Advertising Principles & Practice

01/07/19- , Week 1-7

Kamal Afiq [0330643]Advertising Principles & Practice
D&AD New Blood

Week 1

This week we're given a rundown and brief over the D&AD New Blood program, and were given the chance to explore a multitude of different design briefs for different client companies. The ones that I'm considering are:

Virgin Atlantic - A campaign for spontaneous holiday adventures
The Times & The Sunday Times - Being informed is worth paying for
Monotype - Use type to celebrate a community
Microsoft Surface - Campaign to show Brand perception and celebrate creativity
Adobe & LADbible - Create an inspirational story that spreads a positive social message

Lecture Notes

Advertising is derived from the Latin word Advertere. It means to 'turn towards'. Essentially it is calling attention to 'something'. Advertising is a tool of marketing and business, and is used to make aware, persuade, communicate and create a brand. If it is paid for (control over messages, look and feel), then it is an advertisement.

Bernbach's 10 principles in advertising:

Go to the essence of the product.
Make your product an actor; not just a prop.
Art and copy must be fully integrated.
Advertising must have vitality, or "personality".
Don't use gimmicks - unless the gimmick itself tells a story.
Tell the truth. People will trust you.
Be relevant. Relevance over excitement.
Be simple. Single-minded; not simpleminded.
Safe ideas can kill you. Be brave.
Stand out.

The design process for a brief-project can be broken down into:

Select brief
Research
Ideation
Design exploration
Test prototype
Evaluate and execute

Every Ad consists of a proposition (USM/SPM), creative idea (ad message), strategy and elements (what the ad is made up of). The difference between an ad and an ad campaign is that one is an idea, while the other is an idea with legs.

The Advertising and Marketing industries identify and anticipate customer desire. Marketing originates from the Latin words Mercari and Marcatus, meaning "buy or trade". Marketing is a form of communication between you and your customers with the goal of selling a product or service to them. Communicating the value of the product is key. Advertising is an aspect of marketing, which itself is an aspect of business. Advertising is mainly concerned with promotion.

Exercises

The proposition is getting the car complements your current belongings.. The creative idea is the use of scale and size. The strategy is to use sympathy. The elements are the scales of the page and car as well as the text.

Two recruitment posters read "me, me, me millennials" and "snowflakes"

A UK Army poster takes aim at "phone zombies" and "selfie addicts".

The proposition (USP/SMP) is that you are a unique individual and that you possess great self-belief, compassion, focus and confidence. The creative idea is to use stereotypes centering around millennials that are negative (self-absorbed, vain, soft, addicted) and flip it into a positive (self-belief, confidence, compassion, focus). The strategy here therefore is to use empathy. The elements are the brightly colored headlines, type, photograph and the logo of the UK army.

The proposition is that hot wheels can be played anywhere. The creativity is using cakes as a ramps. The strategy is through humor and nostalgia. The elements is the photograph and the logo.

Design brief - Monotype

The final brief that I have chosen to take on is that set by Monotype. The main directive of Monotype's brief is to 'Use type to celebrate a community'. The aim of the brief is to create a typography-led integrated graphic design campaign that celebrates a community and showcase its uniqueness, and to explore communities beyond usual expectations. The brief is targeted towards those within the community itself, those who might not know about it but would like to join, or those who have no idea the community exists.

The brief wants to explore a fully rounded view of what makes the community different, to celebrate a positive message it communicates and the inspiration and typographical heritage it bears. It also places emphasis on avoiding assumptions and expressing the essence of the community to someone who's never encountered it before.

The campaign must include:

At least one poster

At least one digital element

At least one other touch-point (banners, publications, digital experience, etc.)

The output should be relevant to the community alongside the execution, and type must be the major creative expression.

Looking at the brief, the guidelines and the overall outcomes Monotype would like, it's easy to see that they're seeking to use typography to showcase different social and cultural communities through graphical design. The uniqueness of the community is greatly emphasized, as well as the positive message the community has. Expressing the identity of this community to both those a part of it and outside are central to this brief.

Community research - Steampunk

After having read through the brief and its various guidelines and outcomes, work proceeded to looking for a community that would be the center of my advertising campaign. The brief stated that various types of communities existed, most generally fit under five headings: interest, action, place, practice and circumstance. At the same time it also suggested looking for communities beyond usual expectations. Personally for me, usual expectations of a community involved ethnic or circumstantial groups. Based on that, I decided to do a group that is in many ways niche but is also culturally unique in the modern day.

die drukken atmosphere en die steampunk architectuur door de oude gebouwen heen geeft een prachtig environment weer waar ik zo zou willen kunnen gebruiken

Steampunk Tendencies | JFulton_Primeval_World_mechnical_kingdoms

Steampunk started as a social and artistic movement in the 90s by science fiction authors. Its deepest roots are found in authors like Jules Verne and H.G. Wells. Initially a literary sub-genre, it grew into a small but dedicated community and frame of mind. For different people it means a different thing; it is a literary genre, a sense of fashion, lifestyle, art and architecture.
The steampunk genre is a fantastical approach to the Victorian era with a futuristic spin on steam powered technology. It's often seen as an alternative history type of fiction, re-imagining a world where steam power dominates. Steampunk differs from industrial design in that it dignifies not only the function, but also the form of inventions and machines. Steampunks believe that form must be equally impressive as function. Ornamentation and embellishment is a major aspect of the Steampunk aesthetic.

Artist and designer Art Donovan describes his interpretation of Steampunk:

Steampunk represents the age of individual innovation. It's a rekindling of the age of wonder, new sciences and accomplishments - an age where great innovation could be achieved by dedicated, private individuals - as opposed to large corporations (or large corporate-sponsored artists for that matter).

Steampunk has grown from a literary genre to a sub-culture encompassing art, music, fashion and philosophy. A large plethora of the steampunk community is found online on various websites and forums such as Steam-City and Steampunk District, but many offline communities are also present in various cities around the world. Conventions geared towards steampunk themes are becoming more and more common, such as Steamcon, The Asylum and World Steam Expo. Steampunk literature is also quite popular and book signings and tours are frequently done within the society. Art and design exhibitions showcasing Steampunk art, furniture and inventions are also becoming more popular. Artists from all over such as France, Netherlands and Japan come to participate in these events to showcase their personal works.

Researching references and ideation

The next step was to start collecting visual references and inspiration online to use as a jumping off point for the advertising campaign. A number of different Pinterest reference boards were drawn up focusing on different aspects of Steampunk design (typography, graphical design, ornamentation) as well as vintage graphic design from the late 19th century.

The Steampunk aesthetic borrows heavily from the late 19th century's graphical design style. Typesetting is often done is serif and is often elaborately designed and laid out. Border ornamentation and decoration is also generously used throughout both 19th century Victorian and Steampunk graphical design. Steampunk design however tends to be injected with a bit more creative liberty and design and this can be seen by how some Steampunk designs and type posters are quite whimsical and over-the-top in nature.

Actually, while looking through all the references online it becomes quite apparent that Steampunk graphic design and typography is actually quite diverse, with many different styles being present ranging from old-fashioned realistic Serif fonts and highly industrialized typefaces to curvy black-letter and handwritten San-serif. The diversity in the genre is quite unique and we feel that we could use this in our design campaign later on.

Side-stepping to the campaign idea itself, I and my partner Gilbert Aligoey discussed at great length what would be the central idea and proposition of it. The aim of the brief is to celebrate a community through type, so me and Gilbert thought that we could targeting and sharing the personalities and different personas that people in the Steampunk community through different poster designs and graphics.

The Steampunk community greatly emphasizes style, inventiveness, wonder and wackiness; we believe that we could use these traits in the campaign somehow. Our initial idea was to create various typographical posters for the campaign, with each poster being centered around a different personality type of a steampunk (inventor, artisan, explorer, rascal, etc.) and perhaps to evoke empathy in whoever reads it. If we follow this angle, our main campaign strategy would be empathy. At this stage we are still devising the creative angle the ads have as well as the touch-points, but the central proposition would be that we are selling various personality types to the world, and if you happen to fit in one of them you may want to explore the Steampunk community. Ideas are still being explored at this stage, and will be developed and bounced around with our lecturer over the course of the next week.

Week 2

During this week we proceeded to continue doing our research and reference collection as well as very early ideation for our advertising strategy.

Lecture Notes

Art direction is the visual resonance of how a piece of work feels; elegant, grungy, retro, and more. An art director is responsible for the visual style and images in magazines, newspapers, packaging, movies, games and television. Art directors create the overall design and direct others who develop artwork and layout. They determine the overall style and tone desired and articulate their vision to artists. An advertising art director comes up with innovative ideas for visuals elements of an advertising campaign.

While the creative director sets the general direction, it is the art director that develops and maintains the product's look and feel. The copywriter produces the words to go with the visuals created by the art director. The job scope of an art director is:

Work closely with copywriters to generate ideas and concept to fulfill the client's brief
Product sketches or storyboards to communicate ideas to the client
Gaining an understand of the target audience
Meeting with the creative director
Pitching to clients
Briefing artists
And more...

An art director's creative idea often arises from having two unrelated ideas or thoughts combined to create something new.

A product proposition (USM/SMP) + Something unrelated = Creative Idea

Normally there is either a twisted visual or a twisted headline. Good ideas create a smile in the mind. Campaigns arise from ads when more than one has to be made.

Advertisement strategy ideation (headlines)

Today we went over and did a great deal of brainstorming on the various strategies we could use to sell the steampunk community and culture. Initially we were thinking of an empathetic kind of approach, creating personality-centric posters focusing on different personalities found in Steampunk and how it could appeal to other people.

After some research and self-evaluation, we came to the conclusion that we should come up with a stronger angle and try instead to sell it through humor and a twisted headline. We came up with 6 core traits and characteristics of a steampunk (Problem-solvers, Inventive, Wonder, Fashion, Whacky, Old-fashion) and devised a couple of lines for each which would be the typographic center piece of our posters.

Problem-solvers

A little Steampunk will fix it.

Inventive

If you're out of Lego, just use gears.
It's the genius kind of crazy. Really.

Wonder

What if goths discovered brown?

Whacky

Whacky. And Functional.
It looks weird, but it works!

Fashion

It's like hipster, but brown.

Old-fashioned

Brass is 19th century titanium.

We're still thinking the headlines over, but for the time being we have a couple of rough lines we would begin with.

Week 3

During this week our lecturer was away on a school field trip, therefore we were given free reign to work on and develop further ideas for our typography campaign.

Sketch ideation

In this next stage we began to sketch out a multitude of various ideas that we could use moving forward with the campaign. We tried a multitude of different angles and approaches to sell different aspects of the community to the public. Some ad ideas made use of pop culture references and trends while others tried to use character personas and archetypes to appeal to different peoples' character. Below are a variety of sketches that have been produced during this process.

This set of ideas played around alot with different steampunk character tropes and personas in an effort to appeal to people directly.

These ideas use lots of modern quotes and phrases and gave them a bit of a Steampunk twist.

These sketches above use modern company and corporation taglines, injected with a Steampunk spin. We also tried making modern day software posters using the vintage aesthetic as well.

During this ideation, it actually became quickly apparent that were becoming quickly burnt out by the design process and started repeating certain ideas. It's at this point we began to notice that there was no strong, consistent message we could create that could be confidently communicated about the community.

Week 4

Lecture Notes

All people are creative. It takes creativity to solve problems and create solutions. It is perceiving the world in new ways and generating solutions. Having ideas but not acting upon them is being imaginative, not creative. It is suggested there are three reason why people are motivated to be creative:

Need for novel, varied and complex simulation
Need to communicate ideas and values
Need to solve problems

Creativity in the context of advertising is to make relevant connections between brand and target audience, provide a unique selling point and must be unexpected. An ad contains both a line and a visual, and each must enhance the meaning of the message and its staying power. Market segmentation is an important part of crafting an effective advertising message. The most prominent types are:

Psychographic
Demographic
Behavioral
Geographic

The term media refers to main means of communication (television, radio, newspapers). New Media refers to internet modes of mass communication (social media, blogs, portals and games). Many newspapers have gone online in order to stay relevant. Media strategy is the process of analyzing and choosing media for an advertising campaign. Often "the medium is the message". The advertising message will need to consider the media strategy as it can be dependent or influenced by the five M's.

Monotype design brief re-evaluation

During the past two weeks, me and my partner spent a great deal of time trying to conceive of different concepts and ideas we could use as a jumping off point for our advertising campaign aimed to spread awareness about the niche subculture that is Steampunk. We created a large number of different visual ideas utilizing various headlines and ideas, but it began to sink in that the we were running low on ideas quickly. With that, we also become to slowly come to the realization that our campaign for the Steampunk community was not really gaining any traction and as our lecturer put it, did not have "legs".

This was further expanded upon when we consulted with him in person and became obvious that while the Steampunk movement is a community, it lacks any real or direct real world value or positive message that others could benefit from. With this grave realization in mind, we pulled back and re-assessed our choice of community and had to come to a realization that we could no longer continue down this path that we have been pursuing as there was no real higher purpose in mind when it came to the community's positive message, which was a core part of the brief's requirements.

With our re-assessment done, we could moved to finding a different direction to get back on track. Initially we looked at other communities that we could celebrate, keeping within the same design brief, however it became quickly apparent that there was no particularly interesting or unique community that me and my partner felt passionate about representing and celebrating. As such, we began to look outside the Monotype brief and once again perused through the other briefs to see if there was something else more interesting and in our personal opinion, more related to advertising work-wise. After some searching and discussion, we settled upon a new brief to shift all our efforts to; that set by The Times & The Sunday Times.

Design Brief (The Times & The Sunday Times)

The new brief we have chosen was set by the British national newspaper 'The Times & The Sunday Times'. The main directive of the brief is to 'a campaign to show that being well informed is worth paying for'. The aim of the brief is to create an ad, integrated or digital marketing campaign or activation concept across relevant channels that persuades people that considered news and content is worth time and paying for, drives online subscriptions and stands out from other media outlets.

The brief is targeted towards a different generation (relatively younger) to The Times & The Sunday Times' typical reader; specifically aged 35+ who value being composed, in the know and in control. They strive for personal and professional improvement, and access to quality in a sea of fake and free.

The brief wants to communicate The Times & The Sunday Time's quality and accurate journalism, their trustworthiness as a news source and the large amount of diverse content they offer.

The campaign must:

Refer to both The Times & The Sunday Times

Highlight the difference between them and other newspapers

Use the 'Know your times' strapline/ethos

The campaign must be delivered on relevant channels. They want to target the generation that is at the heart of the beginnings of social media, whose main source of news is predominantly online. The Times & The Sunday Times is also a respectful, mature brand that's never underhand nor wordy. The don't force opinion, they provide information to help readers form their own.

Background research on The Times & The Sunday Times

The Times is a British daily national newspaper based in London. It started in 1785 and is the first newspaper to bear that name. It has been an important part of the political structure of Great Britain, thanks to its rigorous standards of reporting and writing, accuracy and emphasis on important public affairs in Britain. They maintain close contact with 10 Downing Street, the headquarters of the UK government. The paper is not overly pro-Tory or Whig, and is considered these days to be moderately conservative. The Times is heavily used by scholars and researching due its to widespread availability and detail. They are the first to use the Times New Roman font, which was specially developed for them by Stanley Morison and Monotype for legibility in low-tech print. Today, the body text uses Times Classic while display uses Times Modern. Their newspaper has changed format from broadsheet to compact in an effort to appeal to younger readers and commuters.

The Sunday Times is the largest-selling British national newspaper founded in 1821 and owned by News Corp. which also owns The Times. It is known for its quality investigative reporting and wide-ranging foreign coverage. It is Britain's first multi-section newspaper and contains standalone sections for News Review, Business, Sport, Money and Appointments. The paper is still using the broadsheet format. It has its own website and app versions for mobile devices.

Further reading and research can be found below:

Target audience research

Britain is one of the world's most class-conscious societies. However its less about income and jobs but rather more about mindset and way of living. Higher social classes read broadsheets (including The Times) which are seen as more intelligent and respectable publications. Mid-market tabloids (Like The Daily Express) blend serious reporting with gossip while Red-Top tabloids (The Daily Star, The Sun) are often ridiculous or hysterical.

The Times is read more or less equally by all age groups, but especially those in the 24-54 age range. Men read more newspapers than women (55% vs 45%). Half the readers of The Times belong to the upper-middle or middle middle classes. The Times has a circulation of roughly 404,000 per day and whose average reader could be described as an "educated professional who likes trekking and rugby".

Monthly reach of The Times and The Sunday Times in Great Britain from October 2017 to September 2018, by demographic group (in 1,000s)

Younger demographics are more likely to read the newspapers, but in online or mobile formats and platforms.

Links to the research and further reading are below:

Who reads which newspaper in Britain?

Ad campaign research (newspapers)

The Economist Campaign
The Economist campaign uses thought-provoking and powerful headlines to grab the viewer's attention and to at the same time share the newspaper's values and opinions. All their headline posters are made composed of a strong, central line, accompanied with the brand logo/name in the corner, all typeset and designed using the newspaper's signature red and font style.

Most of these headlines are twists are common phrases and lines, some use humor and some directly talk to the viewer. They're simple, eye-catching and thought-provoking overall.

Eesti Ekspress campaign
This Estonian investigator newspaper uses a series of print ads where turning the page reveals a twist behind every visual. It relies heavily on visuals, and uses type secondarily to give context to the ads. This ad seeks to showcase the newspapers value of different perspectives.

The Guardian campaign
A straightforward ad campaign that hinges on large, bold typography with empathetic statements meant to connect with the viewer.

The Guardian flip ads
This campaign is targeted towards exploring two opposing sides of a political debate in the US, and uses a visual twist in the design of the poster to carry that out. People are encouraged to take a photo of the side they support and upload it to social media. A microsite captures submissions and tracks votes.

The Financial Times essential campaign
Hinging primarily on visual imagery with people missing essential tools, the campaign is geared towards promoting and driving subscriptions for their customized online service.

The Times The Life campaign
This ad campaign seeks to celebrate the newspaper's long standing reputation and coverage of historical events throughout the years. It uses cleverly visuals by splicing together similar pictures from different time periods.

IFEX newspaper truth campaign
Using black marked out lines of text in newspapers as a strong visual, these ads serve to champion Ifex's free expression movement.

Forbes puppets ad
A print advertisement that makes use of puppet illustrations and visual layout to show Forbes positioning when it comes to journalism.

Sunday Times 1960s posters
A series of minimalist illustration posters from the 1960s used to promote the values of The Sunday Times.

Week 5

Ideation sketches

Over the past week I turned my attention to creating idea sketches for our own ad campaign. Whilst I had previously done sketches for the monotype brief in the past already, I came to a realization that while the ideas were numerous and varied, they lacked quality and a central "idea" that could be used as a whole campaign. Referring back to what my lecturer said; ads have ideas while ad campaigns are ideas with legs. With this in mind I decided to slow down a bit and focus on quality and a occurring idea between my ads so that the central idea is stronger for each individual ad.

Looking at the campaign research we have done before as well as doing more research on our target demographic, me and my partner decided that a traditional print ad campaign was our preferred choice of solution. They're simple, can appear in a large number of places and are still relevant to the somewhat "older" demographic that happens to read The Times newspapers. Presented below are the ideas I have generated so far.

These first idea of sketches revolve around the idea of social media and how disruptive it could be when it comes to accurate and reliable news and information. The brief makes repeated mention of how "today, social media and fast unchecked content rule". Somewhat combative in nature but not underhandedly, this set of ideas use social media clippings as pieces of evidence with blacked out text to uncover the truth. The central idea for this series of ad ideas would be 'cutting through the noise', an idea repeated within the design brief as well.

These sets of ad ideas work in pairs, that is to say they should be displayed with or next to one another to work properly. Leaning heavily towards the use of typography and headlines, this ad aims to get across the values and priorities of The Times newspapers. For real world application, the posters may be placed as pairs on opposite sides of magazine ads, billboards or street signs. These ads aim to primarily communicate the quality of The Times newspapers, a highlighted point in the design brief.

These next set of ideas bank upon the use of both visuals and text working together. The headline gets across the aims and values of The Times while the visuals are dominant and visually clear. The illustration style would be simple, colorful and attractive and would be a more exciting and entertaining way of getting across the newspaper's values. The constant theme for these ideas are consideration, and how that plays a big part in The Times and The Sunday Times reporting and researching their news. The Times newspapers most often like to promote themselves as a very reliable, considered and accurate source of journalism and news.

This series of ad ideas are also similar whereas they also heavily use visuals and simple lines to get the values and mission statement of the Times newspapers across. Emphasizing the values and reputation the newspaper has garnered as one of the oldest newspapers in the world, these ads use somewhat more cartoony visuals to interest viewers. The recurring character that appears in all the ads is a representation of The Times newspapers, who appears to be made out of newspaper clippings and is engaged in a series of activities that communicate the newspaper's character and persona. Accompanying both the line and the visual would be a sentence or so of fine print at the bottom that expands upon the headline's meaning, if the headline is 'Reliable' then the fine print would be for example "The Times newspapers are the only ones in the world which can be quoted in a court of law".

Further research

Over this week, I began further researching and looking at examples of other real-world ads for further inspiration and ideation opportunities. Below are a large number of copy-centric ad posters which I found witty and memorable.

At the same time I also did a bit more research into our target demographic, which is mainly ranging between Gen X and Gen Y. From the sources I looked at, it seems that Gen X responds more positively to ads that are honest, clever and witty rather than silly. Gen X holds a lot of spending power in today's modern demographic and value honesty and respect. Below are a few of the sources I have looked at:

GENERATION X MARKETING STRATEGIES: A DEMOGRAPHIC ‘IN BLOOM’

Generational Marketing: Tips for Reaching Generation X

Week 6

Lecture Notes

Advertisements should both grab attention, and hold it as well. Print has no sound or motion, therefore must rely on creative images and words. The message has to be consistently and coherently delivered across the entire ad campaign. It should use vernacular people and target the core audience. Storytelling and visual impact are crucial to an effective advertising campaign. Some criteria to judge how effective an ad campaign is:

Does the campaign enter pop-culture vernacular?
Does it positively affect pop-culture? (e.g. Betul2 Onz, TakNak)
Has it moved the brand or group into a top or new category?
Do we remember it?
Does it strike a chord in us? Make us realize something, reveal something about our lives?
Does it hit a common wish with a common truth?

An advertising campaign is a series of ads with an overarching strategy and closely related feel and tone. Each individual ad can stand on its own. Integrated media ad campaign work gracefully across channels which might include print, broadcast, interactive, mobile, etc.

Advertising promotes choice, and simply reflects existing cultural values. Advertises normalizes culture, and in turn promotes that culture. Culture is the ideas, customs and social behavior of a particular people or society.

Ideation sketches

After having received feedback on the posters we had done before, me and my partner began exploring different directions we could take the ad campaign in. I focused more towards copy-led type heavy posters while he explored more visually impactful ideas. Below are some of the sketches that we have generated.

Focusing on creating an interesting twist on the composition, I tried out a variety of ideas that all communicated different messages and ideas to the audience through either copy or layout of the text. While diverging a bit from the direction we had before, it wasn't as visually striking or memorable as we would have hoped.

Further development

After consultation with our lecturer, we presented to him a variety of ideas that we have explored and we realized that what we really needed to focus our attention on was the central message behind the advertising campaign. We also needed to make it memorable, hence the strong impactful visual (often done using a twist) and cleverly used copy. He also directed us towards various directions that we could explore after taking a look at our idea sketches, all of which we will begin to explore more in-depth and in detail.

Fake Headlines Ad Idea

Today we live in an age of fake and free. The internet is widely available and highly accessible to most people, making it a very convenient source of news and information. With that however comes a great deal of unchecked news owing to the open nature of the platform; anyone can say anything on the internet. This often leads to highly sensationalist and many times outright false information and news spreading online. Fake news is becoming a more prominent issue in today's digital age and this ad campaign seeks to combat that.

Using large, bombastic "fake" headlines to grab attention, as well as coupling it with fine print about false news and attaching the newspaper's strapline, this ad campaign seeks to draw attention to the issue and share The Time's keen awareness of it in this day and age.

To execute this campaign, effort must be made to research hot topics that are relevant to the target audience of the newspaper. As The Times and The Sunday Times are based in the UK, it makes obvious sense that the headlines should target something near and dear to those living in this part of the world. Relevance is key. Below are some possible headline topics that could be used:

Report: Tory MPs facing Brexit hardship surviving on just £7,000 a week
'No-deal Brexit might actually be the best choice', business analysts report
May reveals her new Brexit deal; it actually works
'Homeless too dirty to sleep in churches', says Church of England
Post-Brexit, analysts proud to report government still 'strong and stable'
Housing market booms, fresh grads and families celebrate
'Maybe I did do something wrong?' Boris Johnson wonders aloud
Horrifying new study hints to link between tea consumption and cancer
Post-divorce; Boris Johnson found sleeping in House of Commons
Rise in violent crime unrelated to police cuts, Tories conclude
May's new deal finally unites Brexit Britain
'Chips and fish' grammatically correct, linguists say
Plan to abolish monarchy by 2040 unveiled in the House of Commons

Following on from that, I also began devising a series of taglines and fine prints that would complement the main headlines.

Fake!?
Spotted.
Real journalism is reading closer.
Another one.
Well spotted.
They are a-fakin'
The times a-faking.
These times are full of fake.
Not in our times.
Not in these times.
News? Not in our Times.

After having discussed with my lecturer the previous headlines I've created, he suggested creating even more bombastic and outrageous headlines to draw attention. Instead of trying to come off as a proper newspaper headline, it should sound more like a tabloid headline. Alongside that I should also refine the fine print as well as create a secondary tagline or line of fine print to complement the headline itself.

'Get behind me you twats', says May at cross-party talks
'Maybe I am a knob?', Boris Johnson confesses
Horrifying new research links tea consumption and cancer
New petition out to make 'Chips and Fish' official; thousands sign
'Please come back', EU letter begs
'I had one job', May admits
England now crime-free; police and Tories celebrate
'I'm still in control', says May

With my next batch of headlines in tow, I proceeded to consult with my lecturer to see whether they were more bombastic than my previous batch. After looking through the headlines, it seemed that while they were a bit more attention grabbing and bombastic, they didn't really bounce or come off as memorable. As well as that the swear words were also a line The Times were unlikely to cross.

Brexit's off! Government too knackered to deal
May breaks down! Says she 'buggered it all'
May goes skiing as deal breaks down
Half the UK are traitors. The other half voted leave
'I quit last week' says May
Brawl at House of Commons! Tory heard saying 'chips and fish'
Panic erupts as man burns crumpets
Puddle splash victims vow revenge
US tourists trapped at roundabout, rescue underway
Britain saved! May quits, Boris to be new PM

Week 7

Finalizing

After getting final approval, we began locking down our final headlines for the print ads.

Brexit's off! Britain too knackered to deal

Manchester drunk fights invisible man

US tourists trapped at roundabout, rescue now underway

Panic erupts as man burns crumpets

Brawl at House of Commons! Tory heard saying 'chips and fish'

The final fine print and tagline we're going with is 'Real? Not in our Times'. After final adjustmants and preparing the slides, the final ad campaign presentation can be found in the link below.

https://drive.google.com/open?id=1OuTTWHn4DTgq3R8PvMQwjcqWb-sqxO4-t9JsCLOgH4M

Below are the final completed posters:

Real-world applications and mock-ups:

Final presentation and JPEG slides:

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