Summary of Project
The aim of our project was to rebrand crafting in the eyes of teenagers and change their preconception that craft is something old fashioned and uncool, something that appeals only to older people. We began by giving craft a new name, a name that expressed and communicated the message we wanted to give and hinted at the potential that crafting has- EKKO.
EKKO represents how rewarding craft is, you put so much effort into something and that something bounces (echoes resonates) back at you and your life in the form of fulfilment, appreciation, inspiration, satisfaction so echo in this sense is a metaphor symbolising the process of exchange in making craft. This new craft will be experienced and introduced to netizens through a “secret” competition on youtube where contestants who have truly grasped the tagline “Live’s what you make it” and made kraft their own, will showcase their style, break conventions and EKKO this way of life through their work and the people watching. |
The final logo design above was made by my team member Mujeeb.
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My final website design
Above is the final website design I made.
The second page is the page you get when you are invited by someone who is already familiar with the competition using our stickers QR codes that Mujeeb (team member)made. I came up with the tone of voice for the website inspired by something similar to divergent or hunger games, because I was trying to emphasise the underground secret competition aspect of our project. I wanted it to sound like a cool challenge to accept and a part of. This website is a lot lighter compared to my previous one. I tried to lose less black because it focuses too much on the underground aspect and became a different style from our posters also made by Mujeeb. So instead I tried to find cool "craft" photos with lighter background and incorporate the other brand colours more. The opening page has a play button because when you click on it to plays a trailer from the competition on youtube. The menu was separated into two parts. A bar on top- like the previous one, and a side menu made out of a part from the echo visualisation symbol made by Mujeeb which is also on the logo when found in other places. I used it in order to make it more dynamic and exciting so i added buttons to the empty rectangles already present in the shape. |
In terms of tone of voice we decided to keep the idea of turning 'q's into 'k's (an Idea we came up with for the first attempt at changing the name of craft to just Kraft UniK) since it looked cooler and more unique.
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First Attempt at designing the website
Website Draft Version
I came up with the tagline "Live's what you make it" because I wanted to reflect what crafting is about. It is about making things but in order to create or achieve anything in life you need dedication, time and effort and thats not only limited to arts and crafts. This dedication and handwork gives the creation more value its almost like you left a part of you in that thing you made, it feels more personal than something made by a machine on a machine for mass production.
I came up with this with the idea that we wanted to make teens believe that crafting is a viable career option and is rewarding, it is something you can be proud of, success can be measured in different sizes for different people, my 8 year old cousin created her first little bag out of crocheting and she couldn't be more enthusiastic about it, she's not a teen yet and its not perfect but its the imperfection that make it special for me personally and its a start of something this skill is something that can open paths for her in the future.
I came up with this with the idea that we wanted to make teens believe that crafting is a viable career option and is rewarding, it is something you can be proud of, success can be measured in different sizes for different people, my 8 year old cousin created her first little bag out of crocheting and she couldn't be more enthusiastic about it, she's not a teen yet and its not perfect but its the imperfection that make it special for me personally and its a start of something this skill is something that can open paths for her in the future.
Research into existing websites
New Kraft: EKKo Photos
Coming up with the name
Above is an exercise I learned in 2nd year during one of my branding lessons. It is a very useful way of coming up with interesting and abstract words and things associated to the topic since it requires you to think quickly and answer those questions in relation to the topic by activating the right side of the brain.
Each team member answered the questions separately and these are my answers.
After answering the questions we looked back at the words and choose the ones we liked the most. Some worked on their own others we tried to combine and create new and more interesting words.
Despite this being fun and interesting the words we created didn't work very well and didn't communicate the message we wanted this new craft to say.
Instead the name I came up with and shared with the group was echo, which we later changed the spelling to EKKO to make it look cooler for teens.
My reasoning behind this word was that it represents:A) How rewarding craft is you put so much effort into something and that something bounces (echoes resonates) back at you and your life in the form of fulfilment, appreciation, inspiration, satisfaction so echo in this sense is a metaphor symbolising the process of exchange in making craft.
B)Symbolises how the contestant will showcase their style in the competition and it will echo through their work and the people watching.
Each team member answered the questions separately and these are my answers.
After answering the questions we looked back at the words and choose the ones we liked the most. Some worked on their own others we tried to combine and create new and more interesting words.
Despite this being fun and interesting the words we created didn't work very well and didn't communicate the message we wanted this new craft to say.
Instead the name I came up with and shared with the group was echo, which we later changed the spelling to EKKO to make it look cooler for teens.
My reasoning behind this word was that it represents:A) How rewarding craft is you put so much effort into something and that something bounces (echoes resonates) back at you and your life in the form of fulfilment, appreciation, inspiration, satisfaction so echo in this sense is a metaphor symbolising the process of exchange in making craft.
B)Symbolises how the contestant will showcase their style in the competition and it will echo through their work and the people watching.
Interesting Designs using Craft
The competition
Our competition format:
Participants: 8
Prize: Magazine winner. Big Box of material. Scholarship.
Second: Medium supply box + 200 cass art voucher.
Third: Gift voucher and discount. Small box. 100 cass art
Show Format:
Tasks: Seasonal Holidays re-represented through the lens of their own style.
-New year
-Valentine.
-Easter
-April Fools’
-Summer holiday
-Halloween
-Christmas
-Create an additional seasonal holiday.
Location: Workshop set.
Assessment criteria:
-Development of ideas.
-Making Process.
-Teamwork and how well you are able to adapt/flexibility.
-Uniqueness: how well they avoid the conventional aesthetics of the season.
-Execution
-Resourcefulness
The instagram competition is used to promote the youtube competition and encourage crafting in young people.
Participants: 8
Prize: Magazine winner. Big Box of material. Scholarship.
Second: Medium supply box + 200 cass art voucher.
Third: Gift voucher and discount. Small box. 100 cass art
Show Format:
Tasks: Seasonal Holidays re-represented through the lens of their own style.
-New year
-Valentine.
-Easter
-April Fools’
-Summer holiday
-Halloween
-Christmas
-Create an additional seasonal holiday.
Location: Workshop set.
Assessment criteria:
-Development of ideas.
-Making Process.
-Teamwork and how well you are able to adapt/flexibility.
-Uniqueness: how well they avoid the conventional aesthetics of the season.
-Execution
-Resourcefulness
The instagram competition is used to promote the youtube competition and encourage crafting in young people.
Research into similar/existing competitions
The Young Artists Awards
-A performing arts education, audition, performance, and scholarship program for students from throughout Southwest Florida ages eight to twenty-one.
-The project recognises the area's top talented students in the performing arts.
-Their mission is to provide performing arts opportunities and scholarships in the areas of dance, drama, vocal and instrumental music performance and to provide a showcase for the talents of our local youth.
-Provide young performers access to professionals in the various performing arts fields, for positive written feedback and educational exposure through open auditions and judged performance(at annual Gala at the Broadway Palm Dinner Theatre).
-Top student awarded=Forty-six scholarships totalling $30,000,and opportunities to collaborate with educators and professional artists.
-Aim is to provide an enhanced view of young artists and the cultural climate in Southwest Florida.
http://youngartistsawards.org/
-A performing arts education, audition, performance, and scholarship program for students from throughout Southwest Florida ages eight to twenty-one.
-The project recognises the area's top talented students in the performing arts.
-Their mission is to provide performing arts opportunities and scholarships in the areas of dance, drama, vocal and instrumental music performance and to provide a showcase for the talents of our local youth.
-Provide young performers access to professionals in the various performing arts fields, for positive written feedback and educational exposure through open auditions and judged performance(at annual Gala at the Broadway Palm Dinner Theatre).
-Top student awarded=Forty-six scholarships totalling $30,000,and opportunities to collaborate with educators and professional artists.
-Aim is to provide an enhanced view of young artists and the cultural climate in Southwest Florida.
http://youngartistsawards.org/
Work of Art reality show research.
Work of Art: The Next Great Artist (American reality show)
Number of Participants: 14 up-and-coming artists. They gets to show their talent to important people in the art world/industry.
Judges: Jerry Saltz (Since 2006, he has been senior art critic and columnist for New York magazine), Bill Powers (Gallery owner), Jeanne Greenberg Rohatyn (owner of Salon 94, an art gallery with three locations in New York City),
Mentor: Simon de Pury (a Swiss art auctioneer and collector. He is chairman and co-founder of the art auction house Phillips de Pury & Company, one of the largest art auction houses in the world), China Chow.
Prize:A solo exhibition at the Brooklyn Museum, a cover story in blue canvas magazine, and a cash prize of $100,000.
Tasks: Each episode presents the contestant with a challenge to complete and they only have a limited amount of time to complete it e.g after challenge is given they have until midnight that day + one hour the next day.
They have a studio space where the viewer is able to see their working process.
Judging: -Before the judging their pieces are presented in a gallery space where the judges and visitors look around and ask the artists about their work, making some comments.
-After the gallery exhibit is over the judges call out some artists to stay and the other leave because they are “safe”. The ones who stay are because their work was either exceptional(top three) or the bottom. Both need to explain and get further/more detailed feedback.
-Each round has a guest appearance and one person is eliminated
-Typically winners receive immunity and cannot be eliminated the following week.
-When deciding the person to eliminate the judges discuss between themselves and to announce it they start with : “the only rule in art is what works and none of your pieces worked” “One of you is leaving us tonight”.
Work of Art: The Next Great Artist (American reality show)
Number of Participants: 14 up-and-coming artists. They gets to show their talent to important people in the art world/industry.
Judges: Jerry Saltz (Since 2006, he has been senior art critic and columnist for New York magazine), Bill Powers (Gallery owner), Jeanne Greenberg Rohatyn (owner of Salon 94, an art gallery with three locations in New York City),
Mentor: Simon de Pury (a Swiss art auctioneer and collector. He is chairman and co-founder of the art auction house Phillips de Pury & Company, one of the largest art auction houses in the world), China Chow.
Prize:A solo exhibition at the Brooklyn Museum, a cover story in blue canvas magazine, and a cash prize of $100,000.
Tasks: Each episode presents the contestant with a challenge to complete and they only have a limited amount of time to complete it e.g after challenge is given they have until midnight that day + one hour the next day.
They have a studio space where the viewer is able to see their working process.
Judging: -Before the judging their pieces are presented in a gallery space where the judges and visitors look around and ask the artists about their work, making some comments.
-After the gallery exhibit is over the judges call out some artists to stay and the other leave because they are “safe”. The ones who stay are because their work was either exceptional(top three) or the bottom. Both need to explain and get further/more detailed feedback.
-Each round has a guest appearance and one person is eliminated
-Typically winners receive immunity and cannot be eliminated the following week.
-When deciding the person to eliminate the judges discuss between themselves and to announce it they start with : “the only rule in art is what works and none of your pieces worked” “One of you is leaving us tonight”.
The Young Artists Awards
-A performing arts education, audition, performance, and scholarship program for students from throughout Southwest Florida ages eight to twenty-one.
-The project recognises the area's top talented students in the performing arts.
-Their mission is to provide performing arts opportunities and scholarships in the areas of dance, drama, vocal and instrumental music performance and to provide a showcase for the talents of our local youth.
-Provide young performers access to professionals in the various performing arts fields, for positive written feedback and educational exposure through open auditions and judged performance(at annual Gala at the Broadway Palm Dinner Theatre).
-Top student awarded=Forty-six scholarships totalling $30,000,and opportunities to collaborate with educators and professional artists.
-Aim is to provide an enhanced view of young artists and the cultural climate in Southwest Florida.
http://youngartistsawards.org/
AN interesting blog post extract: “…that the organic nature of a child’s artwork can sometimes be worth more that any expensive collectors item. To her, there is nothing more appealing than the freedom, whimsy and expression that a child can impart so effortlessly. When executed without inhibition or preconception the result is often colourful and enchanting.”
http://www.cohesivebydesign.com/young-artisans/
-A performing arts education, audition, performance, and scholarship program for students from throughout Southwest Florida ages eight to twenty-one.
-The project recognises the area's top talented students in the performing arts.
-Their mission is to provide performing arts opportunities and scholarships in the areas of dance, drama, vocal and instrumental music performance and to provide a showcase for the talents of our local youth.
-Provide young performers access to professionals in the various performing arts fields, for positive written feedback and educational exposure through open auditions and judged performance(at annual Gala at the Broadway Palm Dinner Theatre).
-Top student awarded=Forty-six scholarships totalling $30,000,and opportunities to collaborate with educators and professional artists.
-Aim is to provide an enhanced view of young artists and the cultural climate in Southwest Florida.
http://youngartistsawards.org/
AN interesting blog post extract: “…that the organic nature of a child’s artwork can sometimes be worth more that any expensive collectors item. To her, there is nothing more appealing than the freedom, whimsy and expression that a child can impart so effortlessly. When executed without inhibition or preconception the result is often colourful and enchanting.”
http://www.cohesivebydesign.com/young-artisans/
Brain Storm:
How are we gonna show teen to make them think its cool.
YoutubeChannel competition. The great British craft off.
-What will they win? What they win should be about that. By making this thing they win full funding to degree they want, all the materials the need to make. e.g they might want to make all their clothes, built their own house etc. Materials or education or money.
-Basic idea is:You can make everything.
-Life's what you make it. Youtube channel in which they are getting something for their life which they can make.
-How we tell people about this youtube and social media. Avoid school.
-Maybe make a series of stupid things(whatever she means by that) so people want to share it. You need to hook them.
-Life's what you make it: What does it actually mean/ what does it stand for e.g Making your own dress, doing a cool pose…. etc the photography and art direction matters, clubbing scene, making lost of money and the other one grime/crime scene.
-Instagram #LifesWhatYouMakeIt LWYMI
-Website: Competition,YT channel,Instagram embedded,database of different course you can do, tutorials, links to other sources.
How are we gonna show teen to make them think its cool.
YoutubeChannel competition. The great British craft off.
-What will they win? What they win should be about that. By making this thing they win full funding to degree they want, all the materials the need to make. e.g they might want to make all their clothes, built their own house etc. Materials or education or money.
-Basic idea is:You can make everything.
-Life's what you make it. Youtube channel in which they are getting something for their life which they can make.
-How we tell people about this youtube and social media. Avoid school.
-Maybe make a series of stupid things(whatever she means by that) so people want to share it. You need to hook them.
-Life's what you make it: What does it actually mean/ what does it stand for e.g Making your own dress, doing a cool pose…. etc the photography and art direction matters, clubbing scene, making lost of money and the other one grime/crime scene.
-Instagram #LifesWhatYouMakeIt LWYMI
-Website: Competition,YT channel,Instagram embedded,database of different course you can do, tutorials, links to other sources.
Research into crafting and arty logos
Research into bump app
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-Direct Facebook friending: Able to add new friends without having to look them up on Facebook. Instead you can Bump phones to add since Bump account is linked with FB.
-Money Transfer with PayPal: PayPal has built a platform for fast, easy, and secure payments – Bumps make this process quick and easy. Transferring money by Bumping phones and entering amount. -Virtual Bump: Allows free unlimited file sharing with friends that are far and you can’t physically bum phones with. Simply by having them on your contacts. -Share anything: Apps, Photos, Contacts, Text, Links, Videos and files (PDF etc). http://bu.mp and Blog -App no longer available. |
Reasearch into crafting
Craft:
Berlim has “Paint your Style” cafes where customers are given a space with a variety of materials which they choose once they arrive where they can take part and create their own crafts, once your done eating and making you can take your finished piece to the check out and set a date to collect the finished/oven fired object. It is open every day but during special holidays such as Easter and christmas its very hard to find space. Germany’s culture value handicraft much more than industrialised goods. -According to website post.
Berlim has “Paint your Style” cafes where customers are given a space with a variety of materials which they choose once they arrive where they can take part and create their own crafts, once your done eating and making you can take your finished piece to the check out and set a date to collect the finished/oven fired object. It is open every day but during special holidays such as Easter and christmas its very hard to find space. Germany’s culture value handicraft much more than industrialised goods. -According to website post.
Artisans
-Cape Town - South Africa’s artisans are getting old and there are not enough trained youngsters to replace them.
-The average age of artisans in South Africa was 55 years while the number of young people being trained to produce the next generation of artisans was only a fraction of what the country needed.
-Western Cape government’s artisan development programme had produced 176 new artisans. However The National Development Plan says 30 000 trained artisans are needed a year in South Africa. Only around 10 000 a yr.
- Critical to link potential employees and employers,this would ensure there was a match between skills offered and the needs of the industry.
http://beta.iol.co.za/capetimes/sa-needs-more-young-artisans-1735482
-Cape Town - South Africa’s artisans are getting old and there are not enough trained youngsters to replace them.
-The average age of artisans in South Africa was 55 years while the number of young people being trained to produce the next generation of artisans was only a fraction of what the country needed.
-Western Cape government’s artisan development programme had produced 176 new artisans. However The National Development Plan says 30 000 trained artisans are needed a year in South Africa. Only around 10 000 a yr.
- Critical to link potential employees and employers,this would ensure there was a match between skills offered and the needs of the industry.
http://beta.iol.co.za/capetimes/sa-needs-more-young-artisans-1735482
Nook & Cranny:http://insidenookandcranny.blogspot.co.uk
The Bluecoat is home to all manner of independents, including this design and print shop, which sits across a narrow passageway from the Bluecoat Display Centre. Nook & Cranny is run by Jen and John Kirby, the former an illustrator, the latter happy to admit to possessing no creative talent whatsoever. The shop successfully showcases artist-made cards, letterpress prints, 'zines, screen-printed wrap, soft furnishings and stationery, its stock the result of the Kirby's unceasing search for up-and-coming design talent in the north.
The Bluecoat is home to all manner of independents, including this design and print shop, which sits across a narrow passageway from the Bluecoat Display Centre. Nook & Cranny is run by Jen and John Kirby, the former an illustrator, the latter happy to admit to possessing no creative talent whatsoever. The shop successfully showcases artist-made cards, letterpress prints, 'zines, screen-printed wrap, soft furnishings and stationery, its stock the result of the Kirby's unceasing search for up-and-coming design talent in the north.
warwick commission report 2015 Notes
Enriching Britain: Culture, Creativity and Growth
The 2015 Report by the Warwick Commission on the Future of Cultural Value- -Their commission seeks to make a lasting impact on society by Using their intellectual curiosity to analyse + offer solutions to challenges in communities. -They are dedicated to making sure that their research findings cause an impact outside academy. - Their evidence gathering method was to stimulate debates/discussions across the country based on their investment in the arts, the UK’s cultural education and the role of the Culture and Creative Industries in carving out Britain’s global status. -They value culture and creativity.The Warwick Arts Centre is the largest art centres in the UK outside London. -Creativity plays a key role in the Warwick Business School. By bringing creativity and innovation to companies. Reason for them putting energy into investigating the social, economic and artistic value that culture brings to Britain. -Conducted a 12 month research into how Britain can secure greater value from its cultural and creative assets. -It has reviewed a wide range of inputs and analysis, including: |
• Evidence and testimony from over 200 individuals from across the arts/ culture/heritage sectors/creative industries, organisations responsible for arts development and training, government bodies and academics.
• Insights from those knowledgeable about culture: those who make, market, consume, teach, learn, and enjoy art.
-Vikki Heywood:”The key message … is that the government and the Cultural and Creative Industries need to take (a clear and united) approach that (suggests a method for everybody to have ) access to a rich cultural education and the opportunity to live a creative life… barriers and inequalities in Britain… prevent this from being a universal human right. This is bad for business and bad for society.”
-Challenge= creating away for greater cultural and creative success.British people strength= diverse culture and shared values – to be critical, curious, creative, tolerant, open minded and inventive. This creates ideas, talent and enterprise that characterise the Cultural and Creative Industries+makes us an attractive nation internationally.
-Evidence pointed to: 1)…Creative talents we share contribute to the well-being of our society, our economic success, our national identity, and to the UK’s global influence. 2)Culture and creativity … feed and depend on each other… connection between the[m] … where the potential for greatest value creation resides – culturally, socially and economically.
-Not enough is being done to stimulate… creative potential of individuals, or to maximise their cultural and economic value to society. Improvement requires a greater degree of investment, participation, education and digital access.
-1.7 million people work in these industries. Together they contribute almost £77bn in value added, equivalent to 5.0% of the economy. Creative industry(including craft) Internationally recognised as world class.
-Cultural and Creative Industries are now recognised as one of the mainsprings of the British economy…To sustain our success we need to invest in and support our world-class Cultural and Creative Industries and the cultural and creative traditions that feed them and make them special.
-RSA have recently announced ‘Heritage and Place: Phase 2’ – an initiative for applied research into the potential role of heritage in local strategic planning and development.
-The Cultural and Creative Industries are the fastest growing industry in the UK. The Gross Value Added (GVA) of the sector was estimated by DCMS at a global £76.9bn in 2013, representing 5.0% of the UK economy.
- The United Nations define the UK’s creative industries sector as being at the crossroads between the arts, business and technology.
-Identified some goals to ensure that the Cultural and Creative Industries can fully enrich Britain.
1)Our cultural identity is made up of the fusion of ideas, creativity and traditions that have long been part of the Britain’s culturally rich, diverse and multicultural society. Production and consumption of culture and creativity should be enjoyed by the whole population and deliver the entitlement of all.We cannot fully enrich Britain unless we do.
2)Education and skills development are essential in order to maximise our nation’s full creative and cultural potential. The key to enriching Britain is to guarantee a broad cultural education for all (through arts skills acquisition, participation in arts and cultural events and enhanced appreciation)… a curriculum that is infused with… creativity … identifies, nurtures and trains tomorrow’s creative and cultural talent. The English education system doesn’t provide or encourage either of these priorities.
-Evidence in report shows, children born into low income families with low levels of educational qualifications are the least likely to: be employed and succeed in the Cultural and Creative Industries; engage with and appreciate the arts.
3) A vibrant creative life at local and regional levels that reflects and enriches community expressions of identity, creativity and culture across the UK.
• Insights from those knowledgeable about culture: those who make, market, consume, teach, learn, and enjoy art.
-Vikki Heywood:”The key message … is that the government and the Cultural and Creative Industries need to take (a clear and united) approach that (suggests a method for everybody to have ) access to a rich cultural education and the opportunity to live a creative life… barriers and inequalities in Britain… prevent this from being a universal human right. This is bad for business and bad for society.”
-Challenge= creating away for greater cultural and creative success.British people strength= diverse culture and shared values – to be critical, curious, creative, tolerant, open minded and inventive. This creates ideas, talent and enterprise that characterise the Cultural and Creative Industries+makes us an attractive nation internationally.
-Evidence pointed to: 1)…Creative talents we share contribute to the well-being of our society, our economic success, our national identity, and to the UK’s global influence. 2)Culture and creativity … feed and depend on each other… connection between the[m] … where the potential for greatest value creation resides – culturally, socially and economically.
-Not enough is being done to stimulate… creative potential of individuals, or to maximise their cultural and economic value to society. Improvement requires a greater degree of investment, participation, education and digital access.
-1.7 million people work in these industries. Together they contribute almost £77bn in value added, equivalent to 5.0% of the economy. Creative industry(including craft) Internationally recognised as world class.
-Cultural and Creative Industries are now recognised as one of the mainsprings of the British economy…To sustain our success we need to invest in and support our world-class Cultural and Creative Industries and the cultural and creative traditions that feed them and make them special.
-RSA have recently announced ‘Heritage and Place: Phase 2’ – an initiative for applied research into the potential role of heritage in local strategic planning and development.
-The Cultural and Creative Industries are the fastest growing industry in the UK. The Gross Value Added (GVA) of the sector was estimated by DCMS at a global £76.9bn in 2013, representing 5.0% of the UK economy.
- The United Nations define the UK’s creative industries sector as being at the crossroads between the arts, business and technology.
-Identified some goals to ensure that the Cultural and Creative Industries can fully enrich Britain.
1)Our cultural identity is made up of the fusion of ideas, creativity and traditions that have long been part of the Britain’s culturally rich, diverse and multicultural society. Production and consumption of culture and creativity should be enjoyed by the whole population and deliver the entitlement of all.We cannot fully enrich Britain unless we do.
2)Education and skills development are essential in order to maximise our nation’s full creative and cultural potential. The key to enriching Britain is to guarantee a broad cultural education for all (through arts skills acquisition, participation in arts and cultural events and enhanced appreciation)… a curriculum that is infused with… creativity … identifies, nurtures and trains tomorrow’s creative and cultural talent. The English education system doesn’t provide or encourage either of these priorities.
-Evidence in report shows, children born into low income families with low levels of educational qualifications are the least likely to: be employed and succeed in the Cultural and Creative Industries; engage with and appreciate the arts.
3) A vibrant creative life at local and regional levels that reflects and enriches community expressions of identity, creativity and culture across the UK.
Advertising for Teens
How to appeal to Teens:
APPEAL:
-Celebrity: People in general - gravitate toward following style and other choices that celebrities make.
-Family togetherness: Teenagers respond to images and allusions to families spending time together and enjoying being together
-Bandwagon effect: Teens are susceptible to doing things their peers are doing. Advertisements imply the message "Everybody is doing it," in a subtle. e.g a cellphone commercial might show a group of teens in which all teens have their own cellphone.
-Music: Jingles and other types of songs that play along television and radio commercials can build interest in a product/song/artist. The song and the commercial can become synonymous in peoples minds.
-Cool Factor: This implies that to be cool you must have this item/service.e.g "I'm a Mac" commercials, which personifies a Mac as a hip, laid-back young person, and a PC as a stodgy, uptight and uncool individual.
“Advertisers utilise focus groups to see which ideas are viewed as ‘cool’,” psychology and social studies teacher Carolyn Braley said.
“There are so many trends and new items to keep up with.” junior Nick Mills said.
“According to a PBS documentary entitled ‘Merchants of Cool,’ advertisers also continually attempt to come up with the latest ‘cool’ image to attract teenagers.” Braley said.
http://smallbusiness.chron.com/advertising-techniques-teenagers-21009.html
WHY TARGET TEENS/KIDS?
-Companies know that once they have “branded” a child, he or she is likely to be a customer for life.
-Ads are targeted teens because of their persistent attitude. From persuading their parents to upgrade their cell phone or to get them a new iPod with more memory to tempting a friend to buy the cute shirt that just happens to be their size too.
http://www.waterloo.k12.ia.us/schoolsites/thespectator/advertising-targets-affects-teens
APPEAL:
-Celebrity: People in general - gravitate toward following style and other choices that celebrities make.
-Family togetherness: Teenagers respond to images and allusions to families spending time together and enjoying being together
-Bandwagon effect: Teens are susceptible to doing things their peers are doing. Advertisements imply the message "Everybody is doing it," in a subtle. e.g a cellphone commercial might show a group of teens in which all teens have their own cellphone.
-Music: Jingles and other types of songs that play along television and radio commercials can build interest in a product/song/artist. The song and the commercial can become synonymous in peoples minds.
-Cool Factor: This implies that to be cool you must have this item/service.e.g "I'm a Mac" commercials, which personifies a Mac as a hip, laid-back young person, and a PC as a stodgy, uptight and uncool individual.
“Advertisers utilise focus groups to see which ideas are viewed as ‘cool’,” psychology and social studies teacher Carolyn Braley said.
“There are so many trends and new items to keep up with.” junior Nick Mills said.
“According to a PBS documentary entitled ‘Merchants of Cool,’ advertisers also continually attempt to come up with the latest ‘cool’ image to attract teenagers.” Braley said.
http://smallbusiness.chron.com/advertising-techniques-teenagers-21009.html
WHY TARGET TEENS/KIDS?
-Companies know that once they have “branded” a child, he or she is likely to be a customer for life.
-Ads are targeted teens because of their persistent attitude. From persuading their parents to upgrade their cell phone or to get them a new iPod with more memory to tempting a friend to buy the cute shirt that just happens to be their size too.
http://www.waterloo.k12.ia.us/schoolsites/thespectator/advertising-targets-affects-teens
HOW DO Ads REACH TEEN/KIDS?
-Everywhere. Advertising is in magazines, movies, TV shows, branded items and on the internet.
-Digital media have dramatically changed the advertising landscape, to now include websites, advergaming, viral marketing, mobile ads, social media marketing.(teen market spend most of their time in a digital environment)
-Spread awareness to their friends through social media networks/ word of mouth.
-Don’t pretend: Teens can sense inauthenticity so stick to who you are, cultivate a strong voice and create content to share on your social platforms. It will ring true with this audience.
-Be agile: As new platforms arise like We Heart It, stay on top of these budding communities. Research how your audience is interacting and share key takeaways with teams. If your audience is evolving, so should your channel strategy.
-Selfies rule: Teens love selfies as well as funny memes and GIFs. Think visual first when developing content for platforms and extend the life of branded content where appropriate. e.g taking a long video and shortening it for vine/instagram.
https://www.commonsensemedia.org/research/advertising-to-children-and-teens-current-practices#
http://searchenginewatch.com/sew/how-to/2334396/how-brands-can-connect-with-teens-using-social-media
-Everywhere. Advertising is in magazines, movies, TV shows, branded items and on the internet.
-Digital media have dramatically changed the advertising landscape, to now include websites, advergaming, viral marketing, mobile ads, social media marketing.(teen market spend most of their time in a digital environment)
-Spread awareness to their friends through social media networks/ word of mouth.
-Don’t pretend: Teens can sense inauthenticity so stick to who you are, cultivate a strong voice and create content to share on your social platforms. It will ring true with this audience.
-Be agile: As new platforms arise like We Heart It, stay on top of these budding communities. Research how your audience is interacting and share key takeaways with teams. If your audience is evolving, so should your channel strategy.
-Selfies rule: Teens love selfies as well as funny memes and GIFs. Think visual first when developing content for platforms and extend the life of branded content where appropriate. e.g taking a long video and shortening it for vine/instagram.
https://www.commonsensemedia.org/research/advertising-to-children-and-teens-current-practices#
http://searchenginewatch.com/sew/how-to/2334396/how-brands-can-connect-with-teens-using-social-media
USING INSECURITIES
-They know how to capitalise on important teenage issues and anxieties, like body image, peer acceptance, coolness, and a need for power.
-“When somebody’s 15 or 16 years old, what do they want to be?” Chief Financial Officer Stuart Burgdoerfer said at a conference. “They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink.”http://www.businessinsider.com/victorias-secret-teen-ads-2013-3?op=1&IR=T
-Advertising works best when it creates insecurity about something such as appearance. A successful ad convinces the viewer that they have a problem that needs fixing, and then proposes to offer the solution, which just happens to be the product they are selling.
https://suite.io/susan-carney/59v2bc
-Development years: Teens are naturally insecure and forming an identity, said Kanner. e.g clothing brands offer a solution, the clothes they wear influence the way they define themselves. With the focus on clothing styles, however, teens are less likely to define themselves by community service or interests that could lead to a career.
http://yourbusiness.azcentral.com/advertising-influences-teens-6528.html
-They know how to capitalise on important teenage issues and anxieties, like body image, peer acceptance, coolness, and a need for power.
-“When somebody’s 15 or 16 years old, what do they want to be?” Chief Financial Officer Stuart Burgdoerfer said at a conference. “They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink.”http://www.businessinsider.com/victorias-secret-teen-ads-2013-3?op=1&IR=T
-Advertising works best when it creates insecurity about something such as appearance. A successful ad convinces the viewer that they have a problem that needs fixing, and then proposes to offer the solution, which just happens to be the product they are selling.
https://suite.io/susan-carney/59v2bc
-Development years: Teens are naturally insecure and forming an identity, said Kanner. e.g clothing brands offer a solution, the clothes they wear influence the way they define themselves. With the focus on clothing styles, however, teens are less likely to define themselves by community service or interests that could lead to a career.
http://yourbusiness.azcentral.com/advertising-influences-teens-6528.html
GRABBING ATTENTION:
As interactive media expands= Shorter attention spans.
Humorous ads remain one of the few effective ways to engage an audience in a very saturated advertising market. This is an area where the audience is far more receptive and still willing to pay attention.
http://www.webdesignerdepot.com/2009/11/40-seriously-funny-print-ads/
Food commercial: Regardless of their body weight, teens’ brain activity is higher during food commercials than nonfood commercials,making it easier for it to enter the mind, according to new research published in the journal Social Cognitive and Affective Neuroscience. “This makes sense because our brains are hard-wired to get excited in response to delicious foods.” says Ashley Gearhardt (professor of psychology at the University of Michigan)
http://www.futurity.org/food-ads-fire-up-the-teenage-brain/
An existing example:
These ads are making fun of the say no to drugs public service ads by parodying the interest in Art as something, parents look upon with the same type of concern. Good luck fellow artists, it will be a challenge and a struggle at times, but it is worth it.
http://www.clickypix.com/12-funny-art-school-parody-ads/
Candie print: You know what sucks a whole lot more? A baby—almost every 2 hours for feeding time. and breast feeding isn't always easy. So if you choose to use formula, your looking at about $1.500 per year. Guess school doesn't suck that badly,huh?
As interactive media expands= Shorter attention spans.
Humorous ads remain one of the few effective ways to engage an audience in a very saturated advertising market. This is an area where the audience is far more receptive and still willing to pay attention.
http://www.webdesignerdepot.com/2009/11/40-seriously-funny-print-ads/
Food commercial: Regardless of their body weight, teens’ brain activity is higher during food commercials than nonfood commercials,making it easier for it to enter the mind, according to new research published in the journal Social Cognitive and Affective Neuroscience. “This makes sense because our brains are hard-wired to get excited in response to delicious foods.” says Ashley Gearhardt (professor of psychology at the University of Michigan)
http://www.futurity.org/food-ads-fire-up-the-teenage-brain/
An existing example:
These ads are making fun of the say no to drugs public service ads by parodying the interest in Art as something, parents look upon with the same type of concern. Good luck fellow artists, it will be a challenge and a struggle at times, but it is worth it.
http://www.clickypix.com/12-funny-art-school-parody-ads/
Candie print: You know what sucks a whole lot more? A baby—almost every 2 hours for feeding time. and breast feeding isn't always easy. So if you choose to use formula, your looking at about $1.500 per year. Guess school doesn't suck that badly,huh?
"old" craft
Ideas
1)
+Target students/teen make them understand the benefits of making and teach them how to convince there parents of the same, try to get them to back them.
Our brief:
-Explain idea in one sentence no ands e.g Making crafting a viable idea option.
Need a line that empowers teens.
Parents don't understand how graphic design can be a mainstream job and that you design around problems with a purpose, not just throw paint on a wall.
Sometimes is hard for teens to explain to there parents what graphic design is about. So informing teens about how broad this field is and how many career routes and opportunities are available might help.
If they are more informed or have an idea of what field e.g infographic they want to pursue as a result of this degree it would be easier for them to justify their reasons.
TARGET AUDIENCE: Teens
APPROACH: Raising awareness about what Graphic Design(very broad for kids to understand imagine parents) is and breaking that up into the various sectors it incorporates. In other words we are advertising/selling WHAT IS THE DESIGN CRAFT, making that very clear to teens and parents as clear as knowing that a heart surgeon operates on hearts. A designer does not simply design. We need to represent the craft and persuade teens that are not interested and inform those that are so that they can persuade their parents with a clear argument with a point evidence and explanation.
I think this can be very fun.
+Target students/teen make them understand the benefits of making and teach them how to convince there parents of the same, try to get them to back them.
Our brief:
-Explain idea in one sentence no ands e.g Making crafting a viable idea option.
Need a line that empowers teens.
Parents don't understand how graphic design can be a mainstream job and that you design around problems with a purpose, not just throw paint on a wall.
Sometimes is hard for teens to explain to there parents what graphic design is about. So informing teens about how broad this field is and how many career routes and opportunities are available might help.
If they are more informed or have an idea of what field e.g infographic they want to pursue as a result of this degree it would be easier for them to justify their reasons.
TARGET AUDIENCE: Teens
APPROACH: Raising awareness about what Graphic Design(very broad for kids to understand imagine parents) is and breaking that up into the various sectors it incorporates. In other words we are advertising/selling WHAT IS THE DESIGN CRAFT, making that very clear to teens and parents as clear as knowing that a heart surgeon operates on hearts. A designer does not simply design. We need to represent the craft and persuade teens that are not interested and inform those that are so that they can persuade their parents with a clear argument with a point evidence and explanation.
I think this can be very fun.
2)
Parents saying “Look at what my daughter/son did” “you see that! My daughter/son/child designed, Impressive right” -The boasting approach
Child/teen/young adult saying “My mom was against me doing design……now look at her she can't get her eyes of the new phone model(e.g) I helped design”
Parents saying “Look at what my daughter/son did” “you see that! My daughter/son/child designed, Impressive right” -The boasting approach
Child/teen/young adult saying “My mom was against me doing design……now look at her she can't get her eyes of the new phone model(e.g) I helped design”
3) Cindy's idea
Creating a degree for Art and craft alone ?
Target audience would be persuading university to take up this course and Syllabus
This way student that wants to go into these specific course will have opportunity go. This will create more jobs for people who have these skills set to teach. Then aim would be keeping crafting alive through education?
My input
I'm not sure because as a course purely on craft it limits the person employability and it will be harder to market as a feasible career aspiration. Design on the other hand is more broad.
Establish/promote specialising craft foundation (we will have to look at why foundation has been removed from the curriculum) it should be an optional extra course where students who or interested in become apprentices in a particular craft (after having a taster session with all the crafts ) can specialise in it as a side thing. e.g woodcarving furniture designer certificate (whatever that is) along with their main degree.
Creating a degree for Art and craft alone ?
Target audience would be persuading university to take up this course and Syllabus
This way student that wants to go into these specific course will have opportunity go. This will create more jobs for people who have these skills set to teach. Then aim would be keeping crafting alive through education?
My input
I'm not sure because as a course purely on craft it limits the person employability and it will be harder to market as a feasible career aspiration. Design on the other hand is more broad.
Establish/promote specialising craft foundation (we will have to look at why foundation has been removed from the curriculum) it should be an optional extra course where students who or interested in become apprentices in a particular craft (after having a taster session with all the crafts ) can specialise in it as a side thing. e.g woodcarving furniture designer certificate (whatever that is) along with their main degree.
Idea 3 (We chose this one):
Persuade teens to become interested in traditional/cultural crafts by rebranding them as something modern and cool. Make use of the cool factor: Advertise these skills like new sneakers or technology would be advertised. e.g the I’m a Mac/ I’m a PC commercial. Hipsters might be interested.
Rebranding the concept of crafting into something modern.
Research into independent makers.
Persuade teens to become interested in traditional/cultural crafts by rebranding them as something modern and cool. Make use of the cool factor: Advertise these skills like new sneakers or technology would be advertised. e.g the I’m a Mac/ I’m a PC commercial. Hipsters might be interested.
Rebranding the concept of crafting into something modern.
Research into independent makers.