Study task 7

Project statement / evaluation:

Write a project statement that explains and justifies your choices in respect to your essay, practical project and the relationship between the two. 

You should start by discussing what literature you have read and what arguments were formed through your written piece then go on to explain and justify your choices and decisions made in establishing your practical project with particular reference to your written work. 

Explain and justify how you have used your theoretical research (essays) in your practical work and how your essays have influenced your practical work.

The key messages I took from he research done for my essay were that a brand is not just a brand, it is a promise of satisfaction that is established and makes consumers reliant on them. I wanted to use the speedo brand to back up my event plan therefore used their typeface throughout in order to enforce the idea of brand satisfaction. Listening to consumers needs is also a big factor in terms of emotional branding as the aim is to fulfil them and bring a pleasurable experience to the consumer. As well as this, engagement is important and addressing the target audience, in this case families, is key to forming a connection. This guarantees a deep long term connection based on trust. Using the technique of encouragement and persuasion through the slogan makes the consumer feel as though the brand is talking directly to them. I think using the slogan 'Go to new depths' achieves this well, it will stick in peoples heads and make them think. It doesn't just apply to swimming it can be applied to all aspects of life, push yourself to the limit. I took inspiration for my slogan from nike's 'just do it' as this is forceful and straight to the point. They also use black and white imagery in the poster of theirs I analysed, this portrays exercise in a true light. It isn't always enjoyable but it is always rewarding and is worth doing. Bold text is also used which I think makes the slogan even more impactful, I have also done this in my design. Similar techniques are used in the lucozade ad I analysed. Their ad is also very true to light and shows sport in an honest way, it's not all fun and games. It shows the life story of Anthony Joshua which is really moving, how he has gone from a difficult past and being in prison to a world famous boxer. This campaign also uses a lot of grey imagery, similar to my design. I think this helps put emphasis on the text and in the case if the lucazade ad, it puts emphasis on the storyline. Showing him as a baby and his mothers reaction to the events in his life pulls at your heartstrings therefore I have used imagery of children and their parents to try create this emotional bond.