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Wednesday, December 14, 2011
Monday, December 5, 2011
Saturday, November 19, 2011
Advertisers and Artists
I found the two most distinct differences between advertisers and artists has to do with MONEY and TARGET MARKET!
Advertisers
Advertisers often times use extensive research and feed in to what society responds to, in order to create a product that will sell to the largest possible market – typically regardless of personal ethics. They take the “This is a job approach.”
Artists
Artist’s work because they truly love their pieces and are passionate about what they love. When it comes to selling the products, it seems that the artist produces products more for themselves, with the hope that some market will also enjoy the work.
Rosser Reeves has made a unique impact on my educational knowledge of advertising. His straight-forward communication approach is hardly a guessing game, whereas the artist’s featured in Wednesday’s film take a more creative approach to selling products. Ironically, I found Rosser Reeve’s approach oddly similar to artist Paula Scher.
Scher, absolutely fell on the artist end of the selling spectrum, but I found her “Citi story” a bit unique. Rather than feeding in to the research of what society will respond to, like most advertisers will do, she simply used her life experiences and spit out a Citi logo in just five minutes! So although she took a creative approach, she was straight forward, just like Reeves.
To conclude, I in no way think an advertiser’s approach is more or less efficient than an artist’s approach, but I actually find them equally artistic and creative in their individual crafts.
Sunday, October 30, 2011
Political Advertisements
Brie Gambles video regarding Harry Bertram’s views on gun control
1. The signifier is the quote stating, “West Virginia loves guns,” this signifies the obvious: West Virginia must love guns.
2. The signifier is the American flag behind Harry walking at 15 seconds. This signifies the commercials intent to make Harry seem like a “true American.”
3. The signifier is the dancing man and this signifies the sarcastic truth behind Harry’s opinion on guns. The song may be funny, but the words in the song are true, “People kill people.”
Holly’s commercial on Ron Paul’s gun control laws
1. The signifier is the smiling man next to the dead deer, which signifies how guns provide both entertainment and a food source.
2. The signifier is the bold letters used at 35 seconds stating “or to protect yourself,” which signifies the importance behind owning a gun.
3. The signifier is Ron Paul’s determined face of him looking off into the distance at 39 seconds. This signifies his confidence and assertiveness.
John Kerry’s views on gun control
1. The signifier is the numerous signs shown stating Kerry’s name. This signifies the mass support and followers of John Kerry
2. The signifier is the use of Obama at 24 seconds. This signifies that John Kerry has been around a leader and knows what it takes to be a leader.
3. The signifier is Sarah Palin with a gun. This signifies how irresponsible have a lack of gun control can be.
Monday, October 10, 2011
Ethos or Pathos?
The airline company, Song, attempted to focus their
advertising largely on persuading through pathos. Based on the PBS documentary, The Persuaders, Song used a “third of
their 12 million dollar budget on marketing.” That seems like quite a bit of money
to spend on an advertisement approach that showed little or no reference to
flying.
The Song Logo
Song focused on the emotional stance of what flying could
offer rather than the cold hard facts of what it takes to fly. After choosing to
market women, they spread word of organic food and a low fare, all while
focusing on the art form of advertising and the emotional state of the typical
woman.
Images of dancing women, or freedom of running through a
field was Song’s attempt at saying, “If you fly song, you will feel like this.”
Unfortunately, not everyone is as gullible as Song may have
liked and worse, that magical and happy vibe they are displaying allows women
to relate that “freedom” to numerous other activities, not including flying.
Song’s risky broad approach wanted the consumers head and
heart, Rosser Reeves wanted the consumer’s soul. Instead of taking an emotional
approach, Reeves pushed an ethos approach, which allowed the power and
authority of the candidates to influence.
Rosser’s approach was to influence, reassure and convince
the viewers. Unlike Song, Reeves’s approach at advertisement was not a guessing
game.
In one of Reeves campaigns regarding Eisenhower, he pushes the
feeling of power and assurance. The one minute black and white commercial began
by asking about all the questions regarding problems in the United States. Vivid
images of the war, hard workers and money prices, were followed by the presidential
candidate saying that this needs to stop!
It may seem odd, but Eisenhower didn’t once say how he could
make it stop, yet the power in his voice and the slogan claiming “Eisenhower is
the answer,” is convincing enough!
Reeve’s approach is to the point. Although the facts are
often missing, he is putting out the problems in the current economy and using
the candidate to pull the viewer in. There is no Song-like whimsical cultural approach,
Reeves’s ads have one purpose –to convince and therefor sell.
Friday, September 30, 2011
John Cheese
Based off a few other reads, it does seem that John Cheese’s
article regarding bullying is a bit out of place, but the truth is, the title of the site is “CrackedOut,” with a title like that would you expect any type of reservation?
I didn’t think so either…
Maybe you look to Cracked
Out for your funny, stress relief at the end of a day, but I am sure that one
article from John Cheese will not change your opinion on the site as a whole. Besides!
It seems to me that whether you prefer the hilarious, comedic articles to the
thought provoking mixed emotion articles, most anyone can relate and find
interest in the truth!
Let’s face it, the extensive and obnoxious, reality-TV craze
is proof of that.
So although Cheese’s
article didn’t flow with the typical content that explains how video games can
double your testosterone or how five bad habits could change your life, it’s
really not that out of place!
Bullying is a prevalent problem beginning with kids as young
as four and continuing until men have their own nerdy children. Cracked Out seems to be a site that is
intended for males aging from teenage years to mid-20’s, why not approach them
with the issue?
I actually commend
John Cheese for reaching out of what seems to be his humorous light-hearted
comfort zone and speaking of personal experiences to make readers aware of a
valid cause. Let it be known though that Cheese, even in the midst of his
seriousness, managed to toss in an occasional laugh.
Basically, it’s simple. Sure Cheese’s article was out of the
norm for Cracked Out, but I didn’t
really find any of Cracked Out’s
material to be “in the norm.”
This was on the home page... point proven?
Cheese is obviously a well-respected writer for
this site and his material was from the heart, informative and entertaining. In my opinion, any read that can hold your attention is a
success.
Friday, September 23, 2011
Sneeks!
Peer pressure, good or bad, may arguably be the most influential concept
pushed upon teenagers. With that being said, it seemed obvious for our campaign
approach to target the stereotypical teenage influences- the good ones of course.
We chose to work with a comic book type of vibe. Although the middle and
high school years replace short and sweet gossip novels with endlessly boring
history books, we figured the comic book vibe would symbolically represent a
happy medium between the necessary reading and the more preferred modern, fun,
artsy world of music, comics or teenage novels.
Basically, we’re hoping that our talking “Sneek” can relate to just about
any walk of life.
In the boy’s advertisement, we chose the bold colors of black, white and
orange. The advertisement in general was very simple, so the use of the three
main colors was a big part of our “look at this” statement. We chose to place
both a basketball and a JanSport backpack in the ad with the shoe, because JanSport
is a popular backpack and basketball is a popular activity for many young men.
We chose to use a worn out backpack because JanSport is immediately related
to the middle to upper-class kid, simply based on price range. The fact that the
bag is not brand new indicates that it has had its fair share of use and
therefore relates to the middle to lower-class kid that may not have a new
backpack every year.
We do understand that the use of basketball immediately eliminates certain
types of boys, but we figured that basketball, for the most part, is a popular
universal past time for both the athletic and un-athletic boy.
Our approach was intended to be simple, inclusive and most importantly,
catchy. We thought the “Lace up Bro,” comment was a nice final touch to the ad.
It’s similar to Nike’s “Just Do It” because it’s short and sweet and we thought
that was the way to go. The use of “Bro” was just another attempt to become
relatable to the potential buyer and frankly, the use of the word, “Bro” is in.
We’re always trying to tap in to that peer pressure.
The girl’s advertisement looks very similar to the boys as far as being
simple yet still attractive. We chose an artsy theme while emphasizing the
colors red, teal and black. The edgy colors and artsy twist was our attempt at
catching every teenage girl’s eye.
The use of a heart, a common doodle for a boring math class, was our effort
to pull in the everyday girl. What girl doesn’t like hearts? It resembles love,
like, peace, anything you want it to mean! It’s universal.
The camera was just an addition to go with the artsy heart, but it
potentially has multiple meanings depending on the viewer. A camera could mean
that the shoes are worth photographing or even you in the shoes are worth a
smiling picture. Also, in an age of technology, pictures are covering the
internet via Facebook and Twitter, so a digital camera is a regular sidekick,
just like Sneeks should be.
The last advertisement was meant to entice either gender. We used a vibrant
red to appeal anyone who might come across the ad and red is typically neutral
to all genders. The upright shoe was purposefully placed as a powerful centerpiece
which symbolically represents the power of the shoe and the authority of those
who wear them. The wings are an extra push for the “powerful” vibe. Wings
immediately resemble flying and we want the viewer to think that these Sneeks
could make them fly.
We placed the Sneeks logo in a generic spot in the other advertisements,
but figured we would tilt it above the shoe in the unisex advertisement to
resemble a halo. The halo resembles an angel, which was another attempt to
promote the good peer pressure.
The last touch is the placement of the faded words in the background. The
words offer the same teenage school vibe and put an edgy more creative twist to
reading.
Ultimately, we hope that our three advertisements offered a simple, catchy
and edgy twist to a humble everyday type of shoe. We predicted that our use of
dominate colors and comic book approach would attract a young vibe and leave
our possible customers wanting Sneeks!
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