OUGD501 - Study Task 05 - Planning & Structuring an Essay

Now I will use the ideas that I already have to plan and structure my essay.

My research question
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‘How does does advertising subconsciously connect with society?’


The academic sources which I will use to reference.
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Undressing the Ad (Reading culture in advertising) - Katherine Toland Frith
Advertising as Communication - Gillian Dyer
Advertising and New Media - Christina Spurgeon
The Advertising Handbook - Helen Powell, Jonathan Hardy, Sarah Hawkin, Iain Mercury

I also plan to review past essay papers that have touched on my subject of research.



Graphic design that I plan to analyse
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Graphic design by freelance illustrator Oliver Raw

Various popular and unpopular advertisements

The structure and placement of advertising

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My Essay Plan 
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Introduction 

What is my essay about and exactly what points do I want to cover?
Why do I want to do this?
My hypothesis


Paragraph 01
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What is advertising?
Where did it come from/start?
How is it used?


Paragraph 02
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How advertising fit's into society
What is the connection between society and advertising?


Paragraph 03
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How does the pressure of advertising effect societies behaviour?

Leading on from that, does the connection and pressure of advertising have a positive or negative effect?


Paragraph 04
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After arguing positives and negatives, how does advertising find it's way into every day life and the functioning of society.

Why is advertising so important to the functioning of society?


Conclusion
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How does the power and effectiveness of advertising effect society?


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For this essay I plan to be heavily connect to the genuine opinion of society, balancing this with my own thoughts so that the support will really help me to create a true, informative piece of writing.

OUGD501 - Study Task 04 - Establishing requirements of my practical investigation

For this task I will research and understand what the requirements will be for my practical investigation. I will take into account the practice and research needed for my chosen topic and question.

Technique

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The techniques that advertising uses to make an effect on society.

Avante Garde

This is where advertising suggests that who ever uses the product that is being advertised will somehow be 'ahead of time', the right advertising encourages the viewer to be the first person to have something (the product).

Facts and Figures

The facts of the product that the public will find 'attractive' are portrayed to make the product seem superior to any other

Weasel Words

These are words that the advertiser uses to make false positive meanings to enhance the image of the brand or product to the public

Magic Ingredients 

A lame that there is a 'new' and 'special' aspect about the product that is being advertised to the public that can somehow enhance the buyers satisfaction.

Patriotism 

This is where the advert claims that purchasing the product will show love for their own country, the advert will emphasise the fact that the product holds a prouder meaning.

Diversion 

This is a clever way advertisement plays with societies minds, by making the positives of whatever is being advertised therefore masking any negative aspects our outcomes.

Transfer

using the publics lifestyle to make the product seem more adaptable

Plain Folks

where the advert targets a certain type of society e.g. the average working family with a product that is portrayed to 'suit' them.

Snob Appeal

Where the advert will try to put the consumer in the mid set that buying the advertised product will somehow make them part of a certain 'elite group' different from any other.

Bribery 

This is basically something which enhances societies pleasure to be greedy

Testimonial

A person of  certain importance is used to encourage the viewer to pay more attention to the advert and therefore consider being part of what ever is being advertised.

Simple solutions

The product offers a quick simple solution to 'happiness'

Card stacking 

The brand will use advertising to feed the public only the positives whilst ignoring the negatives.

Bandwagon

Advertising will be used to make the consumer want to be part of the 'crowd' and to become part of the 'winning team', The advertising proves to make the public un happy with their current situation. 

http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm

Content

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What content does advertising come with?

Advertising is how brands connect with the public

Advertising literally gives all that is positives about the brand/product that it is working for and pushes it in the face of society waiting for a desired reaction.

Advertising holds the content of the brand, therefore advertising will come with communication options such as contact information.

It also gives the public the image of the brand and the look of the product.

Adverts will also hold a positive message along side an image which has the mission to give the public a lingering impression in their mind

Advertising is also partially responsible for the reputation of a brand and also the reputation that advertisement leaves in the consumers mind. 

Advertising also holds the content of colour and form of what ever brand it portrays.

Communication

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How Advertising connects with society 

Advertising today is literally everywhere, advertising plays such a big part in the world of media because it surrounds us in society and our daily lives. We are at the point now where we see advertising as something which is constantly always in the background yet something we still notice.

I see advertising being part of our society in two ways, the first is obvious advertising such as flyers, posters, billboards, ad screens, televisions breaks, then there is less obvious advertising which is presented to us sneakily though the media which we as individuals incorporate into daily life. An example can be youtube, spotify, individual websites which we take for granted are supported by the placement of advertising.

However we connect and see ads all depends on how well the ad's connect with us personally, such as brand reputation meaning if the product that the advertisement is showing is something well known or trusted, alters our choice whether or not to be pulled in by it. Also there is the overall look of the ad, ad's can be simplistic or busy with image text and colour which has the ability to have an effect on the mind.

Ads are so diverse and adaptable that they can be presented to us either physically or digitally, either are very good at playing with our emotions and having an effect on our lifestyle.

Next I will explore the methods I will use to discuss and respond to my research question

Research/Analysis

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I plan to carry out research on my chosen topic by using physical texts which argue and discuss the power and effect of how advertising effects society and how it plays a part in the publics daily life. I will also use more up to date resources such as blogs and the opinions that others from different societies have on advertising; their views and opinions.

I also plan to research some presentations and talks which deal with the connection between advertising and society.

I will also work closer to home and take upon my own opinion on my subject of choice and that of who I personally know. 

I will then analyse my findings and use them to back up my research.

Exploration/Evaluation

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After taking into account my own findings and personal opinion I will explore the effect that advertising has on society, how effects different societies.. whether this has a positive effect or negative effect. After all this hopefully I will have an answer I am looking for which will allow me to successfully create design work which can communicate my findings.

Testing

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This will require me to test my findings after I have collected the sufficient research.

Now I will answer a few questions which will clarify my plan for research and findings.

OUGD501 - Study Task 03 - Establishing A Research Question

For this task I will explore the possibilities for my research question, then I will move on to explore the products and elements that I will need to take into account to create my written and practical response.

Suggested research question

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I would like to focus this module on advertising and how advertising has a positive or negative effect on what ever recipient I decide to choose.

Branching off on the different aspects of advertising and what type of effect the power of advertising or branding has.

A possible research question could be 

(How does advertising have a negative effect on society?)

or maybe 

(How does the power and effectiveness of advertising effect all different societies of people as a whole?)
or
(How does the power and effectiveness of advertising effect society?)

Related module resources

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Academic sources available to my topic

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Undressing the Ad (Reading culture in advertising) - Katherine Toland Frith
Advertising as Communication - Gillian Dyer
Advertising and New Media - Christina Spurgeon
The Advertising Handbook - Helen Powell, Jonathan Hardy, Sarah Hawkin, Iain Mercury

How Could The Research Question Be Investigated Through Practice?

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I have two ideas so far that I could create which may effectively present my research question as a design.

The first could possibly be taking a well known piece of advertising and getting opinions and reactions from it's true form, then comparing that to the my own redesigned form and seeing how changing the visual look of advertising effects that person.. there wanting for the product or brand that is being advertised.

My second idea is much more illustrative, I could create several pieces of art work by getting a random selection of people to write comments. Then by taking images of the actual comments and using them to change and defuse a piece of advertising, to show what the true image or defaced image does an individuals mind. 

Peer Feedback

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