EOC Week 5: Super Bowl Ad

Who?  Doritos, Father, Daughter, and His friends

What? There is a Father who's daughter wants to play dress up "princess" and she wants him to play with her.

Where? Takes place at a house inside a father's daughter room

When? During the Super Bowl game for 2013

Why? She is lonely and she wants to play princesses and as a mother of a single child I can relate, because my daughter always has to play toys, dress up, or even barbies alone.

How? The little girl bribes her daddy to play with her by using a bag of Doritos.  Later his friend wonder where he is at and they find him playing pretty princess and the evidence of a bag of Doritos in his Hands.  Then it cuts to Mom/Wife coming in from grocery shopping and all the buddies are dress up like princesses holding their own bags of Doritos too.  Looks like the little girl used the chips to get her way.

EOC Week 4: Role of Women in Contemporary Advertisements

EOC Week 4: Role of Women in Contemporary Advertisements (Positive and Negative)

I feel that in the advertisement for “Dove” Pro age is a great example of using the process STORY TELLING “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” Page 56, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley        

Since it was hard to find an advertisement that depicts women in a positive way, I did notice that “Dove Pro Age” was an “ORIGINAL: Being first in a category—whether it is a product, service, company, group, individual, issue, social cause, or charity—seems to imply that the brand is a unique entity from which imitations or alternative versions follow. Whether the product or service was actually the original or not, if it is perceived to be the first or the original, people view it as superior and perhaps more informed, even magical.” Page 60, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley    

Using the brand idea to give the presence of “ Emotional Benefits” (an intangible asset based on feelings, not on a functional characteristic of a product or service. It is a response that may derive from personal significance or reward and the desire to feel good. Emotional benefits are not based on a tangible characteristic of a product or service but rather on subjective experience) Page 52, Chapter 4, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley    

I thought it was clever that the Vodka Company called EFFEN used “play-on-words in a sense.  The statement off to the side of a scene for the advertisement taking place in an airplane with a stet says: “There’s nothing more satisfying then Effen on a plane.” Which pretty much states that having a sexual encounter on an airplane is pretty exciting when drinking alcohol.  

Both advertisements in my opinion do not really do a female any justice.  Personally as a female I have notice after watching tons of advertisements, it can be extremely hard to be a women.  There are some many ads everywhere asking the questions: Want to look youthful? Want to look thinner? Why not try this way to get in shape or that way? It’s everywhere from paper, television, radio, and the Internet.  Women are a huge market and to pick at their flaws is just a genius marketing tool in my opinion weather right or wrong.

EOC Week 3: Tobacco Ad

 

1. Determine the scenario: What happens in this frame? 

The gentleman appears to be a nerdy personality.  Giving off the impression to the “Attractive and Sexy” woman in the phone booth next to him. That he is “cool, hip, an outdoors man, and an animal lover.” 

2. What is the setting? What are the conditions?

It appears to be a hot summer day at the park.

3. Who are the people or groups?

A man and a woman

4. What is their point of view around this specific experience?

A man can enjoy a cigarette break while enjoying the view of a lovely woman

5. What are their goals?

The sense of “coolness” or “suave” that a person can possess while smoking.

6. What are their assumptions? What are their perceptions?

To attract more consumers that want to be as appealing as the slender sexy female or the man trying hard. The Assumptions are that the man is trying to hard, and the female is just beautiful and appealing without even trying

7. Are there conflicts? Is there cooperation?

I cannot really tell if there is conflict other then sex appeal.

8. What are the outcomes?
 If you smoke you could attract a beautiful woman instead of trying so hard like to be the “everything”

1. Determine the scenario: What happens in this frame?
2. What is the setting? What are the conditions?
3. Who are the people or groups?
4. What is their point of view around this specific experience?
5. What are their goals?
6. What are their assumptions? What are their perceptions?
7. Are there conflicts? Is there cooperation?
8. What are the outcomes?

In the above advertisement for a clothing company called SISLEY, I can tell that they are going for “Magnify and Shock the audience theory.  It shocks the audience by showing two girls snorting the straps of a dress which can be assumed to be line of cocaine.  “It's called "shockvertising." As the name suggests, these ads are designed to shock you and create controversy in order to get you to remember them, mostly using violence, sex or taboos. Many went too far over the line in their quest to be "edgy" and were banned or rejected outright, but ended up out on the web anyway. (http://www.businessinsider.com/shock-ads-2011-7)   

Alex Osborn of BBDO created an inspired checklist technique as a tool to transform an existent idea or thing. Arguably, this could be the only tool you ever need to foster creative thinking. In short, Osborn's Checklist comprised a list of action verbs: Adapt, Modify, Magnify, Minify, Substitute, Rearrange, Reverse Page 36, Chapter 3, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley

I agree with this following comment: “Here, Sisley is acknowledging the rampant use of cocaine by people who have enough money to afford their clothes, associating it with fashion. Much like cigarette ads of the past featuring fashionably clad models, Sisley is somehow acquainting cocaine with style and Although I commend Sisley’s ad campaign for thinking outside of the box, they should be prepared to deal with a whole load of controversy that will soon be coming their way.” (http://collegecandy.com/2007/07/16/sisleys-new-ad-campaign-blows/ ) Whether the outcome is good or bad I also commend this company for using a shock value and a great brainstorming technique: “When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience. During brainstorming, once you identify a frame, a change of frame can be very useful.” Page 35, Chapter 3, Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley  in order to come up with an advertisement so shocking that it has made all kinds of waves across the Internet.  When I searched controversial advertisements this one was constantly on the hits.  The clothing brand made their point and I am sure their sales have shown an increase due to the WOW factor that was created.

 

EOC:Week 2 Health Insurance

EOC:Week 2 Health Insurance

Ethical consideration, reason: affordable care act, how do we get people to purchase insurance

Currently I have notice that for Nevada, there is an add promoting the website www.nevadahealthlink.com .  This website is a useful tool in order to direct a person to more information and plans through certified agents for health insurance.  “ If you are an individual adult who makes $46,021 or less and do not receive health insurance coverage from your employer, you are likely eligible for premium assistance or Medicaid through NevadaHealthLink.com (also known as the Silver State Health Insurance Exchange). If your family of four makes $93,700 or less and do not receive health insurance coverage from your employer, you are likely eligible for premium assistance or Medicaid through the NevadaHealthLink.com. To find out if you are eligible for premium assistance or Medicaid visit NevadaHealthLink.com.”  http://doi.nv.gov/Healthcare-Reform/ One way to solve this problem maybe to hold mandatory seminars to explain the importance of health insurance. Possibly start with college students in their freshman year.  Most young adults do not understand how political the medical world is. “

·      Project Title

·      Define the challenge

·      Determine the key audience

·      Describe our current understanding of the brand or group

·      Identify the brand essence

·      Determine the strategy

·      Ascertain the best methods of execution

·      Media

·      Parameters:

·      Deadlines

·      Budget

“Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley, Page 18 Chapter 2, Sample Creative Brief” 

Even though it is part of the law that all students are covered until the age of 26, the idea needs to be the seed planted inside their heads to think about the future.  Partnering with “Post-Secondary Education Institutions” offering discounts to college students that are getting ready to graduate or are already on their own and do not have parents to share insurance with.  Hold an “Insurance Fair” similar to “Job Fairs” with an array of companies to promote the different plans offered with-in their own umbrellas.  A great step to follow from an execution is: “Ready, set, go: Timing is everything. Plan your rollout to maximize exposure. Avoid marketplace “clutter” and down times, such as holidays, when readership and viewers are less than normal. Once you have your media plan in place, stick to it.” http://www.healthcarecommunication.com/Main/Articles/10_steps_to_a_successful_health_care_marketing_pla_9450.aspx#

EOC: Week 1 My Voice

I am a successful business owner already in the field of commercial cleaning, but I want to branch into the world of fashion retail. Designing simplistic affordable clothing is a way of life. I am a mother first and a wife second, so I understand what today's American society is all about. Affordability and budgeting are important aspects for most mothers today. I feel that I can bring an essence to women through clothes. Most women have no appreciation for themselves, their children are always first and I want to change that. I want being mother to be fun, confident exciting and create expression of "self" again. I want my future consumers to feel happy about their style. I also feel that the statement "Not your size" is something that needs to be changed.  According to many studies, America is an over weight nation.  Even though that may be true, there still is a market for over weight women.  Not everyone is skinny mini, so I want to help create a bigger market for this group that is often left out of the fashion eye. 

EOC: Week 1 VW Lemon

After reading about the Infamous “VW Lemon Ad,” I learned that it was a staple for the advertising world.  The idea on how to produce and sell a product was presented in such a way that was remembered for the past fifty plus years.  “Beetle ads, though, 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.  Two famous print ads illustrate this. One featured a small picture of the car with the headline "Think small." Text highlighted the advantages of driving the small Beetle vs. a big car.  The other presented just the car with "Lemon" in bold type. Ad copy explained that the chrome strip on the glove compartment was blemished and had to be replaced. The take-away was obvious. If this was Volkswagen's idea of a lemon, the Beetle must be a well-built car.  The Beetle ad campaign also stands out for its use of television, which was in 90 percent of homes by the mid-1960s. It may have been grainy black-and-white, but the emotional connection between car and consumer was picture perfect in Beetle commercials like "Funeral." (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all)
Hiring a “Jewish Company” placed inside of a playboy magazine, which was very influential for the era.  Using creative “Advertising” caused the public to catch their eye.  The Advertising company would take the leap in regards to agreeing with the following statement: “It was shocking, to say the least, for an auto brand to call their car a lemon. What made the ad even more appealing than the shock value, was that the Bug was in fact (and still is) shaped like a lemon. To say “Think small” with regard to autos in 1960 was revolutionary. Most American car ads from the era looked exactly like this. “Bigger was better, the bigger the better.”  (http://www.buzzfeed.com/copyranter/all-the-great-1960s-volkswagen-ads) 

Back to the “funeral” statement, Funerals are thought to bring an emotional connection, and with the black and white grainy grim look it portrays the imperfect car being sent to its death.  VW and DDB wanted the BEETLE to be the peoples car and that nothing less then perfection is what they wanted for their consumers. “This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large, than other cars.” Concluding with a memorable tag line “We pluck the lemons; you get the plums,” it gives the reader a first impression that Volkswagen is calling their own car a lemon, while intriguing them to read further to see that it is really about the rigorous inspection process that Volkswagens go through.”  http://www.writingfordesigners.com/?p=1731