creativity and visual communication as innovative educational tools for sustainable development
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Creativity and visual communication as innovative educational tools for sustainable development and sustainable tourismTRANSCRIPT
Social Communica%on is
a communication which promotes
for the collective’s sake
a piece of information partially controversial
about topics of shared interest
Social Communica%on is
a communication which promotes
for the collective’s sake
a piece of information partially controversial
about topics of shared interest
?
Topics & Values
It can occur that social communication faces some controversial topics (even partially), which underlie some values, that are socially accepted and widespread.
SOCIAL COMMUNICATION
>> to promote a social-shared value
Public or private source
ADVOCACY
>> to plead for something from a biased point of view
Only private source
vs
SOCIAL COMMUNICATION
a. Properly social communication
b. Public utility communication
c. Social responsability communication
Public utilities must be well-designed and delivered
but also
well-communicated and promoted
The citizen has an increasing demanding attitude towards the public utilities
(such as: welfare, public transportation,…)
To communicate is a need of all the players that
offer public utilities, in order to satisfy the
information need of the users/citizens.
c. SOCIAL RESPONSABILITY COMMUNICATION
>> private interests in behalf of the whole society
>> private sources
When we talk about sources…
>> public sources 1. Governement, Local Governement, City, …
>> private sources 2. ONG, Non-profit organizations
3. Private corporates
The aims and the relationship among
sender (who’s talking)
receiver (who’s listening)
beneficiary (who’s the final addressee of the social-action)
There is a further tripartition, according
Let’s make a try… Look at the following adv and select the right answer among:
o Social call
o “Making aware” communication
o “Edu-communication
Communica6on & Adver6sing
in many people’s mind communica%on is synonimous of adver%sing
but
Adver6sing and communica6on
do not mean the same thing
Adver6sing is just one of the possibile expressions of
communica6on
with the term Communica%on we intend every single ac%on
aimed to promote something to somebody
Communica6on & Adver6sing
catalogues
leaflet
web-site
newsletter videoclip
Visual Communication
There are different kind of visual communication tools
commercial print ads
posters
The advertising agency usually distinguish among
ABOVE THE LINE e BELOW THE LINE
It’s all visual communica6on
Printed material
catalogues
leaflet
web-site
newsletter videoclip
VISUAL COMMUNICATION
commercial print ads
posters
printed material
ABOVE THE LINE
BELOW THE LINE
It’s all visual communica6on
Above the Line (ATL) Below the Line (BTL)
They come from the journalis%c slang. They point at the higher or lower visibility of paper news, according to their posi%on in the page:
>> Above the line: the superior part of the newspaper, the one you can see at the newspaper stand, even when it’s folded; >> Below the line, the part under the folded line.
ATL & BTL
Above the line is the tradi%onal non-‐direct advertsing of print, Tv and Radio
Commercial, printed ads, posters
(tradi'onal media – mainstream)
Above the line
Below the line is adver%sing that uses non-‐mainstream media as a support
Catalogues, direct mail, liVle posters, brochures, leaflets, newsleVers,…
(more direct, more focused on target, lower cost)
Below the line
To tradi%onal media (such as tv) and non-‐mainstream support (i.e. brochure), came out the world of new media
Nowadays, the trend is to shiZ from tradi%onal and generalis%c media to more focused and individual media
Among these, the internet is the most effec%ve and immediate
The internet
It’s like a TOOLBOX Every tool is useful, But you don’t need to use them all
Built up your best mix According to your goals and target
Serve yourself
Standard outdoor posters sizes (sta%c or scrolling/changing posters) >> 70x100 cm >> 100 x 140 cm >> 140 x 200 cm
maxi size 6x3m or bigger (giant/supersite posters)
Transport posters (bus/train shelter ads, exterior bus-‐side ads,
Posters
A web banner is a form of adv on the web that entails embedding an advertisement into a web page.
It is intended to attract traffic to a website by linking to the website of the advertiser.
The advertisement is constructed from an image often employing animation, sound, or video to maximize presence. Images are usually either wide and short, or tall and narrow.
Web adver6sing
Alterna%ve marke%ng promotes cuPng-‐edge and out of the box tools, to take distance from the classic communica%on media, that are weak in their effec%veness
Alterna6ve marke6ng
3d street art by Edgar Muller for Austria Brand
Dis6nc6ve and clear iden6ty is fundamental in promo%on/communica%on
Key elements of an iden%ty are
Logotype ins%tu%onal colours
Together with some recurrent graphic elements such as leSering, frames,…
Visual iden6ty