For this assignment, you are going to create a print advertisement, which you must do exactly as explained below. Please make sure you follow the rules if you wish to do well. The video below explains two important techniques you must use to create this ad.
TO TURN IN:
YOU MUST INCLUDE YOUR FULL NAME AT THE TOP OF THE DOCUMENT.
Submit a PDF FILE that contains, in this order,
Your list of 20 random words
Your list of 10 research facts
Your 5 ideas for ads with their slogans.
A designed ad that is enlarged to a full page in your document.
Do not submit separate documents!!!
– List FIVE things you learned, or know, about Residential Halls Association
– List FIVE random acts of kindness.
(you will turn these ten research facts in for credit)
MAKE A LIST: Use the forced association brainstorming technique to come up with unique ideas. With this technique, you are given a random “prompt” word, which you will use to inspire a list of 20 other random words. For this assignment, the prompt word is “forest.” Think about what the word “forest” makes you think of, like “trees, “birds” and “stream.” (there, I’ve started your list for you!). Note! You may not actually use the prompt word itself in the ad, so NO FOREST in your ad! You will be marked down if you do. ONLY USE THE WORDS IN YOUR LIST TO “PROMPT” AN AD IDEA. Read on.
– List 20 words you “mined” from the word “forest.” (you will turn this list in for credit)
GENERATE IDEAS: Here, you are going to use the brainstorming technique, FORCED ASSOCIATION, to come up with a cool idea, and then add a twist! (This brainstorming technique is also known as Word Association). Start with the top word on your list and, as you think of what it is or means, force your brain to think of an advertisement that would use the concept of “trees.” This creative brainstorming technique is a way of bypassing your analytical, judgmental “adult” brain and reaching down to your creative “toddler” brain to come up with crazy ideas.
For example, the first word in my list is “tree.” If I “force associate” it with the mission of the client (“tree” + “act of kindness”), it makes me think of a fireman rescuing a kitten out of a tree (Note: You may not use this fireman idea for your ad! I am only using it as an example. You must come up with your own concept.) If you can’t think of an idea using the top word, then go on to the next word, “birds,” and do the same thing. And so on, until you get an idea.
NOW, GIVE YOUR IDEA A TWIST. The “fireman rescuing the kitten” concept is pretty cliché and boring. (MOST first ideas are! Remember that, and you’ll go places.) Your challenge is to make your advertisement stand out as cool and interesting. So, you must add in a new component to shake things up a bit by combining two unrelated things that NO ONE IN THEIR RIGHT MIND would ever put together!! Like they did with the video ad below that combines the game Pong and Smart cars or the image of the bus and snake or bush and comb. (Please check out those photos and short video ads to inspire you!)
So, back to the fireman cliché. To make it not cliché, what could the fireman be rescuing in a tree that isn’t a kitten, but still something that might need to be rescued or helped? Hmm, how about an old man or woman with a cane sitting up on a branch? This mixes the concept of rescuing kittens and helping a little old lady or man across the street. Too weird? Maybe, but it’s getting interesting! How about reversing the fireman and the kitten’s roles, then? Hmmmm, have the FIREMAN stuck up in the tree and the KITTEN climbing the tree with a rope to help HIM down!! Funny! Different. Interesting. You get the idea…
Now come up with FIVE IDEAS OF your own.
Once you have your FIVE IDEAS, write a SLOGAN FOR EACH ONE. Your slogan must be unique, different and definitely not a cliché, slogan everyone already knows. You will be marked down if we find your slogan can be found on the internet. WE LOOK THEM ALL UP TO CHECK.
– Write down your five ideas, starting each one with its slogan (in bold font) followed by a clear explanation of the idea behind the slogan (in a non-bold font).
– Write at least three full sentences detailing each idea.
(you will turn these ideas in)
WATCH THESE FOR INSPIRATION AND TO UNDERSTAND HOW YOU CAN COMBINE TWO, UNRELATED THINGS AND MAKE SOMETHING COOL AND INTERESTING.
YOUR PRINT AD MUST DO THIS, OR YOU WILL FAIL THE ASSIGNMENT.
Smart car computer game: https://www.youtube.com/watch?v=lLCF54kXJrE
Smart car parachuting, https://www.youtube.com/watch?v=AQSX39YD7To
Police officers chasing crooks without cars (on foot) HILARIOUS. https://www.youtube.com/watch?v=tcslnzq56Tk
Coca Cola repurposing coke empty bottles. https://www.youtube.com/watch?v=46WX59wDB4E