OUAN603: Rationale

1) Blog Address

Where are you documenting the development of Extended Practice online?

http://c-byrne254065-sp.blogspot.co.uk/

2) Subjects and Themes

Broadly speaking what are you interested in exploring and why?

I am interested in animation to advertise which I have looked at in depth all of last year in my PPP2 module. This has only solidified my interest in it, and therefore I would finally like to create my own animated advert which uses storytelling and emotion, methods which have proven to be successful after extensive research in my dissertation and COP3 practical artefacts. I have found that animated adverts that are heartwarming and moving have compelled me the most, and have stuck with for a long time, which is why I would like to have a go at creating something similar. I want my advert to highlight a topic that is serious and affects a lot of people, for example bullying, loneliness, poverty, but I also want the overall message to be positive, and encouraging, like that of John Lewis. 

3) Rationale

What you want to do during this module? Be as specific as you can at this moment in time. If you plan on working on multiple briefs to demonstrate your practice, identify clearly each brief.

I plan to create an animated advert that is up to two minutes long and uses storytelling with emotion to drive the creative outcome. As I have conducted a lot of research for PPP2 about animated adverts as my main area of interest in the professional industry all of last year, even gaining work experience at a company who create animated shorts for the television, I would now like to have a go at creating my own. I am always fascinated at how creatives can use storytelling and emotion to sell a product/raise awareness on a topic, and I would really like to try and do this myself.

I would like my audience to be for a family, not a niche audience, as the most successful adverts I have found, are relatable to many ages and identities and bring everyone together. I would also like to submit my advert to a festival as this will be a new experience and challenge for me. Festivals I am considering are Aesthetica and Manchester Animation Festival, as after looking into the classifications, advertising is one of their categories of submission. Ideally, I would like my animation to be for television, or other common places where adverts are shown such as, at the cinema, Youtube, or other social media platforms. I want to think about the advert across many platforms, perhaps even as far as a campaign, so that it is more believable and marketable. 

As for the topic of my advert/what I want to advertise, I would like it to be heartwarming and use a current topic as the subject matter. This could be political, a recent event, charity/something to raise awareness on, etc. Animated adverts that will undoubtedly influence my concept will be that of 'John Lewis', and other powerful adverts such as 'Freeview Play (Set Yourself Free)'. As of now, I aim to create my animation in 2D as I most comfortable with this medium, and enjoy the overall result of a 2D aesthetic. This way, I can be ambitious, but not overly so.

 4) Explain how this will be developing your Specialist Practice?

By creating my own animated advert, I will be exploring a part of the industry that I have been interested in for so long, but have yet to experiment with. I will be able to understand the process and development from start to finish in making an animated advert, preparing me for future work after university. I will be able include my finished product within my final showreel, illustrating to future employers that I have applied some of my academic knowledge into a practice that I want to work in, and that I am serious about my profession. This brief will also challenge me to think realistically about my work, as advertising is very much a part of everyday mainstream media, and is more available to a general audience, than that of an animated film or educational animation. I would hopefully like to get a lot of primary research out of this module, therefore communicating with professionals would be extremely useful and develop my understanding of the topic of advertising even more. Lastly, this brief will allow me to experience submitting a piece of work into a festival! 

5) Resources and Workshops

What do you need and by When?

N/A

6) Will you be working on a group project or brief? 

( If YES explain )

 No.

7) Are there any stakeholders in your project?

If YES, explain who they are and what their responsibilities are? - This is essential if you've got a Live Brief from a client

No.

8) What, where and when do you need to research. 

Begin to identify and artists, practitioners, companies or organisations that you will need to talk to. This could include getting to speak to people at conferences, events and other organisations. 

I will need to contact as many people in the advertising industry as possible, not just animation companies, but professionals who have experience in the field who can advise me in what to expect and the challenges to face. I will also need to do some visits, for example, Leeds Visual Media Conference, as they cover advertising in great detail, spoken by a combination of creatives and business men/women. This will give me more knowledge and understanding of my brief and encouragement to make it successful. Manchester Animation Festival will also be extremely useful for my brief, as there are several chances to talk to practitioners, as well as see work from a variety of artists which will inspire and motivate me for this brief. I will also have to research into deadlines and requirements for my chosen festival submissions.

9) Please identify at least 6 books, periodicals, websites or other media that may be informing your rationale. Please use Harvard referencing. 

• - Hill, D. 2010. 'About Face: The Secrets of Emotionally Effective Advertising'. Kogan Page, London.
• - Miller, C. 2016. 'The Dangerous Power of Emotional Advertising'. Web. Available at: 'https://contently.com/strategist/2016/04/14/dangerous-power-emotional-advertising/' (Accessed November 2016).
• - Zipes, J. (2012). 'The Irresistible Fairytale: The Cultural and Social History of a Genre'. New Jersey. Princeton University Press.
• - The Marketing Agency. 2013. 'Marketing Excellence: John Lewis - The Enduring Power of Emotions'. Web. Available at: 'https://www.marketingsociety.com/sites/default/files/6288%20MS%20case%20studies%20John%20Lewis_v6.pdf'. (Accessed November, 2016). 
• - Buchan, S. 2013. 'Persuasive Animation'. Routledge, New York.
• - Dizon, L. 2012. '6 Reasons to use Animation as Advertising'. Web. Available at: http://inspirationfeed.com/articles/business/6-reasons-to-use-animation-as-advertising/'. (Accessed November 2016).