1. This portion of the project must be done individually! Each group member will submit their own research for this project to be graded separately.

2. Create a subpage in your website called "Building a Brand - Research."

Part A: Ethos, Pathos, and Logos

1. Click HERE to read all about ethos, pathos, and logos, then answer the questions below:

   1. 1. 1. What are ethos, pathos and logos? Define each of them in your own words.

         2. Why is it important to know and understand all three when creating an advertisement?

         3. What advertising context would using ethos be most applicable? What about logos? And lastly, what context might pathos be most effective?

Part B: Inspirational Images

1. Next, choose a type of brand/product you are interested in. It is important to note that whichever type of brand/product you choose to research will be the type of brand/product you and your group will be photographing and marketing in part 2 and 3, so choose wisely! You may choose a brand/product from the following list, or may come up with your own and get it approved with Ms. Jones:

   1. 1. 1. Click this link to see a list of possible brands/products!

2. Once you have selected what type of goods or services you would like to sell and promote using your photography, do a google search to see what kind of brands already exist for that type of product.

   1. 1. 1. For example, if you plan on marketing shoes, look up advertisements for famous shoe brands like nike, converse, vans, etc. and check out their websites. I would recommend having each group member research a different brand so you can have a variety of materials to gain inspiration from.

3. As you explore the websites and advertisements of other existing companies and brands, compile at least 15 examples of different advertisements for that product that you plan on using as inspiration for your own photos. These examples can be from one brand or multiple.

4. Once you have chosen 15 advertising or product images to use as inspiration, select one image (from your 15) that you think showcases ethos, another that showcases logos, and a third that showcases pathos.

5. Underneath the three images, describe how/why you think that image showcases ethos, pathos, or logos.

Part C: Observations

1. Next, answer the following questions:

   1. 1. 1. What trends do you notice about the way that your chosen product is marketed? In what way are the different companies similar to each other? How are they different?

         2. Who do you think is the target audience for the product you chose? How do the brands you researched appeal to that target audience?

         3. What style did the other brands use to build their website? Is it sleek and modern, warm and rustic, colorful, professional, nature oriented, or some other style?

         4. What colors do you notice are frequently used to market this product? Why do you think that is?

         5. What types of photos does this company use? What kind of subjects do they shoot? What does the background look like?

         6. How often do they use text on their advertisements/website? Do you notice certain pieces of information have a larger text while others have a smaller text? How does the image used support the text? How do the advertisements draw your eye to certain areas of the image?

Part D: My Vision

1. Finally, answer the last 3 questions below:

   1. 1. 1. What ideas do you have for your brand's name?

         2. Who is your target audience? What kind of color scheme or style could you use that would appeal to that audience?

         3. What types of pictures do you plan to take to promote your brand? How do you plan to execute these photos?

1. Answered all part A questions (3 points)

2. Compiled 15 ads (15 points)

3. Selected one image that showcases ethos, another that showcases logos, and a third that showcases pathos and described how/why you think that image showcases ethos, pathos, or logos. (3 points)

4. Answered all part C questions (6 points)

5. Answered all part D questions (3 points)

1. Create a subpage in your website called "Building a Brand - Photographs."

Part A: Building Lightboxes

1. On Monday, April 24th, Ms. Jones will teach you how to create your own light box. You will need to create at least one of these boxes for your group on that day.

2. Sometime during this class period, you group must come up to Ms. Jones and inform her of the following:

   1. 1. What is the name of your fake brand?

      2. What type of product or service is your group planning on marketing?

      3. What are your ideas for what kind of pictures your group could take? What is your plan for getting those photos (ie. are you planning on using the darkroom, meeting up someplace after school and taking photos there, taking photos in the hallways, etc.)

Part B: Taking Photos

1. Now that your group has an idea of what your brand is, and what you want to sell, it is time to take photos to use as advertisements!

2. Each group member must take at least 3 pictures! This means that there should be 9 total photos if you have 3 group members, or 6 total if you were working in pairs. If you are working alone, you only need 3 photos total.

   1. 1. 1. Your photos should have VARIETY! In other words, I shouldn't just see your products in a light box or in the same location, mix it up! Try new things! If all of your photos look the same, you will not recieve full points.

Part C: Editing Photos

1. Now that each person has 3 photos, edit all 3 images in Lightroom or Photoshop to make them look more polished.

2. For ONE of your 3 images, you should edit it to look like an official advertisement for your company.

   1. 1. 1. Your advertisement should make use of ethos, logos, and/or pathos to persuade a viewer to purchase your product. Remember to use the 15 images you found during the research portion as inspiration!

         2. You must include text on your image such as pricing and/or a slogan.

         3. Your image should make use of the different photoshop techniques we have learned thus far to make it look professional (such as masking, changing out the background, doing a double exposure, etc.)

Part D: Uploading to your Website

1. By now you should have taken all 3 photos, edited them in Lightroom or Photoshop, and edited ONE of the 3 to look like an official advertisement. Next, you will create a subpage in your website called "Building a Brand - Photograph and Edit."

2. Post your 3 unedited photos next to your 3 edited photos.

3. Under the photo that has been edited to look like an advertisement, answer the following questions:

   1. 1. 1. Who is the target audience (age, demographic, gender, etc.) for this ad?

         2. How are you using ethos, pathos, and/or logos to appeal to that target audience?

         3. Do you think this advertisement would effectively persuade someone to buy your product? Is there anything you would do differently next time to make it better?

1. Student has taken 3 photos (15 points)

2. Student has edited all photos in Lightroom and/or Photoshop (15 points)

   1. 1. All photos have been edited to enhance the image. Image is not over edited, and the edit is not distracting.

      2. ONE photo has been edited to have text on it as if it is an actual advertisement. Text works with and enhances the image rather than covering it awkwardly.

3. Image is well composed (15 points)

   1. 1. Makes good use of the elements and principles of art. Images look well thought out and refined.

4. Image is high quality (10 points)

   1. 1. Images are not blurry, fuzzy, over or under exposed

5. Description and persuasive techniques (5 points)

   1. 1. Student makes clear use of ethos, pathos and/or logos in their images

      2. Student answers the 3 questions in part D

1. Now that you and your group have all of your photos, the next step is to compile all of them into a new website!

2. Create a new google site titled after your brand and share it with the members of your group

3. Look at the websites of other existing brands and companies that sell something similar to you and model your website based on that site.

4. Consider including the following when assembling your website:

   1. 1. 1. Have a section that is a product gallery

         2. Have a section for items that are on sale

         3. If you run a restaurant, have a section for menu items with prices and descriptions

         4. If you are building a website for a band, consider listing a tour schedule

         5. Create an "about the team" section that has a fake story for each member about how they got into the business and your company's mission statement. At the bottom, you could create a "contact us" section with a fake email and phone number (DO NOT use a real phone number or email!!)

5. You are also encouraged to use images from Unsplash to add extra content to your website so it does not look barren. However, your images should be front and center, and the most important part of your website. If you use images from Unsplash, be sure to credit the original artist underneath! Make sure that all of your Unsplash images match the aesthetic of your photos.

6. Ultimately, what you include in your website is up to you. However, the more effort and work your group puts into building the website and making it look professional, the higher your overall score will be!

1. Aesthetic & Polish (10 points)

   1. 1. Website has a very specific aesthetic to it that matches the brand's identity and target audience (modern, nature oriented, whimsical, etc.)

      2. Colors and extra images have been carefully considered, and match the aesthetic of the brand and the student's original photographs. If Unsplash images were used, credit was given to the original artist.

      3. Student's photos have been presented in a way that is visually pleasing/eye catching

      4. Website is easy to navigate, and looks like a real website for that brand

2. Effort (10 points)

   1. 1. Student has clearly researched other similar brands' websites, and has modeled their own website in a similar manner

      2. Website does not look rushed or half-baked. It appears to be completely finished

3. Creativity (10 points)

   1. 1. Student has attempted to create a unique branding identity that is reflected in their website

      2. Student has creatively incorporated each image into the website

      3. Student has creatively incorporated multiple tabs to flesh out the website and make it look legitimate