Showing posts with label Copywriting for Advertising. Show all posts
Showing posts with label Copywriting for Advertising. Show all posts

Monday, 28 October 2013

Copywriting Final

Cause of Car Accident.


The topic of this subject I choose CAR ACCIDENT.

There are many causes make an accident happened, which is speeding, drink driving, non wearing seat belt, drowsy driving, careless driving, loss of control and inexperience


Even with today's safety technology, millions of people die each year in car accidents and it is getting serious nowadays.
-Accident is the most unwanted thing to happen to a road user, but happen quit often.
-The most unfortunate thing is that we don’t learn from our mistakes on road, that’s why causes of accident getting serious and serious and increasing every year.
-The majority of road crashed are caused by human error.



Top Causes of Car Accident 
Accident is always a cause for affect.

Speeding

-Speeding is still the top cause of car accidents
-Human always want to get to places fast, and car manufacturers make automobiles that can break speed limits, then speed will continue to be a killer.
-The faster the car, take the more time to stop and more deadly the impact.
-Speed limits are imposed for safety reasons especially in school zones and busy pedestrian areas.


Drunk Driving

-Driving drunk has traditionally been responsible for the highest death rates in U.S
-The National highway Traffic Safety Administration estimates that 17,941 people died in 2006 in “alcohol related” collisions, representing 40 percent of total traffic deaths in the US
-Alcohol reduces concentration, decreases reaction time of a human body.
-Limbs take more to react to the instructions of brain.


Distrated Driving

Example: pick up something you dropped, arguing with someone inside your car
-Talking on the phone, texting, eating, reading, growing, apply make up
-while talking or texting on a cellphone or driving your friends around are tempting, they are dangerous distractions because they take your focus off the road

Way to avoid
-Only use a cellphone in the car in case of an emergency.
-Use hands free devices such as Bluetooth but they do not guarantee 100% that you will not be distracted.
-Involves taking your eyes off the road to temporarily tend to something going on inside or outside your car


Driving at night/ weather

-something we have little control over is the weather 
-Far too many people do not take note of the changes to their driving habits that they must take due to bad weather.
-Rain and snow can causes loss of visibility to the severity

Sleepiness/ Drowse

-Being tired at the wheel is selfish and stupid.
-Drivers, who crash their vehicles when falling asleep at the wheel.
-Most of the car accidents caused by drowsy driving occur at night.

After the research, I choose one of the topic from cause of car accident to develop and research.


Sleepiness/Drowsy driving

Nowadys, many of us are not getting the necessary rest or sleep. The number of automobile accidents caused by drowsy truck drivers or sleep deprived college students continue to be a growing concern.


Crash Characteristics

-during late-night/early morning or mid afternoon
-Driver alone in car
-Driver does not attempt to avoid a crash.
-Mostly the crash happening on a high-speed road

Groups of people
-young people (ages 21 to 29)
-shift workers whose don’t have regular sleep time (working at night/irregular hours)
-people with lack of sleep, insomnia.
-poor sleep quality
-shift workers always trying to sleep when their bodies want to be awake, work when their body want to sleep.

The way avoid drowsy driving

Sleepiness is a serious risk for young make drivers. Attitudes of this group sleepiness and driving risk, surveys of the general population suggest that knowledge of the risk is likely to be low and awareness will need to be raised.

- Don’t driving between midnight and 6am it is a high-risk situation.
- Scheduling a trip of another time to reduce risk, especially if the drive is long.
- An active lifestyle that resrtrisks sleep is a special risk
- sleepy student who works as part-time, participate in night social. Extreme tiredness and sleepless night.
- Avoid drive home from college the day your exams are over, or after a party night drive a long distance trip.
- Drive Alcohol increases sleepiness, decreases performance and increases risk.
- young men should not to drink when they are already sleepy.

Take effective steps if feel sleepy when driving.
-stop driving
-consumer the caffeine (drink coffee)
-taking 20 minutes of nap
-Shift work maybe increase the risk of drowsy-driving crashes
Rotating shift workers are often sleepy because their work times are inconsistent with natural sleep wake cycle less sleep and lower quality of sleep. Driving when sleepy is a risky behavior that cause many serious crashes.


Take effective steps to reduce your risks.

-Getting good sleep by creating a good, dark, quiet environment
-trying to sleep at the same time every day.
-avoid driving home from work or college while feel sleepy.

How many hours of sleep do you need?

-According to the National Institutes of Health, the average adult sleep less than seven hours per night.
-In this fast-paced society, six or seven hours of sleep may sound pretty good.
-most healthy adults need between seven and a half to nine hours of sleep per night to function at their best.

Consequences of too little sleep
Cause: - memory problems
          - Depression
       - A weakening of your immune system, increasing your chance of becoming sick.
       - increase in perception of pain
        - drowsy when driving


The dangers of sleep deprivation

-Based on study, many studies make it clear that sleep deprivation is dangerous.
-Sleep deprivation also magnifies alcohol’s effect on the body, so a fatigued person who drink will become much more impaired than someone who is well rested.

Drowsy driver is responsible for an estimated 56,000 motor vehicles accident and 1,500 deaths each year according to the National Highway Traffic Safety Administration. Drowsiness is the last step before falling asleep

National Highway Traffic Safety Administration find out how you know you might be starting drowsy.
-have trouble keeping your eyes focused.
-cant stop yawning.
-cant remember driving the last few miles

Sign and symptoms  of sleep deprivation and lack of sleep
-Getting less than eight hours of sleep each night, chances are youre sleep deprived. What more, you have no idea just how much lack of sleep is affecting you.
-If you have a habit of skimping on sleep, maybe it feels normal to get sleepy when meeting, struggling through the afternoon slump, dozing off after the dinner.

You maybe sleep deprived if you feel
-need an alarm clock in order to wake up
-Rely on snooze button
-have a hard time to getting out of bed in the morning
-feel sluggish in the afternoon
-get sleepy in meetings, lectures, or warm rooms
-Get drowsy after heavy meals or when driving.
-Fall asleep in five minutes of going to bed


The effect lack of sleep

-Lack of sleep has a wide range of negative effects that make your daytime drowsiness.
The effect
-Drowsy and lack of motivation.
-moodiness and irritability
-Reduced creativity and problem-solving skills
-concentration and memory problems
-increased risk of accident
-increased risk of diabetes, heart disease, and health problems


Two type of sleep

-Non-Rem(NREM) sleep
Consists of four stages of sleep, each deeper than the last.

1st stage
-This stage about five minutes. Eyes move slowly under the eyelids, muscle activity slows down, and easily awakened.

2nd stage
-first stage of true sleep. Eyes movement stops, heart rate slows, body temperature decreases.

3rd Stage
-deepest stage of sleep/ brain waves are extremely slow.

How to sleep better?

-sleep schedule, bedtime habits, and day to day lifestyle choices can make an enormous difference to the quality of your night rest.
-Important to find the sleep strategies that work best for you

1. Keep a regular sleep schedule
- set a regular bedtime
- wake up at the same time everyday
- be smart on napping
- fight after dinner drowsiness

2.Create a relaxing bedtime routine
- Keep noise down
- Keep the room cool
- Make sure your bed is comfortable
- Choose a good mattress or a pillow
- Enough room to stretch and turn comfortably.
- Eat right and get regular exercise
- Don’t having big meals at night.
-Avoid alcohol before bed
-Cut down on caffeine
-Quit Smoking

Get out from drowse life./ Avoid make you drowsy?

-The important of choosing a good mattress and pillows.
-Choosing a right pillow has much importance knowledge.
-Sleeping with a pillow that is overstuffed or too thin can impact your sleep quality and how you feel in the morning.

Why the right pillow is important?
-A good pillow that is deal for a person is not just important to ensure that person sleep comfortably but it also help in offering great help to a tired, aching body.
-Make sure sleep comfortable and insomnia.
-The right pillow can give the necessary support to the back, the spine and the neck of a person making truly relax muscles and enjoy a relaxing night’s sleep.

Sunday, 13 October 2013

I believe in Advertising - Smart Copywriting

A successful advertising must have a good or creative Copywriting. Copywriting is the soul of any advertising. Here is some research I feel quick creative.


Steinlager Beer : Be the Artist not the Canvas

This year A New Zealand beer company, Steinlager beer launching a commercial and print ads about encourage responsible drinking created by DDB Auckland.  A creative tagline "Be the Artist not the Canvas" at the first when read the tagline I could not understand what is the message they want to deliver. So I research visual and watch the video. It is a really creative ideas, using a different tagline to bring out their real meaning. The company is pay attention to the bad habits of drinking, they persuading audience drink responsibly with their beer.


Print Advertising






 Tv Commercial



Advertising Agency: DDB, Auckland, New Zealand
Copywriter: Natalie Knight



International Beer Club: Trip around the world

"A trip around the world in every round" This copywriting is simple but very match with visual and the title. You can feel you are travelling around the world in the every round when you drinking.
The visual is clean only present a cup of beer inside have some country is instinct and the tagline it is enough strong.







Fedex : BABY



I was just laugh when see this visual. FedEx want to bring out the message, their delivery services is coming unexpectedly. Tagline "BABY" is too simple and not really attract audience. But if you see watch attentively the visual is creative.




Research on Advertising Campaign

The Marketing advertising campaign is to advertise a company or a product in order to reach the target audience. The objective is attract attention of audience make sure they have a deep impression of the campaign and increasing sales have a perfect win-win results.
Now or in the future, designers likes to use guerrilla style or maybe creative and heart-warming ideas.

This is the website describe about 10 creative marketing advertising campaigns I would like to share with you all.
http://www.hongkiat.com/blog/creative-marketing-ad-campaigns/

After reading through the website, here to share out my comment.

1) E-Mart Sunny Sale Campaign.



First, I love this ideas so much. It is creative and directly solve the problem that E-Mart having. The period for scanning the QR codes is available around 1 hour only. It makes all people go crazy and wait for the 12pm only to get the "sunny code". Besides that, E-mart has a considerate services for customers - Delivery Services. For my opinion, the main point of a successful marketing advertising campaign is willing to stronger the weakness of the company, attract attention of audience make them crazy for it, that count as a successful Advertising Campaign.

Of course, it is also have a little bit problem that I don't like. The tagline is a bit too simple and not enough attractive.


E-Mart Sunny Sales Video
http://youtu.be/EvIJfUySmY0



2)

Coca-Cola - Small World Machine


Delites - How far will you go 



 Samsung - 'Stare Down" The S 4 for 1 hour. 




There is another way or idea to advertise a campaign. This few Advertising Campaign are used almost the same method to present their campaign. " Coca-Cola - Small World Machine," " Delites - How far will you go ," " Samsung - 'Stare Down" The S 4 for 1 hour. The way they attract audience, set up the machines in a place is crowded. Let ready to get a challenge and surprise from the machines, they can get prize. This ideas was a bit normal but it can entertainment and attract attention audience bring them happiness.


Research from  http://www.hongkiat.com/blog/creative-marketing-ad-campaigns/


Monday, 26 August 2013

COPYWRITING

This is all about advertising research about my opinion and comment from their design, copywriting and visual communication.

The link :
60 creative public awareness ads that makes you think



Before It's Too Late - Tagline
This is a very clear advertisement from WWF France. The visual reminder of the importance of trees to the atmosphere in "Lungs". 

This tagline is very stairght forward and easy to understand. "Save our earth before it is too late" 
From my first sight, I like the colour skin and graphic they used overall is comfortable and clean. But I feel the visual is a bit confusing. They are trying to reminder audience importance of trees, but make me confusing and think about this ads maybe try to represent something about "Cigarette" or "Smoke" .

This tagline is very stairght forward and easy to understand. "Save our earth before it is too late" 







Dont talk while he drive - Tagline 
A very straight forward advertising from Bangalore Traffic Police. A disturbing photography to shock people out of talking to their friends or families on the phone when they are driving. This graphic enough power to remind people dont talk phone while driving or don't keep call ur friends or families while they are driving.  Safety first.  The blood come out from the phone is creative and the emotions will make people worries and stunning. Besides that, this tagline also simple but it can totally bring out the visual.










Don't buy exotic animal souvenirs - TaglineWWF - Blood

A shocking graphic that showing a women carrying luggage with a trail of red blood walking  in airport. Thru research many people like to buy animal souvenir while abroad. This advertisement is trying to tell everyone "Don't buy animal products" as souvenir save and help for animals. I feel this advertisement very clear and directly voice out the idea, it can easily understand by viewer without copywriting and copywriting is not creative only stairght forward.


  

Monday, 5 August 2013

Copywriting

Research of KFC slogan

Timeline and history of  KFC

Sep 09, 1890  Harland Sanders is born
              1900  Harland Sanders holds a variety of jobs
               1930  It all started with "Sanders Count & Cafe"
                1936  The title of honorary Kentucky Colonel to Sanders
                 1937  The Sanders Court & Cafe expands the restaurant
                  1939  Sanders alters the cooking process
                   1939 The Sanders Court & Cafe is listed in Duncan Hines
                    1940  Sanders original Recipe
                     1949  Sanders marries Claudia Price
                      1950  Sanders travels the U.S to sell his chicken
                       1952  The first "Kentucky Fried Chicken" outlet
                        1952  The Colonel begins actively franchising
                         1960  KFC is sold in 600 franchised outlets
                          1964  The first KFC outside of North America
                           1964  Sanders sells the entire KFC franchise operation
                            1966 The KFC corporation goes public
                             1969  The KFC listed on the New York Stock Exchange
                              1971  Sanders sues Heublein Inc.
                               1976  The Colonel as popular celebrity
                                1977  Colonel Sanders speaks on aging
                                 1979  KFC's sales is more than 2 billion
                                  1980  Television advertisements for KFC
                                   1980  KFC runs a few restaurants in Sweden
                                    1980  KFC is an associate sponsor for Junior Johson
           December 16, 1980  Colonel Harland Sanders passes away
                                      1982  KFC becomes a subsidiary of RJR Nabisco, Inc.
                                       1985  KFC's Chicken Little sandwich 
                                        1985  KFC calls on Will Vinton Studios
                                         1986  PepsiCo, Inc acquires KFC
                                          1987  KFC in China
                                           1990  The Colonel's Rotisserie Gold is introduced
                                            1990  KFC is known as PFK in Canada
                                             1990  The KFC logo is modified
                                              1997  KFC re-entrees as sponsor
                                               1997  KFC, Taco Bell and Pizza Hut 
                                                2003  PETA protest KFC's treatment of the animals.
                                                 2004  The Kenny Kings chain
                        December 03, 2005  KFC youth workers, store go on strike
                                                   2006  KFC introduces its variation on Shepherd's pie
                                                    2006  KFC begins the Fish snacker sandwich during Lent
                                                     2006  KFC is the first logo visible from outer space
                                          March 2006  Restaurant Brands agree to phrase out youth rates
                                        October 2006  KFC's chicken is fried with trans fat free oil
                                                        2007  KFC starts marketing the chicken as "Extra Crispy"

KFC also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, known mainly for its fried chicken. KFC has been a wholly owned subsidiary of Yum! Brands, Ins. since 2002. The company was founded by Colonel Harland Sanders in 1952, with the abbreviated from of its name adopted in 1991. Starting in April 2007, the company began using its original appellation of Kentucky Fried Chicken again for its signage, packaging and advertisements in the United States as part of a new corporate re-banding program, newer and remodelled restaurants will have the new logo and name. 


History of Slogan "finger lickin good"

The first slogan for Kentucky Fried Chicken is "finger lickin' good" for 50years. The slogan originated by accident in the 1950s, when franchisee David Harman was shown eating chicken and licking his fingers in the background of a US TV commercial. A viewer phoned up and complained about the incident and spoke to manager Ken Harbough, who replied: "Well it's finger lickin 'good'. - this is how the slogan "Finger Lickin 'Good" developed. It is one of the most successful marketing slogans of the 20th century. 

Kentucky Fried Chicken decided to abandoning its slogan of 50 years as part of an effort to establish a healthier image. The fast food franchise is dropping its famous slogan, reports the telegraph. The changes comes as the chain seeks to emphasise its shift to healthier fare for distance, its adding ovens to its kitchen so it can introduced non-fried options. "Finger lickin' good" is a very good but it is very food-centric, said a KFC chief executive, Martin Shuker. The rebranding new slogan will consider with the introduction of healthier frying oils and promoting healthy eating and combating its negative image. 



Slogan in 2010 "So Good"

In 2010, the new phrase became KFC's slogan replaced by the shorter "So Good" and one of the most immediately recognised. "So Good" is all about the food but it also allows us to more effectively communicate the breadth of different things about the brand. This version hope to proclaim the message that the taste of Colonel Sander's top secret coatings is a part to make KFC's food appealing and beneficial. There are also plans to show the calorie content of all items on KFC's menu to help everyone eat healthily.


Latest marketing plans

- KFC has been discussing this step with the Food network as a partner in the department of health "Responsibility Deal" aim to give customers greater choices.

- KFC's 800 outlets in UK and Ireland will stop using palm food oil to fry food and switch to healthier rapeseed oils to reduce saturated fats across.

- KFC hopes this will make a statement about the destruction of Indonesian and Malaysian rainforests.

- A further 7million will be spent kitting out its restaurants with ovens so that is can launch the Brazer, it is the first ever product that is griddled, not fried. 

- Brazer options will include a burger and tortilla-style wrap will have fewer calories than other KFC offerings.


New slogan in 2013 "I ate the bones"


Latest new from NEW YORK - 14th April, KFC in the United States is stripping the bones out of its chicken. KFC introducing deep fried boneless chicken pieces with its Original Recipe. This new offering is growing popularity of nuggets and that are easier to eat. The boneless chicken will come out with a marketing campaign with the slogan "I ate the bones! " Before this new slogan launch, KFC had already launching boneless offer. It rolled out smaller chicken "Bites" last year with a variety of sauces. According to DraftFCB Chicago hope this slogan will go viral and become a popular obsession, reminiscent of Wendy's old slogan " Where's the beef? "

This is one of the examples for the new slogan advertising 
http://youtu.be/un4DfQH02tY

The Logo and Packaging design.





"Finger Lickin Good" logo and packaging design



So Good! 



The latest " I ate the bones " packaging