Barbara Kruger

When thinking about promotion it reminded me of the designs by Barbara Kruger. Its strong messages for Selfridges clearly illustrate most of what promotion says as i feel the main of objective of promotion is to sell something by getting it noticed through trying to show its positive attributes. I like the bold rebellious style and the almost sarcastic tone that runs through work. I find it inspiring because it hadn't been done before and its rebellious in the way it sells.

Advertisng and Technology

An article on the technologies that will affect advertising and how it would become more focused. I thought it was important that i begin to look into the technologies which would affecting the future of promotion as it is something which would affect me. I feel that the idea that the adverts will become more refined in terms of the audience is something which could help me in the future in terms of picking and choosing certain images  but I'm not sure whether this could reduce the number of ideas available to use when trying to produce an advert. I like the idea of the eye tracking to figure out what best works within packaging but not sure whether this would begin to restrict the colour choices and layout options available when it would become apparent which work the best and which don't.

From looking at the articles I'm sure that they would be beneficial for advertising and allowing them to aim specific people but not sure whether or not they would be beneficial to the more creative part of the work.

Where promotion is going

I've looked at the designs of the present and the past. But the designs of the future will consist of more digital media than there is currently and be directed more by digital observation.

More mobile media through technologies such as the ipad and through the advertising platforms which are part of them such as iAds. I like the look of these and i do think that they will make them a bit more engaging. Although this is another platform to consider my work stretching into i not sure whether its something i would particularly want to design for.



Ads chosen and changed accordingly when someone looks at the advert.
Smell machines in cafe doorways wafting smells of coffee to passing people.

Comparisons

The development and progression of advertising is clear through the designers with the slow reduction in the use of type within the adverts, the images seem to become more vibrant. I don't mind adverts with large amounts of text but some of Ogilvy's work i don't feel would work as well now as it used to, however its clear that William Bernbach's style and layout is still used in contemporary adverts when used in newspapers and other forms of publication adverts.

Abram Games

The style of his work — refined but vigorous compared to the work of contemporaries — has earned him a place in the pantheon of the best of 20th-century graphic designers. In acknowledging his power as a propagandist, he claimed, “I wind the spring and the public, in looking at the poster, will have that spring released in its mind.” Because of the length of his career — over six decades — his work is essentially a record of the era's social history. Some of Britain's most iconic images include those by Games. An example is the "Join the ATS" propaganda poster of 1941, nicknamed the "Blonde Bombshell" recruitment poster. From 1942, during World War II, Games's service as the Official War Artist resulted in 100 or so posters.

I really like his strong bold style which almost presents things as icons i like his use of imagery and the way he combines images like in his  "grow your own food" and the message 'use spades not ships'. The layout works nicely in projecting this message which is the ship against the spade which sits quite nicely against one another. I like how this reaffirms the message to make it more interesting than it would otherwise be.

William Bernbach

William (Bill) Bernbach (August 13, 1911, New York City - October 2, 1982, New York City) was a legendary figure in the history of American advertising. He was one of the three founders of Doyle Dane Bernbach (DDB) and directed ad campaigns such as Think Small for Volkswagen Beetle, which is recognized by Advertising Age as the top advertising campaign of the twentieth century.

Leo Burnett

Leo Burnett (October 21, 1891 – June 7, 1971) was an advertising executive who created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger.

n 1935, he created his own agency in Chicago, which is now known as Leo Burnett Worldwide. He was inducted into the Copywriters Hall of Fame in 1961, and retired in 1967.

Burnett followed Walter Lippmann's philosophy of creating an image around the product. Until his time, advertising centered on long text descriptions of the product, with detailed arguments as to why it was better than competing products. Burnett concentrated on style, creating icons as a symbol of the product. He stressed that the creator of an ad needed to somehow capture and reflect what he called the "inherent drama" of the product.

One of his most important uses of internal corporate symbols were the red apples placed on every receptionist's desk. Any visitor or employee was free to take one, and this is still the case. It stemmed from the opening day of Leo Burnett's agency, when the receptionist set out a bowl of apples to brighten up the place. When word got around that Leo Burnett was serving apples to his visitors, a newspaper columnist cracked, "It won't be long 'til Leo Burnett is selling apples on the street corner instead of giving them away." Though the columnist was only echoing the general feeling during the Depression, Burnett saw the apples as representing the spirit of caring and concern for employees and clients alike.

Another important internal symbol Leo Burnett created was an icon of a 'hand reaching for the stars', which he explained with the saying, "When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either".

A third symbol was the "black pencil", an Alpha 245 of the type commonly used by Burnett in his lifetime. To Burnett it symbolised a commitment to the warmth and humanity of ideas, and to the work of the people who create them.

His work feels quite modern and through looking at his work i see where certain trends within advertising began. Using characters to sell cereal and other products i like as it almost personifies the product which i like as it allows more ways of been creative with whats available.