Advertising Quest 3

Learning in Production

• Creating / Planning
  • Choose a subject for your commercial or PSA:
    • As this is AVP/AMP, it is preferred that this be a real product of your own creation OR a real school event that you're promoting.
    • Your commercial or PSA must be exactly 30 seconds long or 60 seconds long.
    • All materials must be copyright and trademark friendly.
  • Choose a technique that you'll use to make a commercial or PSA based on the techniques that we have explored:
    • Interrupt the Pattern: Research--You’re Doing It Wrong: How Uncovering The Unconscious Is Key To Creativity;
      • Create Comfort: I’m Not Your Consumer: How Research Misses The Human Behind The Demographic
      • Lead the Imagination: We’re Marketers, Not Soldiers: How Combative Competition Is Killing Creativity.
      • "Sadvertising"/Shift the Feeling: The Myth of Marketing: How Research Reaches for the Heart But Only Connects With The Head
      • Satisfy the Critical Mind: The End of Rational vs. Emotional: How Both Logic and Feeling Play Key Roles in Marketing and Decision Making
    • Change the Associations: The Distraction of Data: How Brand Research Misses the Real Reasons Why People Buy
  • Read (or re-read the article associated with the technique that you choose)
  • Plan your commercial by storyboarding the images. Make sure that your commercial clearly ties to the technique that you selected and successfully manipulates the audience to purchase the product/use the service/take the action suggested.
• Producing
  • Film your commercial
  • Edit the commercial (paying close attention to the use of L-cuts and J-cuts).
• Post video by doing BOTH of the following:
  • Uploading exported video to your Google Drive and make the file accessible to "Anyone With The Link"
• Reflect on the final product
  • Respond to the work
    • Complete the blue reflection form (available in links on left side of this page); make your own copy of the document; complete in your Google Drive, then share completed reflection with Ms. Kramer.
      • Completing the blue form requires you to visit your standards document and add links/comments to those standards which you have successfully demonstrated mastery.
    • Create a blog post (http://blog.mtlsd.org/MediaArts/) that demonstrates your reflection. As appropriate, please consider discussing the following:
      • How the production ended up being the way it is.
      • Strengths you see in the final work.
      • Weaknesses you hope to address in a revision or in future work.
      • Connect your work to other artists and other works
  • Respond to your peers' works using the blog tool.