Sample Sketch.

        I began researching who I should be targeting in my ad. At first, writers were my focus. I wanted to target young, urban individuals. I felt as if this demographic were the most likely to write diaries, personal narratives, or exploratory journals. As our society becomes more inclusive, I figured this was a great time to encourage writing to share experiences, stories, and identities. However, I noticed that was the problem. I would be tasked with the job of encouraging people to want to write, then to buy this specific pen to write, then to actually write with that pen. There was no differentiating factor being highlighted or a message powerful enough to move people’s hearts. I had to narrow my focus.

        I focus on left-handed individuals. This allows me to highlight the product’s differentiating advantage: its anti-smear ink. That is what I did by comparing the two “hand” written portions of the ad. However, to get lefties to relate with the ad, the smeared sentence offers two points of sympathy with the smeared ink and the sentence’s content. To take this a step further, I add names of famous left-handed celebrities to contrast the sloppy, unfortunate left-side of the ad while also relating to the buzzword, legacy. I also want these names to stick out, make it easy for people to read and catch. Bringing it all together, I created a hashtag that will encourage people to share their legacy. Along with Uni-ball’s website, a photo of the pen, and a hashtag, I added social media icons to show the hashtag’s purpose. I also created the ad with an orange background because I learned that color plays a huge role in tone. Orange represents energy, adventure, exploration, and that is exactly what I want people to feel and take action upon with the hashtag.