Analysis of Project in the Real World

    Creating an advertisement forced me to think of the wants and needs of a large target market. “…advertising calls people to action.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 3.) It is with this main objective in mind that I set out to form a compelling advertising campaign for the Dr. Scholl’s brand.

    I had to first research the brand and try to understand who they were targeting in their campaigns and also what their brand stood for. “Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 16.) This is essential for an advertising professional to understand before embarking on creating a campaign. I learned through my research that Dr. Scholl’s is dedicated to creating the best product to alleviate many types of foot pain. It was most bought by men and women of an older demographic. That is why Dr. Scholl’s decided to create the Dr. Scholl’s For Her sub-brand. It is aimed at women 18-45 years of age that wear high heels or other uncomfortable shoes on a daily basis. They tapped into this market because it was not overly saturated with much competition.

    I then began looking for the “big idea”. I tried to think of a narrative that was compelling enough to stop a reader of a magazine in her tracks. “The ad idea should serve as the catalyst for visualization and composition, including determining content and context.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 155.) The ad I created rings true to many women from different backgrounds. Women can visualize themselves in that predicament and are compelled to buy the product as insurance that it will never happen to them.

    Creating the copy to accompany the image came easily. I imagined what I would say in a situation like the one in the ad. “Don’t let your blistered feet steal the spotlight."“Arrangements can seem ordered or random. Sequential arrangements have a discernible and specific order, or they can form a particular sequence. Also, one element or frame can seem to be the consequence or the result of the previous element. The quality of randomness in composition stems from an intentional organization where elements belong, yet no discernable pattern, uniformity, or regularity is readily apparent.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 181.) It may not be pretty but it’s true. We see it all the time in Vegas. Girls who think they are cute with their stiletto heels, but by the end of the night, they’re barefooted walking down the grimy street. “Some of the greatest advertising lines have two things in common: they don't sound like sales pitches, and they ring true.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 95.)