Final Exam

As it is the last week of class, I feel that I have met all of the course objectives for Fundamentals of Advertising.  I was able to learn something new about advertisement each week and read and understand the book.   I have a better understanding of what advertisement really is and how hard it is to create, how clever one’s mind has to be to be able to think of a well put together advertisement for any product or service, and I understand the different ways one can take to create the advertisement.   From the book as well as from the teacher’s experiences, I have learned what one must consider when making an advertisement, such as the product itself, who it is directed to, and the way one might execute the campaign through different means, like through a commercial, billboard, or magazine add. In this class I feel I have been excelling each week and have only grown from the first day of class. I only missed one day of class but I immediately caught myself up and never fell behind.  I have strived to do my best and accomplish any assignments that were assigned and have met all the requirements for each assignment.  The letter grade that would best describe all my efforts would be an A.  I consider my school work most important and would never turn in anything that was not of good quality or A work.

Analysis of Project in Real World

This advertisement campain could work very well in the real world for the Fujifilm company.  Currently not much advertisement has been done for their company, but this could be the first step into the world of advertising.  I can certainly think of what kind of commercials to make and other ads to feature that will relate to this one and retain its story and purpose.  I do believe this product could be life changing for many adults, they just need to know that it's out there and their emotions and interests will follow through.  This could branch out to many other things for the company such as a website featuring pictures that people have taken soley with their cameras to build a instant love community. 

Creative Content

"A campaign must have visual impact, whether a visual surprise graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message- form follows function."(Advertising by Design, Landa, p.204) The creative content that I believe best portrays a story through an image in this case, an image within an image is the above picture that can be used as a magazine ad, billboard, taxi topper, and bus advertisement. The slogan instant love is in a type of font similar to the font on the actual product's box. "Determine headings and subheadings in terms of color, size, and weight to distinguish the hierarchy of type from one another as well as from visuals."(Advertising by Design, Landa, p.218)  In this advertisement, a story is told of an ordinary adult couple who may be on an adventure in paris.  They capture the moment of their visit to the Eiffel Tower and because they are out of the country, it may be difficult to develop any pictures, but in this case they instantly have a photo of a cherished experience ready for a scrapbook.  The image behind the polaroid picture is a map of Paris where they can also take pictures and have a memory of each landmark they have been to.  This creates a warm hearted feeling everytime the photo is looked upon and memorys of the happiness flood back to the couple because the image can bring back the same emotions they felt on that day. "Visual metaphors can invite the reader to work a litte bit, to interact with the ad; the reader is engaged by thinking."(Advertising by Design, Landa, p.081)The actual product is not featured in this advertisement which makes consumers wonder what this camera could possibly look like, or what instant love means. "Not only do you need to think critically about formulating a core campaign idea, you must think critically and creatively about communicating something specific about the brand or group, not a generic message or pedestrian sign."(Advertising by Design, Landa, p.204) On the bottom left hand corner the brand name is also featured as if it was part of the map which makes the search for this product much easier. "The facts, the details, the benefits of any product get lost, but the story stays, even more powerfully if the viewer or listener becomes a part of that story.  Thus a branding strategy may become a form of complex interactive storytelling experience."(Advertising by Design, Robbins, p.197)   

Promotion

"Style is a visual look and feel based on the particular characteristics that contribute to the overall appearance.  In any media, typefaces, color palette, textures, patterns, compositional modes, kinds of images, the nature of the imagery, and graphic elements all contribute to the look and feel of an advertisement or ad campaign." (Advertising by Design, Landa, p. 203) As for my method of advertisement, I have decided to feature a promotional image that can be used as a full page magazine ad, billboard, taxi topper, bus advertisement, or any place an image can be printed on or uploaded to.  The image itself will use intense bright colors to attract conumer's attention and use the same typeface that is associated with the brand's products.  In approaching my advertisement, the technique of approaching the message through a slice of life.  "In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday situations to which average people can readily relate." (Advertising by Design, Landa, p.117) The image itself will contain a photograph of a normal couple, not any one famous (but will soon be) like a spokesperson, but a normal every day couple who cherish the moments of their lives.  In doing this, the range of consumers I can attract brodens, and without using a person someone is familiar with their is no bias towards the product itself. "Your story should illuminate something about the nature of a person, subject, or situation."(Advertising by Design, Landa, p.193)  This is an advertisement aimed towards adults who never have the time for the important moments anymore and I find it suitable to place this image in all the places stated because that's where those consumers usually are. "Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas- one could call it a theme or story."(Advertising by Design, Landa, p.192)  This target market is either a stay at home person, or a workaholic and may not have the time to lounge around and watch televsion, but on the road these advertisements will be available for their viewing purposes. 

Week 10 EOC: What Channels are you going to do to get your product noticed?

To get my product noticed by my target market, I will be creating a advertisement built solely on simplicity and honesty of what my product can do. Currently, many people have forgotten about Polaroid cameras, and only want the latest new camera out there, but with my advertisement I will reintroduce this type of camera to those who have seen it before, and to the younger generations who have never laid eyes upon it.  I will do this by using the method of not showing the actual product and only the result. By doing this, consumers will see my advertisement and wonder "What kind of camera produces that kind of photo?, I need to know, or I want one." By adding a sense of mystery the consumer will then research and see the brand of the program and slogan which will then lead them to the product. I will not feature anything about the product that is not true and will hope that the consumers will be amazed and want to know more about the product. 

Week 9 EOC: For those who think young

It's always ironic about thinking young or wanting to be young as adults because the youth of today want to and try to if they can grow up faster then their supposed to. The youth of today want nothing more then what adults have and want to do what adults get to experience.  While adults who have lived their youth want nothing but to go back, even if it costs them surgery or millions of dollars just to look young.  The only reason I can think of for an adult to be young again is because they miss the life with no worries or no responsibilities attached to their lives.  They see the mind of the youth as something fresh and creative when really in my opinion our minds have not reached its full potential of creativity because we have not been able to experience a lot of things that adults have which shape the way we think. There is a lot of concern for the youth because we are considered as the future, but most youth may not even care about the future and only strive to live for today.  In advertising, youthful products are seen as fun and impulsive, characteristics adults may have lost because of all the everyday life that sits on their shoulders.  Adults may want the way of thinking that the youth has because of their target market, advertisers may want to relate and focus on what the youth of today wants and what's in for them, or what the latest fad is.  In our country, although the youth are considered the future, they don't even bother to vote or care for politics because none of it matters or makes sense to us.  Advertisers may aim their commercials at the youth because of the influence they have on their parents or their peers, which spreads fast especially because of today's technology as well.  In my opinion is was the adults who came up with some of the basic inventions that we have today such as cars and telephones which we tweeked or made something modeled after that.  It is always said that the older you are the wiser you get and that’s because of what you experience so there's nothing really special about being young to young person.

The Big Idea

"An effective ad is driven by the underlying concept. An advertising idea-or concept- is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design."(Advertising by Design, Landa, p. 066) The solution this ad campaign is aiming towards is the solution for adult consumers who just don't have any time to capture the important moments whether it be with their own family or their own adventures. This product can make that possible while saving the consumer time and instantly having a photograph of an important memory. In order to attract adult customers, my advertisements will consist of demonstrating the product itself while presenting the type of instant love this camera holds within each picture. "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Advertising by Desing, Landa, p.068) The big idea is that in  each scenario, it will allow the customer to fully experience the camera and see what precious moments can be captured and shared instantly.  This will remind the customer of how fun instant photography was back in the day and allow them to have a modern experience of a polaroid camera. "That consumer insight should be coupled with an insight into the brand, according to Lisa Fortini-Campbell, advertising expert and professor in the Medill School of Journalism at Northwestern University, Chicago. Fortini-Campbell argues that by combing the consumer and brand insight, one can attain and advertising "sweet spot"- the most effective place to hit the audience with your marketing messages."(Advertising by Design, Landa, p.068) Whether it be a magazine ad, each advertisement will be created with simplicity for a product to be easily understood those that are not familiar to it by using truth and honesty. " An ad idea is visually  and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy." (Advertising by Design, Landa, p.066) 

Week 9 BOC: Frank O'Hara

After reading the poem Mayakovsky, I felt like I could picture the images he was trying to portray clearly through his words and use of imagery, but my thoughts would end there with confusion.  It felt as if I was flipping through the channels on a television nonstop, but flipping to different parts of his life when he found himself in different situations.  The poem sounds like he is waiting for his normal self to return, or he has lost his self, or is just finding himself, which I can relate to, constantly thinking of different memories wondering who I am or who I'm going to become if anyone. Although the events he states sound serious, he says them in a jokingly manner and light tone with no seriousness to his own words at all.  I can almost hear him grinning reading the poem to myself. His words seem random, but I can follow how one of this thoughts lead to another, for example, "Words! be sick as I am sick, swoon, roll back your eyes, a pool".  He feels sick so he feels like he is going to faint, usually when a person faints their eyes roll back and close, which can remind him of closing his eyes in the pool under water. His words connect in some weird way to all of his thoughs and emotions all at once.  I can also relate to that by having my mind feeling uneasy or feeling all these different emotions at once and thinking of so many things that are sometimes irrelevant and sometimes most important.

Week 8 Eoc: Fonts and Slogans

Competitive Analysis

http://www.noob.us/pictures/hilarious-nikon-s60-advertisements/

"Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar, or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace."(Advertising by Design, Landa, p.049) One of the main competitors my product would come across is the well known camera brand Nikon.  Nikon offers high quality digital cameras that do not require film but require basic and complex knowledge of the camera to be used to its fullest potential.  Nikon has also been a type of brand that has been around for many years just like the polaroid camera, but has progressed from film to digital photography allowing photos that are taken with a click of button as well and can be shared through the internet. They offer a "Funtional Benefit: the practical or useful characteristics of a product or service."(Advertising by Design, Landa, p.050) The photos can be transferred from the camera to a computer through the USB chord or memory card, and can be printed straight from the computer which requires a separate printer with ink or can be sent to a photo lab for prints.  As for their customers and clients, they rarely ever use the form of television commercials as advertisement.  Their advertisement relies mostly on their reputation of the brand, word of mouth of fellow photographers, and occasionally magazine adds or internet forums with picture advertisements.  Because they are digital, they offer the option of having a memory card for storage of photographs and the tool to import the images onto a computer. A current challenge they may be facing is their customers who love the Nikon brand but have no idea on how to use a DSLR camera.  To fix this problem they have created a separate line of simpler cameras called Coolpix that are smaller in size and easier to use, but a lot of complaints have been made about the quality of those cameras living up to the Nikon name. In creating that other line, Nikon used the "Value benefit: in the end, what a person wants from a product,service, or group."(Advertising by Design, Landa, p.050) The company also has featured a type of spokesperson only for the Coolpix like which is Ashton Kutcher. "A spokesperson is an individual- an average person, actor, model, or other celebrity- who positively represents the product, service or group."(Advertising by Design, Landa, p.112)  As for my own campaign, I will utilize my resources of advertisement more efficiently and give the people an idea of how great the Fujifilm Instax Camera really is. "Emotional benefit: an intangible asset based on feelings,not on a functional characteristic of a product or service. It is a repsonse that may derive from personal significance or reward and desire to feel good."(Advertising by Design, Landa, p.050)  Not only just an emotional benefit but a functional benefit combined because the Fujifilm Instax 210 camera offers more then just a digital image, I feel the experience and emotions after the instant picture is seen is what will make this product known to consumers. Usually camera advertisements demonstrate how their camera works in a minimal way, but because this camera is so easy to use and has great quality photos instantly, it is easy to advertise and show a full demonstration within 30 seconds, or through a photographed advertisement.



FujiFilm Instax 210: Instant Love

"A campaign needs to have an overarching story or theme.  It must have a unified and varied message.  The larger, overarching story has a duality; each ad should be unified with the other, and yet each offers some variety so that people are curious enough to receive the next message."(Advertising by Design, Landa, p.199) Fujifilm Instax 210 Camera is a modern take of the original polaroid camera which shoots instant polaroid film in an easier way.  Instant Love comes from how quickly the photographs are developed within the camera to the love the photographer and subject may feel once they see how the photograph comes out.   A matter of seconds is all it takes for the photograph to be fully developed.  "People are engaged by compelling narratives.  If a brand or group has a story to tell, then it will be more dimensional. Though the branding, advertising, and every point of contact, people learn the brand story." (Advertising by Design, Landa, p. 056)  The word instant serves as a juxtaposition to the word Love in how in some cases it takes a lifetime for people to really find true love.  With this camera love is brought to you with a click of a button that can be shared with generations and cherished for years.  "Throughout the life of a campaign, which can run for a short or long period of time, you create and maintain a visual look or framework.  We do this so that people will recognize each ad unit within a campaign, feel familiar, and make connections among the various messages." (Advertising by Design, Landa, p.199) Whenever the consumer will hear the words instant love, they will make a connection to the brand and product and understand what it means through personal views and responses to the advertisements of the campaign. Instant love works as a central theme for the campaign as well as the slogan of the product.

Week 7 EOC: The Pitch

Its just you and the camera, that split second where you instantly get to capture a precious moment in time.  Aimed at middle aged and young adults who's lives are to fast pace that their children or themselves miss out on their own memories. This is for the adults who don't depends entirely on technology and miss the good old days, the adults who love the classic way of photography, point and shoot.  Not point, shoot, and transfer to the computer to edit.  Adults would find this camera more convenient than digital cameras because they instantly have their pictures printed and ready for the scrapbook.   Remember the joy you once had when your parents pulled out their polaroid cameras that took photos they still have of you?  FujiFilm's Instax 210 camera = Instant Love. 

EOC Week 6: Chim Chim Cheree

Pic-O-Pay-
Fluoristan- Stannous Fluoride
Hexachlorophene- Disinfectant
GL-70- Additive in Gleem toothpaste 

Dermasil- Skin care products 

Vitrol-D-

Lanolin wave- Multivitamin hair lotion

Boo-boop-  

Tufsyn- Goodyear tires and Rubber

Retsyn- Copper gluconate put in mints

Acrylan-  

Marfac- 

Melmac- Brand of dinnerware 

Orlon- Acrylic fiber 

Korlan-

Accutron- Watch

Teflon- Non stick chemical

Ban-Lon- Shirts 

Blue Magic whitener- Teeth whitening  

Fastback - Mustang

Wide-Track- Tire rubber 

Autronic Eye- Head-light 

Platformate- 

It goes two miles more-

Nasograph-

Naugahyde- Vinyl coated fabric

The giant who lives in my washing machine:

Jolly and green- Green vegetables

Tiger who causes my gas tank to flood

Handsome white knight- 

Man with the eyepatch- Shirt company who invented button downs-

That nut who flies into the front seat for Hertz- car rental ad

EOC Week 6: Selling a Car

America's Original Pony Back for More

It's not over yet

Wonder where the good old days have gone? I’ll tell you where, they’re in your garage where the scent of grease became your cologne, they’re in the back seat of that Stang where you had your first kiss and whatnot , and they’re behind that steering wheel where all you could feel was you and the car. Now how does a stallion such as yourself end up driving anything but a Mustang?  Old love meets new love in Ford’s very own 1965 mustang with a modern twist under and above the hood. This new love features Ford’s tweaked “Cammer” crate engine that kicks skepticism of dealing with modern electronic fuel injection systems to the back seat.  Now you can enjoy the modern roar of the Cammer crate engine within the classic body of America’s pony, it’s not over yet.

EOC Week 5: Superbowl 2011 Commercials

My favorite Superbowl commercial for 2011 would have to be the Volkswagen Darth Vader commercial.  This commercial attracted many types of audiences such as those who love Star Wars, Darth Vader in particular which was played by a cute young boy.  Although you could not see his face his hand gestures suggested what he was trying to do and he acted very well.  The commercial itself was to promote the 2012 new and upcoming model of the Volkswagen which showed a new feature for the car with the button start engine and featured the price which was affordable for most for a car looking so luxurious.  The commercial turned out really good in my opinion because of the added humor and the knowledge of “using the force” from Star Wars.  Volkswagen was able to create a great commercial while still staying simple in terms of the car.  The commercial itself was not just about the car but about a young boy with great imagination.

One of the ads I did not find very useful in terms of leaving an impression on the audience and their product was the snickers commercial.  They kept the same transforming idea that once you bite into a Snickers you become another person, but the ending was in my opinion just unnecessary and a waste of money.  I feel like they almost competed with themselves by trying to live up to the most recently popular Betty White Snickers commercial by using another older star that people would recognize, but she wasn’t as popular as Betty White had been associating her with humor. I also couldnt not understand the purpose of the setting.  The commercial only ended up failing, and if humor was one of their strengths they were trying to portray, I did not laugh at all.

EOC Week 4: Bob Isherwood

Australian born, Bob Isherwood is a man of many accomplishments in the world of advertisement.  He attained the titles of "Worldwide Creative Director of Saatchi & Saatchi, Chairman of the Worldwide Creative Board and a member of the Saatchi & Saatchi Worldwide Executive Board".  Isherwood has been apart of the advertising business for 35 years where his work has been documented and recognized in books, and by national and international award shows.  As part of his accomplishments, "he won Australia's first Gold Lion for Cinema at the Cannes International Advertising Festival, and is one of the few people to have won the British Design and Art Direction Gold award for advertising, he has been elected to the Clio Hall of Fame in the US, and named Australia's leading creative director".  With his creative mind Isherwood was able to change the world with his imagination and ideas. 

"Although he has been in advertising all his life, and is still one of the most modest men I know, there is only one word to capture who he is.

Winner."

"Bob's brain seems to be hot-wired to his heart in some unique way I can't quite figure out. I have seen Bob come up with extraordinary, simple and beautiful ideas and solutions, not once but a hundred times, and each time share them with a generosity and warmth that delights everyone involved".

Because of his love for new ideas, Isherwood and Richard Myers created a program entitled World Changing Ideas Program, which was a program devoted to innovative ideas that made the world a better place for all.  Although retired from this program, his accomplishments remain for future creative thinkers as inspiration, and he is considered a living monument to all of those in the advertising agency.  Although Bob Isherwood has left Saatchi & Saatchi after 22 years, he did not see it as retirement, but as an opportunity to take on bigger challenges in life and will always be apart of advertising.

http://www.conference.net.au/auiac2002/speakers/isherwood.htm

http://www.saatchi.com/news/archive/bob_isherwood_living_monument

EOC Week 3: Tobacco Advertisement

• In this advertisement, the promotion of advertising tobacco takes place on a movie poster featuring a famous actress during the 1950s.  This poster is simply hanging on a wall of a person's home or place, this person may be a general or police officer by the type of hat seen in the advertisement.  The poster is being displayed to promote Chesterfield's cigarettes and an upcoming movie which this actor will be featured in.
• The setting is unclear but seems to be of a person's home, unusual items are seen next to each other like the general or police officer's hat and what looks like to be horse brushes.  The advertisement actually uses a poster within the advertisement as a way to display information about a upcoming film.
• The only person existent in this tobacco add is Betty Grable, nothing on her poster suggest tobacco or smoking but mostly likely may have a smoking scene within the movie.  
• In this specific experience, it looks like both companies of the movie and tobacco industry are using one advertisement to feature both of their products.  Some sort of agreement must have been made to feature her on their advertisement probably if she smoked a Chesterfield cigarette in her film.
• The goal of this advertisement is to promote Betty Grable's upcoming film "Pin-up-Girl" and have her positive opinion about Chesterfield cigarettes be known.  Any fans of her will probably want to smoke the same cigarette as she does which brings more customers  to watch her movie and smoke.
• Their assumptions are that people who smoke Chesterfield cigarettes are also interested in Betty Grable and her films.  Maybe targeting men as they display a men's hat and not a woman's scenery.
• There are no conflicts within the advertisement but it seems as if the producers of the movie have cooperated with Chesterfield cigarettes
• The outcomes have the possibility of attracting more Betty Grable fans to watch the film being advertised as well as sell more of Chesterfield's cigarettes just because Betty Grable recommends it

EOC Week 2: Ethics and Advertising

kentucky.inetgiant.com

 

Trend911.com

These partially nude models are featured in catalogs, huge posters and pictures throughout the store of Abercrombie & Fitch and  Hollister.  Though A&F targets 18 year olds and up, Hollister however has a target customer of younger teenagers.  Their advertisements have been thought of to promote sexuality at a young age, and are considered by many as "soft porn" by the positions these models choose to pose in.  After all this is a clothing store yet their advertisements remain questionable because the clothing is what's missing from these photographs.  Parents have complained due to being welcomed by these half naked posters while entering the store with their children.

Food advertisements have gone to such an extreme in trying to sell their latest concoction, in this case Quizno's subs takes the "sex sells" route and personifies an oven speaking  in sexual innuendos towards the Quizno's worker.  This commercial is questionable because it can signify peer pressure into doing something a person does not want to do and touches on homosexuality as the ovens voice is of a male's and not of a woman's.  If this is what it takes just to sell a new sandwich which is was called the Torpedo, then Quizno's must not have any limits as to how far they will go for sales.

Orbit's gum commercial, although humorous such as the Quizno's commercial is also a questionable advertisement shows a scene demonstrating anger between a wife and a husband who is having an affair.  By  chewing their gum the foul language becomes "good clean" language but the viewers know exactly what words they meant to say to each other.  This commercial was probably seen by young children everywhere and may have influenced them to use the same language as well.

EOC Week 1: My Voice

It's not my whole life, it's not my obsession, and its certainly not just an average job, but it is my major, my Love, and my form of expression without words.  Fashion & personal style for me is my confidence, the one thing in my life that I know I can't fail.  I considered myself part of this industry the day the clothes on my back started to matter, when I would not settle for just any pair of shoes, and when that Chanel quilted handbag became irresistible, I just knew I had to have some affect on this industry somehow someday. As of today, I specialize in observing the fashion trends for every season and apply them to my own wardrobe with a twist of vintage and modern pieces, buying the best quality products for prices unheard of, and as a personal stylist to those in need of help with their own closets. The photography aspect of fashion has really gotten a hold of me and I feel the need to capture and admire how beautiful a garment can look through a camera lens. I've experienced the life of retail and what good quality customer service stands for, along with having my own fashion blog having the urge to help others know and understand what personal style is, and the best way to achieve that confidence for themselves.  I'm making my way through this industry and I'd like to go from retail management, to being a visual merchandiser, to a buyer, and stylist, in hopes to one day become a fashion editor of a well known fashion magazine.         

EOC Week 1: VW Lemon

The Volkswagen Lemon advertisement created by Doyle Dane Bernbach ad agency remains the number one advertisement of the century simply because of its brutal honesty.  During that era of time “small” was not the type of vehicle that consumers wanted.  This ad introduced the Beetle to America without exaggeration, fantasy, and even color.  This black and white grainy advertisement changed the world of advertising from then on by proving its effectiveness in a market of competitors that produced larger cars suitable for the state of families during the 1960s, while this vehicle, though ugly and small became one of the most popular cars to be sold in that era.  The Volkswagen Lemon connected with the consumer on emotional levels reminding them of a funeral.

“Imagine a funeral procession as the voice of the deceased bequeaths his fortune. To each, from his wife and sons to business partners who were wasteful with money, he leaves nothing.

But to the tearful young man in a Volkswagen Beetle at the end of the line, he says: "To my nephew, Harold, who ofttimes said `A penny saved is a penny earned ... and it sure pays to own a Volkswagen' ... I leave my entire fortune of a hundred billion dollars."

-bizjournals.com

 

America could relate easily to the ad because of its simplicity and sturdiness, consumers were surprised at Volkswagen’s idea of a what a lemon was and was all the more drawn to this tiny vehicle.  Thinking small led to one of the most famous advertisements ever created. Less is more.