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Project 3 – Visual Metaphor Print Ad
Purpose: To create an ad for a product sold in drugstores that cures or alleviates a condition that most people find uncomfortable talking about, such as hemorrhoids, diarrhea, abdominal gas, or any other touchy subject. To incorporate a visual metaphor to communicate
indirectly and symbolically
; avoid direct and/or vulgar messages. The following skills and knowledge are essential to success in your professional life beyond this course:
Skills:
· Apply any software’s image-editing tools.
· Combine images to create a visual metaphor or symbolic message.
Knowledge:
· Express the message using a visual metaphor—a comparison between two ideas that are TOTALLY DIFFERENT, yet share some CHARACTERISTIC IN COMMON.
Task: Create an 8 ½ x 11-inch print ad for a product sold in drugstores that cures or alleviates a condition most people find uncomfortable talking about incorporating a visual metaphor to communicate indirectly and symbolically. All steps are highly unique to your specific project, therefore problem-solving and critical thinking skills are necessary.
1. Please view the PowerPoint lesson “Visual Metaphors and Semiotics,”
LinkedIn Learning: “Developing Ideas and Advertising Concepts” with Craig Smallish (Links to an external site.)
, and
LinkedIn Learning: “Learning Graphic Design: Cropping Photographs” with John McWade
(Links to an external site.)
before starting this assignment.
2. Decide on a product sold in drugstores or the supermarket’s pharmacy aisle that cures or alleviates a condition most people feel uncomfortable talking about, including, but not limited to hemorrhoids, diarrhea, abdominal gas, or any other touchy subject.
3. Review: a
metaphor
is a comparison between two things that that are TOTALLY DIFFERENT yet share a CHARACTERISTIC IN COMMON. For example, if your product is a foot odor spray, what
non-human thing
is associated with unpleasant smell? A skunk? A pile of garbage? A dead fish?
4. The goal is to use a metaphor to express the message INDIRECTLY and SYMBOLICALLY. DO NOT create a direct and/or vulgar message. Do not show the human body or any of its parts. Do not show a toilet, or someone sitting on the toilet. Do not show a before-and-after image, but rather one single strong image. Do not show the happy face or sad face icons. Do not show the “no” symbol.
·
Metaphors Ideas & Inspiration Video (Links to an external site.)
5. Sketch your idea for the metaphor ad on paper.
6. Search online for images that you might use in your assignment to express your visual metaphor. Save them to your computer. Composite them using image-editing software. This is not a Photoshop class, so I will not grade this assignment on your Photoshop skills, but rather on your concept for the visual metaphor.
7. Be sure to include a small product shot and a short tagline. The metaphor must be the dominant element in the ad, not the product shot. If you can’t find a product shot online, just include a logo, or type the name of the product very prominently. Make your assignment look like a professional ad in a magazine.
8. Save your file, and export a .JPG file. Post a first-draft in the Module 5 Discussion forum for reciprocal, constructive feedback from classmates and instructor.
9. Incorporate any changes suggested by your classmates if you feel it will improve your work, and post a revised draft in the Module 6 Discussion forum, for more reciprocal, constructive feedback.
10. Incorporate any last-minute changes before uploading your final project solution to the Assignment 3 submission button (click “Submit Assignment” above).
Criteria:
·
Solution is a print ad for a product sold in drugstores ONLY. No solutions for other types of products or services are allowed.
·
Solution consists of a VISUAL (not verbal) metaphor.
· Metaphorical solution is TOTALLY DIFFERENT from the condition or product being expressed, yet shares one or more CHARACTERISTICS IN COMMON.
Must be a non-human image
to symbolize the condition or product. Avoids the happy face and sad face icons, as well as the no symbol.
·
Avoids a direct and/or vulgar message. Avoids showing toilets or someone sitting on a toilet. Avoids showing the human body or any of its parts.
·
Avoids a before-and-after composition; instead, composition consists of a single, strong image.
·
Contains a small product shot and short tagline. Resembles a professional print ad in a magazine.
·
Student posts first- and revised-drafts in the Module 5 and 6 Discussions, respectively, and participates in a critique.
· Assignment is submitted as a .JPG or .PDF—
NOT
in any other format.
Rubric
Assignment 3 Rubric (1)
| Assignment 3 Rubric (1) | |||||||||
|
Criteria |
Ratings |
Pts |
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|
This criterion is linked to a Learning OutcomeRequirements Solution is a print ad for a product sold in drugstores ONLY. No solutions for other types of products or services are allowed. |
1 pts |
||||||||
|
This criterion is linked to a Learning OutcomeVisuals Solution consists of a VISUAL (not verbal) metaphor. |
1 pts Proficient 0 pts Needs Improvement |
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|
This criterion is linked to a Learning OutcomeMetaphor Metaphorical solution is TOTALLY DIFFERENT from the condition or product being expressed, yet shares one or more CHARACTERISTICS IN COMMON. Must be a non-human image to symbolize the condition or product. Avoids the happy face and sad face icons, as well as the “no” symbol. |
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This criterion is linked to a Learning OutcomeAvoids Vulgarity Avoids a direct and/or vulgar message. Avoids showing toilets or someone sitting on a toilet. Avoids showing the human body or any of its parts. |
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This criterion is linked to a Learning OutcomeComposition Avoids a before-and-after composition; instead, composition consists of a single, strong image. |
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This criterion is linked to a Learning OutcomeDesign Contains a small product shot and short tagline. Resembles a professional print ad in a magazine. |
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This criterion is linked to a Learning OutcomeParticipation Student posts first- and revised-drafts in the Module 5 and 6 Discussions, respectively, and participates in a critique. |
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This criterion is linked to a Learning OutcomeFormat Assignment is submitted as a .JPG or .PDF—NOT in any other format. |
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Total Points: 8 |
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