Week 11 - 1B Advert Sequence

The three advertising sequence are to be placed as posters/billboards. Each of the sequences are actually targeting at Starbucks's main target audience for its products, busy working adults. These would be placed in Central business districts that are very visible to these working adults. The main emphasis of these advertisement sequence is that it cannot be too complicated with too many elements. Hence, visual communication present in the posters should be straight forward with only limited elements to communicate that Starbucks is actually very advocated to efforts towards saving the environment.

The first Advert piece is as follows:

Response

In the first look this would look like an anchor, with the weight holding all the elements down, include the two leaves which denote Starbucks's efforts towards a greener future. This establish Starbucks's position firmly as an advocate for saving the environment.


Description
The main techniques used for this advert would be mainly reconstruction with some scaling and the  use of positive and negative spaces for the "leaves". The Starbucks logo are being scaled down to fit the picture better. The leaves are derived from the shape obtained from my line experimentation,

thereafter using negative and positive space it is converted to black for the window panels, thereafter it is scaled smaller to fit the picture better.

Analysis and Interpretation
 The main idea of the picture is grounding Starbucks as an advocate of a greener environment. Each element actually indicates this point. The weights on top indicate the element of "grounded".The bridge is intentionally placed before Starbucks's logo to indicate Starbucks as a possible "bridge" for the environment to save the earth, at the same time not hurting the quality of its product, making it effortless for consumers to actually also in a way be "green".


Evaluation and Judgment
Judgement by the public varies. As the target audience are mainly working adults, experiences and perspective vary from what they see in the picture from what they glance (busy and just walk past). For example, a recreational weightlifter in this case would highly recognize the top part of the advert more possibly missing out that below the weights are the bridge. Similarly, some may recognize the bottom of the advert is an urban structure. This might affect judgement and therefore varying interpretation and catching certain elements of the picture.



The second Advert piece is as follows:

Response

In the first look this would visibly look like a mug, encased with Starbucks logo, with green sprout indicating environmental conservation by going "green".

Description
The main techniques used for this advert would be mainly repetition with some scaling and the  use of positive and negative spaces for the "leaves". The Starbucks logo are being scaled down small enough to form the shape of the cup. Similarly the panda was also scaled down and only the face was cut out from the body. The leaves are derived from the shape obtained from my line experimentation,

thereafter using negative and positive space it is converted to black for the window panels, thereafter it is scaled smaller to fit the picture better.

Analysis and Interpretation
The handle of the mug make use of panda faces as it is the symbol of wildlife conservation which is recognisable by many, if not by its target audience, working adults who should already have sufficient exposure in the public and know the symbol. The sprouts on top again reiterate Starbucks as a company of conservation by its "green" element.

Evaluation and Judgment
From afar, people might not really see the handle properly and do not realise it is encased with pandas and Starbucks logo which would affect the interpretation of the advert. Nevertheless, the sprout are able to catch the attention well enough as it is something that is out of the norm - sprouts coming out of a drinking mug.


The third Advert piece is as follows:

Response

Harvesting of coffee beans often hurt the habitat of primates. This picture make use of coffee beans, starbucks logo and primates to reiterate harmony and how these elements stay together. This then indicate starbucks as being "primate" friendly despite selling coffee.


Description
The main techniques used for this advert would be mainly reconstruction.  The Starbucks logo are being scaled down to fit the picture better. The primates are initially together, but to fit the picture better, it is reconstructed.

Analysis and Interpretation
The main idea is primates not shunning the starbucks logo indicating how friendly it is to the habitat of primates. The primates surrounds the logo along with the coffee bean which then reinforce the message that starbucks coffee are not harvested by destroying the environment.


Evaluation and Judgment
The part of destroying primates habitat needs some knowledge for the viewer to interpret it correctly. However, the tagline serves as an assistance and hint towards how coffee beans harvesting might be detrimental to the habitat of primates.