Product : PSP WHITE

PSP® (PlayStation®Portable) Console
Colours	Pearl White
New PSP® (PLAYSTATION®PORTABLE) comes with advanced high contrast LCD screen and built-in microphone - Offering the highest-level contrast ratio, response time, and wider color gamut possible on a portable LCD screen, the new PSP is capable of displaying movies and photos in more natural and vibrant colors on its high resolution 4.3 inch wide screen. - The built-in microphone will allow users to easily enjoy games that utilize a microphone(*1), as well as Skype™(*2) and other communication tools
CPU	PSP CPU (System clock frequency 1-333MHz)
LCD Screen	4.3 inches (16:9) full-transparent type, TFT drive Approximately 16,770,000 colours displayed
Sound	Built-in stereo speakers
Internal disc drive	Read-only UMD™ drive
Main Input / Out put	Wireless Network (IEEE 802.11b) (Wi-Fi) Hi-Speed USB (mini-B) Memory Stick PRO Duo™ / Analog Video Out / Microphone
Main Interface	DC IN 5V connector / DC OUT connector Video / Earphone / Microphone terminals USB Slot / Memory Stick Duo™ Slot
Support Codecs (Memory Stick™)
Video:	Memory Stick Video Format
	- MPEG-4 Simple Profile (AAC LC)
	- H.264/MPEG-4 AVC Main Profile (AAC LC)
	MP4 File Format
	- MPEG-4 Simple Profile (AAC LC)
	- H.264/MPEG-4 AVC Main Profile - CABAC only - (AAC LC) / Baseline profile (AAC LC)
	AVI
	- Motion JPEG (L in ear PCM or µ-Lau)
Music:	Memory Stick Sonud Format
	- ATRAC3™
	- ATRAC3plus™
	MP3 / MP3 (MPEG-1/2 Audio Layer3) / MP4 (MPEG-4 AAC) / WAVE (Linear PCM) / WMA (Windows Media Audio 9 Standard Only) (*3)
Picture:	JPEG / TIFF / BMP / GIF / PNG
Support Profile	PSP® (PlayStation®Portable) Game / UMD™ Video
Control	Area Code, Age Audio/Visual Control
Wireless LAN	Infrastructure Mode / Ad hoc Mode（Up to 16 Channels Connection）
Supplied Accessory	AC adaptor/ Lithium-ion rechargeable battery (1200mAh)
*1 Microphone function can be used on games that are compatible with headsets
*2 To enjoy Skype on PSP, users will require a Skype account, Memory Stick Duo™, a wireless Internet connection and a Headphone with Remote Control (PSP-S140) or Skype-compatible headphones. Users are recommended to speak closely to the microphone (approx. 10cm from the microphone).
*3 WMA Playback feature needs to be enabled TARGET MARKET Current and potential gamers and customers of Sony gaming equipment. TARGET AUDIENCE Gamers between the age of 13 to 17 years who are interested in up-to-date gaming consoles. Source: http://www.sonystyle.com.hk/ss/product/psp/psp_3006pw_e.jsp             http://theajayneadvertisingguru.blogspot.com/2011/06/sony-psp-ineffective-ad-1.html              http://www.wired.com/gamelife/2007/04/for_psp_a_new_f/ (Veronica)

Idea development: Direct Mail

Our idea is creating the advertisement in the direct mail. There are the research that we had searched and it had inspiring us.




Inspiration 1:

http://www.behance.net/gallery/The-Jansen-School-of-Dancing-direct-mail/1434557

Inspiration 2:

http://www.behance.net/gallery/Pork-Shop-Invitation/3140778

Inspiration 3:

                                      

http://www.behance.net/gallery/Camel-Presentation-Kits-for-new-pack-design-etc/524743

Inspiration 4:

http://www.behance.net/gallery/Cardboard-Clapper-DM-Piece-for-dpod-Auckland/3953779

(Carmen)

What makes a good advertisment

How to design an effective advert
- advertising includes via internet banners, magazines, newspapers, radio, TV, billboards, and etc.
- First, understand your customer
- we must know what a customer will see in the advertistment and how it gives an impact to them
- Besides, the HEADLINE plays an important part in an advert.
- Strong and powerful headline will definitely make a strong ad.
- Using the right IMAGE is a also an important point
- selecting the wrong image will definitely bring down the whole advert

Source
- http://www.marketing-made-simple.com/articles/advert-design.htm#.UKuIho5puZc

Advertistment that our group choose to work on it:
- is an advert about discrimination
- in an advert, a topic that will formed a conflict between certain race shouldnt be used
- The PSP Portable white ads is a bad example

(Melissa Teh)

3rd research

This controversial ad from Sony promoting the new white PSP was done by an advertising agency called TBWA where the agency are specialize in "disruptive" marketing. A quote taken from the company's website

TBWA 2012 (online)"Disruption is the art of asking better questions, challenging conventional wisdom and overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas."

It's subjective however society this days are conservative towards racial discrimination as it's a sensitive subject to be used as promotional purpose.It's irrelevant to promote a gaming product using interracial models posing in a rough manner as it gives people the thought of violence between the two different race.

This ad were release in the Europe. Although is not as controversial as the ones done by United Benetton of Colors called the 'United Colours' campaign this ad is still seen as one of the controversial ad involving racial discrimination.


Source: http://www.guardian.co.uk/technology/gamesblog/2006/jul/05/sonyadcasues
(Veronica Tey)

Description

- This is a Playstation Portable White ads

- This ads is trying to show that a new PSP white is coming out

Purpose

- In this ads, the white girl represent the new PSP white who trying to bring down the old PSP black

Why do this ads need changes?

- This ads seriously need to undergo many changes because it's NOT a suitable ads to promote a product which is PSP white

- Discrimination is clearly shown in this ads

- Those 'black' people will definitely feels insulted when they look at this ads

- They shouldn't used living things to represent their product

- If they want to use living things as the main object of their ads, they shouldn't discriminate others 

Ideas to make it a better ads

- Instead of using a human/living things, we can use objects to represent and convey the message

- Maybe a PSP white on a black background?

(Melissa Teh)

Example of PSP ads

2nd Research

After the first tutorial, our group decided to work on two bad ads which we did previously.

The first ads is

- We decided to work on this ad is because the problem faced from this ad is quite serious.

- Through this ad, it's strongly shown that there are discrimination between the both people.

- The ad shows a white women threatening grasping the face of a black model.

- This is also one of the ad for Playstation Lite. 

- In this ads, it also shown discrimination.

- This is an example of a bad ad.

(Melissa Teh)

- This ad is done by a German job site called jobsintown.de

-This advertisement was put up for a job fair in Hamburg,Germany which intent to tell people that they are better ways to make careers without kissing their employer's asses over and over again.

- It's a job seeking campaign where is literally called as "The ass kisser project"

- In my opinion this campaign's ad doesn't convey a positive message towards people who are jobless and is hopeful to find a good job with good pay.
-The view of people entering a huge poster of a person's butt hole is really an eye sore to the public and it's pretty offensive as well.
- The irony of the company's goal of helping people to seek for a better working condition when the campaign's ad is literally shown the opposite.
- The image of people entering the butt hole is a misconception where it leads people to 

think that they're going to get lousy jobs and employers.
(Veronica Tey)

Research

For this subject which is Culture & Consumerism, we are required to do a group project. Our group members are Melissa Teh, Michelle Yu, Chee Kar Man and Veronica Tey. We are asked to work on a bad ads. These are some example of bad ads that we found.

Playstation Portable white ads

- This ads is a bad ads because there is a discrimination between the skin colour of the models in the   

   ads
- This may caused some conflict between the type of consumers
( Michelle Yu )

7up ads

- This is a 7up ads in the late 90s

- This ads created a bad impression to the consumer even just from the first look

- A baby doesn't suit to be the main consumer for this product

( Chee Kar Man )

Burger King ads

- This is a failed ads produced by burger king to promote their BK Super Seven Incher

- The expression of the model doesn't suit the product

- The tagline is also hard to understand

( Melissa Teh )

jobsintown ads

- A really bad ad with bad image which depicts humans entering someone's butt hole

- The tagline "There are better ways to make career" doesn't relate to the image shown in the ad

-It's a huge misconception to the public when a butt hole image is used as a job fair advertisement.

(Veronica Tey)