You will create a 5 ad series for the town or city where you live. I have chosen to name this "The Akron Project", because that's what it was called when I did the project, in an advertising design course, while I was attending the University of Akron. The course was taught by Walter M. Herip, who is the president of a successful brand managment and visual design firm in Peninsula, Ohio, near Akron. Your ads must start with one of Categories which are outlined in Chapter 5 of the Robin Landa "Advertising by Design" book: Demonstration
Endorsement and testimonial
Declaration
Slice of life
Meta advertising
Popular culture
Fantasy
Misdirection
Image or lifestyle
Adventures and escapes
Benefits and differentiation
Recognition
These Categories allow a wide range of attitudes and points of view, from straight forward promotional, to ironic or cynical. You can say anything you want about your city, as long as the ads begin life as one of these categories. The 5 ads also must show the following 5 dominances: Image dominance
Headline domance
Text domance
Headline and Text dominance
All three equal
I will give you an InDesign document which contains a 12 column grid system with a 12 point baseline grid. This grid will accomodate 12, 24, 36, 48, 60, 72 point leading. The grid is based on the "Rule of Thirds". You will need to use position and scale to achieve the dominances. Use this grid system to give the 5 ads a consistency. The ads are all based on an 8 1/2 x 11 page. You will take a photo which fits your Category, and write a paragraph to accompany the photo. The photo and paragraph must match your Category. The headline is the name of the city. The photo must be black and white (grayscale), 150 dpi. Use one typeface (san serif?) for the headline, one typeface (serif?) for the paragraph. To recap: One Category
One photo
One paragraph
One headline
One grid system with a 12 point baseline grid
5 ads with different dominances
One typeface for the headline, one for the paragraph.
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