Senior Honors Projects, 2010-2019
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Date of Graduation
Spring 2017
Document Type
Thesis
Degree Name
Bachelor of Business Administration (BBA)
Department
Department of Marketing
Advisor(s)
Joyce Guthrie
Talé Mitchell
Carmina Cavazos
Abstract
Since I was a young child, all I wanted was to draw and write. I would compose entire binders of my artwork, as well as Microsoft Word documents of the beginnings of mystery novels. As I grew older, I let my self-doubt take over and I convinced myself that I was not talented enough to pursue any type of creative career path. I came into college as a Marketing major knowing that my future career options would be fairly vast. During my junior year, I realized my strong desire to work in creative advertising. Graphic design, copywriting, photography, videography, and art direction each appeal to me for different reasons. I fell in love with the idea of putting together campaign concepts that combined art and basic human psychology. Advertising is about mastering how to charm and persuade your audience.
After making this realization, I spent the next year conceptualizing, photographing, editing, failing, researching, and finalizing my Honors Capstone Project portfolio of ten diverse advertisements. Staged, photographed, then created through Adobe Photoshop, InDesign and iMovie, these ten pieces are compiled of two campaigns with four print advertisements each, a commercial video, an online webpage, and two individual product advertisements. This essay will address each portion of my portfolio and their individual unique opportunities and challenges.
I’ve created this portfolio for several reasons. Although I partly completed it to fulfill my JMU Honors requirement, this project meant much more to me. It showed me that I have the capacity to accomplish things I never realized I could. Finalizing my thesis has sparked an even greater fire under my feet to go out and find my dream creative job without allowing my self-doubt interfere.
Recommended Citation
Sunderman, Hayley E., "Creative advertising portfolio" (2017). Senior Honors Projects, 2010-2019. 370.
https://commons.lib.jmu.edu/honors201019/370
Included in
Advertising and Promotion Management Commons, Fiction Commons, Film Production Commons, Graphic Design Commons, Marketing Commons, Other Film and Media Studies Commons, Photography Commons, Reading and Language Commons, Rhetoric and Composition Commons, Visual Studies Commons
