Wednesday, March 22, 2017
Analysis of Project in the Real World
Today in the world we are bombarded
by advertisements from everywhere, we see them going to the grocery store, to
school, and to work. As an advertiser your job is to reach your desired customer
and influence them to buy the product. In specifics to commercial ads “We're exposed to these commercials every day, but we
rarely realize their true impact on us. They can influence us to buy things we
don't need…desire a lifestyle that we wouldn't necessarily agree with.” There
are some imperative questions that must be answered with your commercial in
order to be analyze and identified as effective. Questions such as “What is the product or service being sold?, What is the
general mood or feeling of the commercial?, How does the commercial try to get
your attention?, Who is this commercial aimed towards?, and How do the actors
playing the characters affect your interpretation of the commercial?” If
I were to create and ad for a vehicle in real life I would definitely chose to
prepare a commercial advertisement. Not only because it seems fun but because
when you broadcast on television you are guaranteed that your ad will be seen. "TV
is the giant megaphone," said Isaac Weber, VP of strategy at MarketShare.
"When you want to get a message out, that's still really the most powerful
means to do it.” I shared my commercial idea and
showed my webpage to 5 people, two of which were technically strangers to me
(classmates). The feedback I received differed from person to person. Overall they
all liked what I had prepared, they could see what I was envisioning for the
commercial, I got advice and input that they felt would amp up what I had
created. The webpage mockup was successful and everyone liked it, though my ad
is not comparable to those created by graphic designers, it got the message
across and I was told it looks easy to navigate so that was great feedback to
hear. Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer said “Nothing is more efficient than creative advertising.
Creative advertising is more memorable, longer lasting, works with less media
spending, and builds a fan community…faster.” That’s what I set out to
do when I was making my promotions, this practice will only help train my eye
and help me become better at creating advertisements.
Creative Content
In the making of the commercial and webpage it will take time and creativity. I planned to create a commercial script and webpage design. The commercial script is written out, split between what will be seen on screen (or video) and what will be heard in the audio. The Las Vegas Motor Speedway is the location I have decided to use, it seemed like the perfect place and environment to film this commercial since the Camaro is a high performance vehicle. The shooting times are during the day when then sun is high in the sky and then in the evening when the sun is just about done setting. I will be directing the commercial but hiring camera crew to work with. The commercial will need a male lead to play the mechanic and then an additional 8 extras to fill the background. The Camaro will get plenty of screen time and the slogan and website will be featured at the end. For the webpage I used Photoshop and Illustrator to create a nonfunctional mockup. The design I create is intended to be accessible on a desktop, laptop, as well as through mobile devices. The simple yet stylish design is engaging for the target customer.
Promotion
Promoting this vehicle to the masses
will definitely be a fun and interesting challenge. While I know ‘everyone’
isn’t the target market of the Camaro, I feel creating a commercial ad that
everyone can enjoy and understand gets your product out there by word of mouth
and through social media sharing faster. Being creative with the project was
what I wanted the most for the ad and webpage, “Creativity
is the soul of advertising and branding. It is what gives life to messages
about products and services.” My commercial ad and webpage are two
creative pieces that I feel came out organically as soon as I understood my
product and customer. “Promotional and marketing
strategies can also assist your business in understanding and connecting with
clients and customers.”
The Big Idea
Creating an advertising idea around
a car as epic as the Camaro takes some brainstorming and multiple tries. You
never want to undersell a product that means so much to the creators and the
customer. Rebecca Burchnall, head of consumer experience strategy at PHD UK,
said, "In advertising, we’ve got a job to do
in two parts. We’ve got to engage people at mass scale, and build a creative
story.” As the creator of this campaign I wanted to appeal to the masses
and have different individuals be influenced or inspired by certain facets of
the commercial and web design. In my commercial personification of an object,
attraction, and flirtation is used, I intentionally wanted to use sex to sell
the vehicle, a more tongue in cheek approach than anything. Using sex to push
products has been an advertising model for many decades and it seemed to be the
most reliable when used appropriately. “There's a fine line, and all too often these
days brands are stepping way over it. Consumers are human, they will respond,
but they're also smart, well-educated people who will soon realize that they're
being manipulated.” I didn’t want to go overboard with
the sex aspect and that’s where brainstorming helped. Another thing to remember
about using sex as influence is “if your ad creates
a sexual situation, it will get the desired response. However, that doesn't
mean it can sell anything. There has to be context.” The context of my
campaign is the vehicle itself and seeing it in action. The commercial will
draw in the customer, mostly males, then they will be directed to webpage,
which I took a manlier approach to. “Today’s customer is greatly influenced by the
first few seconds he or she spends on a web-page, and this is a major input to
the buying decision. First impressions last.” The
design is simple yet stylish and easily navigated to find and do what you
intend. I wanted to create a web page that would attract and keep the customers
attention as well as build business, by keeping things simple and consistent, and
executing white space to “add an aesthetic element
of classy sophistication. White does a lot to soothe the human eye, and rather
than have a bunch of cheesy colors, intersperse a few colors with white to
create a “popout” effect.” The commercial and webpage I feel work well
together and balance out what the customer would want to see and have in a
commercial compared to a webpage and vice versa.
http://www.campaignlive.co.uk/article/emphasis-targeting-lead-us-astray-according-data-panel/1428088
http://www.readitquik.com/articles/strategy/web-design-that-assures-business-growthwhat-to-do/
Competitive Analyses
Competitive analysis on The Camaro
ZL1 brought forward one competitor over all others, the Dodge Challenger. The
Challenger is the most similar vehicle though the Camaro has had greater
modifications. Both vehicles are considered muscle cars, but some have concerns
about the labeling today, “Muscle cars today have
lost their touch compared to how famous they were since the Ford Mustang
released. In fact, most of the traditional American muscles have disappeared or
improved into complex machines.” Car enthusiasts feel while the
Challenger has stayed true to that label, in its body and vehicle capabilities,
the Camaro has taken a different route becoming an everyday car for this
generation. With that said the Camaro has still been ranked number one in best
affordable muscle car, defeating both the Mustang and Challenger. “From its thrilling powertrain and rock-solid structure
to its deft suspension tuning, sharp steering and indefatigable brakes, the
Camaro is about getting you from where you were to where you are going with the
biggest possible smile on your face.” The Camaro is a perfect fit for
many muscle car enthusiasts and their interests. The Camaro has changed over
the years and many are into the simplicity and minimalism styling of the car. “…the Camaro’s styling and design exhibits both
characteristics. It has the best seats, the best driving position and the best
visibility over the hood. Plus, the instrumentation and control layout
emphasize ease of use over glitz and glamour.” If anything the Camaro is
the Challengers biggest competition and vice versa. The Challenger is drawing
in their customers using compelling innuendoes and satirical humor. One of the
latest ads put out by Dodge was great in my opinion. ”One
spot called "Warning" portrays Dodge as a drug by mimicking
pharmaceutical ads with a laundry list of over-the-top warnings like
"Dodge may cause loss of inhibitions and in some cases bodily
functions." It played on both the tough and humorous side of things
and in that case I feel it works. Their tagline “Domestic. Not Domesticated” is
a play on words that sells the vehicle for what it is, Olivier Francois, global
chief marketing officer for FCA, said in a statement,
"'Domestic. Not Domesticated.' embodies what Dodge stands for as a proud
American performance brand. Our cars show off some very American traits -- big,
fast, powerful, fun to drive - all while being a completely valid choice as a
safe and reliable family vehicle.” My Camaro commercial ad and webpage
will be better based on two aspects. One, is my commercial is aimed to appeal
to the masses, not just car enthusiasts’, by using attraction and flirtation
which is something we all experience, it will connect the viewer to the context.
Two, the webpage is suited best for the target market, the ones who will most
likely be buying.
Chevy Camaro ZL1: "She has her demands, but you have the control"
The Chevrolet Camaro ZL1 2017 is a
stunning high performance vehicle that can be driven from street to track. The
vehicle is sixth generation Camaro that has impressive speed capacities, hi
tech features, and comfortability. It beats every rival muscle car and sport
coupes in the world. “The ZL1 rockets from 0-to-60
in just 3.5 seconds and was recently recorded almost breaking into the 200 club
going at an average of 198 mph.” I decided to frame the advertising in
an attraction and flirtatious based concept. I wanted to create a slogan that
was effective and memorable, “effective advertising
slogans are memorable and give an accurate picture of what your business is all
about – the slogan becomes an important part of your brand.” Personifying
the car as a woman gives our male customer someone to identify the car with.
The slogan created for the vehicle is just as sexy and accelerative as the car,
“She has her demands, but you have the
control.” This slogan captures the use of personification, as well as the
attraction, and flirtatiousness that was intended. “A
strong advertising slogan ties all the elements of the campaign together,
creating brand recognition in customers’ minds”,
that’s why my slogan links up with the commercial and helps drive the
narrative, though it can stand alone and still resonate with the customer that
this car is the “she”. It’s important to remember that “Slogans
build a brand identity that sets the company apart, drawing customers who want
to experience the benefits of that brand”. The slogan is unique to the
car and how it will make the driver feel, it indicates that the car will demand
to be driven though the driver will have all control to make the car do as they
please.
Wk 10 EOC: Advertising Channels
YouTube channel-
Chevrolet can feature YouTube videos of the Camaro in action, viral videos get
mass attention and spread worldwide.
Bloggers-
Pay bloggers to try out the vehicle and document their experience.
Emails-
emails to Chevrolet owners and potential car buyers.
Tablet app-
Camaro app that can take you on a virtual ride, let you customize your car, and
learn more about the Camaro and its history.
Events-
Car shows where the Camaro and other competing vehicles will main event; racecar
drivers will demonstrate what the vehicle can do.
Wk 10 EOC: Guido Heffels
Guido Heffels one third of the founders of Heimat, an ad agency in Germany is a well accomplished man as so is his agency. Heffels was born in 1965 and raised in Germany. He grew to be a part of the biggest agencies. Heimat has been recognized as one of the country’s leading agencies and has won honors such as “named "Agency of the Year 2013" by Werben & Verkaufen, "Independent Agency of the Year" at Eurobest 2013 and "Best in Show" at the Advertising Effectiveness Awards 2014.” In May of 2014 it was announced that “the advertising network TBWA Worldwide has acquired leading independent advertising agency Heimat, having taken a majority share.” TBWA's European President and International COO believes that "Heimat and TBWA are a natural match and create a unique offer the fourth largest advertising market worldwide.” He feels that by combining “Heimat's creative and entrepreneurial spirit with TBWA's global strength” they will create a “Perfect offer for the German market."
http://creativepool.com/magazine/news/tbwa-worldwide-acquire-heimat-germanys-agency-of-the-year.2967
wk 9 EOC: Art & Copy- Jeff Goodby
Wk 9 EOC: Trends in TV
Today in what appears to only be the beginning of the digital
age TV viewing trends differ from the past immensely. Households a couple decades
ago had one television set with three channels available to them and today we
have so many options to choose from on how to view television. “Growing
internet connectivity, advent of smartphones and live streaming apps, social
networking are fast transforming the TV experience.” We love our technology
today and we always have some sort of device on us at all time, for some it’s
just a cellphone/smartphone, others carry a cell, tablet, and laptop, so the
option to have TV viewing apps on these devices wasn’t a bad idea. These
alternatives that the millennial generation have embraced are slowly but surely
killing cable. “The trend, then, is that younger consumers are increasingly likely
to consume content on platforms besides television, and to use more other
multimedia mobile devices while watching television.” It’s all about easy and
fast access to content, young people choose what they want to watch and would
like to access it immediately. The young generations today want instant gratification
and this is seen through their TV viewing choices. Smart TV’s give us the ability
to use TV viewing apps in place of the cable box that gives us thousands of
channels.
Sunday, March 5, 2017
Wk8 EOC: Oscars v Super Bowl
Two Live TV events this year that many Americans and people
all over the world tuned in for were the Super Bowl and the Academy Awards(Oscars).
There are many similarities and contrasts between the commercials aired during
both events. The super bowl ads that were shown majority of them had an upbeat
impression, comedy was in the forefront with the majority of commercials. The
Oscars had a touch of comedy though commercials seemed to be meant for impact.
The target market of the different events and their commercials seems to
change, while the super bowl caters to the middle and upper classes, the Oscars
seem to be targeting upper class and elite persons.
Cadillac, a luxury vehicle brand, featured a commercial
during the Oscars, while brands such as Honda for their new CRV model aired
during the Super Bowl. Both events symbolically touched on the political
climate of the nation, with commercials such as the 84 lumber and Coca Cola,
during the super bowl, and the New York Times ad during the Oscars with the
message of writing and telling the truth, in opposition to the current POTUS
and his ‘fake news’ scandals “The company’s new “The truth is. . .” campaign is
intended to show the work and resources that go into journalism.” The Oscars,
an event to honor cinema and actors, showed commercials that also honored the industry.
Rolex created and aired a commercial, l that in my opinion was brilliant, it featured
“greats of the silver screen with Rolex watches from various memorable movie
scenes.” The Oscars also showed a commercial that related to the film industry
with a commercial for Disney World and a new upcoming attraction theme park for
Avatar the James Cameron film. These events both had a specific target market
they were aiming to reach and I believe they succeeded at that.
Tuesday, February 28, 2017
Wk 7 EOC: The Pitch
The Chevrolet Camaro ZL1 2017 is a stunning high performance
vehicle that can be driven from street to track. The vehicle is sixth
generation Camaro that has impressive speed capacities, hi tech features, and
comfortability all things that help the vehicle compete with the most advance
sport coupes in the world. The ZL1 rockets from 0-to-60 in just 3.5 seconds and
was recently recorded almost breaking into the 200 club going at an average of
198 mph. This vehicle is the type I gravitate towards because of the body
shape, with its distinctive contours, and the cool factor that it exudes. The
racecar quality of this model is an attractive feature that I feel appeals to
many people today. Driving fast is one of the most popular ways to get your
adrenaline rushing and this car can certainly assist adrenaline junkies in
having a good time on the track. I will be creating an ad, commercial pitch and
a website mock up that will present the car and connect the promotions. The ad
will feature a dynamic shot of the car on a race track road, the lines and
tracks will be lit up with green color, it will be a dark setting, the car will
be illuminated. The commercial will use attraction and lust as influence. A man
busy working at a race track will walk by the parked Camaro, it will catch his
attention, he stares interested and flirtatiously as he continues to walk by,
someone calls to him breaking his gaze and he continues to walk give one last
glance before walking away. Later that evening when the track is closing he
will hear revving in the car garage. Walk in and see the car on with the door
open for him. Then cuts to him driving fast on the track, teasing smile on his
face, then he drives out of the track onto the road and out of view.
Slogan:
She has her demands, but you have the control.
Monday, February 20, 2017
Wk 6 EOC: Fake News
Last week it was brought to light that 20th Century fox and Regency
Enterprises were attempting to mislead consumers with fake news to boost ticket
sales for their new physiological thriller opening this weekend, A Cure for
Wellness. The marketing team working on the film took a wrong turn with their
plan and hired a fake news creator to make real-sounding newspaper websites,
like the Salt Lake City Guardian and the Houston Leader, to post fake news.
They posted controversial and anger stirring news that within connected the
content to the new film. “The made-up stories had only oblique references to
director Gore Verbinski’s film.” The fake websites and article reached tens of thousands
of people who then shared it with many more. "In raising awareness for our
films, we do our best to push the boundaries of traditional marketing in order
to creatively express our message to consumers. In this case, we got it
wrong." Studio spokesman Dan Berger said. This route taken by the marketing
team can be considered as deceptive marketing, and has been seen that way by
other marketing industry professionals and public consumers. “Lynn Walsh, the
president of the Society of Professional Journalists, said in an email that
corporations had a responsibility to engage in “the ethical and responsible
sharing of information no matter the intent or purpose.”” She went on to state
some valuable information and possible resolution for the fake news epidemic. “In
this country, we have the right to speak and publish information freely, and
that’s a good thing,” Ms. Walsh said. “But if someone or a company is
publishing incorrect information and trying to make it pass as actual news, we
think that content should be properly labeled and very explicit that it is not
true and does not contain actual facts.”
Tuesday, February 14, 2017
Wk 4 EOC: Jerry Della Femina
Jerry Della
Femina was born in Brooklyn on July 22 of 1936 to Italian immigrant parents, he
grew to be one of the biggest names in the advertising industry. Della Femina got
his first star under Daniel & Charles Agency in 1961. After years of not finding
common ground with other agency superiors he and three associates opened their own
Agency in New York. Della Femina, Travisano & Partners, became of in 1967
and “By the 1970s, it had become one of the industry's biggest revenue makers
by stressing creativity.” Jerry was one of the leaders in the movement of
transforming the industry from an industry favoring reverence and hierarchy to
one promoting humor and casual openness. He created many controversy and did
some rule breaking to jolt the movement. For instance
an event that took place was explained “Della Femina attacking the head of his
firm over an unused ad; taking a whole creative department out on strike until
he got an ad running in the New York Times magazine”. This controversy and rule
breaking, like spending his original agency's last few thousand dollars on a
blowout designed to make them look successful, gained him three new accounts.
He took risks and they worked out in his favor. He is a big inspiration and
model for the big hit TV show Mad Men characters.
He has openly shared that the show is not depicting the time and essence of
what really went on in the industry during the 60’s. “Della Femina says that
shows like Mad Men actually play down the debauchery he witnessed as an ad man
in the '60s.” “In 1999, Advertising Age recognized Mr. Della Femina as one of
the top 100 advertising people of the 20th century for his determination, sense
of humor, dedication and love of advertising”. Today Jerry Della Femina is 90
years old and still very relevant in the lives of current and future advertisers.
wk 4 EOC: The Role of Women in Contemporary Advertising
This Always brand ad campaign aims a powerful
and inspiring message to young women and girls. The empowering message is
flipping the script on a persistent stereotype and adage, “Like a Girl”, urging
viewers to “rewrite the rules”. The featured phrase when used in the negative context,
indicates that girls can’t do certain things well or at all. The ad features young
women and girls doing various things and activities, with copy that connects
their activity to the phrase “ ______ like a girl”. This ad is selling the
message that girls can do whatever they want to do and can accomplish what they
set their minds to. It’s important for this message to reach girls and women,
as well as boys and men, it empowers us and reminds us that we can do anything and
to not let outside destructive criticism hinder our lives and goals.
This Nike ad campaign titled “Make Yourself” featuring
women athletes in training and work out mode, is aimed at encouraging and
motivating women to do things for themselves like stay healthy and fit. The ads
feature women along with text that reads “I’m Making Myself_____” with words filled
in to complete the mantra. Power words are used to express what women can accomplish
for themselves. These ads send a message to women that it’s okay to work on yourself
and create a better you, improvement can make you feel and live better. It’s
also saying that women shouldn’t be afraid to push themselves, mostly they
shouldn’t be afraid of criticisms that others will have. In the end it’s up to
you to work hard and to overcome your obstacles to reach the goals you wish to accomplish.
Wednesday, February 8, 2017
Wk 5 EOC: Super Bowl Commercial
A strong commercial that premiered during the Super Bowl was
a 60 second spot for Honda and their new 2017 CR-V, the commercial was not focused
so much on the vehicle it’s self but on people and “The Power of Dreams”. For
this commercial 3D camera technology was pertinent to bring well know celebrity’s
old yearbook photos to life. “The ad brings to life high school yearbook
pictures of the likes of Tina Fey, Robert Redford, Amy Adams, Magic Johnson,
Steve Carell, Missy Elliott, Stan Lee, Jimmy Kimmel, and Viola Davis. All
reminding you to keep chasing your dreams.” Jason Sperling of RPA, the ad
agency that produced the notable ad spilled some secrets on how it was done. "We
shot our celebrities doing their lines, we had a camera right in front of their
face," Sperling said of the process. "Afterwards, we used a 3D camera
to get all of their head in addition to their high school yearbook photo and
merge them together." And he also noted that the other people in the
yearbooks were not actual classmates, but actors and models who gave their
permission to use their old high school photo, or posed for new ones. I feel
this ad did so well because of its human quality and emotion mixed with comedic
effect. The ad was voted number one commercial by MSU Department of Advertising
and Public Relations in their annually ranking of Super Bowl commercials. 110
million people saw the ad in the Super Bowl and another 50 million watched it
online. When asked about the commercial and any political inferences that many
commercials this year contained, Susie Rossick, the assistant vice president
for Honda marketing, stated "The concept had been in development for
months prior to the election. But we look at this ad as an escape. We're not
making any kind of a political statement. We're encouraging people to follow
their dreams, and if there are bumps on the road, to pick themselves up. It's:
'Here's a break from everything going on around us."
http://msutoday.msu.edu/news/2017/honda-voted-no-1-super-bowl-commercial-by-msu-faculty/
Monday, January 30, 2017
Wk 3 EOC: Ethics in Tobacco
1.
Determine the scenario: What happens in this
frame?
The scenario in the frame is of a woman holding a cigarette in the act of
smoking. The copy on the ad reads “Craven A, For Your Throats Sake” and along
the bottom it reads “Made Specially to Prevent Sore Throats”.
2.
What is the setting? What are the conditions?
The setting is not evident but she could possibly be anywhere maybe a
fancy club or restaurant.
3.
Who are the people or groups?
The people being targeted or
featured in this ad are upper class individuals and socialites, based on her elegant
dress and jewelry.
4.
What is their point of view around this specific
experience?
The point of view is showing that it is glamourous to smoke by showing a
beautiful upper class woman it makes the product more desirable.
5.
What are their goals?
To influence you to buy cigarettes, stating it’s a helpful product for
your sore throat.
6.
What are their assumptions? What are their
perceptions?
The assumption around the cigarette ad is that these objects are used to
help you. If you don’t want a sore throat you must use one.
7.
Are there conflicts? Is there cooperation?
The conflict is that cigarettes are not good for you and there could be
other things that could help a sore throat but the ad influences enough to make
people forget the other options.
8.
What are the outcomes?
I believe the outcomes would be selling a pack to people who trust the ad
and buy into its influence.
Wk 3 EOC: Bill Bernbach
Bio:
“Bill Bernbach was born in the Bronx, NY, on August 13, 1911. He graduated from New York University in 1932 where he majored in English, and studied music, business administration and philosophy. he went to work at the William H. Weintraub agency where he met Paul Rand, a graphic and industrial artist whose bold simplicity had a powerful influence on him. Following a brief service in the U.S. Army during World War II, he worked with Coty Incorporated and later Grey Advertising, where he quickly rose to the top as vice-president and creative director. On June 1, 1949, Bill Bernbach, along with Ned Doyle and Maxwell Dane, opened the doors of Doyle Dane Bernbach. They set out to prove to the world that good taste, good art and good writing could also be good selling. Bernbach was a visionary who valued innovation and intuition over science and rules. His philosophy was grounded in the belief that advertising is fundamentally persuasion and persuasion was not a science, but an art. By incorporating creativity, simplicity and humor into their work, DDB created some of the most successful and memorable campaigns in advertising history.”
“Bill Bernbach was born in the Bronx, NY, on August 13, 1911. He graduated from New York University in 1932 where he majored in English, and studied music, business administration and philosophy. he went to work at the William H. Weintraub agency where he met Paul Rand, a graphic and industrial artist whose bold simplicity had a powerful influence on him. Following a brief service in the U.S. Army during World War II, he worked with Coty Incorporated and later Grey Advertising, where he quickly rose to the top as vice-president and creative director. On June 1, 1949, Bill Bernbach, along with Ned Doyle and Maxwell Dane, opened the doors of Doyle Dane Bernbach. They set out to prove to the world that good taste, good art and good writing could also be good selling. Bernbach was a visionary who valued innovation and intuition over science and rules. His philosophy was grounded in the belief that advertising is fundamentally persuasion and persuasion was not a science, but an art. By incorporating creativity, simplicity and humor into their work, DDB created some of the most successful and memorable campaigns in advertising history.”
This commercial for American Tourister luggage featured a
gorilla handling a suitcase roughly in a cage, while the voice over explained
how luggage gets manhandled everywhere it goes, yet the suitcase is unscathed. The
commercial was presenting the durability of the suitcases in an ingenious way
that was both informative and entertaining.
Wk 3 EOC: Creative Thinking
People have been creatively thinking for many years and incorporating
this asset in many professions worldwide. In advertising and marketing, it is
essential to think creatively, the whole operation depends on it. Studies done
in the advertising profession in contribution with the public have found
creative ads get a better response, “Numerous laboratory experiments have found
that creative messages get more attention and lead to positive attitudes about
the products being marketed.” Advertisers tailor ads to appeal to the target
market, incorporating a unique, original, and creative idea will create an ad
that is just as effective or even more. “We believe that by tailoring the
survey model to reflect the cultural preferences and triggers of consumers in
different geographic markets, companies the world over can dramatically improve
their ability to predict the likely effectiveness of their creative ads and
thus make smarter investments.” Ads do not always need to be so ‘in your face’
or full of information, it is the simplest ones at times that are more
effective. “It’s effective because it’s so brilliantly simplistic. It
immediately attracts the attention of viewers because it is unlike any other ad
that you are likely to see…It was successful because it was wonderfully
creative.” Today in the digital era, people encounter ads almost everywhere
they go, especially online. “In order to attract the attention of a customer
who has likely already viewed 100 ads that day and will view close to a
thousand more before the day is over, you need to come at them from a new angle.”
Advertisers need to be more ingenious especially these days when ads are
everywhere and users have the ability to deflect them. “By applying research
methodologies like ours they can have a better sense of what kind of creativity
matters the most for their products and place their creativity investments
accordingly.”
Thursday, January 19, 2017
Wk 2 EOC: Three Examples of Questionable Ethics
This
Victorian Hearing ad got some heavy backlash after being released. This company that produces hearing aids had advertisements that featured a woman with a prawn resting on her ear and text that read “Hearing aids can be ugly”… “Ours are invisible." The insensitive ad, calling hearing aids ‘ugly’, offended and angered many people. I see this ad as unethical and insensitive towards the hearing impaired community. The ad was discriminatory and belittled people with
hearing disabilities. The negative message is a damaging one and people were
worried about young children with hearing disabilities seeing these ads because
it was hurtful and they didn’t want them to be affected.
This ad for Natan Jewelry Company was a part of a series of shocking
ads that demeaned women. This unethical ad features a man and a woman, in the
first still the woman has her legs crossed and the man is presenting a closed jewelry
box to her, the next still shows the women’s legs uncrossed in an open position
and the man has presented the jewelry to her. This ad is very disturbing and
offensive, it’s indicating that women will do anything for nice jewelry and the
sexual nature of the ad is horribly inappropriate and depicts women negatively.
This sporting ad by Reebok is very odd and not clever in the
least. The ad shows a portion of athletic wear worn by a man and text that
reads “Cheat on your girlfriend, not on your workout”. This unethical ad is
promoting cheating in relationships, whether they were trying to be humorous or
actually serious, it’s a bad joke and it should have never made it out to the
public. We see it again and again, advertising working against women and presenting
women in a bad light. In this ad women are being insulted and talked about as
if they don’t matter or have value, this ad is wrong
and
distasteful.
Wednesday, January 11, 2017
Wk 1 EOC: Volkswagen Lemon Ad
The well-known
Volkswagen car ads of the 60s used a strategy that comprised a game of risk mixed
with simple satire, a combination that ultimately ended in success. The ads
gained instant popularity with the public and this strategy worked out very
well for the VW brand, “Their game of turning seeming faults into benefits was
a major hit, and left the other car companies so far in the dust they never
really caught up.” The German car brand used the tactic as way of drawing
attention using honest humor and simple imagery to reach existing and potential
customers. The ads were created by the Jewish operated agency, with the great
Bill Bernbach leading the creative department, this created a buzz in the industry
because of the damaging history behind the German Nazi and Jewish peoples. The
ads though simple were thought out and executed brilliantly and this made the
ads successful, “Beetle ads, connected with consumers on an emotional level,
while conveying a product benefit in a way consumers could relate to. Plus, the
ads were breathtakingly simple.” The raw honesty conveyed through the ads
grabbed people’s attention because they could relate to the imagery and humor.
The Volkswagen brand became a big name in the auto industry and the Volkswagen
Beetle was a big seller. “It changed advertising forever. It also introduced
America to what would become one of the most loved and respected brands of all
time: a brand that stood for quality, honesty, and a commitment to its
customers.” The direction the ad agency went with the Volkswagen ads was a game
changer and possibly the smartest move an ad agency has ever made, being open
and honest with the costumer about the product and it’s benefits while instilling
some humor to help the customer remember the brand.
Wk 1 EOC: My Voice
The creative, fast moving, and risky world of fashion has always called to me from a young age. Playing dress up and styling my Barbie dolls were activities that kept me preoccupied for hours, I truly enjoyed the process and from there recognizing my attention to detail pertaining to fashion. When I discovered that my passion and curiosity for the fashion industry was too strong to deny, I chose to pursue it. I’m fascinated by many parts of the industry and could see myself being a professional in various areas of the industry; from fashion show production and fashion styling to retail store and window display design. I want to find where I fit best, studying Fashion and Retail Management is helping me to discover my strengths and weaknesses bringing me closer to the goal of being happy and loving where I'm working within the fashion industry.
Subscribe to:
Posts (Atom)