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any comment, graphics, or pictures implemented in this report/project do not resemblance the opinion of

the author but is based on facts/imagination found by the

author. Therefore he will not be held accountable for the above

mentioned”

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cOpY & ArT

Names; Klijnlindt Rafael(459024) Class: 3ICMA, Subject: COPY & ART,

School; Inholland Rotterdam Date: 29.10.2010, Lecturer: Mr. Palser

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TABLE OF CONTENTS

Introduction page 4

Advertising training – session 1 – exercise 1 (part 1) page 5

Advertising training – session 1 – exercise 1 (part 2) page 6

Advertising training – session 3 – exercise 2 (part 1) page 7

Advertising training – session 3 – exercise 2 (part 2) page 8

Advertising training – session 5 – exercise 3 (part 1) page 9 Advertising training – session 5 – exercise 3 (part 2) page 10

Advertising training – session 5 – exercise 3 (part 3) page 11

Advertising training – session 5 – exercise 3 (part 4) page 12 Advertising training – session 7 – exercise 4 (part 1) page 13

Advertising training – session 7 – exercise 4 (part 2) page 14

Advertising training – session 9 – exercise 5 (part 1) page 15 Advertising training – session 9 – exercise 5 (part 2) page 16

Advertising training – session 9 – exercise 5 (part 3) page 17

Advertising training – session 11- exercise 6 (part 1) page 18

Advertising training – session 11- exercise 6 (part 2) page 19 Feedback from Mr. Palser page 20

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INTRODUCTION

The course of copy and art differs from all the other subjects. The best past part of

this course is the designing part but on the other hand you as a person have to come

up with different designs and logos including names. Basically it is stressing at the

beginning but at the end if you have everything ready there is a grateful feeling.

When we had a class in one day for the failed 7 weeks in the beginning it was

difficult and unimaginable to me how I was going to meet the deadlines. However

after working for more than fifteen hours nonstop I can say proudly a wonderful and

unexpected project has been created.

During the course of copy and art we had 6 assignments and each assignment had

three or more assignments on its own. The point of this project was to choose and

create/design/think/imagine one assignment out of the six mentioned.

The first page of each design and poster has an explanation with the choice why,

where, how etc and then followed by the design itself.

May there be any questions/remarks please do not hesitate to comment on the last

page.

Thank you for reading my report

Rafael Klijnlindt

3ICMA (459024)

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ADVERTISING TRAINING – SESSION 1 – EXERCISE 1 (PART 1)

How to create a lay out which stands out and screams for attention? The first thing a

consumer/buyer reads or is confronted with is the headlines with the picture. If both

fit together then an advertiser has an even greater chance to attract their attention.

For this assignment I have created and advertisement which can be placed in a

newspaper or be used as a billboard in public transport. This will affect those who

are confronted with it and deal with the same issue.

I have chosen for a headline which in my opinion confuses the reader and basically

pushes him or her to read further. The picture is heavy compared to other

informative pictures since it needs to push a person in the same position to reflect

his own life and realize the consequences.

With the phone number on the ad it is obvious they are trying to help. The reader

first feels ashamed/confronted but with the phone number he or she can ask for

help. It is an easy way to grab the horn and dial instead of doing nothing an waiting

to see his/her own pictures used one day.

The slogan is catchy but can hurt those in the situation. It says “ don‟t let drugs

abuse you, abuse yourself” meaning even though you have a bad way of living (bad

habits) it‟s better than using drugs.

Please see the advertisement/poster on the next page with the text

included…

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ADVERTISING TRAINING – SESSION 1 – EXERCISE 1 (PART 2)

REST IN PEACE JANE DOE AN UNKNOWN FEMALE FOUND DEAD IN CHICAGO ILLINOIS

LAST WEEK PASSED AWAY DUE TO AN OVERDOSE.

UNFORTUNATELY NO RELATIVES HAVE FILED A REPORT FOR

THE MISSING JANE DOE. DOES THIS STORY REFLECT YOUR

OWN PERSONAL LIFE?

CALL 555 – 1201

AND HELP YOURSELF

DON’T LET DRUGS ABUSE YOU,

ABUSE YOURSELF!!!

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ADVERTISING TRAINING – SESSION 3 – EXERCISE 2 (PART 1)

GO LIGHT FOR PEANUTS!!! This is the poster/slogan I have chosen to work on.

The reason is because we people/consumers are trying to live healthier day by day.

This is a new product which is made by Calve in The Netherlands.

The slogan used is more focused for the females and the children who use this kind

of product. The ones responsible for the groceries in a household are the mothers

and the kids are the ones consuming. Targeting the above mentioned target group is

a unique way to sell a product which has a psychological way of selling the food in

healthy way even though it‟s not that healthy as it looks like. The colors blue and red

make sure the poster/slogan comes across as light and healthy for mum and kid.

At the end of the slogan there is a dot before the brand. This is to make sure that

the buyer/customer knows that it‟s still the same brand but a light version.

Please see the advertisement/poster on the next page with the text…

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ADVERTISING TRAINING – SESSION 3 – EXERCISE 2

GO LIGHT FOR PEANUTS. CALVE!!!

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ADVERTISING TRAINING – SESSION 5 – EXERCISE 3 (PART 1)

For this assignment there is unfortunately not that much to explain. It‟s a story board

which tells the story of a brand (BATAVUS). This is a century old brand. The story

tells how the bike was invented and how the brand/company relies on its customers

and vice versa.

Please see the story board on the next three pages…

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ADVERTISING TRAINING – SESSION 5 – EXERCISE 3 (PART 2)

The caveman is trying to come up with a new invention… CU > SFX SLOW & MVO

The caveman is making a plan of approach to see if his idea

will work… ECU, SFX QUICK & MVO

The caveman is drawing his invention on a stone in his

cave ECU > SFX SLOW & MVO

The caveman is not happy because his first invention has

failed ECU > SFX SLOW & MVO

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ADVERTISING TRAINING – SESSION 5 – EXERCISE 3 (PART 3)

The caveman is using his fingers to draw the skelet of his

invention… ECU > SFX QUICK & MVO

The caveman has created a new invention for the world… No ECU > NO SFX SLOW/QUICK & NO MVO

The caveman cannot think anymore, he knows for sure there is something missing… CU > SFX QUICK & MVO

The caveman is fed up and cannot continue, therefore he decides to jog first… ECU > SFX SLOW & MVO

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ADVERTISING TRAINING – SESSION 5 – EXERCISE 3 (PART 4)

The caveman sees a man with an interesting object and

tries to bribe him… ECU > SFX QUICK & MVO

The caveman pays the man with potato and rice and a new hat… CU > SFX SLOW & MVO

The caveman praises the LORD for his new invention… NO CU > NO SFX SLOW & NO MVO

BATAVUS IS BORN AS A BRAND AND FOR THE

CONSUMERS… ECU > SFX SLOW & MVO

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ADVERTISING TRAINING – SESSION 7 – EXERCISE 4 (PART 1)

On the following page there is an advertisement which needs to be detailed on how

people react, this advertisement focuses on which group, what can you tell when

looking at this advertisement?

Who are the ads talking to? This advertisement is meant for those who love to cook but do not spend that much time in a kitchen. Slicing vegetables takes a lot of time. Busy people would like to eat

healthy but spend less time in a kitchen. Therefore the products offered by HEINZ is the best solution since it‟s easy to make and strong/healthy enough for you as a

person. What do they want the audience to think?

In my opinion the product is trying to tell how easy it is to make. As mentioned above it is for people who use less time.

What is the proposition? What is offered? They offer strong and reliable food/product.

What are the objectives? The introduction starts as in a fight. People bragging about their cooking skills even though they use the product which is easy to make. The promotion of best posters

shows how reliable it is to use the brand HEINZ due to the fact that it‟s still going strong for generations. The brand positioning is not there, since the brand is not using other brands to compare with but personally attacks humans/consumers.

Is it recognizable? This is a convincing advertisement because of the pictures they have used. They inform the consumers that their brand is the best brand to choose

because of their strong image and old brand. What is the tone of voice?

Soft and sneaky at the same time. This ad has to be appreciated and be approachable for household mums in the first place. Part time mums do not have that much time to cook due to their work and the kids. Because of the ad, a mum

can feel comfortable knowing that the dish she is serving is strong enough. Please see the advertisement/poster on the next page

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ADVERTISING TRAINING – SESSION 7 – EXERCISE 4 (PART 2)

Can youR mum cook as well as my mum?

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ADVERTISING TRAINING – SESSION 9 – EXERCISE 5 (PART 1)

A promotion is a tactical marketing tool, which is intended to generate extra sales by means of a temporary improvement in the price/value perception of a brand or

product. (The extra sales objective is what makes promotion different from normal communication).

Promotions can come in many ways. One of them is a so called „joint promotion‟ where two different brands join forces in order to create more sales. Of course there has to be a fit between them that makes sense. (E.g. Philips Wake up light / Blue

Band Good Start). Another aspect of promotions can be timing. The possibility to hook on to some topical item like Valentine‟s Day or Christmas or… (E.g. Merci Chocolates / Mothers

Day). On the first ad I have combined coup a soup with Spa water. Everyone uses water to

make coup a soup but most of the time they use boiled water. Nowadays you can even buy bottled hot spa water and put your coup a soup in spa water instead of the

other way around. The slogan “ at 4.00 P.M. it‟s time for coup a soup with Spa water” is totally new concept. This reminds everyone to

The second poster is are the days/season when consumer prefer coup a soup. Especially when the autumn and the winter comes around people start drinking warm drinks. A soup at the end of a working day is one the best solutions. Even

when you are at home in the evening with your loved on a couch a coup of soup is perfect.

The last poster which has Jesus waiting to drink a coup of soup was banned as a commercial due to religion issues. This is as an example how far a brand goes to push consumers.

Please see the advertisement/poster on the next page

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ADVERTISING TRAINING – SESSION 9 – EXERCISE 5 (PART 2)

AT 4.00 P.M. IT’S TIME FOR COUP A SOUP WITH SPA

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ADVERTISING TRAINING – SESSION 9 – EXERCISE 5 (PART 3)

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ADVERTISING TRAINING SESSION 11 EXERCISE 6 (PART 1)

Typography is a very important part of communication design. It can make or break your communication. Choosing a typeface for a billboard is quite different from

choosing a typeface for an instruction leaflet. The choice of typeface will create a first impression that can be hard to alter. It has to reflect the message and the tone of voice. And also it has to fit the brand, product

or service. The exercise was to create an advertisement/poster where the typography stands

out and with a picture tells the story the reader needs to understand. In this advertisement I have chosen the firework which causes victims year after year and especially the youth of nowadays.

The pictures i have chosen are of someone in fire, because he did not take the consequences of illegal firework. All the three pictures resemblance the end of his

life. The typography is different than we come across on our daily life. Its big and it stands out. The letters are in different colours meaning, red is fire, grey is burned

and black means death. Each and every one of us associates TNT with bombs and explosions and therefore I

have chosen this picture to make sure people understand the damage that a firework can cause, meaning permanently damaged for life.

Please see the advertisement/poster on the next page

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ADVERTISING TRAINING SESSION 11 EXERCISE 6 (PART 2)

ONCE YOU PLAY

WITH FIRE YOU BETTER RETIRE

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FEEDBACK FROM MR. PALSER

PLEASE FEEL FREE TO COMMENT BELOW…… THANK YOU….RAFAEL KLIJNLINDT (3ICMA/459024)

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