WIN a copywriters guide to success!!!!

Win, a powerful word, usually directed for the reader as a submissive ploy. So how is it that some words filter through us yet others can cast us away for hours. To answer this question bluntly, i do not know! However, In order to understand the arts of copyright i planned an interview on Friday 15th with Leif Kendall, a former advertising copywriter based in Shoreham. One of the key questions answered was " What makes a good copywriter?" This question proved to be split into three catogory's:
Curiosity, Business brain and Creativity. To break down these catogories i would like to refer Leif Kendalls blog where he has to written about the interview, As he to found the interview helpful, in terms of stepping back to founermental questions about copywrite. http://kendallcopywriting.co.uk/?page_id=24. ( interview recorded and put onto disk).
STRESSING THE BENIFITS- This i learnt through the interview as a term used in the industry of copyright advertising. The rule of thumb approaches the advertiser to direct the message to the user, rather than the product. What value would it be to promote all the technical values of a product when the user will not understand. It is therefore better to stress how it shall benifit the user, rather than how the product overrides other products.

DANDAD AWARDS 2008

"CREATE A COPY-BASED CAMPAIGN PROMOTING THE IDEA OF REALLY LISTENING AS OPPOSED TO JUST HEARING"
To achieve the brief above I shall focus on the fundermental element; "copy-based." Copywriter Definition:

The "copy" in this case means the words that a user will see when
visiting a web site or using a software application. A lot of people
undervalue the work of a copywriter and usually opt to write their own
content. However, a good copywriter can transform otherwise boring text into
catchy and informative text that can have an immediate impact on the
bottom line.

Unlike a technical writer whose work is intended to inform, a
copywriter is striving to persuade. For example, a copywriter would write an ad
designed to sell a big-screen TV, while a technical writer would write
the operating manual to tell you how to use it.

The fundermental element is to concentrate on the written text of the advert. I shall have to deliver a PURSASIVE caption, concentration on visuals to enhance the written caption.

Research to follow:
Define HEAR and LISTEN, origins, meanings, other languages
HEAR VS LISTEN
Slogans
contact a copy-writer
create audio recording of slogans, test the effective whit of slogans through hearing rather than seeing (visuals)
Previous copy based Dandad awards
LAyout of dandad awards book- copy-based
cllients interests
target audience...

The key issue towards this project is to keep things simple and conceptual. From previous work and discussion towards the D&DA awards 2008, it is evident that succession seems to show through following the brief, keeping ideas simple and following the origions of the considerations and target audience.

INSTALLATION ROOM LAYOUT AND EQUIPMENT

Below is the designed look and feel of the installation room in terms of space and layout. The design is not to scale, however all of the equiment listed has been carefully thought through, in terms of behaviour and quality of equipment. The colour of the room also plays a key importance as the room has been fitted with infrared LEDS and a infrared pass filter for the webcam, allowing the camera to focus on the emmitting infared light epecially.

This is only a still, when played on flash the user shall be able to click on the equipment to see why th type of equipment is being used and what it shall be doing.

Final Idea, Few!

First working day of 2008, a fresh monday morning, said to be the busiest day for accountants and divorse lawyers, ouch! However, For myself the day has proved to be rather productive. Mike Blow and I went through several ideas I have developed involving the rorschach test and both agreed it's an interesting subject to stick to, but a digital ink blot test designed by the user could be quite bland and also tricky to develop for such a limited interactive. So, after discussion and a contrast of colourful thoughts I have succesfully developed a concrete idea! The new improved idea is an interaction rorschach installation piece. Ok, the room is slit equally into two halves. One halve is for the viewer, the otherside, for now is an open space where the user is not permitted. The user walks around the room,the user is picked up by a webcam pointing from the ceiling. THe webcam picks up the movment of the user, where by it then follows the users steps (trail) by leaving ink blot images where ever the user steps, creating a inkblot pattern through the users footprints. The other halve of the room then mirrors the exact same pattern the user has printed through their steps, creating a similar looking inkblot. The user can then see the image they have created not knowing that it has been mirrored in the other side. Therefore they have produced there own ink blot!

Rorschach Game

So over the holidays i have been reading about the history of the rorsc test and possible outcomes of how to create a computerised version with online tutorials.(http://library.creativecow.net/articles/thompson_bob/ink_blot_test.php) Previously on my blog my idea was to make the story (see last post) However i am concerned that this idea is not interactive enough. So from looking at the history of Herman rorschach (inventor of test) i read that his ideas were inspired by an early game in the beginning of the 20th cenetury called, Klecksographie, otherwise known as blotto game, (http://en.wikipedia.org/wiki/Blotto_games) it was also a game where you could design your own ink blots and predict what they were. So, this would be great to try and make an interactive blotto game designed and played digitally. However, i have to work out how to do this???

A different kind of interactive story?

First of all i hope everyone had a nice christmas! My developing idea is quite lateral, its the idea of an interactive story using Rorchsach's images (see below).I want to take one of his images and animate the one image to tell a story, the story will narrate the different meanings the ink blot conveys. The interactive part involves the way in which people have interacted with the test and what they have seen. It involves the difference in the way people percieve things. So, in short whatever people see from this one image i will turn into an animation where by the user watch's the transformation of all meanings.

My Designed Ink blot image, not to be used in animation, this image was designed purely for experimentation and portfolio purposes.

Digitalise Rorschach

I need to think of ways of how i can blend the use of digital design with the ideas of Rorschach? Here is an example from you tube.. would have been nice to use!