VC501 – Design Manifesto: Where Advertising is Heading

I believe advertising will become more traditional, and much less specific. Ads will be varied, non-conformative, they will be as simple or as complex as required. Gridded arrangements don’t have to be followed,  but the advertisements must have an honest approach. They will contain no subliminal messages and won’t lecture us socially. Companies will advertise in a truthful way, the product will not be portrayed in a way that deceives the consumer. Images won’t illicit the social ideals with which culture has been brainwashed by. Ads will still be clever but won’t bully the viewer, they will contain favourist views towards the brand – otherwise what would be the point in the advertisement, but they won’t exaggerate the key visual messages behind the brand and behind the advert itself. The general undertones of the visual message will be clear description of the brand values and product values. The adverts don’t need any condescending reverse meanings. Adverts don’t have to be serious, they can be fun and lighthearted with comic twist or undertones.

General design will become more creative, freedom will lead to more choices, we the designers will have more control over what we design. The briefs will be fulfilled in the most socially and environmentally friendly approach possible.


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