COP3 Practical Proposal, Research, Development

Practical Proposal

I aim to produce an advertising campaign for Playstation using the uncanny and other related theories within my writing.

It synthesises well with my dissertation because throughout the dissertation, ’Discuss, Identify and Present Evidence on How the Uncanny can work Successfully and Effectively within Advertising and Design’, I plan to introduce and analyse many theories, tools, advertising methods and techniques. Such as, the uncanny, the uncanny valley, typography, surrealism, distortion and emotion, to name a few.

Since the main two focus points of this dissertation are advertising and the uncanny, it is more than appropriate to concentrate on creating an advertisement for the practical part of the module. This ensures a strong synthesis between both the dissertation and physical design work as they both will embody and visualise all of the previously mentioned subjects and theories.

 Playstation's 1999 advertisement, mentioned in my research, ‘named Mental Wealth by Chris Cunningham, combines the methods of emotional and physical disturbance influenced by the distortion of imagery as seen identified within surrealism’ (Taken from my Dissertation). This advertisement has already in fact been successful through using uncanny imagery, but not so much with type, this is where a type based practical piece produced along with the imagery can fill this ‘gap in the market’, at least for Playstation.

Peer Feedback

'After reading your dissertation, your practical idea sounds very synthesised and appropriate.' - Beth

'Ensure that you speak to a student in creative advertising to gather information on what it is that you need to do.' - Simon

Idea Generation, Refinement & Decisions

- Conflicting and contradicting ideas and imagery. Glamorous woman/glamorous man in drag  playing playstation. These ideas for the imagery are contradicting with the stereotypes of gamers and also what a glamorous, grown woman/man should be doing in their free time.
- Through projection the ad will show that there is no prejudice or judgement on anyone whom wishes to play
- Use editing (Photoshop) I will create distortion resulting in the appearance of uncanniness
- (Editing Idea) Widen eyes (square eyes from watching too much tv- addictive games)
- (Editing Idea) Reflect features (such as eyes) to create something which is too symmetrical to be human (linking back to the uncanny valley)
- I will represent the the emotion/competitiveness/addictiveness of the game through facial expression
- Ensure models wear something which appears strange in context to what we usually imagine a gamer to wear/look like (- glamorous- shows no prejudice again)
- Blank background can place where the people are (hard to contextualise- the unknown)
- After thinking about how else I can make my designs more uncanny, I would like to experiment with orientation; such as creating something which is landscape rather than portrait as is normally seen. In addition, I would like to experiment with place; for example, creating a design which would be used at a bus shelter perhaps. Allowing me to make innocent people waiting to get home, uncomfortable because of the closeness and proximity to the audience.

Refined Practical Proposal & Ideas

- I will create a series of 2 posters, one type and the other image as inspired through my research and findings within my dissertation
- It will be a campaign for Playstation (4) as it is a more social company. It has also experimented with the uncanny and surrealism before within it's advertisements, through this it is understood that it must work otherwise they would not continue use these theories and methods each year.
- The advertising strategy is in fact my dissertation itself
- I will use editing techniques to create an uncanny image, similar to those mentioned within my dissertation
- The type will be inspired by my findings, again, within my dissertation
- I do not need to gather feedback on whether my designs are uncanny (and would aid memory- producing a more successful and effective campaign and therefore product) but I would like to, to see whether I have created something which would in fact aid memory, as my dissertation discusses
- Orientation: I am going to design my posters landscape as to break from 'the norm'. This is justified as the uncanny itself is expressed as 'peculiar'
- As for the models, I am going to use a male and female as to have a range of imagery to choose from. They will each provide various connotations which I can use to support the uncanny.

Refined Idea Crit & Feedback

- You have referred back to your dissertation numerous times throughout, showing that you are creating a synthesis
- Your idea sounds interesting and if done well, no doubt, these uncanny feelings will be present, just keep it subtle as mentioned, this is the worst kind of uncanny as the audience struggle to pick out what is wrong with the design

Reply from a Creative Advertising Student

I decided to speak to an advertising student, as suggested in a crit by my tutor, to gather any information that could help me within my practical work, below is her reply.

Rules

- Quick sketches for ideas (called scamps)

- Try to keep sketches in boxes to look more professional

- When drawing up the final ideas, stick to specific measurements (48 sheet- billboards)

Presentations must contain the following;

1. Start with explaining the challenge/strategy
I need to visually represent and create an example of how the uncanny, through the research and conclusion of my dissertation, can create effective and successful design.

 Doing this correctly should increase it's effectiveness and thus success of a brand, company or product through memory using the uncanny 'effect', resulting in higher levels of exposure. The position of the brand still needs to appear positive and high-quality in order to sell which the uncanny 'effect' will allow us to do.

2. Decide your target audience

My target audience will be existing Playstation owners who are itching for a new upgrade along with enticing new customers who have been on the fence about trying the Playstation.
 The age I will be targeting will range from young teens to adults, who have spare time and enjoy playing games.
cGender wise, Playstation is aimed at a predominantly male audience as they seem to be the largest consumer group, yet I would like to try and aim my campaign at females too. I would in fact like to create something which, similarly to the Freeview Cat and Budgie advert that I discussed in my dissertation, holds no prejudice to age, race nor gender.

5.  'What is the tone of voice?'

The most suitable tone of voice is going to be 'serious' (concentration and addiction of the gamer) yet comical (facial expressions, semiotics and props), with a subtle hint of discomfort due to the uncanniness of the editing.

6. 'What do you want the audience to know/feel/do'
Know: That this is the new console and that anyone can play. Playstation do not hold prejudice whether this be race, age or gender. It is fun but can be addictive, it unleashes the gamer inside

Feel: That they can escape and 'blow off some steam'. Maybe even that they feel young again, or are free and someone else for a while- a character in the game maybe.

Do: Remember the ad so that if not immediately, eventually over time (in the long-term) they will ultimately buy the new console, whether it be for themselves or as a gift for someone, and of course, enjoy.

8. Initial ideas

(previously mentioned)

9. Final idea with development and explanation.

(will be done later in the process)

10. Evaluate the project as a whole and the concept itself
(will be done later in the process)

Extra Advertising 'Rules' as I Have Researched & Found Appropriate

11. Time scale
Playstation seem to keep one advert for round 4-6 months before they create a new one. Mine too would also run for this amount of time, simply to be in keeping with how Playstation run their company.

12. Budget

For my own advertisement £25

If done by Playstation professionally, here is a break down
- Studio £300 (est)
- Equipment £10,000 (est)
- Model £400 (est)
- Makeup Artist £500 (est)
- Photographer £600 (est)
- Editor £600 (est)
- Clothing and props £700 (est)
- Studio help/other set staff £1,000 (est)
Total £14,100

Playstation Research

As I intend to create an advertisement for Playstation (PS) is is crucial that I analyse some of their previous work.

Th History of Playstation
http://www.playstationlifestyle.net/2012/03/04/the-history-of-playstation-ads-ps3/

Playstation Logo's
http://www.logodesignlove.com/changing-playstation-logos

Distortion, Editing and Surrealism

 
 
The imagery above show how PS enjoy to use the uncanny and surrealism within their advertisements to grab the audiences attention and stick in their minds, whether they know how this works, as explained within my dissertation, or not. Editing and deforming the faces/hands creates a peculiar image and therefore the audience also get a sense of this feeling, which they will remember more strongly.
Using male and females within their campaigns shows that they two have thought about not limiting their target audience.

Mental Wealth (the last image) by Chris Cunningham, combines the methods of emotional and physical disturbance influenced by the distortion of imagery as seen identified within surrealism.

(Taken from my Dissertation)

The symmetry of her face is also disturbing as we human beings, are not perfectly symmetrical. It creates confusion and cognitive dissonance as we are actually, through human nature, more attracted to symmetry within a person/mate as it subconsciously registers that they are healthy and have good genes. Yet we are simultaneously slightly repulsed by her peculiar appearance.

This displeasure experienced is coined ‘cognitive dissonance’ (Festinger. 1962 p.3-5); experiencing mental stress or discomfort due to contradictory beliefs, ideas or values. Here, the audience are simultaneously attracted to and yet repulsed by a design or object. This correlates with the uncanny stimuli which is produced through the activation of contrary cognitive representations. 

(Taken from my Dissertation)

Character/Player

 

These images above show how the player can choose to be anyone when playing a game. The above left image is a rather larger male player, who would prefer to be a slender woman in the game world. There is no prejudice as the PS should be used as an escape.

 Above right, again this image reveals the multitude of choice that a player has. These images represent that PS are not judgmental. Be whomever you want to be; male, female, old, young etc.

The idea and concept of escapism, freedom and endless possibility is largely seen within Playstation's already existing advertisements. This is important to carry through into my own work as they obviously find these themes important.

It is important to note that very few of PS's advertisements show a person actually playing on the console. They try to pull away from this obvious use of imagery and props. Yet, in the case of my own work, I would like to keep the Surrealism and uncanniness more subtle and so using something very familiar, such as playing a game would provide this, rather than (for example) a guy shopping for heads in a supermarket, which has no obvious visual links to playing a game.

Alongside these mention themes, 'over editing' of the images to make the characters/models appear very polished and almost unreal is something seen in these and the previous adverts. This is something which I would also like to use within my own work as to continue some of their methods and tools. This would create the feeling that my advert too is an official PS ad.

Colour & Shape

 

 

When it comes to colour, in some cases, PS like to keep them rather prominent. The colours from the left image link with their old logo, shown above. Whilst the colours within the right image are the ones from the game controller buttons themselves, also shown above.

This represents just how important the use of colour is within their ads. Most people would identify the colours and shapes with PS right away.

 As mentioned, shape is another tool that is used. Representing the button identification shapes, square, triangle, cross and circle, is a way to visually represent PS without having to use any type whatsoever, they almost act as a translate for the word Playstation, or as a second logo.

When using colour within my own work, I too would like to be bright and vibrant, using their existing colours where ever I can. This will, as mentioned, provide a visual link back to Playstation.

Type

 
The digital type used in the above left image is a very squared, sans serif. It appears uncanny as sans serifs are identified to be rather un-human although still has links, through history (as discussed within my dissertation) with handwriting, which is obviously human.

This causes confusion since sans serif forms are so far removed from human handwriting and in fact seem to hold no elements of humanity to it. Over time, with the invention and introduction of technology, glyphs have progressed from being hand rendered to digitally designed, solidifying this uncanny appearance and emotion linked. (Taken from my Dissertation)

 The letter R in 'underestimate' is also backwards, providing a subtle mistake which appears uncanny. The background which reveals scratchings in the wall/flooring connotes such things as jail, anger, the outside, darkness (an alleyway) which throws the whole context off as Playstation is a game to be played indoors in the comfort of your home.
 Not only this, but the straight, rigid lines then relate to the appearance of the digital type. It creates a link as they both seem to be similar in formation (straight, hard lines). This develops as uncanny because of the link between hand drawn imagery/type/shape and it's digital version.

As for the above right image, the 'type', or rather glyphs or symbols are only half formed, this creates an inconsistency, we are also unable to make out what it is supposed to say which creates cognitive dissonance. In addition to this, the glyphs seem alive because of the movement represented from the more dense layers of symbols which flow over to the centre of the image.

This is perceived as peculiar it creates ‘doubt as to whether an apparently animate object really is alive and, conversely, whether a lifeless object might not perhaps be animate’ (Taken from my Dissertation)

Background: Gradients/Colour/Editing

 

As far as type background influence, these are the load up screens when the PS it turned on. As I am looking to create separate type and image posters, I needed something as influence for the background of the type. The use of a gradient is a way to introduce 'light' as the above images show.

Within my own work, I would like to use this as inspiration, yet use gradients in a more subtle way as this is the theme that I am working with.

Playstation Taglines

1. The Wait Is Over
2. Play B3YOND
3. Patience can conquer destiny
4. This is Living
5. Entertainment Unleashed
6. It only does everything
7. Start
8. Long Live Play
9. Dear Playstation
10. Live in the state of play
11. Live in your world. Play in ours
12. See The Future
13. Greatness Awaits
14. Make. Believe
15. This is for the players
http://www.playstationlifestyle.net/2012/03/04/the-history-of-playstation-ads-ps3/

Above are a selection of taglines which I have chosen to use for my type poster. This is relevant as it is an advertisement for PS and so is appropriate to use type which is related to their product, company and previous ad work. Most people would recognise these taglines without being told or seeing that they are related to PS.

Playstation Logo

Although some of my previous research identifies that PS use the colours from the old, more colourful logo, this is the new one in which I will use over my designs to create a more professional advertisement for PS. This is simply because my adverts are supposed to be new and for the PS4, which would make sense to use the appropriate, new, PS4 logo with the designs. I will introduce and use colour within the image without having the colourful logo.

Final Practical Concept

Through my research, findings and dissertation, I have written a more in depth summary of my aims and influences;
- Using distortion and surrealism use imagery and editing software to create a visually uncanny image. Through altering proportions, 'over editing' skin and such to make the model appear non-human
- Use contradicting props within the imagery to create a peculiar piece. Such as a glamorous woman/man playing and becoming addicted to the PS, which is something ultimately identified as being aimed and used by young teen boys. The woman/man would look out of place through clothing, makeup and other props. Her/his facial expression/s should be strong and emotive.
- As to further push the idea of the uncanny and the unknown, use a plain background, as of that seen in the PS 1999 ad, as not to provide any distractions or context/idea as to where the model/character is
- Playstation's colours should be identified within the image, if only subtly (doesn't have to be all of the colours)
- As for type, be subtle and use the influence of gradients to show that using purely type without image can also have an uncanny effect. The chosen type should be sans serif and still reflect human hand a little. This is identified as peculiar as found within this research and dissertation.

Photoshoot

Shoot Considerations & Appearence

Clothing/Accessories: A 'fur' coat to connote wealth and glamour along with colour and texture. Plain black or white t-shirt underneath (as I intend to crop the image in rather closely). Large, silver glamorous earrings, again to connote glamour and someone who enjoys to look after themselves

Makeup: Dark 'smokey' eyes to create a dark mysterious appearance/character. Red lipstick to introduce 'glamour' as well as the red used within Playstation's controller as seen in their existing work. Foundation to create a more smooth, clear, blemish free complex.

Other Props: Controller to introduce Sony PS and their products more so in addition to the shape and colours used by PS (green, blue, red, lilac and the square, triangle, cross and circle)

Background: Plain white paper with black wall either side to connote a TV creating a confusion as to whether she is in the game/tv or we are (or that she is facing the wrong way = confusion)

Scamps for Photoshoot

 
 
1. (Top Left) Playing and experimenting with lighting and expression in order to ensure the correct set up and that the model knows and feels comfortable with what they will be doing.
2. (Top Right) Getting more into the character: playing with clothing, props, expression. Very neat and controlled character (slowly becoming more aggravated)
3. Bottom Left) A more uncontrolled character: messy hair/makeup, obviously very into the game: started to become 'addicted' and competitive
4. (Bottom Right) Very expressive and emotive, close to the camera (and using fisheye lens) to create distortion. Their proximity is a little 'too close' and makes us feel uneasy

Character 1 Images

Character 1

Rosalyn Halford

1. Setting up the lighting and playing with expression

2. Getting into character through the clothing and props (neat character)

3. Character (Angry, wild and competitive)

Also experimenting with expression (without props)

4. Experimenting with distortion through using a fisheye lens on the camera

Best images

 

 
 
 

Best image, above.

Character 2 Images

Character 2

Luke Constantine

1. Re-adjusting the lighting, playing with expression and getting into character through clothing

2. Getting further into character through props (neat character)

3. Character (Angry, wild and competitive)

Also experimenting with expression (without props)

4. Experimenting with distortion through using a fisheye lens on the camera

Best images

 
 
 
 

Best image, above.

Crit Feedback

As to decide on a photograph for my image based advertisement, I ran a small crit. The result was almost unanimous in choosing the female character. Below is some of the feedback;

The woman appears more uncanny to me because the connotations of the clothing, makeup and jewellery shows that she is usually a well presented lady and yet this game has unleashed an animal.

Her facial expression along with how close she is to the camera lens makes me lean back away from the ad a little, but I still cannot get away from her. It's a little peculiar. This paired with the distortion from the lens makes it appear that I am in the game myself and she is actually shouting at me! (Getting the audience involved)

I really find the fact that I can see right into her mouth and general face in such detail a little strange. No matter where I move, she is in my personal space. This is uncanny to me.

The image of the guy has too much going on, I think. We have to try to clarify who he is as a person and what he is trying to do, where as the woman is much simpler. Go for the female model as it is more 'subtle' with this kind of backstory, as you mentioned you would rather (be more subtle that is).

Chosen Image

I agree with my feedback, this image is more 'subtle' and composition wise looks much more professional. Her emotion and the overall aesthetic is more to what I imagined my work would look like.

Editing Image

 

 
- Brightening the image to look more professional
- Darkening the eyes and increasing the contrast of the lips, clothing and hair to create more of a contrast within the colours
- Alteration of her facial structure (lengthening the chin and mouth) to distort proportions
- Neatening the background lines (white screen) to look more professional and less distracting
- Removing the 'dualshock' from the controller as this is an image based ad and is not appropriate- the bright blue was also distracting
- Increasing the saturation and contrast of the coloured buttons on the controller (blue, green, red, lilac) so that these shapes and colours are obviously and boldly present within the design, as they are in most PS ads (found through my research)

Distortion Adjustments

 
- Enlarging the eyes created a difference in proportion to the rest of the face. This also revealed the details of the eyes which pushes this idea of proximity and closeness to the screen and audience creating an uncanny and peculiar image
- Darkening the eyes allowed the details to be more prominent than they already were
- Adding the logo to the bottom left creates a more profession PS advertisement
- I used various enhancing tools and methods to create a more professional and high quality image for printing.
- In addition, I have also added green to the eyes to incorporate more of the colour from the controller onto the character herself

Final Image Advertisement & Evaluation

(GIF of editing)

(Final Image)

Throughout the designing, creating, and editing of this image, I have considered everything within my research and the influence of existing ads in addition to my findings and research for my dissertation itself. Through these explorations I have been able to produce an uncanny and peculiar image based advertisement for Playstation.
 I have combined the use of distortion and proximity through lenses and photoshop, editing and enhancing the quality of the image through photoshop, the alteration of her facial proportions, brightening and addition of colour and use of props, clothing and makeup. All of these work in unison to produce a high quality, detailed, interesting, peculiar advertisement. It is the visualisation of what I have spoken about in my dissertation and my findings through research.
 The editing of her skin has created a smooth and unrealistic appearance, linking her back to something which is not real, such as a robot, which relates to the theory of the uncanny valley. This may then be subconsciously linked to her being a game character herself which is seen to be peculiar as show should not be real, these contradictions generate cognitive dissonance. Her expression reveals a lot of emotion of how she is getting rather competitive and irritated with the game which seems out of 'character' for a woman who seems like she is a more 'glamorous' and fashionable person (this is connoted through her clothing and makeup).
 Her closeness to the camera, in addition to the lens distortion makes that audience feel like she is invading their personal space. Yet, because it is an image, she will always seem close, no matter how far away you stand. This is important as this invasion creates an uneasy feeling within the audience, this then develops, when combined with the fact that is is so detailed, high quality and emotive, as being uncanny.
 All in all, I have created a professional looking, imaged based, uncanny advertisement through using my findings and research to influence each design and editing decision.

Type

Chosen Tagline

After conducting a small survey the chosen tagline was "Live in your world. Play in ours".
 I agree that this is the most appropriate tagline for my practical as my image poster represents how it is possible to be lost within the gaming world which can change your character, literally, if only for a while.

...the uncanny would always be something that is not recognised and something that is difficult to find ones way around in. Expressing that the audience can be easily lost within the uncanny. (Taken from my Dissertation)

 "Live in your world. Play in ours" suggests that there are two different worlds, "yours" and "ours". This links back with the image ad again as it appears that the character/model is in one world and we are on the other side of the screen in another world.

Chosen Typeface

In my second year (Level 5 2014/2015), I created an uncanny typeface, named 'My uncanny type'. It was designed through analysing how handwriting provides connotations and emotion through graphology. This then develops and is generated into a digital, useable typeface.
 As mentioned previously and in my dissertation,

... sans serif forms are so far removed from human handwriting and in fact seem to hold no elements of humanity to it. Over time, with the invention and introduction of technology, glyphs have progressed from being hand rendered to digitally designed, solidifying this uncanny appearance and emotion linked. (Taken from my Dissertation)

This typeface is the most appropriate one to use within the type poster through it's design, history, development and connotations. The blog showing the development and creation of the typeface can be found below.

http://t-pycroft1316-dc.blogspot.co.uk/2015/04/ougd501-cop-sb1-practical-work.html

Background Experiments

 

 
 
- Inspired by the load up screens for PS, as shown previously, I experimented with gradients. I altered the shape (radial and linear) in addition to the orientation in order to explore all possibilities
- Colour wise I have chosen to use black and white to be in keeping with the background of the image ad in addition to be more subtle and create a contrast between the light and dark (relating back to 'getting lost' within the game and the theory of the uncanny itself). It also reflects the contrast within the image poster (the glamorous woman and the more relaxed, social product which is stereotypically used by young males) and the bold bright colours used
- The white type stands out against the background creating a contrast to the dark black gradient.
- The layout, again, was inspired by PS's already existing type poster and start up page for the console. I positioned the type in the centre of the page as to be the main focus.
- The logo has been placed in the bottom left of the page as to be continuous with the image based advertisement.

Final Type Advertisement & Evaluation

(GIF of experiments)

(Final Image)

This is the last experiment out of the ones shown above. As I mentioned, 

...the uncanny would always be something that is not recognised and something that is difficult to find ones way around in. Expressing that the audience can be easily lost within the uncanny. (Taken from my Dissertation)

This last experiment has succeeded in visualising 'being lost' and found with the use of the dark background and 'spotlight' in the centre (seeing the light and finding your way). It also is inspired by the screen of a TV as it is turning on/off which is more than appropriate as Playstation consoles need a TV to play on.

 The type, in addition to the dark background, create an uncanny image through the connotations and overall aesthetics discussed through this blog. 

Feedback

After showing the final advertisement pieces to a group of peers, the conclusion from the feedback gathered is that they are both uncanny, the image more obviously and the type in a more subtle way.

Overall Practical Evaluation

The idea and concept of escapism, freedom and endless possibility is largely seen within Playstation's already existing advertisements. These are now also identified within my own designs through imagery, emotion, facial expression, type colour etc.
 Through my research, findings and dissertation, I have used distortion and surrealism use imagery and editing software to create a visually uncanny image. Through altering proportions, 'over editing' skin and such to make the model appear non-human.
 Use contradicting props within the imagery to create a peculiar piece, such as a glamorous woman playing and becoming competitive, looks out of place through clothing, makeup and other props. Her facial expressions are strong and emotive, expressing her feelings. The detail of the image 
 As for the type, I have used a plain background, as of that seen in the PS 1999 ad, as not to provide any distractions or context/idea as to where the model/character is. Playstation's colours are recognised within the image, through the clothing, makeup and the PS controller itself, if only subtly.
 The typeface itself has been designed and developed from start to finish to intentionally appear uncanny. It is a digital sans serif and yet still reflects human hand writing. This is identified as peculiar as found within this research and dissertation because of these contradictions.
 Overall, both of my images are appropriate, successful and conceptual through using my research, recent findings and dissertation to influence each and every step taken.