Assignment: Applied Metaphor Campaign Overview  

Grading RUBRIC

Be sure to look closely at the Assignment requirements or Brief. Make sure you are covering all that the assignment asks for.

Final Presentations

•  Organization—
  • Document your entire process. This should include thumbnail sketches, rough comps, possible slogan options, etc. in a manner that you can show as a part of your final presentation.
    • For in-person presentations you should always organize your work by the use of a Process Booklet
    • For on-line presentations using Skype, FaceTime, Zoom, Web Ex, etc. you will need some other form of documentation of process development (ex.: chart, Pinterest or Designspiration, Website, Interactive PDF, Keynote, Powerpoint, Padlet, diagram, outline, progress backward map, etc.) that you can share with your client/audience.
  • In either case, all campaign presentations should always cover the development of the following:
    • A brief introduction that clarifies your understanding of the company, the product line, and the target audience
    • Ad Concept (in this specific assignment one driven by metaphor)
    • A minimum of 3 design applications/deliverables
      • (you might have more than 3)
    • Tagline or slogan
    • For this assignment your presentation needs to also include the following:
      • Thumbnails
      • Research
      • Development sketches
      • Written stages—tagline/slogans, headlines
      • Color applications/reasons
      • Typography specs/choices
  • Apply Basic Branding and Visual Identity Principles to all.

Formal Presentation Requirements

• Example Presentation
  • Emilie Jenkins — Applied Metaphor Campaign Presentation—download
• Partial Crit
  • Gavin Henderson—Yours Keeper
  • Emilie Jenkins—1st Phorm

You will also do two peer reviews of your classmates presentation. These will be assigned to you randomly through Canvas. 

You will have 10 minutes for your presentation + 5 minutes for Q & A.

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Due Date & Rubric:

Presentations Tuesday March 4 and Thursday MArch 6, 2025

1. Use the requirements listed above in the Organization section to tell you what you must cover in your presentation. In other words, I expect (and your client would as well) to see you address each of those requirements specifically.
2. You will be doing a Peer Review of one of your classmates presentations that will be assigned to you randomly through Canvas. Use the Rubric found on the Canvas assignment page to assist you with this.
3. You should also make use of the Rubric which is located on the Canvas assignment page to help you organize and as a checklist that you have included everything in your presentation.
4. The presentation stage is where you sell the campaign to your client. You need to “pitch” it. In this case, I am your client. Therefore, I am the one you must convince to go with your campaign idea. I am the one you must convince that your campaign is worth spending my money on. (think Shark Tank)
5. Define the design problem clearly and concisely in your introduction
6. Outline what the key elements or selling points are and therefore will be emphasized in your campaign.
7. Incorporate layout and typography into your presentation as forms of visual organization, style and creativity in making the “sell”.
8. Dress business casual for normal in person presentations. For online presentations this requirement is less critical but still important to consider.
9. Incorporate Public Speaking guidelines
10. Be sure to Practice!
    (record your practice presentations using Zoom to help you improve)

• Presentation Rubric
  • Presentation
    • Eye contact
    • Confidence/Presence
    • Knowledge of topic
    • Sequence/order of presentation, logical conclusion
    • Dress appropriate (For Fall 2020 this requirement is unnecessary.)
  • Campaign Design
    • Clear Statement of underlying metaphor Concept
    • Clear and engaging Tagline
    • Clear application of metaphor concept to campaign deliverables
  • “Connect the Dots”
    • Clear Introduction
    • Sequence
    • Clear understanding of target audience/demographic
    • Logical applications of design to deliverables
    • Assurance that you understand your client’s needs/problem
    • Logical application of metaphor as a tool of communication
    • Clear summary
  • Use of metaphor
    • Convincing persuasive tool of communication
    • Understandable use of metaphor
    • Logical and consistent application throughout campaign
    • Balance between image and words
  • Creativity and Craftsmanship
    • Uniqueness
    • Attention to detail
    • Creative and consistent use of metaphor

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Assignment Overview

Particular attention to the following requirements of the assignment:

The term lifestyle choices can denote the interests, opinions, behaviors, and behavioral orientations of an individual, group, or culture. It is a choice a person makes about how they prefer to live and behave, according to their attitudes, tastes, and values. Lifestyle choices are largely driven by aspiration. In other words, choices we make about how we want to live, not necessarily how we are currently living. It is many times the single most motivating factor influencing individual decisions about personal desire, purchasing, attend living under the hood! This is obviously not the intention, so instead we “read” the image in a non-literal way—as visual metaphor— which allows for the audience to instead transfer the characteristics of the animal only (not the rino itself) to the characteristics of the car.

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BASIC PROCESS—What Steps To Take

• The Topic Area—How to advertise a Mitsubishi
• Target Audience or Demographic—Life style choices such as preferring outdoor adventure, and self-reliance are main descriptors
• Product Characteristic—The product is tough and durable
• Illustration/Image—Mitsubishi auto body fitting on to the body of a Rhino (this is the visual metaphor) presented in a photo-realistic style (not cartoon, not stylized, etc.)

DETAILED PROCESS—How to do Each Step

WHAT IS VISUAL METAPHOR?—an image used to clarify an otherwise abstract idea

• • A metaphor is a direct comparison between two or more seemingly unrelated subjects describing one subject as being alike to another subject in some way. Metaphors are useful for illustrating (understanding) ideas, simplifying complex subjects and making people think. There is no reason to use metaphor to try to explain objects such as a brick or a feather, for example. However, it might be very helpful to make use of metaphor as a way of understanding more complex feelings, characteristics or ideas. For example: Life is a yo-yo. It’s a series of ups and downs.
  • Metaphors visually enhance the subject at hand. Metaphors make you think, inviting you to analyze how two subjects relate.
  • Extended metaphor, thematic/campaign
  • Creating successful metaphors takes a lot of time and thought—but they can have big payoffs. Metaphors will add to the stickiness of your site and create buzz. They also visually stimulate your audience’s appetite for creative thinking.  The first step to creating a successful metaphor is to understand the types of metaphors. Next, think about what makes a metaphor work. Finally, focus on presenting your metaphorical concept in a visual manner.
  • Ask, “What is cliché and what is common knowledge, or a well-known image, that can be tweaked to add more meaning?” Build upon what is already known or assumed by your audience. What is familiar but made new by changing the context or alteration slightly so that the original intent is still recognizable but given freshness and new insight into some topic or idea.
  • A metaphor is one thing perceived as representing another or a figure of speech that makes an implied comparison. The idea is to use a powerful image or dramatic statement to suggest your company’s service or product. The metaphor can represent a characteristic of your brand or your product’s benefit or even a problem that your service can remedy.
  • The most successful metaphors “work” because they resonate with a target audience or specific demographic. Therefor, knowledge of key characteristics of the intended audience is critical to the success of any message but particularly with a visual message based on metaphor.

•  
• Emilie Jenkins Applied Metaphor Campaign Presentation

• Ivan Rocha​
  Sound Metaphor

• Glynnis Koike
  
• Addie Romelfanger