The Eff Test is a qualification that involves specialist training to understand and measure advertising and marketing effectiveness followed by an examination to test the knowledge and skills obtained. Designed by expert advertising professionals, the certificate is granted by the Institute of Practitioners in Advertising (IPA) incorporated by the Royal Charter. I passed the exam, which awarded me with a completion certificate and a qualification for measuring advertising effectiveness.
Achieving the qualification is evidence that I have the knowledge and skills to:
Read more information about The Eff Test Certificate here.
With my recent work on the EMMA project and starting my PhD, there is a lot of new research to talk about! And Summer 2020 is going to be the time to gain some crucial feedback on my work so far. This Summer, I will be presenting at several international conferences in Bulgaria, Norway, and Spain, and in the UK. I will also be returning to assist in the running of the 3rd Statistics for Linguists Summer School at the University of Birmingham.
from text to sound to imagery to movement. It can also involve the consumer in very different ways than what it used to (think back to when we would have to read advertising).
Advertisers are becoming increasingly aware that their audience are critical of their craft. In recent years, advertising has shifted from selling a product to selling an experience. It is moving toward, or has already reached, integrating advertising a product, service, or experience with a story or activity that involves the consumers themselves. Research has shown that figurative language including metaphor and metonymy is frequently used in print advertising (Forceville, 1996; Perez-Sobrino, 2017; Littlemore and Perez-Sobrino, 2017).
The new ways in which advertising is reaching its audience must also be explored in order for academia to keep pace with the changing world. As such, Jeannette Littlemore, Paual Perez-Sobrino, and myself - Samantha Ford - have come together to write a collaborative monograph on the role of figurative communication in advertising in the modern world. With the book, we hope to draw together key insights into how academics and advertisers alike may work together (as in the EMMA project) to improve the way in which advertising may be used for the better; to raise awareness of important issues and highlight essential services that will improve our lives, and not just to sell products.
For more information, visit the EMMA website.
Watch this video to find out how I worked with Jeannette Littlemore, Paula Perez-Sobrino, and David Houghton, and Big Cat Advertising Agency to effectively implement metaphor into a campaign that talked about sexual health. For more information about the campaign and the EMMA project, click here.
examined whether participant responses varied according to: (a) participant age, gender, sexuality, and ethnicity, and (b) the figurative nature of twelve campaign adverts, in order to establish which figurative factors shape the extent to which consumers report that they find the adverts funny, appealing, and say they would engage with the campaign’s call to action (i.e. to order an STI kit) or its presence on social media. The figurative nature of the adverts varied three-way: (1) the level of conceptual work required to decode the adverts’ meaning; (2) the progression of the sexual conquest narrative (i.e. where in the progression of the sexual act from dating to sexual intercourse was referred to via metaphor); (3) the level of creativity (conventional to novel) in the adverts.
To read the full article, click here.
During my MA, I worked as a Research Associate on the EMMA project, collaborating with the Big Cat Agency. This role has inspired my PhD as a Collaborative Doctoral Award for which I received from the Midlands4Cities Arts and Humanities Research Council (M4C AHRC). My thesis will involve working with Big Cat Agency on a collaborative PhD entitled: The creativity of figurative messaging in advertising: a collaborative investigation into its application and measurement of success in real-world advertising campaigns.
culture and the development of BSL to attendees, including myself. He highlighted the connections between sign language and metaphor, which piqued my interest. Furthermore, I had always wanted to learn a new language but had never progressed very far from the initial basics when trying to learn a foreign spoken language. Therefore, after the taster session, I decided to commit and try my hand at learning BSL.
From February to April 2018, Samantha has collaborated with Darren Gibson, a Master's Composition student from the University of Salford. Darren Gibson's atmospheric music brings to life the poetry of Samantha Ford, telling the story of ancient origins that has a modern moral at its core. The musical prose is based on the legend of Finn MacCool and the creation of the Giants Causeway and Isle of Man. Watch the video and read the poem below.
use of innovative technology. With a particular emphasis on non-profit organisations, the advertising campaigns and creative designs produced by Big Cat containing figurative messaging will be tested using eye-tracking technology (ET), qualitative interviews, and electrodermal activity measurement (EDA).