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ASDA singles
Submitted by tstephens on Fri, 2008-04-11 18:03.
i used this advertising along with a few more that i'm less fond of along the same sort of lines as my first formal interview pieces to get into truro college and lincoln university doing an advertising course. i just wanted to know what you guys thought of this one in particular.
i'm aiming to improve my skills in art direction as it sort of goes without saying that it's shoddy, but i'm basically trying to express an idea in a digital sketch more than anything here.
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any critique?
I'm not digging this. There's an idea behind it, but the execution isn't working well.
how could i improve it?
well, I don't know what ASDA is (not sure if this is a problem for your target audience), but design-wise, there's no hierarchy of information. There are different bodies of text, but they are all reading the same size and 'color,' which makes the page muddy both in terms of overall impression and message. Granted, you are applying for a school, so hopefully you will learn about contrast, proportion, and information hierarchy (and just how important it is to convey your idea).
To better show your idea, I would try using an image of a guy and a girl at the grocery store, maybe reaching for cans on the shelves on either side of the aisle, but looking intently at each other. And reduce the amount of text to a tiny fraction of what you have now. Shoot, just "shop around" and maybe another short explanatory line if it's necessary would be sufficient to get the idea across. Try to ask yourself "what are the necessary elements to communicate my message, and how do I get rid of the crap that gets in the way?"
i wanted to make a bit more subtle, take out the human element and leave it to the imagination which is why i decided to shoot products with insinuative product names. i shot a few more that ready "organic ginger" and "portugese rose" but yeah my art direction isn't fantastic i'm just trying to get across the idea.
asda is a supermarket, owned by walmart. do you know walmart? well basically it's a supermarket and the idea of the advertisement is to attract singles to shop around and if that's not coming across even with the copy i don't think i might be doing this right.
thanks for the feedback anyway. i mean, i don't really intend on changing it cause i've done what i need with it (got into truro college :) ) i was just interested in how it would fare with people's opinions here who are more used to critiquing more professional works.
thanks anyway. :)
Well I'm glad you achieved your goal; you should try coming back to this idea each year until you graduate and try a new approach, then compare your execution from each year to see how you've grown. Good luck at school.
Oh, and I don't appreciate the insinuation that I don't know what Walmart is; I'm not THAT out of the loop. ASDA seems to be a UK-only operation, which explains my ignorance.
alright man, be cool i'm not taking the piss out of you or anything. :)
cheers, i might just do that actually. they're training me to art direct properly with really professional equipment down in truro anyway, aswell as develop my skills as a copywriter so it should be worth coming back to. :)
Best of luck at Truro. I went to Lincoln and did a year in Falmouth and I have to say, Cornwall was my favourite ;)
i applied to lincoln actually, but i didn't really think their creative advertising course suited as much as truro's media advertising course.
not to mention there are no beaches in lincoln. ;)
still got offered a place after my interview tho, but i think that was more down to the words i spoke rather than my advertisements which he just sorta glanced over.