COP 2 - Target Audience

Before I start to sketch ideas and concepts based around Phoneblok I needed to understand who my target audience was. As no modular phone has been create so far, it's not evidently clear who the target audience is. By looking at the limited existing promotion material other companies have created It still doesn't give a clear indication as to who is the the target audience for modular phones and Phoneblok.

Therefore, It generally up to me to decide who I think the product should be aimed at, whether its a certain selection of people or everyone. Personally I felt that Phonebloks can revolutionise the way we used and interact with our phones. On this basis the phone should be targeted at everyone from all ages and backgrounds in an attempt the get as many people on board with this new piece of technology as possible. As the more people I can influence the bigger the phone will get, creating a sense of hype and exposure around the phone. Hopefully people will take notice and may start to reconsider or be influence by either friends or relatives who may buy the smart phone. If I aimed the phone at a selected group of people then its limiting how many people I can reach out too, so it's important to create a timeless advertising campaign which promotes and influences people to rethink and understand the benefits of Phoneblok.

COP2 - Module Phone Research

To get a better understanding of module phones, I undertook research to look into a few other companies that either sell or have created a module phone. It will give me a good awareness of what other companies are doing in terms of how they've began to promote and advertise their product.

There are currently no modular smart phones being sold on the market as modular smart phones are still a very new concept, which are currently under work to further develop the smart phone. Therefore, there are currently no advertising campaigns or promotional material out there that are launching the phone into the public space. The only material out there are adverts to create hype and awareness and to explain the concept of what modular phones are.

Even though this causes some issues, I will be essentially leading the way in terms of promoting phonebloks and modular smart phones to the consumer. Below are a few examples of promotional material I found that advertised the concept and idea of the new technology but not necessary selling the product to the public.

Phoneblok advert simply sums up the phones concept idea. Similar layout and aesthetics to Apple the advert doesn't give much away but promotes the phones concept in a minimal but curious fashion. The tagline "A phone worth keeping" emphasises the concept of a phone for life, one of the main benefits off the phone. In the imagery the spare phone pieces are positioned on the floor demonstrating the customisable feature the modular phone possesses.

From speculation the adverts introduces three desires from Packards list, selling love objects, creative outlets and immortality. Love object is communicated by using the term "phone worth keeping" these words demonstrate that the phone is yours for life and a phone that you can invest your time, effort and love into making it a personalise smart phone for you which also works in conjunction to selling the desire of immortality.

Simular set up to the Phoneblok advert. This advert is simply informing the public about the modular phone and what it can achieve in terms of sustainability. The style and aesthetic is very professional with its minimal approach. The phone is set up to demonstrate and show off it's modern prototype but it's also aiming the product at it's potential market of tech geeks.

The stripped back clean style is a representation of it's high efficient, intelligent design. If the overall layout and design of the advert was messy and more post-modern then the Eco-friendly factors wouldn't be relatable and viable from the advert.

The PuzzlePhone is another modular smart phone advert that is similar to the two above. Similar aesthetic and professionalism to Apple. Modern and clean approach around showing off the modular phone as an idea. The positioning of the phone is beautifully constructed, flawlessly illustrating it's modern positioning in the tech world. The design of smart phones are very important deciding factor when people choose what phone to buy, so by showcasing the phone as a flawless piece of technology will attract people's curiosity from an early stage.

The tagline again demonstrates the customability of the phone, making sure they emphasis that the phone is design and made for them. "Always new. Always you" exhibits the long jeverdy and customisable of the product. Similar to the Phoneblok advert this add demonstrates the same set of desires such as Creative outlets, love objects and immortality through the tagline.

COP 2 - Phoneblok Concept

Phoneblok is the chosen product I will be creating an advertising campaign for. Phoneblok is still a relatively new concept in the world of smartphone and the tech industry. With it being a new idea it becomes a big advantage as it will make the development process easier as their is hardly any promotional material for this kind of product so It'll be essentially a blank canvas. I can really develop and study an understand of the 8 hidden needs and truly see if the implimentation of these needs will encourage people to reconsider a modular phone over an iPhone or Samsung Galaxy.

What Am I aiming to achieve with Phoneblok?

Below are the number of directions I can investigate further when I start to eventually come up with a concept for Phoneblok.

To make the audience aware of the benefits of a modular phone - There are so many benefits and advantages of owning a modular phone that you can't get with an ordinary smart phone. By using the 8 persuaders how can I get the consumer to reconsider a completely new concept of smart phone. How do I get them to sacrifice their Iphone and try a modular phone?

Detach from the norm - People have build up a loyal dedication with Apple, Samsung and other phone brands that It causes a challenge to influence people to try a new product in which they have never heard off and is completely different to what they're used too. How can I use benefits of the phone to get peoples attention and interest to detach from their normal products.

Repetitive phone contracts - People are in a repetitive routine with their smart phones, they renew their phone contract every 2 years time and time again. But with Phoneblok they never have to renew their phone again. A modular phone is a phone for life, so how do I portrays this in terms of Graphic Design and the eight desires. Which desire is appropriate and which one will strengthen the concept or will a number of desires emphasise the need for the product just as well as one.

Ego-friendly - Global warming has become a serious issue for the world with a lot of people finding ego-friendly alternatives to do their share in combating green house gasses and damage to the environment. Disregarded and thrown away electronic smart phone waste is massive issue around the globe. The often unregulated and mismanaged waste often leaks damaging and corrosive chemicals into the environment that can take up to 20 years to decompose. Phoneblok is a ego friendly alternative to current smart phones. Modular phones last a life time with their interchangeable parts, so the need to change or buy a new phone becomes obsolete. This ego-friendly solution will be a massive appeal to people who believe in helping the environment from further damage Is the direction to invest into.

Customisable - Phoneblok is extremely customisable product that can be catered for any user for any occasion. This idea of personalisation is a new concept in the world of smartphone and is one that will get most attraction and attention. The concept that people can change their phones for any occasion solves most issues of current smart phones. People complain about the camera not being good or the battery not lasting long enough. All these issue will be things of the past with modular phone like Phoneblok.


All the points mentioned above will give me a clear indication of the different avenues I can go down when it comes to coming up with an advertising campaign for the product. The only issue left to solve is how to implement the needs within the campaign and what needs I will be the most beneficial and appropriate.

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.