could switch the paintbrush tool to overlay, adjusted the opacity of the image and then painting over the hair again.

This finds shades of grey within our image and turns them black if they are over a certain percentage.

Our next step is to select the channel we created and inverting it so that we can make a mask. From here, we can place our new background below the layer. Unfortunately, you might be able to see a white halo outlining the model – to remove this we need to delete the layer mask and channel before repeating the entire process again. Before we can make the mask however, a little refining around the edges is needed. To remove the halo we need to change the edge’s percentage to a negative number and create a 2px feather to help blend the model into her new background.  It’s a long process, but it gets really great results in the end up.

modelsky

Advertising: The Vespa Timeline

24/10/2013 § 1 Comment

A compilation of images taken from The Cult of Vespa

A compilation of images taken from The Cult of Vespa book (Piaggio)

I created this timeline for Vespa Advertisements from the 1950s through to the 1980s. I acquired all my images from The Cult of Vespa written by the Piaggio team. I believe that this timeline not only works as visual information but also as a great guide and insight into the world of advertising throughout the years and how it’s changed.

I noticed that during the 50s, it was primarily women that featured in adverts alongside the classic scooter. This is because when it was released to buy it was accessible to women as well as men, which opened up a lot of doors for them as they weren’t allowed to ride motorcycles for cultural reasons.

I found the 1960 advert interesting as it features the famous Santa Clause. They managed to feature him alongside a fabulous woman and this not only made Santa look ‘cool‘ but also made their products look fun and more appealing to a younger audience.

The 1970s adverts were very bright and bold in imagery and design. This definitely reflects the era they were in: hippies, flares and Saturday Night Fever spring to mind! I particularly love this selection of adverts.

The 80s made way for more cool and simple advertising with their Vespa’s having a ‘pimped’ up vibe. The scooter in the 1981 advert features a rather wild leopard print seat! Groovy baby!

Coding With Multiple Images

23/10/2013 § Leave a comment

This week Spencer wanted us to adjust the stroke/fill of our selection squares, play around with different opacities and paint using more images in the software. Here are a few print screens from the session:

These were the images that I sourced for the session: George Eads, Hugh Jackman and Matt LeBlanc (If you don’t know who any of these attractive men are, please for your own sake, look them up!)

Firstly, we had to make sure that all our images were correctly named and in the right format and location. This is vital if you want to make your coding process as easy as possible – once you mess up, it’s quite tricky to find where you went wrong!

We then had to set up the coding, which Spencer kindly gave to us (thank you!). In my previous Coding posts you will notice my selection squares are in neon green or bright red. Our first move was to get rid of these colours and let it pick up the actual image colours – this meant adjusting the stroke and fill codes.

The next step was to adjust the opacity and finally the last step was to add in a couple more images. It got a little complicated at this point and it seemed as though half of us managed to get it (I was one of the fortunate ones) and half of us struggled for a long while. The point of adding the images was that whenever we pressed play, it produced a random image from our files.

Instagram

23/10/2013 § Leave a comment

It’s not often i’m scrolling through Instagram and stumble across images that complement my current work for University.

The first image is a collection of springs by Mitchell Davis. Not only is this a taxonomy, it is a taxonomy that works well with my current collection of scooters and my route into the engineering aspect of it all.

The second image is an anatomy of a Mulberry bag taken from their official Mulberry Instagram feed. Mulberry bags are genuinely the most fabulous bags on earth and the fact that I could include something fashion related into my work and it be relevant in all ways is perfect! This image complements my route into anatomies via inspiration from Todd McLellan‘s book called “Things Come Apart“. I will be looking into his work in further detail shortly.

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