Senior Wins Regional Newspaper Advertising Contest

Mar 09th, 2015

Senior Wins Regional Newspaper Advertising Contest

Hernandez_AdHIGH POINT, N.C., March 9, 2015 – For High Point University senior Cristy Hernandez, encouraging other college students to read the newspaper is about helping them stay informed on the go. Her concept for an advertising campaign encouraging young adults to download newspaper mobile apps recently won a competition sponsored by the Mid-Atlantic Newspaper Advertising and Marketing Executives.

The award included a $5,000 scholarship and an expenses-paid trip to the association’s annual convention, which was held March 5-7 in Savannah, Georgia.

The competition required students to create an advertising campaign to sell their peers on the importance of newspapers in their daily lives. The campaign included designing persuasive print and Web banner ads to promote the key messages.

Hernandez is a graphic design major and Campus Chronicle photographer from Simpsonville, South Carolina. She conducted her own research before putting together her creative concept, which sought to distinguish the way college students want to get news from the preferences of older generations.

“My strategy focused on convincing young people that newspapers, no matter what platform they are presented in, are the best source of important information,” Hernandez says. “My creative concept conveyed this message by showing the contrast between a middle-aged man reading the Sunday paper and a busy college student with their phone at all times. I portrayed this contrast with a two-photograph layout and a primary-colored background to let young people know about the mobile platforms for receiving the same reliable news, adapted to their on-the-go lifestyle.”

Hernandez says she discovered her desire to pursue an advertising career while taking strategic communication and marketing classes at HPU. There she realized she could use her artistic talents for strategic “design thinking,” and not just “design aesthetic.”

“In my eyes, advertising is design with a purpose. It is about designing a concept strategically in order to communicate a message in an aesthetically pleasing way,” she says. “What attracted me most to a career in advertising is the possibility of directing and refining my design skills into something functional that others can use and understand. I hope to one day be a part of, or lead a great strategic and creative team making different campaigns for clients or branding entire companies and products.”