Advertising techniques, motivations and tactics are shooting in thousands of new directions. Since the launch of the Web, the growth of graphic design, an outcrop of design agencies and the popularity of university advertising and marketing degrees, advertisers face new challenges and exciting ventures.
When deciding on an advertising dissertation, think about the ideas and notions introduced to you in class or independent research that excited you the most. Dig deep into concepts. Understand how the advertising concept functions not only immediately in the advertising world but how it will expand—or retract—in the future.
Uncover how social media and interactive Web platforms are changing the way advertisers communicate with their audience. Look at how interactive tools like Twitter, Facebook and blog comments contribute to how advertisers speak with their audience. Look at how advertisers reach out to readers to vote on Web designs, products and new campaigns.
Graphic designers who specialise in print media advertising claim “print media is not dead.” Consider that while magazines, art journals and paper publications are still in high circulation, the Internet has changed how we read and respond to print media. Explore how print advertisers are, as of 2010, redesigning paper ads to resemble Web layouts. Print ads with a webpage look exhibit clean, simple spreads and large logos which give readers a Web-like visual experience with the advantage of actual pages between their fingers.
Look back to Volkswagen ads from the '70s to mark how ads changed to louder, more graphic-heavy images and how they are now returning to that simplified, classic look which mixes clear images and smart copywriting. See also how Time magazine, National Geographic and other news and science journals in particular have adapted the Web-like look to appeal to younger or more tech-savvy readers.
Web 2.0 Effects
Consider the effect Web 2.0 interactive advertising has on the advertising industry as a whole. Ask questions like how Web 2.0 features may eliminate jobs in advertising agencies while also creating new “interactive specialist” positions. Address how advertising executives and top businesses both suffer, and triumph, globally and locally from this new digital medium.
Fine art has entered the advertising main stream. Fine art-quality videos, TV spots, and gorgeous online and print ads blend functional graphic and photographic principles to purely beautiful works of art. Consider how artists enter the advertising field and how this may affect the direction in which painters, filmmakers, writers and illustrators find creative outlets that actually pay decent money.
Study the results of the Addy Award and the CLIO Advertising Award show winners. Note how artists may steer toward ad agency careers as alternatives to more financially challenging gallery art fields or how agencies may help nourish developing artists.