MULTIPLE STYLES, SAME ME SSAGE Advertising Design Spring 2015 Miguel Castillo
Target: Male, 27-34, disposable income available though not “rich”, college educated, about to propose to first spouse (female). Product: Diamond ring from well-known national chain of jewelers When coming up with a concept to demonstrate such a special time in a couple’s life I thought of those special moments that lead to such a commitment. Sometimes when couples are walking through the park they stop and decide to carve their names on tress or benches. We don’t see this as graffiti but as a sign and demonstration of two people in love. This is the concept behind the “Do Not Overthink This” for the diamond ring.
Target: Female or male, 14-18, limited income due to age, purchaser of product. Product: Top gaming system. Not computer. When coming up with a concept to demonstrate the introduction of a new gaming system I wanted to take the buyer back when they first started playing video games. We all played those arcade machines at least once. Whether it was at a Ci-ci’s Pizza or at somebodies house we have a grand time stomping on those buttons until the system finally did what you were trying to do. This is the concept behind the “Do Not Overthink This� for the new gaming system.
Target: Female or male, 36-42, disposable income available, avid gardener. Product: Soil premixed for gardening. Can be vegetable or flower specific, but for something that can be harvested. Not for lawn. When coming up with a concept to demonstrate a new soil I started thinking about soil and its purpose. I quickly realized that rich life is what good soil brings to new plants. It is such a good feeling to see a plant grow. Life is visible to a person’s eyes but the growth and the nutrients are below the ground. This is the concept behind the “Do Not Overthink This� for the soil.
Target: Male, 18-24, disposable income available, average (stereotyped) amount of responsibility and partying for this age group and gender. Product: Las Vegas Tourism. When coming up with a concept to Vegas Tourism there is no doubt that neon lights appear in everyone’s head. Neon lights keep Vegas going 24 hours a day. Day or night Vegas will always offer something to those that are bored or simply there to make memories. This is the concept behind the “Do Not Overthink This” for the Vegas Tourism.
Target: Primary Target: Female, 47-54, Secondary Target: Male (husband of female), disposable income available, parents of 2 grown children no longer at home. Product: Guided tours to Europe (pick specific area) When coming up with a concept for Guided Tours of Europe I decided to focus on England. Each country has some monument, tradition, or object that is unique to it. For England its phone booths. We have seen them in movies and there is even an English show based around a phone booth. I thought that this object was recognized enough to attract and demonstrate the culture from England. This is the concept behind the “Do Not Overthink This� for the Guided Tours to Europe.
Target: Primary Target: Male 48-56, upper class level of income (= “rich”), retired Product: High quality kitchen tool or appliance (knives, grill, pans, etc. - you choose). When coming up with a concept for high quality kitchen tools or appliances I wanted to focus on high quality knives. Knives have one purpose and it is to cut. Because of the target market I made the letters green to symbolize vegetables. I also added the representation of the letters being sliced. This is the concept behind the “Do Not Overthink This” for the high quality knives.
Target: Primary Target: Male 25-29, middle class of income, raising first child. Product: Erasable color pencils for doodling. When coming up with a concept for the erasable color pencil I wanted to focus on the joy that you can see on Parents when their kids start doodling at a young age. Image the smile on a father’s face when his child brings back a picture he made at school. Its not always readable but the joy comes from knowing that this child is learning something new and for the father it is a memory he can hold on to for as long as he can. This design is very clean with a little mess which resembles children’s first writing. This is the concept behind the “Do Not Overthink This” for the erasable color pencils.