The Final Outcome

Here within this PDF is the final outcome of my Advertisement & Promotion project, click to view!
Final Hand-in

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Development

Below are many screenshots of my development process, I mainly used Adobe Photoshop’s distort, pen, lasso, d=feather, eraser and transform features to achieve these effects you see below:

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The Main Advertisement

As my concept says I have chosen 8 celebrities, 8 charities and 8 non-words. I want to include a variety of advertisements and advertisement styles, not just one compulsive one in different places. Of course I still want my adverts to look like they belong to the same company so the same colours, fonts and maybe even a few of the same images will be used.

Variant 1 advertisement includes the 8 images of the celebrities with their faces blurred out, the You’ve Been Tagged’ logo and the hashtag #clickandfindout. I chose this design with blurred faces and eye catching writing because it keeps people wondering what the blurs are whilst the text gives them something else to wonder about.

YBT Blur small

Writing “you’ve been tagged” aims the advertisements at the reader, making it feel personal to them. I think this illusion that the advertisement is directed towards them specifically adds to the effect of wanting to know more. This curiosity developed from the adverts appearance is then furthered by the ‘#clickandfindout” because it makes them want to really click and find out what they might be missing.

Fonts

I decided to have a title font for all aspects of the You’ve Been Tagged company, whether or not I use these in my advertisements I’m not sure, but I have been experimenting with different fonts to see which suits the purpose of ‘You’ve Been Tagged’ the most.
Below is a screenshot of the colour palette I have decided on as the background for the fonts. I chose this bright yet clear blue because it is eye catching whilst not being too overpowering. Screen Shot 2015-02-27 at 14.15.25The background gradient of deep and light blue creates depth and an ascetically pleasing change so the same colour isn’t spreading across the entire of whatever advertisements I shall be creating.

Hashtagging Research

Considering the concept I have come up with contains a lot of hashtags, I decided to do some research on other companies who are making use of this booming trend.

The first one I decided to research was the #passiton, it caught my eye as I was travelling to Meadowhall and I saw Einstein’s face pasted on the side of a buss accompanied by the word ‘CONFIDENCE’ and #passiton. This struck me, it made me want to know more whilst still delivering the message that people should be more confident in themselves and even though you may not start out as the best, much like Einstein, you can become great.
Upon further research I discovered “The Foundation for a Better Life” had created these campaigns to promote the differences in our community. The third picture shows someone’s Instagram who has participated in #passItOn.

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Another campaign I found interesting was the #50yearsofkfc hashtag where you have to tweet (or post, depending on what networking site your on) what you would do to win 50 years of KFC (and yes, that’s the prize), some people even make videos of what they would do, etc. It’s an amusing, fun and cleaver idea to gain popularity and celebrate their 50th anniversary – this kind of fun and careless atmosphere is something I would like to include within my project.

http://metro.co.uk/2015/02/11/what-would-you-do-for-50-years-of-free-kfc-thats-a-bucket-of-fried-kfc-a-month-for-the-rest-of-your-life-5057994/

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While I was scouring YouTube for music (a daily occurrence for me haha) I happened across this really small #dearme promoted by Youtube. It’s small things like this that get people curious and wanting to know what these mean. Subtle yet effective advertising technique.

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There are many campaigns that spread awareness for good causes, the latest one being #smearforsmear to spread awareness of cervical cancer amongst women. Jo’s Trust is the one responsible for this hashtag, the link is below:

http://www.jostrust.org.uk/smearforsmear/?gclid=CjwKEAjwoZ-oBRCAjZqs96qCmzgSJADnWCv8r_mfLNuIfac15aOFpvHaucTmrZGOcOOG6ip3uG5PQBoC94jw_wcB

Below are some real-life #smearforsmear selfies
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Some other hashtags that rampaged social media were:
#nomakeupselfie
#necknominatioln

Original Logo Idea

image1 Screen Shot 2015-01-28 at 09.34.39 Screen Shot 2015-01-28 at 09.36.39 Screen Shot 2015-01-28 at 09.46.52 Screen Shot 2015-01-28 at 09.53.23 Screen Shot 2015-01-28 at 10.04.43 Screen Shot 2015-01-28 at 10.07.03 Screen Shot 2015-01-28 at 10.13.23
Above are my development screenshots for my first logo idea.
This was going to be the logo for the company ‘You’ve Been Tagged’, however I decided to discard this logo design as it wasn’t to my liking at all. I used Adobe Illustrator to go over the drawing I created with a pen tool.

Acorn & the General Demographic

The General Demographic in relation to Advertising.

What is the Demographic?

Demographic is basically different ‘sectors’ of the population. It is fitting people into categories such as the younger and the older age demographic, it can be based on just about anything from race to postcodes, age, male to female and many more.

demographics

Demographics are often represented in graphs and pie charts, as you can see above. In relation to advertising choosing and knowing your demographics is very important – as long as you know who your targeting within the population, you can taylor your advertisements to the specific needs of that certain demographic.
Demographics4
Above is an example of ‘splitting’ the population into demographics. Here it is based on race, the different segments of the pie chart represent the different demographics, for every company who researches demographics in relation to their campaign targets, their charts will look different depending on who they aim to target.

picture-1 sport_advertising_31 experts-say-fruity-flavored-malt-booze-is-appealing-to-young-kids

The above advertisements have all been aimed at very different demographics – the companies producing them would’ve most likely done plenty of research on the general demographic before creating these.

There are certain ways to research demographics, one of which is a tool called Acorn developed and created by the CACI (IT Solutions).

What is ACORN?

Acorn is basically a consumer classification that segments the UK population. By analysing demographic data, social factors, population and consumer behaviour, it provides precise information and an understanding of different types of people. Acorn provides valuable consumer insight helping you target, acquire and develop profitable customer relationships and improve service delivery. The Acorn tool can be found at  http://acorn.caci.co.uk/.

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Acorn is mainly used by businesses in both the public and private sector to help understand consumers behaviour, attitudes and lifestyle in general. Businesses also commonly use it to analyse existing and potential customers, identify profitable prospects and figure out the the specific needs of each catchment area and neighbourhood. Using Acorn unlocks information that is beneficial to selling/advertising to the right demographic.

Within advertising it is important to know your audience, using a tool such as Acorn helps you pinpoint what areas of advertisement will benefit/be most effective on certain types of people, or even certain areas. For example showing an advertisement for a razor on a children’s TV channel wouldn’t be the best way to sell a product because it’s aimed at the wrong age group. This is where knowing the demographic comes in

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As demography is the scientific study of populations, the general demographic is basically a fancy way of saying the general public in a way.

GeneralDemographics

Above is an example of the general demographics within a state college area, this is different to the research that would be obtained when it comes to advertising. However there are parts in which they might be similar, like the male/female or age ranges.

Thankyou for listening! ^.^

The Celebrities, Charities and Non-words

So! I have pretty much made my mind up on the fundamentals of this idea. I shall be mapping my idea out in the simplest way I can below – apologies in advance that it may seem a bit complicated.

The name for the company who will be hosting this competition/fundraiser that will not only raise money but will also make 8 non-words known and hopefully get into the Oxford English Dictionary is:
“You’ve Been Tagged!”
This shall be the name of the company who are the instruments to my plans for ‘Hashtag hijacking the internet‘.

First of all, I have chosen 8 celebrities to represent each word and charity. Those who will be the catalyst for raising money are as follows:
1. PewDiePie & Cutiepie– 38,901,306 YouTube Subscribers, 5.1 million Instagram followers, 6.81m Twitter followers (all between them), internet personalities.
2. Zoella & Alfie – 10,767,360 YouTube Subscribers between them, author (Zoella), internet personalities, fashion & beauty blogger (Zoella).
4. Bruno Mars – Musician, 45 Million singles sold worldwide, 13-time Grammy Award nominee.
5. Taylor Swift – Musician, multiple award nominations, Between 27 October and 2 November, 22% of all albums sold in the United States were copies of Taylor Swift’s 1989.
3. Kendall Jenner & Cara Delevingne -27.6 million Instagram followers between them, models, actress (Cara), reality TV star (Kendall).
6. Big Bang – Best Worldwide Act winner at the 2011 MTV Europe Music Awards, 3,431,281 YouTube subs, Big Bang’s members include actors, TV presenters, models, single artists.
7. Will Smith – 75,561,502 Facebook likes, nominated for four Golden Globe Awards, two Academy Awards, and has won four Grammy Awards.
8. 2NE1 – Over 30 million digital downloads sold, Musicians, Popular all over Asia.

I have selected the 8 words each celebrity will represent:

The 8 charities I have chosen to raise money via ‘You’ve Been Tagged’ are as follows:
1. Water is life – http://waterislife.com/
2. Oxfam – http://www.oxfam.org/
3. WWF – http://wwf.panda.org/
4. Unicef – http://www.unicef.org/
5. Save the Children – http://www.savethechildren.org/
6. World Cancer Research Fund – http://www.wcrf-uk.org/
7. Red Cross – http://www.redcross.org/
8. Plan – www.plan.org.au

Next up is the list of Non-Words that shall be turned into hashtags to represent each celebrity and charity:
1. Bruddah – Short for ‘Brother’ shares a similar meaning to ‘Homie’ or ‘Friend’.
2. Kawaii – Something that is cute.
3. Wakeover – The last night’s makeup you forgot to take off and wake up with. Plays with the word “makeover”.
4. Polkadodge – the dance that occurs when two people attempt to pass each other but move in the same direction.
5. Aegyo – When a boy or girl acts in cute manner. Such as doing cute sounds, cute facial expressions, or cute actions, usually used to beg or get something.
6. Scoffite – Someone who scoffs/devours food at a greedy pace by stuffing lots of food in their mouths.
7. The Face – The face one pulls when one is not impressed.
8. Optotoxical – a look that could kill, normally from a parent or spouse.

Below is a simple breakdown of the celebrities and the words/charities I have assigned them:
1. PewDiePie & Cutiepie – Save the Children – #Kawaii
2. Zoella & Alfie – WWF – #Wakeover
3. Kendall Jenner & Cara Delevingne – Water is life – #Bruddah
4. Bruno Mars – Unicef – #Optotoxical
5. Taylor Swift – World Cancer Research Fund –#Polkadodge
6. Big Bang – Plan – #Aegyo
7. Will Smith – Oxfam –#The Face
8. 2NE1 – Red Cross – #Scoffite

I made up the non-words “scoffite” and “wakeover” for this competition.
Below you can see the brainstorming involved in creating this idea and the words ect.

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Now that the concept, celebrities, non-words and charities are figured out, It’s time to start thinking about the branding. This shall be in my next post.

How to Promote & Raise Money

To begin this post I shall be researching the means of promoting and spreading this plan (along with the words) like a virus across the web. My searches lead me to the following page (click to follow the link)
http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/
This is a survey showing how children in the US are more interested in YouTube stars than actual ‘celebrities’. This was a fascinating fact for me to come across, though I am not surprised judging on half of my family’s obsession with Youtubers. This sparked an idea for me – what if I was to create a partnership between charities and Youtubers or online stars to promote these words for a charity…? Just brainstorming again —–
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I notice that it is the younger generation who are insane about Youtube stars, but not so much the older generation. Maybe using ‘real’ celebrities for Europe and America to attract the older generation also to make this plan take to Facebook and other social media platforms where people of all ages and backgrounds will be exposed to the hashtag trends I plan on creating with these non-words. I realise that YouTube and hollywood celebs will cover the areas such as England, America and over Europe… though that leaves Asia out of the mix. My thoughts instantly turned to celebrities and musicians in Asia because I am aware that ‘Kpop’ bands are all the rage over there at the minuet. ‘Kpop’ is basically Korean Pop music that has taken the whole of Asia by storm. Below is a screen capture of a simple google search of “the most popular bands in Asia” and believe it or not, all of the bands you see below are from Korea (accept from Arashi who are Japanese) – these bands are ALL Kpop and they have the largest influence of any music makers over ALL of Asia, meaning China, Japan, Korea, Taiwan, the Philippines and much more. I have a friend who is a radio presenter in Indonesia, he plays 60% Kpop and 40% English music in a country who’s language is neither of the two. Kpop owns Asia’s airways and they are the most looked up to role models amongst actors, using them to spread a trend is sure to turn Asia’s head towards my Idea and make it a global phenomenon.
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All of the bands above (and a few other influential kpop figures such as BTS and G Dragon) are people I would like to consider for spreading the word.

I looked on a few websites to gather information on people who would be beneficial to use as catalysts to make my idea a reality and I came across this (very nicely designed) site with a list of the supposed 100 most influential people in the world. Click the link to see.
100 influential people – http://time.com/time100-2014/
The list of celebrities I have compiled who I think would be good candidates for this job are below – some of them were extracted from the list above, though some are people I think are influences in their own right:
. Beyoncebeyonce_28
. Cara Delevingne power-brows-intro
. Taylor Swifttaylor-swift-2014-sarah-barlow-billboard-650
. Miley Cyrusmiley-cyrus-2014-21
. Jennifer LawrenceJennifer-Lawrence-Stalker-Deemed-Dangerous-919-2
. David Beckhamdavid_beckham_lead-434102

Once I have my idea fully figured out I shall be selecting the celebrity(s) who shall promote my chosen words, but for now my list is 6 people strong. I have noticed that unintentionally there are mainly females in this list, this won’t affect the word I choose.

When choosing which Youtubers/celebrities/bands I shall be using to promote the words and raise money I will be taking into account the nature of the word and also, their history when it comes to donating and raising money. The reason for this is because I want the word to link with the celebrities’ image/personality to attract votes, also there is no use in choosing a celebrity who wouldn’t care about the charity/wouldn’t want to include themselves in something like this.

Below is a list of YouTube stars who I think would hold a massive power for promoting this idea:

. Smosh (Anthony & Ian) 4523518277_6cafa3265f_z
. Pewdiepie       pewdiepie-indiegogo-charity-save-the-children-600x369
. Bethany Morta  bethany-mota-at-z100-s-jingle-ball-2013-in-new-york_1
. Cutiepie Marzia   477671707a0bba5d80e17b0a6089d4dc
. Zoella        Zoella_glamour_27nov14_pr-Bluewater---b_720x1080
. Markiplier markiplier_screenshot_by_ladydragon22-d793qfi
. Cry (Nope, no face)cry__under_the_mask_by_kiwa007-d5mul72
. Michelle Phanmaxresdefault
. Jenna Marblesjenna

I have selected 9 very popular YouTube stars that I think would be great for the job of promoting the words and being catalysts for the spread of this idea. After some brief deliberation I have pretty much come to the conclusion who my favourite to use is, though I am going to delve deeper into the style of words and techniques I’m going to use to promote them fully before I make my final idea.
Below is a link detailing just a few of the many ways YouTuber’s have used their online influence to raise money, please click this link to see:

http://reasondigital.com/advice-and-training/ways-youtube-celebrities-have-raised-money-for-charities/

One of these caught my eye as it involved one of the YouTube stars on my list: Pewdiepie’s water campaign for water aid. Click the link below to see his (closed) donation page.
https://my.charitywater.org/pewdiepie
As you can see below Pewds alone managed to raise that amazing amount of money singlehandedly. This is why I chose to use Youtube Stars as one of my main catalysts – their sheer influence and connections over the web are amazing, also they are not so ‘out of reach’ as hollywood celebrities, people can relate to them and therefore can easily follow their trends. Below is how much Pewdiepie raised –

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This concludes my post. I shall further research all topics I brainstormed on a later date once my plans come together a little more clearly.

Non-word Hunt

The best way to find out how to get words in the Oxford dictionary (in my opinion) is by looking at words that have successfully graduated to the Oxford dictionary, or maybe even words that have become well known.

The reason this brief stuck out to me is because when I use social media such as Tumblr, Instagram, Twitter ect, there are certain ‘sub-genres’ that most people using these sites either base their blog around, or fit into whether it is intentional or not. These sub-categories are very prominent on social media, though when I mention any of them to people who don’t use these social medias (such as my parents or other people my age) they have never even heard the word before.
I have decided that the words I would like to get into the Oxford English Dictionary are ‘trends’ from countries such as South Korea, America and Japan as they are becoming exceedingly popular on the web, yet many people are unsure of their meaning. Many of these styles/makeup technique/fashions (or just words to explain something in general) sometimes originate from real words in English, Japanese or Korean, though sometimes they are entirely made up. I shall list some examples below and their meanings:

Ulzzang (얼짱-Korean for ‘Best Face’)- 
Being ‘Ulzzang’ means you have to be pretty(or handsome), cute and overuse Aegyo. These boys and girls use circle lenses more often than not to achieve big, cute yet natural eyes. They use makeup in a specific way to create this look, some key features are the non-contoured pale skin, droopy eye eyeliner, gradient lip and enhanced ‘under eye bags’ (Aegyo-sal in Korean, referring to the cute under-eye fatty deposits that make you look more youthful).

Selca (셀카 – ‘Self Cam’, Basically means selfie in Korean)-
Selca is the korean version of a selfie. Yep, you got it, it’s just a cute selfie.

Kawaii (かわいい-Japanese for ‘Cute’)-
This style isn’t anything too crazy or stylised, it’s simply girls (or mainly girls) who dress quite sweet and have big eyes. The people who participate in this style tend to like pastel colours, wear circle lenses and use lolita-inspired fashion. When referring to things outside fashion that are Kawaii – they are generally sweet, cute, fluffy, pastel, pale, anime related, pink, rainbows and cute animals… you get the idea.

Gyaru (ギャル-Translates to ‘Gal’)-
Gyaru has quite a range of styles, from pink to floral, neon colours, black, animal prints and much more. The key features of this look is large eyes, flamboyant eyelashes, tanned skin, heavily contoured nose and big hair.

Aegyo (애교-Translates to ‘Winsome’  Basically entails charm via childlike innocence)-
Aegyo is a way of behaving that is popular in South Korea. It is mainly used between couples, when the girl wants something or has the face on, she will sometimes use Aegyo in conjunction with ‘Oppaaaaaaa’ to get her way. It is basically the same as when a child wants something, then they give their parents the puppy eyes and use the cutie voice.

Kowai (怖い-Translates to ‘scary’ or ‘I’m scared’)-
Kowai is the opposite of Kawaii, it is creepy, scary and gothic.

Fairykei (Lolita, Decora & The 80’s) –
Fairykei is a very flamboyant Japanese subculture that has caught the eye of quite a few online personalities. It is quite similar to Kawaii but with a more out-there, flamboyant twist. There are no other colours but pastels and bright pinks/purples/blues. Dark colours must be avoided at all costs.

Pastelgoth (A combination of Kawaii and Gothic styles)-
Pastelgoths are the perfect combination of Kowai and Kawaii – creepy and cute. It is simply a fashion in which grungy and gothic styles are mixed with pastel colours and sweet expressions to make a delicate form of scary/creepy fashion.

Scene (Usually black & neon colours combined for an edgy look)-
The term ‘Scene’ has been around for a while now, it can be used as slang or an insult to some people, though on the web it has taken the form of a niche trend/fashion style/way of life. ‘Scene kids’ usually dress in dark clothes, lots of eyeliner and unique hairstyles, often they sport piercings and wear clothes that support music they like, mostly rock, metal, punk ect.

Shironuri (白塗り-Translates to ‘Painted in White’)-
Shironuri is a street culture in Japan, it is a very unique and personalised style unique to the wearer where they choose the prettiest clothes they can imaging wearing (so this varies from person to person) then they combine this with white painted skin, pale & puffy wigs, costume contact lenses and heavy makeup.

Oppa (오빠-A charming way of addressing an older male if your female)-
Oppa is very popularly used in Korea, it is referring to an older male friend, boyfriend or colleague – it is affectionate and is similar to Senpai in Japanese.

Senpai (先輩-A way of addressing someone you look up to who is older than you)-
Senpai is an honorific in Japan used for an older colleague/school friend of either male or female gender, though it is most commonly used for males by younger girls. It is for when you look up to somebody and respect them that Senpai should be used.

Kōhai (後輩-A way of addressing someone younger than you eg a colleague or school friend)-
This is another Japanese honorific that is used to address younger colleagues/classmates.

Otaku (お宅-Translates t ‘Your House’ though is used to refer to anime geeks)-
This is an american term supposedly, though in Japanese ‘Otaku’ translates to ‘your house’ roughly and this is supposedly where all nerds dwell 90% of the time watching anime or cartoons or other things.

Stealth Nerd (A nerd under cover)-
A stealth nerd is me. Literally lol! It’s where someone is a nerd in their own spare time, though around other people they seem completely normal and non-nerdy. It’s like being an under cover cop… but in nerd version.

Weeaboo (An american internet slang term for Japan-Geek)-
Someone who knows more about Japan and Japanese culture than even native Japanese people do. You could also call them Japan stalkers or Japanophiles.

Koreeaboo (An american internet slang term for Korea-Geek)-
A Koreaboo is a person who knows more about Korea than native Korean people. A Koredaphile or someone who is obsessed with Korea and it’s culture. There is the less intense version of a K

All of these words are rather prominent on social media such as YouTube, Instagram and Tumblr, some are not as well known as others. They all have different meanings as I have explained, though none of them are well known to a wide range of people, mainly the only people.

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