COP2 - Who are Phonebloks?

When deciding what product I wanted to choose from I didn't have any specific area of interest in terms of what industry the product was in. My only guidelines when choosing a company was to choose a product that is relatively new and unknown to the public or industry its within and doesn't not have a big following. It wouldn't be wise to choose a product that already has solid branding, concept and graphic design as it will be harder for myself to create a successful advertising campaign based off the eight hidden needs when the current branding already implements theses techniques.

With all these consideration taking in account the company I ended up choosing was Phoneblok. Phoneblok is indeed a mobile phone but not like any normal phone you find. Phoneblok is a modular phone and a modular phones are a new type of smart phone made up with a number of pieces that can be swapped out for different kind of functionality, for example if the user wanted a more efficient batter life then they can sacrifice the camera part in order to fit in a bigger camera piece into the phone. Current projects such as Project Ara which is run by Google are working with Phoneblok and other similar companies to build working prototypes for the phone as modular phone are not available to buy at the moment in time. 

Some of the main benefits of a modular phone include:

A phone for Life - As the phone is rebuildable and completely customisable with access to any part of the smart phone, the phone will never break or become unusable. If any part of the phone because damaged then you can simply buy a new piece to replace the broken part. 

Customisable - Like my previous point about the long jeverdy of the phone customisation is endless. It's up to the user how they want to build their phone, ensuring a phone that reflects the needs of the customer. A photographer can customise the phone by buying a better camera part or someone who is into gaming can buy a better battery or graphic card to ensure a better gaming experience.

Affordable - In reference to Project Ara modular phones like Phoneblok would be the cheapest smart phone on the market. Google predicts that modular phones would start at only £35 for the first model.

COP2 - Concept for Practical

In my essay I discussed how the 8 hidden desires expressed in The Hidden Persuaders by Vance Packard are still relevant and used in contemporary advertising.  To make a link from the essay to my practical work I will be creating a advertising campaign that implements either all or some of the hidden needs. The advertising campaign would promote a contemporary product that doesn't currently have promotion material or any current public knowledge of such product. 

This way I would be able to reinvent the products branding and public awareness by using the 8 desires of the hidden persuaders and psychoanalysis methods of Sigmund Freud. In combination with desires and needs, design feature will also be used to strengthen the appeal and need of the product by using design decision such as colour, image and type to persuade the consumer to invest their time and money into the product. This in return will demonstrate the usefulness and necessity for such persuasion technique by advertising agency's to essentially subconsciously brainwash consumers into thinking that the product is the only answer. 

COP2 - Isometric Type

For the majority of my ideas I used an isometric grid to communicate Phonebloks as an revolutionary advanced technology company. I started working within the grid back in the responsive module for a live brief and from there I saw the connection and qualities it possessed for Phonebloks. The makeup of grid itself communicated a block-like structure similar to how Phonebloks is constructed with it's interchangeable blocks. The grid allowed me to add an contextual and unique feature to my campaign strengthened the concept and desires it subconsciously represented about creative outlets. I first used the grid to create small illustrations to represent each keyword of the three posters e.g camera, gaming and battery. I then decided that I wanted to create an isometric alphabet instead of using an ordinary san-serif typeface. The isometric letters gave the adds a sense of appeal, they were visually exciting and reflected Phonebloks aesthetics and construction. The typography also had another advantage with the way it was positioned. Due to the restrictive angle of the typography the type ended up zig-zagging down the page which created a contemporary style. The layout also acted as a way to make sure the user sees all aspects of the advert. It draws the attention of the user then leading the users eyes from the top to the bottom of the page making sure everything is seen that might essentially be overlooked.

Gaming

Camera

Battery

Isometric alphabet zig zagging down the page.

Study Task 3 - Establishing A Research Question

Suggested Research Question.
This can be a topic or theme, but please try to be as precise as possible.

Is Vance Packard's 'hidden persuaders' still relevant in modern advertising?

Which Of The Module Resources Does This Question Relate To?
You can find these on eStudio - Try to list at least three.

Advertising

Branding

New media

Which Academic Sources Are Available On The Topic?
Include a Harvard Referenced bibliography of at least 5 sources.

Packard, V. and Miller, M.C.J. (2007) The hidden persuaders. United States: Ig Publishing
Fennis, B. and Stroebe, W. (2010) The psychology of advertising. United States: Psychology Press.
Heath, R. (2012) Seducing the subconscious: The psychology of emotional influence in advertising. United Kingdom: Wiley-Blackwell (an imprint of John Wiley & Sons Ltd).
Du Plessis, E. (2011) The branded mind. Philadelphia: Kogan Page.
Tungate, M. (2008) Branded male: Marketing to men. London: Kogan Page Publishers.

How Could The Research Question Be Investigated Through Practice?

What Graphic Design would you make in response to this, and why?

Choose a product and then create an advertising campaign and implement the 8 hidden needs within.

Or a current political campaign like Bernie Saunders and implement the 8 needs to convince them to vote for Bernie through posters, badges and leaflet. 

Peer Feedback – How could this topic be refined / developed?
Show this form to a fellow student. They should record their feedback in the box below

Research and develop a deep understanding of the 8 hidden needs. Try and embed all 8 within the campaign (if possible). See counter arguments for the user of Hidden persuaders in 21st century.

Study Task 4 - Establishing requirements of your practical investigation

Theme / Content:

TECHNIQUE: Digital methods, use real life photographs of people to appeal directly to the emotions and needs. 

CONTENT: Choosing a product then locate content from either their website or customers. Research similar products.

COMMUNICATION - Poster series. The only appropriate way to communicate hidden needs, consumers can't be manipulated by reading a zine or leaflet.

Methods:

RESEARCH / ANALYSIS: Primary research, Focus groups, questionnaires, interviews. Research into colour theory and more in depth with the hidden needs.

EXPLORATION / EVALUATION: See if my work successful influences my target audience. See if my posters implement all hidden needs.

TESTING: Test my posters on my target audience. Ask question and see if my concept is effective or needs more work.

1.What is your research question?

Are the 8 hidden needs expressed in the 'hidden persuaders' by Vance Packard still used in contemporary advertising?

2.Do you have a hypothesis (an assumed conclusion that you will endeavour to prove)?

I assume that there will be a clear indication in my investigation that all phycological techniques and 8 hidden needs are still very much alive in contemporary advertising. This could be due to more funding and research in phycology, which create a better understand of the hidden persuaders and how consumers engage with adverts and campaigns.

3.What are the contexts of your research interests?

Propaganda, phycology, advertising and branding

4.Sources of primary/secondary research.

Focus groups, questionnaires, interviews. Research into current contemporary adverts, analyse and investigate how they implement needs within their adverts and see how that links to the 8 hidden needs.

5.How will your practical work relate to your written work (synthesis)?

In my essay I will be investigating whether or not the 8 hidden needs are being embedded within contemporary advertising. My practical will demonstrate how the hidden needs are still relevant by creating a contemporary advertising campaign that implements the 8 needs within the campaign to influence and persuade consumers in a sub conscious manner to purchase what ever product I'll be advertising. 

6.What methods will you use to research, develop, create and test your work?

Focus groups, interviews. Digital methods to create my work. Using photograph of people to really emphasis the human connection. I will test my work on my target audience through focus groups, interviews and questionnaires.

7.Provide a proposed timeline for your work to completion (consider carefully whether you will need access to college facilities).

Study Task 6 - Primary research considerations

At this moment in time I can't see the relevance or how primary research would be effective for my essay. I will be investigating whether or not the 8 hidden needs are still relevant in contemporary advertising. Advertising agency's spend an enormous amount of time and money funding in depth research projects to understand the effects advertising has on the sub-conscious mind. With the amount of time we have on the essay and how little amount of knowledge I have in terms of phycology It wouldn't be practical for me to start conducting primary research to see how techniques of persuasion influence consumers. So for my essay this wouldn't be the best solution, therefore the best route to go down would be to quote and analysis existing research agency's that have all ready conducted in depth research about persuasion.

For my practical I would use primary research to build my idea. Conducting focus groups, questionnaires and interviews to inform my design decisions. If I was using photography's to boost appeal, I could gather a range of photos with different variations such as colour, type and subject matter and to understand what one my target audience engages with more. Focus groups and questionnaires would be the best solution to get the most results and answers out of my research in a small amount of time. One on one intimate interviews would be beneficial in terms of honesty and openness but It all comes down to the types of questions and the amount of time I have to focus on primary research.

Study Task 5 - Planning & Structuring an Essay

Suggested Research Question.
This can be a topic or theme, but please try to be as precise as possible.

Are the 8 hidden needs expressed in the 'hidden persuaders' by Vance Packard still used in contemporary advertising?

Which Academic Sources will you reference?
Include a Harvard Referenced bibliography of at least 5 sources.

Packard, V. and Miller, M.C.J. (2007) The hidden persuaders. United States: Ig Publishing

Fennis, B. and Stroebe, W. (2010) The psychology of advertising. United States: Psychology Press.

Heath, R. (2012) Seducing the subconscious: The psychology of emotional influence in advertising. United Kingdom: Wiley-Blackwell (an imprint of John Wiley & Sons Ltd).

Du Plessis, E. (2011) The branded mind. Philadelphia: Kogan Page.

Tungate, M. (2008) Branded male: Marketing to men. London: Kogan Page Publishers.

What Graphic Design will you analyse?

Include at least one piece of Graphic Design to analyse in depth (but no more than three)

Essay Map

Introduction - State my question and introduce Vance Packard and the history of the 'The Hidden Persuaders'. Could also quickly summarise advertising in the 21st century with the link of digital.

Explain all of the 8 hidden needs along with a number of adverts to demonstrate how they relate to contemporary adverts.

Describe whether or not digital has impacted persuasions techniques and have newer persuasions been created because of online advertising.

Explain phycological techniques from Freud and Packard. Use triangulation from other sources to understand whether their techniques are used today.  

Deep analysis of an image that used all 8 hidden needs (or the majority)

Conclusion - Tie the argument up and conclude the argument of whether or not the hidden persuaders are still alive and well in contemporary advertising

Peer feedback

How sources will you use for the triangulation

Is freud relevant in relation to Packard? 

It's effective to sum up all 8 hidden needs at the start and suggest how they relate to contemporary adverts.