Blog 5: The brand name trap
I don't know what to write for this one, please leave a comment.
Blog 9: Superbowl Ads
I loathe football and even the commercials aren't enough to keep me entertained. For years, I begrudgingly went to Superbowl parties, because it was the thing to do and it was better to go than to answer questions of why I didn't attend a Superbowl party with, "I HATE football." Superbowl ads cost millions of dollars and are available to companies who can afford those time slots.
According the GRP chart in the book, it seems like it's not worth it for advertisers to place their companies commercials during the Super Bowl, it costs about $2.4 million dollars to place a 30 minute commercial during the Super Bowl. In comparison, it costs $100,000 to $350,000 to place a commercial during top-rated prime-time.
They say that the impact of Super Bowl advertisements cannot be measured and that people enjoy the ads..I do not think those are good enough reasons to keep advertisers advertising during the Super Bowl. I think Super Bowl advertising is mainly for companies with an abundance of money, who want to flaunt who they have got on their advertising or film teams, what new product is available or what celebrity endorser is endorsing their product.
Tuesday, December 9, 2008
Tuesday, November 4, 2008
message appeal/blog of my choice
PR - AMY WINEHOUSE
Out of all of the celebrities out there today, I think Amy Winehouse could use the most help. She has gone from looking like this:
to this:
She is so incredibly talented and currently one of my favorite musicians. She's wasting her life on her poor excuse of a husband and on drugs and alcohol. I like Pete Doherty too, but the two of them hanging out together definitely is not the best match:
The blog for this week will be about Message appeal - what works for you and what doesn't. Write about 2 ads that you like and what you like about the message (based on our class discussion, powerpoint slides and textbook readings).
Write about 2 ads that you don't like and what about the message you don't like.
I always like artistic, beautiful and contemporary ads. Any company whose adds are all encompassing like that, I will be attracted to. Often times, these sorts of ads are for ethical companies, which I also hold near and dear to my heart. Now, back to specific ads I like. I have had an affinity for Evian advertisements for I do not know how long. I remember going to New York city when I was sixteen and I saw a simple ad, which looked to be painted, on the side of a brick building. It was an Evian ad with a glass Evian bottle and a purple orchid inside. Later I saw the mermaid Evian advertisement, which I loved (I have always liked mermaids..The Little Mermaid is still one of my favorite movies). And I've enjoyed seeing Evian advertisements since then; whether they are in print or commercial form.
However, I do not enjoy the taste of Evian water. It tastes like tap water, but less clean. I do not buy bottled water anymore anyway, so whatever, I still enjoy Evians' ads. Basically, I would rather be aesthetically pleased by an advertisement above all else. I would rather be left thinking, "What makes Evian water better than the rest?!" than a loud and in your face VitaminWater ad saying, "VITAMIN WATER, TRY IT!"
My other favorite ad campaign consists of Levi's Jeans commercials..pretty much any of their commercials, they are all brilliant. Since Levi's has been around for so long, they do not really need to hype up their already established brand. These commercials advertise their new lines or styles. This commercial, with Mexican actor, Gael Garcia Bernal, flashes to "Levis Low Rise Jeans - Dangerously Low," at the end. These commercials are simple in message, yet reach across to a younger, hipper audience with the use of indie music, attractive actors/actresses and clever messages and story lines.
Now, for two ads that make me want to turn off the television. There are lots of those! Except it is hard for me to think of, because I do not have any channels here in Greensboro; only a DVD player. I also have not looked at recent magazines much lately. Internet advertisements will forever be my least favorite form of advertising, as far as pop-ups and tacky message boxes are concerned. I do not mind when companies I shop from online send me notifications of their new items and sales; that is a sort of symbiotic relationship -- I want to be made aware of their new items and sales. I am never enticed by, "Lose 100 pounds in 50 days!" ads, they always seem like a scam. I seek products out, they do not need to seek me.
I generally dislike radio advertisements, they always sound unbelievable. I would think they have to be the least effective form of advertising. It makes sense that radio advertisements advertising food and beverages work well, because people in their car are usually on edge, hungry and in a rush. So at that time, fast food drive ins are very appealing. My disdain for the fast food industry is a whole other story. Fast food restaurants are fueling our country and the less advertising for them, the better.
BLOG OF MY CHOICE
My favorite advertisement of all time is the Chanel No. 5 commercial featuring Nicole Kidman and Rodrigo Santoro, directed by Baz Luhrmann, the director of such movies as Romeo and Juliet and Moulin Rogue. It is actually called a short film, and it had a budget of $102 million and Kidman received $12 million for starring in the film.
It is rare that luxury brands like Chanel have television commercials reaching the masses, since most luxury brands want to keep the scarcity of their brand intact. But anyone who knows anything about fashion knows that Coco Chanel is accredited with much of what has become of contemporary fashion. This is the type of commercial that did not air often, so rare in fact, I remember freezing when it came on and telling everyone to be quiet and watch. The imagination, beauty, elegance, exclusivity and timelessness of this commercial will always keep me interested in what Chanel has to offer. I still do not understand Karl Lagerfield's personal style, but it is not like he has turned me off from the brand - I cannot afford Chanel anyway. And I'm sure Lagerfield will be replaced in due time.
Out of all of the celebrities out there today, I think Amy Winehouse could use the most help. She has gone from looking like this:
to this:
She is so incredibly talented and currently one of my favorite musicians. She's wasting her life on her poor excuse of a husband and on drugs and alcohol. I like Pete Doherty too, but the two of them hanging out together definitely is not the best match:
The blog for this week will be about Message appeal - what works for you and what doesn't. Write about 2 ads that you like and what you like about the message (based on our class discussion, powerpoint slides and textbook readings).
Write about 2 ads that you don't like and what about the message you don't like.
I always like artistic, beautiful and contemporary ads. Any company whose adds are all encompassing like that, I will be attracted to. Often times, these sorts of ads are for ethical companies, which I also hold near and dear to my heart. Now, back to specific ads I like. I have had an affinity for Evian advertisements for I do not know how long. I remember going to New York city when I was sixteen and I saw a simple ad, which looked to be painted, on the side of a brick building. It was an Evian ad with a glass Evian bottle and a purple orchid inside. Later I saw the mermaid Evian advertisement, which I loved (I have always liked mermaids..The Little Mermaid is still one of my favorite movies). And I've enjoyed seeing Evian advertisements since then; whether they are in print or commercial form.
However, I do not enjoy the taste of Evian water. It tastes like tap water, but less clean. I do not buy bottled water anymore anyway, so whatever, I still enjoy Evians' ads. Basically, I would rather be aesthetically pleased by an advertisement above all else. I would rather be left thinking, "What makes Evian water better than the rest?!" than a loud and in your face VitaminWater ad saying, "VITAMIN WATER, TRY IT!"
My other favorite ad campaign consists of Levi's Jeans commercials..pretty much any of their commercials, they are all brilliant. Since Levi's has been around for so long, they do not really need to hype up their already established brand. These commercials advertise their new lines or styles. This commercial, with Mexican actor, Gael Garcia Bernal, flashes to "Levis Low Rise Jeans - Dangerously Low," at the end. These commercials are simple in message, yet reach across to a younger, hipper audience with the use of indie music, attractive actors/actresses and clever messages and story lines.
Now, for two ads that make me want to turn off the television. There are lots of those! Except it is hard for me to think of, because I do not have any channels here in Greensboro; only a DVD player. I also have not looked at recent magazines much lately. Internet advertisements will forever be my least favorite form of advertising, as far as pop-ups and tacky message boxes are concerned. I do not mind when companies I shop from online send me notifications of their new items and sales; that is a sort of symbiotic relationship -- I want to be made aware of their new items and sales. I am never enticed by, "Lose 100 pounds in 50 days!" ads, they always seem like a scam. I seek products out, they do not need to seek me.
I generally dislike radio advertisements, they always sound unbelievable. I would think they have to be the least effective form of advertising. It makes sense that radio advertisements advertising food and beverages work well, because people in their car are usually on edge, hungry and in a rush. So at that time, fast food drive ins are very appealing. My disdain for the fast food industry is a whole other story. Fast food restaurants are fueling our country and the less advertising for them, the better.
BLOG OF MY CHOICE
My favorite advertisement of all time is the Chanel No. 5 commercial featuring Nicole Kidman and Rodrigo Santoro, directed by Baz Luhrmann, the director of such movies as Romeo and Juliet and Moulin Rogue. It is actually called a short film, and it had a budget of $102 million and Kidman received $12 million for starring in the film.
It is rare that luxury brands like Chanel have television commercials reaching the masses, since most luxury brands want to keep the scarcity of their brand intact. But anyone who knows anything about fashion knows that Coco Chanel is accredited with much of what has become of contemporary fashion. This is the type of commercial that did not air often, so rare in fact, I remember freezing when it came on and telling everyone to be quiet and watch. The imagination, beauty, elegance, exclusivity and timelessness of this commercial will always keep me interested in what Chanel has to offer. I still do not understand Karl Lagerfield's personal style, but it is not like he has turned me off from the brand - I cannot afford Chanel anyway. And I'm sure Lagerfield will be replaced in due time.
Tuesday, October 28, 2008
Creative Brief Blog
According to our book, a creative brief is a document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client. There are nine questions that need to be asked about the company's:
- Background
- Audience
- Objectives
- Message
- Medium
- Anything Else
- The Deadline
- Budget
- Responsible Parties
I chose to do my creative brief on Campari's probable creative brief. The first time I can recall recognizing Campari was when I saw this advertisement in W magazine in 2005:
Which at the time, reminded me of Moulin Rouge and the "green fairy." I pulled it out of the magazine and hung it on my wall. Ever since then, I have wanted to try it. I saw a Campari bottle at a bar in Charleston, SC over the summer, but I did not try it, thinking, "I'll try it another time." I saw a bottle of it at the ABC store a few months later and thought, "What if I don't like it? I don't want an entire bottle." I've been around to a few bars, and none of them ever had it. Except over Fall Break, I was in Georgetown in Washington, D.C., at this delicious Vietnamese restaurant. They had Campari! I ordered it with club soda, and it tasted terrible. It had a hint of a gin and a bit of orange and cinnamon flavors and too much sweetness..it was awful. I just watched a YouTube ad with Selma Hayek, and now I'm a little confused as to who their target audience is.
BACKGROUND
The client, Campari, wishes to target an audience who is upper-middle to upper class, by strategically placing their advertisements in high fashion magazines. They are interested in increasing sales and gaining loyal, life-long customers, who will pass down the tradition of drinking Campari to other family members.
AUDIENCE
The primary audience has already been established; trendy upper-middle to upper classers who want to drink the best and most elite alcohol out there. Mainly women, but Hemingway was known to drink Campari quite a bit and Steve Zissou, from Wes Anderson's, The Life Aquatic drank it as well. But the ads feature celebrities like Selma Hayek.
- Background
- Audience
- Objectives
- Message
- Medium
- Anything Else
- The Deadline
- Budget
- Responsible Parties
I chose to do my creative brief on Campari's probable creative brief. The first time I can recall recognizing Campari was when I saw this advertisement in W magazine in 2005:
Which at the time, reminded me of Moulin Rouge and the "green fairy." I pulled it out of the magazine and hung it on my wall. Ever since then, I have wanted to try it. I saw a Campari bottle at a bar in Charleston, SC over the summer, but I did not try it, thinking, "I'll try it another time." I saw a bottle of it at the ABC store a few months later and thought, "What if I don't like it? I don't want an entire bottle." I've been around to a few bars, and none of them ever had it. Except over Fall Break, I was in Georgetown in Washington, D.C., at this delicious Vietnamese restaurant. They had Campari! I ordered it with club soda, and it tasted terrible. It had a hint of a gin and a bit of orange and cinnamon flavors and too much sweetness..it was awful. I just watched a YouTube ad with Selma Hayek, and now I'm a little confused as to who their target audience is.
BACKGROUND
The client, Campari, wishes to target an audience who is upper-middle to upper class, by strategically placing their advertisements in high fashion magazines. They are interested in increasing sales and gaining loyal, life-long customers, who will pass down the tradition of drinking Campari to other family members.
AUDIENCE
The primary audience has already been established; trendy upper-middle to upper classers who want to drink the best and most elite alcohol out there. Mainly women, but Hemingway was known to drink Campari quite a bit and Steve Zissou, from Wes Anderson's, The Life Aquatic drank it as well. But the ads feature celebrities like Selma Hayek.
Friday, September 12, 2008
ethics and advertising
BLOG 4: FLAT EARTH
I do not particularly agree with the target market of this product, at least as far as the commercial is concerned. There is a chic, 20-30 year old girl just lounging in a chair in her yard and then she follows a pig into her modern meets 1970's home? I understand this chip is supposed to be healthy and it is to provide consumers with half of their daily vegetable or fruit needs, depending on the flavor purchased. But I think their target market should be someone on the run, who may not have time to buy, cut up, pack and eat real fruit or vegetables. Flat Earth chips should be replaced with the chips in the vending machine at universities and offices. Yea, I think this commercial would make much more sense in an office setting, (possibly featuring the cast of "The Office") because then it would be easier for people who are actually working, not lounging around, to get more servings of vegetables/fruits. The lady lounging around her yard and house obviously has plenty of time to go to the grocery store and cut up real vegetables to eat, instead of veggie chips, with a ton of processed ingredients.
If this ad were targeted toward a female college student, I would imagine her running late to class, and she's struggling with the decision of which snack she should choose. The adorable pig could catch her eye and lead her to Flat Earth chips, and the narrator of the commercial would fill her in on the purchase she should make (I think the narrator should be a female instead of the male on the original commercial, don't females targeting to females help sell more products through empathy?). Flat Earth will probably be positioned next to the chips, and the fact that Flat Earth chips has a half serving of vegetables or fruits will likely appeal to the female college student because she is probably trying to be healthy with the least amount of work, like most people, especially college students.
I think it is great that Flat Earth crisps include a serving of vegetables, but I also think eating the real deal is better. I am quite a health nut/snob..I try my best not to eat food with preservatives or overly processed ingredients. I have looked at the ingredients on the back of these crisps and they have at least 20 ingredients, with preservatives and corn syrup and hydrogenated oils. I consider it to be better for people to eat organic chips or natural chips with about five ingredients or less, made with un-skinned potatoes and healthy/natural/plant oils like olive, sunflower or canola, natural herbs or flavors and a limited amount of sea salt. But, if someone is to choose between Doritos or Sour Cream potato chips, Flat Earth crisps are definitely the better and healthier choice.
BLOG 3
Advertising and ethics aren't the best match. Advertisers are generally known for crossing too many lines, thus making their marketing schemes and tactics seemingly unethical. But I feel ethics in advertising is in the eye of the beholder; unless companies are making outrageous and untrue claims (think Upton Siclair's The Jungle). If someone really believes product after product will infact, "Change their life!" as some advertisers promise -- and their life continues to go unchanged, then it would be best for said person to stop making purchase after purchase of "life changing" goods.
I do not particularly agree with the target market of this product, at least as far as the commercial is concerned. There is a chic, 20-30 year old girl just lounging in a chair in her yard and then she follows a pig into her modern meets 1970's home? I understand this chip is supposed to be healthy and it is to provide consumers with half of their daily vegetable or fruit needs, depending on the flavor purchased. But I think their target market should be someone on the run, who may not have time to buy, cut up, pack and eat real fruit or vegetables. Flat Earth chips should be replaced with the chips in the vending machine at universities and offices. Yea, I think this commercial would make much more sense in an office setting, (possibly featuring the cast of "The Office") because then it would be easier for people who are actually working, not lounging around, to get more servings of vegetables/fruits. The lady lounging around her yard and house obviously has plenty of time to go to the grocery store and cut up real vegetables to eat, instead of veggie chips, with a ton of processed ingredients.
If this ad were targeted toward a female college student, I would imagine her running late to class, and she's struggling with the decision of which snack she should choose. The adorable pig could catch her eye and lead her to Flat Earth chips, and the narrator of the commercial would fill her in on the purchase she should make (I think the narrator should be a female instead of the male on the original commercial, don't females targeting to females help sell more products through empathy?). Flat Earth will probably be positioned next to the chips, and the fact that Flat Earth chips has a half serving of vegetables or fruits will likely appeal to the female college student because she is probably trying to be healthy with the least amount of work, like most people, especially college students.
I think it is great that Flat Earth crisps include a serving of vegetables, but I also think eating the real deal is better. I am quite a health nut/snob..I try my best not to eat food with preservatives or overly processed ingredients. I have looked at the ingredients on the back of these crisps and they have at least 20 ingredients, with preservatives and corn syrup and hydrogenated oils. I consider it to be better for people to eat organic chips or natural chips with about five ingredients or less, made with un-skinned potatoes and healthy/natural/plant oils like olive, sunflower or canola, natural herbs or flavors and a limited amount of sea salt. But, if someone is to choose between Doritos or Sour Cream potato chips, Flat Earth crisps are definitely the better and healthier choice.
BLOG 3
Advertising and ethics aren't the best match. Advertisers are generally known for crossing too many lines, thus making their marketing schemes and tactics seemingly unethical. But I feel ethics in advertising is in the eye of the beholder; unless companies are making outrageous and untrue claims (think Upton Siclair's The Jungle). If someone really believes product after product will infact, "Change their life!" as some advertisers promise -- and their life continues to go unchanged, then it would be best for said person to stop making purchase after purchase of "life changing" goods.
Friday, September 5, 2008
American Apparel's Brand Identity
What started as a vertically integrated t-shirt company, making quality t-shirts made in American factories with American materials, and not overseas in sweatshops, has developed into an international go-to store for staple items such as t-shirts, tights, leggings, sweatshirts, shorts, and now even pants with buttons and a zipper, all in a wide variety of colors.
Candace Matthews thinks: Hipsters and V-necks. She also thinks of New York. And nylon leggings.
Hannah Samper: They have good basics/staples.
I think of most hipster girls in Greensboro. And all over, but specifically, Greensboro.
They both think of the ads and how racy they are. But now they think maybe they're too vulgar. She heard that one of the photographers asked a girl model to masturbate, and the photographer took a picture of her face...
Friday, August 29, 2008
RCS 362: Blog 1 Top 10 U.S. Advertising Agencies
Top 10 U.S. Advertising Agencies
1. J Walter Thompson
2. Leo Burnett Worldwide
3. McCann Erickson Worldwide
4. BBDO Worldwide
5. Grey Worldwide
6. DDB Worldwide
7. Ogilvy and Mather Worldwide
8. Foote, Cone and Belding Worldwide
9. Y&R Advertising
10. Publicis Worldwide
J Walter Thompsons' Ford Commercials: http://www.youtube.com/watch?v=GGHQTYc0UAg
I like these two commercials because they were filmed in Charleston, SC which has been my home away from home for over a decade. My parents used to have a beach house in Charleston and my sister and brother now live there. Whenever Charleston is featured on print or on a monitor, I am automatically drawn in. I also like how Ford is trying to reach a younger market with their use of 20-30 something year olds. It fits in with Charleston, since so many young people live there. The music is cheesy, they should have kept it traditional. Basically, I just like the comforting nostalgic feeling I get when I am reminded of Charleston.
BBDO Worldwide's Amp Energy Drink Commercial: http://www.youtube.com/watch?v=MpIgvTxSgmk
This is one of the funniest commercials I've seen in a while! I've never seen it before. Maybe this was never aired. I could see it getting many letters from mothers in the Midwestern part of the U.S. This ad targets people who have had (un)forgettable one night stands and wake up thinking, "What did I do?!" And the answer is, "Drink Amp energy drink!" One account holder on YouTube responded with, "Amp always makes me feel alot better and energized," which is how you want to feel after walking the "walk of no shame."
DDB Chicago's Bud Light: http://www.youtube.com/watch?v=ChTKKmsP0l8
First, let me remind you that this commercial was featured in the 2008 Cannes Lions International Advertising Festival, which is considered to be the equivalent of the Oscars, but for commercials. The way it was filmed entices me and makes me think it is a clip from a movie, because it is filmed so well. I like the humor in it. Most of the situations make me think, "Haha I know what that's like!" And I'm sure many others feel the same way. It's ironic, because guys are usually made fun of for drinking light beer. But here, Bud Light is implicitly trying to say that light beer, Bud Light in particular, is more masculine than white wine.
Ogilvy and Mather Worldwide's American Express:Wes Anderson
I'm not as big of a Wes Anderson fan as I once was, since his movies are starting to get boring. Still, he's not a huge star and I like companies who represent the Indie underdog. It was very Wes.
1. J Walter Thompson
2. Leo Burnett Worldwide
3. McCann Erickson Worldwide
4. BBDO Worldwide
5. Grey Worldwide
6. DDB Worldwide
7. Ogilvy and Mather Worldwide
8. Foote, Cone and Belding Worldwide
9. Y&R Advertising
10. Publicis Worldwide
J Walter Thompsons' Ford Commercials: http://www.youtube.com/watch?v=GGHQTYc0UAg
I like these two commercials because they were filmed in Charleston, SC which has been my home away from home for over a decade. My parents used to have a beach house in Charleston and my sister and brother now live there. Whenever Charleston is featured on print or on a monitor, I am automatically drawn in. I also like how Ford is trying to reach a younger market with their use of 20-30 something year olds. It fits in with Charleston, since so many young people live there. The music is cheesy, they should have kept it traditional. Basically, I just like the comforting nostalgic feeling I get when I am reminded of Charleston.
BBDO Worldwide's Amp Energy Drink Commercial: http://www.youtube.com/watch?v=MpIgvTxSgmk
This is one of the funniest commercials I've seen in a while! I've never seen it before. Maybe this was never aired. I could see it getting many letters from mothers in the Midwestern part of the U.S. This ad targets people who have had (un)forgettable one night stands and wake up thinking, "What did I do?!" And the answer is, "Drink Amp energy drink!" One account holder on YouTube responded with, "Amp always makes me feel alot better and energized," which is how you want to feel after walking the "walk of no shame."
DDB Chicago's Bud Light: http://www.youtube.com/watch?v=ChTKKmsP0l8
First, let me remind you that this commercial was featured in the 2008 Cannes Lions International Advertising Festival, which is considered to be the equivalent of the Oscars, but for commercials. The way it was filmed entices me and makes me think it is a clip from a movie, because it is filmed so well. I like the humor in it. Most of the situations make me think, "Haha I know what that's like!" And I'm sure many others feel the same way. It's ironic, because guys are usually made fun of for drinking light beer. But here, Bud Light is implicitly trying to say that light beer, Bud Light in particular, is more masculine than white wine.
Ogilvy and Mather Worldwide's American Express:Wes Anderson
I'm not as big of a Wes Anderson fan as I once was, since his movies are starting to get boring. Still, he's not a huge star and I like companies who represent the Indie underdog. It was very Wes.
Tuesday, August 28, 2007
entry number 1
so, this is my second blog account. i never thought a teacher would have me make one, since in high school they blocked livejournal from the school's internet server. this blog won't be so personal however, should i be capitalizing letters?
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