Emotional machine
View how a brand utilizes a canvas for advertisements & their
a classroom project guided by Deshna Mehta.
adver tease ments
911 a timeless iconic car
There are three responses to a piece of design — yes, no, and WOW! WOW is the one to aim for.
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Deshna Mehta
Design/ publishing/ art/ research/ writing/ curation/ photography At Anugraha, we’d be delighted to work on anything apart from luxury brands and things that promote consumerism in general.
Royal College of Art 2010-12 University of the Arts London MA Field Of Study Graphic Design 2008 – 2009
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Lastly major assignment was to choose a car, and to find out how it got that name. Further understanding their advertisement campaigning & strategies. How they pitch their product in market, in print ads.
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Enhanced our understanding to read, observe and relocate elements to make it visually coherent or harmonious. by conducting a 4 days’ workshop & engaging us with various exercise she gave an overview of lay outing and composing elements with help of adobe InDesign.
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How to our self on a canvas, medium either be paper/digital.
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When it comes to the Stuttgart-based manufacturer, most non-car people think something that goes like: “Aaah, that German company that builds the same Beetle look-alike for some 50 years now?” To them, the iconic 911 is merely a fancy means of transport, but true auto enthusiasts and marketers alike know better than that.
Paradigm Whenever a sports-car born around the world & tested for the performance then where it stands on scale of performance. Its performance is compared with a standard machine and that machine always belong s to Porsche. 911 being an iconic car and has been a standard for a performance either that car is better that or beneath that.
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Porsche name has become synonymous with sports cars and race cars because that is what company founders Ferdinand Porsche and his son Ferdinand (“Ferry”) set out to build when they first set up shop with 200 workers in 1948. The senior Porsche, whose engineering experience included Daimler-Benz, established an independent design and engineering firm in 1931 and designed the Volkswagen Beetle. The younger Porsche helped grow the new company and was instrumental in designing the first Porsche sports-car, the 356.
Heritage & Technology
German automobile manufacturers are well known for their refine technologies and due to tough competition from a century they have surprised world with introducing advance technologies. Porsche could be synonym of precision and perfection for any automotive enthusiast. Le’ Man 24 hr endurance race where a machine performs at its optimum level. Porsche tops the list by holding 19 titles. Technology itself is the heritage of this brand. Motorsports is pride.
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Titles of most pretigious award
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“Rear horsepower” The product of Fred & Farid’s Chinese branch, the “Rear horsepower” outdoor print is one of the more interesting Porsche ads from recent years. The briefing for it was simple: art director and copywriter Laurent Leccia was asked by Porsche China to come up with a graphic representation of the 911’s trademark feature: its rear-engine layout. Amusingly, Leccia’s idea came from the year this ad was commissioned. Because 2013 is symbolized in the Chinese calendar by the horse, the final design of the print featured a stallion pushing a two-wheeled racing cart to visually demonstrate the highlight feature of Porsche’s iconic 911.
“Nobody’s Perfect” Conceived as a dealer poster and magazine ad for the North American market, this unbearably smug yet cool print is one of the greatest automotive ads ever commissioned.
The power of this ad comes from its ruthless simplicity and carefully dosed sarcasm in the fine print at the bottom.
“Porsche separates Le Mans from Le Boys” Well well well, what do we have here? One of the most obscure Porsche prints ever pinpoints in a very tonguein-cheek way the difference between gentlemen and boy racers.
mantra, which defines the mid-corner dynamics of old Undoubtedly the most adven- school two-wheel drive 911s. turous and sexist Porsche print However, the 964 Carrera 4 was the first ever production ad ever, the flippant message 911 equipped with fourfeatured shouldn’t be taken wheel drive. literally. With double the amount of The devil is in the details. traction, the 964 Carrera Specifically, the ‘4’ in the 1989 4 was the way to go if you model year 911 Carrera 4 wanted to impress the ladies advertised. Porsches of yesteryear are known for their tail with heroic driving round happy behavior round corners. corners, even if your fingers were actually made out of Most petrolheads certainly butter. heard the “Slow in, fast out” “Joe’s Porsche - Have I got a car for you”
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Out of the top 10 finalists of the 1983 24 Hours of Le Mans endurance race, only Sauber/BMW managed to break Porsche’s winning streak with a respectable 9th place.
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how the car got it’s name ? Porsche 901 was the name originally intended for the Porsche 911. By the early 1960s, Porsche project design numbers had reached into the 800s. For instance, Porsche’s 1962 F1 model was called Porsche 804. At the Internationale Automobil-Ausstellung (Frankfurt Motor Show) in
Frankfurt in September 1963, Porsche presented its successor to the Porsche 356 as the 901. It took several more months until the cars were manufactured for sale to customers. Between 14 September and 16 November 1964, 82 cars were built and the 901 was presented in October at the 1964 Paris Auto Salon. There, French car maker
Peugeot objected to Porsche using any three digit number where the middle number was 0, asserting ownership of the naming rights in key markets, and having already sold many models with that scheme. So, Porsche simply replaced the middle 0 with a 1, and called the car Porsche 911.
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Lets jumpon toads nowof911
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painting/motifs before all that what we had for our visual memory
information to next one and because of that all of us have different set of visual memories but few of them are mutual and common. Considering this as a parameter I will explain the fundamentals of reading and composing a canvas. There are thousands of variants of a canvas like magazine, newspaper, mobile screen, print ads etc.. Basic type of canvas is a poster, print ad, billboard, and pamphlet. As per above description we all have different set of visual memories and according to that only human eye responds to piece of confined space. First of all hierarchy, considering what type of canvas you are looking at and who are your audience, What is the number of the audience? How one might read a canvas basic mantra is from left to right and top to bottom. Hierarchy, if it contains visuals then human eye will respond to that visual bypassing barriers of language and cultures. After that text will be another way of expression. Human read and analyze layer by layer a particular set of information either its visuals or text. That’s a brief enclosing how human eye & brain read and process a canvas (confined space).
was on scenarios or say visuals. So human eye and brain function in synchronization and as per the history of human visual library, I will say that chances of responding to visuals/ photo are much higher than a text for a human eye. The main objective of a designer is to reach out to maximum people and deliver a set of information / raising emotion / expressing their own thought in front of society. Few basic elements of visual composition which helps a creator to create: Size/ Scale, order,
? To create/design/ compose a blank space irrespective of the size shape and medium tangible (paper, wall, or 3d space) intangible (screen). Further explanation will be on a single type canvas for understanding basic fundamentals of Graphic design. So how artist/ architect/designer restrict the eye movement of the viewer or how they raise certain emotion inside a
group of people. I will be ambiguous in my explanation as every inter-related and overlapped ex. Size / scale. Beginning with placement from this workshop I understood the importance of placement and how different people perceive your interpretation. Confining a bit more here when I am referring to the canvas then its shape is rectangular
and orientation could be portrait as well landscape. So placing an element on a canvas is very difficult decision as there could be millions of ways to do so. If I talk about print ad which is related to our major assignment of workshop. Composing/designing / creating an ad depends on how mass population read and perceive. Picking relevant visuals to increase your audience
and placing it on the right spot will the first best step to move ahead. Placing even a dot on a blank canvas reflects your personality, thought process, intention. So, placing an element is most basic and utter important decision while composing. If we look back into our history then we know how languages and scriptures evolved are, how we started making signs/
focal point, rule of third, golden ratio, breathing space, proportion, balance, contrast, shapes, alignment. Some terminologies: gutter, kerning, margin, rows, columns, typeface, dynamics, character of font, fonts, bleed. At the end, I will add that rules are here to help not to restrict us feel free and compose elements to spread happiness around you.
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Human eye have a tendency to read a confined space in two manners left to right and top to bottom, except the people of Middle East. Generations by generation we have passed
BIBLIOGRAPHY
Created by: Anil Kumar TAD16
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https://www.autoevolution.com http://press.porsche.com/more_about/history/ https://in.pinterest.com https://color.adobe.com https://www.jasondavies.com/wordcloud/ https://wordart.com/my-word-art http://www.dafont.com/ https://www.wordclouds.com/ http://www.stanceworks.com/ https://en.wikipedia.org/