Goodbye Blogger

Time has come to bid farewell to Blogger, and say hello to Tumblr!

From now on you can follow me on Tumblr at stephenmckay.tumblr.com and as always on twitter @hi_stephen.

Goodbye and farewell.

Pop Pop Pop!

MTV Viral

Virals

This Beer Tastes Funny

God Save our Future King or Queen!

I saw this today that made me laugh quite a bit. Scottish brewing company Brew Dog have released a beer especially for the royal wedding thats laced with. . . viagra! Now im not up to scratch with my medical or alcohol laws but im not too sure if mixing them together is strictly legal.

However the "Royal Virility" beer should make the wedding reception a bit more exciting!

Have a Happy Day Kate and Willy.

MPA Roses - Nogloo

Shown here is my entrant for the MPA Roses. My brief was simply "Sell Ice To Eskimos", set my design company Dinosaur from Manchester. My answer to the brief was an Igloo delivery service and Igloo mould set.

I took quite a tongue in cheek approach to the subject of Igloo making becoming a lost art, however I feel that I created quite a plausible solution.

YCN Rise of the Apes

This is entry to the 2011 YCN Student Awards for the brief 20th Century Fox. We were to create a promotional advertising campaign for the upcoming film Rise of the Apes, which hase since been renamed Rise of the Planet of the Apes.

Unable to upload poster boards.

Dissertation Proposal Part 2

Student Name	Stephen McKay
Course	BDes Graphic Design
Supervisor name	Gordon Robertson
Email address	s.x.mckay@hotmail.com
Date	24th February 2011

Working title (max 50 words)

Why We Buy: An investigation into how influential the role of aesthetics in advertising and branding is to the success of a small business in comparison to a large corporation.

Summary (max 1000 words)

It has been estimated by some experts that we are bombarded by up to 15,000 advertisements a day, Berger (2000). In modern day life really how in control are we of what we purchase? In 1998 the USA alone spent $200 billion on all forms of advertising, which equates to a staggering $800 per person. So much attention is devoted to persuading potential buyers to invite brands or products into their lives, but how conscious are we of what influences of our decisions. Karl Marx wrote, “What is going on in our minds has always, and will always be, a product of society”. By this he is talking about what we are unaware of. We are unable to fully control what we see and the influence that it has on us. With the level of exposure to advertising we are subjected to, do we truly have much of a say in what or where we buy? Brands employ a range of techniques and devote a large amount of time and money in trying to entice customers into choosing their product or service over another. The origin, however of the term ‘brand’ is relatively new in the sense of how we talk of it today. In modern terms branding is principally the process of attaching a name and reputation to someone or something, Pavitt (2000). In the classic sense ranchers would use the term branding when referring to marking the ownership of cattle. This term however has developed into one of the most important parts of a business’s image. This incorporates its logo, ethos, and shop exterior/interior amongst other things. Pavitt (2000) states that a brand’s strength rests upon a close correlation between the image the brand creates through the process of branding, and the reception of that message by the consumer. Any distortions to that message tend to result in a weaker brand – for example, a brand that promotes itself as ‘cheap and cheerful’ may actually read as poor quality if the message is mismanaged. With hundreds of billions of currency being spent on advertising each year by the global brands, it is becoming even more difficult for Small Medium Enterprises (SME’s) to keep up with the fast pace of modern business. Purse strings have been tightened all over the board due to a global recession, creating new reasons to be conscious about what and where our hard end cash is spent. I will look at how important branding and advertising is to why we choose certain products or services offered over another. I will do this in the format of looking at: · SMEs vs. SMEs · Corporations vs. Corporations · SMEs vs. Corporations­ I will take into account a wide range of demographic factors (age, race, religion, gender, geographical region, income, educational level and class) and psychographic factors (values and beliefs) and how these affect these choices. The way that a company portrays itself towards the public is extremely important to its identity. There are a number of ways that companies do this. For a small business they have to be extremely clear about what they want their public to perceive them as. In this sector there isn’t usually a readiness to spend a great deal on advertising unlike the big corporations. These companies must therefore do a great deal of their trade from their shop exterior, window displays, word of mouth and service quality. Larger business’ have a wider range of options when it comes to self promotion: Advertising, companies portray the type of people they are to the public and the type of people that they want using their products. I will look at to what extent this affects what we purchase. Another area to look at will be The Public Perception verses the Companies preconceived Public Perception. Apple is a front-runner in terms of public image. They specifically advertise in certain areas to attract an initial clientele of ‘their’ type of people. Foreign branding, this is when a company advertises itself under the guise of a perceived foreign nationality. Companies that have applied this tactic are Haagen Dazs, Yo Sushi and Matsui (Dixons), people associate quality with countries and by doing this win over customers through association. For example Möben have used the umlaut in their name, as its association with Germany’s reputation for quality kitchens is perceived to be a greater platform for business than their roots from London. The way that the products themselves are presented is a big part of their image. They must look their best for the public to buy what they are selling. In this area of advertising, product and food styling is very important. I will look at the use of this in corporations and compare these findings to how small business’ best promote them selves.

Aims: Why are you doing this? (Max 100 words)

I have chosen to do this topic as: Most importantly it is something that interests me. The ideas behind the reasoning tie in to my specialty of graphic design quite closely. This topic would make me look a lot closer at the way I use branding effectively as it has to be aimed at such a variety of people in some cases but then at a very narrow target market in other cases. Small businesses are most likely to benefit from this, as branding is usually something that is expensive and unavailable to companies that aren’t on a larger scale. This research I believe would be aimed more at the wider audience as it probably a topic that wouldn’t have occurred to them before. I hope to make the idea of good design simpler to understand and so that people will use these examples and apply them to their practice as well.

Objectives: What will you produce? (Max 100 words)

With this dissertation: I aim to produce an analysis of processes that large and small businesses use in their companies self-promotion. ­I aim to look at product photography and how they portray their product as well as their selves through a number of methods, such as branding and advertising. In terms of advertising I will look at in store/out store, TV and viral advertising and in what ways they differ. I aim too look at the public’s perception of companies and what they believe are their ethics. I will also look at how the appearances of a business, influence the public’s views on them. I will look at the public perception of a company compared with the company’s preconceived public perception.

Keywords (min 5 and max 10)

Advertising. Branding. Public. Perceptions. Aesthetics. Influence. Decisions. SMEs. Corporations.

Expanded Bibliography (min of 24 books, articles, websites)

Anholt, S. 2007., Competitive Identity. Hampshire: Palgrave MacMillan. This book looks deeply into the technical side of competitive identity. The author looks at a wide spread of different companies, from large, to governments. It looks at the important nature of culture in association to the brand. Anholt, S. 2010., Places: Identity, Image and Reputation. Hampshire: Palgrave MacMillan. Anholt looks at how important places are. This is in terms of tourism, foreign investment, media, students etc. He looks at if they are simply part of a brand image, much like the image of a product or if they are deeply rooted cultural phenomenon. Arvidssom, A., 2006. Brands: Meaning and Value in Media Culture. Oxon: Routledge. This book looks at how brands have become a dominant feature of contemporary life. Case studies on how these effect business strategies are included. B2B International, 2011. Branding in Business to Business Marketing. [online] Available at:http://www.b2binternational.com/publications/white-papers/b2b-branding/ [Accessed 7 March 2011]. This article looks at what a brand means in an industrial market. It also looks at how you measure the value of branding to a business in the industrial market. Baldwin, J., 2002. Pizza Flyers: The Height of Good Graphic Design? . [online] Available at:< http://www.underconsideration.com/speakup/archives/002462.html> [Accessed 14 March 2011]. This article looks at instances where general aesthetics of graphic design don’t apply. When someone wants good value and not a high price, what is the best way to do this? BBC News, 2011. Product Placement Ban on British TV Lifted. [online] Available at: http://www.bbc.co.uk/news/uk-12593061 [Accessed 8 Mar 2011]. This article tells of the new and changed legislation regarding product placement on television. It outlines that whenever a product intentionally appears in TV programme a “P” must be shown on screen. BBC. 2010. The Foods that Make Billions – Liquid Gold. [video online] Available at: <http://www.bbc.co.uk/iplayer/episode/b00w8cll/The_Foods_that_Make_Billions_Liquid_Gold< [Accessed 1 December 2010]. This is an extremely interesting documentary on the marketing and advertising of bottled water. The programme’s key points are that companies are making billions off something that people don’t actually need. BBC. 2010. The Foods that Make Billions – The Age of Plenty. [video online] Available at: This documentary looks at the huge business of breakfast cereals and the main factors that contribute to their success. The importance of advertising and branding is explored as well as their history. Berger, A. A., 2003. Ads, Fads and Consumer Culture. 2nd ed. USA: Rowman & Littlefield. This book looks at marketing strategies, the role of sex and advertising, consumer culture, political advertising and an overview of advertising in America. Blattberg, R.C, Neslin., S.A. 1990. Sales Promotion: Concepts, Methods, and Strategies. New Jersey: Prentice-Hall, Inc. This text gives statistical analysis of sales promotions and methods. This text is based on case studies and theoretical studies. Bourdieu, P., 1984. Distinction. A Social Critique of the Judgement of Taste. Routledge, London. This text looks at the relationship between culture and politics. It looks at the aesthetic concept of taste. Brierle ,S., 2002. The Advertising Handbook. 2nd Ed. New York: Routledge. This book has some key information on the processes of advertising, market research and persuasion techniques. Carafoli. J. F., 1992. Food Photography and Styling: How to Prepare, Light, and Photograph Delectable Food and Drinks. Edition. New York: Amphoto. This text is a reference for how to photograph food, liquids and steam to make them look most appealing. This is an important process for businesses, as they need their products to look perfect for them to sell. Lighting techniques and trade tips are discussed in detail. Campbell, B., 2003. Would You Like Umlauts With That? [online] Available at:[Accessed 1 December 2010]. This article takes a look at the use of foreign branding as a marketing technique. The use of the umlaut in branding is explored and cases of its use in business are shown. The study focuses on Haagen Dazs, IKEA and Moben Kitchens. Clegg, A., 2005. Growing Pains Small Businesses. [online] Available at: [Accessed 1 Dec 2010]. This article looks at small niche brands that after gaining global success are trying to keep the same small business ethics and appearance that gained them the success in the first place. Department for Business Innovation & Skills, 2011. Business Sectors. [online] Available at:[Accessed 7 March 2011]. This website details the differences between a number of different sized companies. These being SME’s, corporations etc. Gladwell, M., 2000. The Tipping Point. London: Little Brown. Ch. 4. This chapter looks at the broken window theory. It implies that if there is a broken window on a building that is not repaired then people will assume no one cares and then this will spread to the street.­­­ Harvard Business Review., 1991. How to Price Your Products and Services. 11th ed. Boston: Harvard Businessing School Publishing Division. This book compiled by The Harvard Businessing School displays a number of methods on how to price certain products and services. It also contains raw data as well as processed data on existing products. Jorgenson, J ed., 1994. Consumer Brands: Volume 2, Personal Products. London: St James Press. This is an encyclopaedia that details a deep history into brand histories. This is a factual text that details key points in brand origins and growth. Jury, D., 2010. What is Typography? (Essential Design Handbooks). Switzerland: RotoVision. This book details the historical and technical side of typography. It explores the art of typography and gives an overview of the common guidelines used when designing type. Pavitt, J ed., 2000. Brand New. London: V&A Publications. This book is an edited publication by the V&A on branding. The origins and forms that branding takes are explored in this text. There is a wide range of images included to support the text. Articles from various designers compile each chapter. Pegler, M. M., 1998. Streetscapes. New York: Watson-Guptill. This book shows and discusses a range of shop fronts from a range of different areas. It looks at a number of examples from different countries and regions. Pricken, M., 2008. Creative Advertising. New York: Thames & Hudson Inc. This book shows a wide range of distinctive and original advertising. It provides the hints and tip needed to create a successful campaign and illustrates the techniques used. Sutherland, M., 2000. Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why. 2 Editions. Crows Nest, Australia: Griffin Press. This book looks at the reasoning behind successful and unsuccessful advertising. It also looks at the mystery of advertising and why it was so unknown for so long. Woodward, M., 2001. From aesthetic principles to collective sentiments: The logics of everyday judgements of taste. Poetics. 29, pp.1-14. This article takes a contemporary retrospective look on Bordieu’s 1984 research into the sociology of taste.