This ad uses nostalgia by showing eleven different Cadillac models beginning from its introduction. The driverless car is seen heading down a lonely highway, then after about four seconds it changes to a different model all while continuing to move forward. The different camera angles show the interior of the car and how it has changed over the years. The luxury of the car is shown by having the shiniest and most innovative Cadillac of that decade including the ’57 with high tail fins.
This nostalgia seems to appeal to a broad audience because of the music included. A contemporary song, “Punk Rocker” by Teddy Bears f/ Iggy Pop starts by saying how he enjoys driving his car and having people wish they were in it.
The ad suggest the car will fulfill the consumer’s lack by making it seem as if each of the cars featured were the best of there time and now it is the consumers time to get the best by buying Cadillac. At the end are the words “Life, Liberty, and the Pursuit” of happiness we assume through consumption. Next are the words “Since 1903,” referring to a simpler time for automobiles but also reinforcing the fact that Cadillac has been around for over 100years
Friday, August 15, 2008
We chose Oreo 100 Calorie Pack as our ad that employs nostalgia. The ad starts with a monotone city street and a lady in the back of a cab. As she opens her bag of Oreo Candy Bites she looks out the window and sees women doing child like activities. There's hopscotch, bubble blowing, tree climbing, double-dutch and patty cake. Our eye is drawn to them by the use of bright clothing worn by the frolicking women against the gray of the city. In the end she taps the cabdriver on the shoulder to stop and runs toward a colorful carousel on a field of lush green grass. Also, the song playing during the commercial starts "In a candy house with a secret door," evoking fairytales of our childhood. The nostalgia seems to be aimed at any woman above the age were you begin to leave your imagination behind and start to grow up. All women can relate to the simple images because they transcend generational gaps. Who hasn't blown bubbles or climbed a tree? The end of the commercial says "bring the fun of candy back into your life" making you wonder where it went. As we grow up we stop eating sweets because of diets and other reasons and this tag line reminds us of how much "fun" candy is. The lack being filled is the loss of fun and childhood innocence. The ability to play, laugh , and smile all day without worrying about grown-up responsibilities. All you have to do is eat Oreo Bites to return to this state of ignorant bliss. If that's too much than you can have a quick snack of Oreo Bites and temporarily return to the "fun" of childhood and candy and then resume your adult life once you're done eating.
We chose Oreo 100 Calorie Pack as our ad that employs nostalgia. The ad starts with a monotone city street and a lady in the back of a cab. As she opens her bag of Oreo Candy Bites she looks out the window and sees women doing child like activities. There's hopscotch, bubble blowing, tree climbing, double-dutch and patty cake. Our eye is drawn to them by the use of bright clothing worn by the frolicking women against the gray of the city. In the end she taps the cabdriver on the shoulder to stop and runs toward a colorful carousel on a field of lush green grass. Also, the song playing during the commercial starts "In a candy house with a secret door," evoking fairytales of our childhood. The nostalgia seems to be aimed at any woman above the age where you begin to leave your imagination behind and start to grow up. All women can relate to the simple images because they transcend generational gaps. Who hasn't blown bubbles or climbed a tree? The end of the commercial says "bring the fun of candy back into your life" making you wonder where it went. As we grow up we stop eating sweets because of diets and other reasons and this tag line reminds us of how much "fun" candy is. The lack being filled is the loss of fun and childhood innocence. The ability to play, laugh, and smile all day without worrying about grown-up responsibilities. All you have to do is eat Oreo Bites to return to this state of ignorant bliss. If that's too much than you can have a quick snack of Oreo Bites and temporarily return to the "fun" of childhood and candy and then resume your adult life once you're done eating.
This Honda Odyssey commercial features psychedilic visuals and background music from the 1976 hit "Tear the Roof Off the Sucker" by Parliament.
Almost all of the commercial uses nostalgia through psychedilic visuals including the lava lamp where the lava forms the shape of the van and then goes into ascending smoke which takes the form of the van as well. this clearly makes a refrence to how smoking marijuana was a popular past time and more out in the open during the 1960's and 70's. There was also the outlining of the van with neon colors trying to resemble what it would be like on an acid trip. The art used also resembled a clear "flower power" theme (also popular during that time). it then transforms the van into a disco ball, which then follows into the real van being adversited. There is also the slogan advertised in the psychedilic visuals "THE VAN IS BACK" making refrence to the popularity of the "hippy van" during that time as well.
The nostalgia seems to be for people from that generation of "peace and love", where vans were the popular vehicle. The nostalgia is of course popular to teens and young adults of the 1970's. This advertisment can appeal to other age groups showing them that the van was once popular, and can help them relate to the "coolness" of the van that young adults of the 1970's already saw.
This ad suggests that during the times where the van was popular it was the happpiest time of their lives, and that by having this van, they can still have the time of their lives. It is the underlying notion that just because they're older doesn't mean they can't still have fun the way they used to, so it brings them back to a state of youth, and that with this van they can relive those moments.
Friday, August 8, 2008
This is a play on Unforgivable, a fragrance by Sean John, AKA Puff Daddy, AKA P. Diddy, AKA Diddy. In the original ads, he already shows himself doing "unforgivable" things like having threesomes with women, so I decided to play on the name a little bit. I chose this picture because the world and the FCC will NEVER forget the 2004 Superbowl boob fiasco. Anyway, at the time of the incident, the FCC looked at it as unforgivable, but the rest of us see it as being Unforgettable.
Thursday, August 7, 2008
Monday, August 4, 2008
We chose Oreo 100 Calorie Pack as our ad that employs nostalgia.
The ad starts with a monotone city street and a lady in the back of a cab. As she opens her bag of Oreo Candy Bites she looks out the window and sees women doing child like activities. There's hopscotch, bubble blowing, tree climbing, double-dutch and patty cake. Our eye is drawn to them by the use of bright clothing worn by the frolicking women against the gray of the city. In the end she taps the cabdriver on the shoulder to stop and runs toward a colorful carousel on a field of lush green grass. Also, the song playing during the commercial starts "In a candy house with a secret door," evoking fairytales of our childhood.
The nostalgia seems to be aimed at any woman above the age were you begin to leave your imagination behind and start to grow up. All women can relate to the simple images because they transcend generational gaps. Who hasn't blown bubbles or climbed a tree? The end of the commercial says "bring the fun of candy back into your life" making you wonder where it went. As we grow up we stop eating sweets because of diets and other reasons and this tag line reminds us of how much "fun" candy is.
The lack being filled is the loss of fun and childhood innocence. The ability to play, laugh , and smile all day without worrying about grown-up responsibilities. All you have to do is eat Oreo Bites to return to this state of ignorant bliss. If that's too much than you can have a quick snack of Oreo Bites and temporarily return to the "fun" of childhood and candy and then resume your adult life once you're done eating.
1. Possible nostalgic ads:
A. Starbucks Doubleshot--Plays on the classic Survivor song with new lyrics to match the modern corporate world. "Glen...Glen, Glen, Glen!"
B. NBA Remembers Where Amazing Happens--Features the Badfinger song "Day After Day" and Boston Celtics fans at the moment that Kevin Garnett held the press conference to announce his transfer to the Celtics. Commercial starts with the lyrics "I remember..."
C. Enzyte--Commercial presents a 1950's carefree world and Bob as he gains confidence from Enzyte and a swarm of ladies. Uses the classic camp song to reinforce the idea of a worry-free life thanks to Enzyte.
2. Diet Pepsi Max
3. This ad aired on the 2008 Super Bowl Half-Time Show. It plays on the popularity and humor of the 1998 SNL skits/film "A Night at the Roxbury" starring Will Ferrell and Chris Kattan. Both the skits/film and the ad feature the 1993 hit "What Is Love" by Haddaway. The ad uses the music to evoke nostalgia as soon as Troy Aikman's counterpart nods off to sleep briefly in the middle of the staged half-time report. Only seconds into the commercial, the viewer hears the infamous line, "What is love? (echo, echo, echo)" followed by the digital beat that made it a smash hit in the early nineties. The beat plays on to visuals of people nodding off in various places, such as work, game shows, cafes, award ceremonies, etc. Finally, someone brings in a cart of the Pepsi product. People drink and it all makes sense. The viewer sees the head bob that made the SNL skits/film so funny in the first place. Soon enough, everyone is doing the head bob, just like when the skits/film first aired in the late nineties.
4. The ad uses nostalgia purely for the sake of nostalgia. It reminds people of a funny piece of pop culture that was tremendously successful among young and old viewers alike. Essentially, it appeals to a huge audience because the joke of the commercial plays to the SNL audience, which grew for twenty-something years before they created the Roxbury skit. By appealing to such a huge group of people, the commercial was destined to strike a chord with a least a few hundred thousand people, especially since it aired during the Super Bowl. Whether they loved it, hated it, or just didn't care about it, the joke would surely remind people of the ridiculousness of the original skit and the good times spent watching late night television. Some people might laugh, some may chuckle, and others could scoff, but almost everyone over the age of fifteen would remember it. They even have Chris Kattan cameo at the end saying, "Stop it!" to agree with people who think the craze should have died and never returned. It's quite genius because most people had probably just forgotten about it, but the commercial came in to play on the joke one last time before it would be outdated and completely forgotten. The timing was perfect.
5. The commercial wants people to "Wake Up!" It suggests that Diet Pepsi Max can be a savior from the boring, sleep-inducing life of pretty much everyone. It shows all different types of people, from ranchers to office workers and ordinary parents to Galacticon convention geeks and pop stars. With Diet Pepsi Max, the viewer can turn that drooping head into a hipster's head bob. It's quite clever because the commercial focuses on the use of ginseng and more caffeine added to the product for more energy in the consumer. Of course, the funny thing about the guys from the Roxbury skit was their energy. It was quite ridiculous because they NEVER got tired. They were hopelessly pathetic at picking up women, but at the very least, they had great energy and never gave up. In this way, the ad utilizes the approach of constructive discontent. It draws focus to the way people get tired during the day and presents it as a major problem. But wait, they’ve got the cure. WAKE UP with Diet Pepsi Max. You may not like your job, you may not even be any good at it, but with Diet Pepsi Max, you'll never lack the energy to persevere, just like the Roxbury boys.
The ad here is your typical Mac vs. PC ad with a few nostalgic twists to it. First, they’re singing Santa Claus is Coming to Town, which has been a Christmas classic for who knows how many decades and is recognizable by just about anyone. Second is the style of the ad itself, which is very similar to those stop-motion type Christmas movies like Rudolph (you know, the one with the elf who wanted to be a dentist).
The nostalgia in this ad seems to be reminding people of the holidays and the goodness often associated with Christmas (Santa and carols). The target audience could be anyone, but is probably young to middle-aged adults (those who are most likely to purchase and use a Mac) who probably grew up watching the stop-motion Christmas movies like Rudolph.
Rather than tell you why a Mac is better than a PC like previous ads, this ad associates Mac with many positive things (like holidays and carols). The ad suggests that by owning a Mac, you will be taken back to not only childhood days (when you probably saw the Rudolph movie) but also the good times often associated with Christmas. Also, when you think of Santa, you think of presents and gifts. So by associating a Mac with Santa Claus coming to town, it may be signifying that owning a Mac is like Santa paying you a visit. The ad also shows PC being an idiot by ruining the song. If there is a lack being played on here, it seems to be coolness because as any of these Mac ads show, the PC certainly lacks it.
Sunday, August 3, 2008
This ad uses nostalgia by showing eleven different Cadillac models beginning from its introduction. The driverless car is seen heading down a lonely highway, then after about four seconds it changes to a different model all while continuing to move forward. The different camera angles show the interior of the car and how it has changed over the years. The luxury of the car is shown by having the shiniest and most innovative Cadillac of that decade including the ’57 with high tail fins.
This nostalgia seems to appeal to a broad audience because of the music included. "Punk Rocker" by Teddy Bears f/ Iggy Pop starts by saying how he enjoys driving his car and having people wish they were in it.
The ad suggest the car will fulfill the consumer’s lack by making it seem as if each of the cars featured were the best of there time and now it is the consumers time to get the best by buying Cadillac. At the end are the words "Life, Liberty, and the Pursuit" of happiness we assume through consumption. Next are the words "Since 1903," referring to a simpler time for automobiles but also reinforcing the fact that Cadillac has been around for over 100years
This ad uses nostalgia in many ways. First, the setting for this ad is the Macy's Thanksgiving Day Parade in New York City. This parade is nostalgic to many of us who have attended the parade or started off their Thanksgiving morning by watching the parade on TV with their family, remembering the huge balloons traveling through the city during the parade. The ad uses tame symphony/orchestra music that reminds us of the holidays. The ad incorporates intertextuality to create nostalgia, as it starts with two of the large cartoon character balloons (Stewie from Family Guy and Underdog) fighting over a large Coca-Cola bottle balloon. Stewie (a modern cartoon character that is profane and violent) jostles back in forth with Underdog (an innocent cartoon character from the 60s), as both struggle to grab the Coke. In the end, a Charlie Brown balloon appears from behind a building and snags the Coke, leaving Stewie and Underdog defeated, floating over Central Park. Charlie Brown, a popular character from the Peanuts comic that started in the early 60s, is the ultimate nice guy cartoon character that is seemingly cursed with bad luck and fortune. Nice guys finish last and Charlie Brown never had it his way, until now.
We think Coca-Cola uses this intertextuality to create nostalgia in order to appeal mainly to baby boomers who grew up adoring Charlie Brown and Underdog, but also to others who became fond of these specific cartoons. These good old fashioned cartoon characters are known for their insecurities and striving to overcome obstacles. Many adults today grew up rooting for these decent, humble cartoon characters. Stewie, on the other hand, is a devilish character that uses violence and dreams of destroying his mother. When Charlie Brown (the character that always comes up short) wins the Coke, older generations may jump with joy as they see Charlie finally jump the hurdle after all these years. Still, this ad may also appeal to younger fans of Family Guy, simply because Stewie is in the commercial.
This ad suggests that Coke can help you overcome any obstacle, as the Coca-Cola bottle prompted Charlie Brown to finally win the race. The ad engages consumers familiar with the cartoons, leading to them associating Coke with the charm of the cartoons they cherished as a child. It suggests that Coke is affiliated with the more innocent and moral-driven characteristics of the 60s cartoon characters, rather than today's harsh cartoons characters. Reflecting that Coke is synonymous with the good old days that the baby boomers relished. Also, If consumers feel a bit insecure or left out (much like Charlie Brown and Underdog), reaching for a Coke will wash away your blues.
Friday, August 1, 2008
Thursday, July 31, 2008
This Honda Odyssey commercial is a combination of psychedelic images and background music from the 1976 hit song "Tear the Roof Off the Sucker" by Parliament.
Almost the entire advertisement uses nostalgia beginning with the lava lamp, where the lava forms into the shape of the van, and then goes into the next image which is ascending smoke which takes the form of the van as well. This resembles smoking which was a favorite past time of "peace and love" young adults and teens of that time (1960-70s). There is also the art that was popular of that time which had a strong "flower power" feel to it, where flowers, plants and trees formed to make the shape of the van. It then shows outlines of of the van with bright neon colors, which resembles the 1970's coca-cola commercial we have seen in a previous class. It also embeds the slogan "THE VAN IS BACK" into the psychedelic visuals. It also shows a transformation of the van into a disco ball shaped van, then going back into the normal van being sold. There is also the slogan "Respect the Van" in psychedelic lettering with other mushroom cartoon visuals surrounding the van. While all these visuals are being shown, the lyrics are "We want the funk, bring back the funk", which are also relevant to popular music of that time, as well as representing a clear message Honda is trying to get out with this product.
The nostalgia seemed to be for the teens and young adults of that generation, where peace and love was the popular theme, as well as rebellion and a free spirited life style. There is also nostalgia for drug use or a drug educed trip that consumers of that generation might relate to. This nostalgia is certainly appealing to the particular age group that would have been young adults or teens during the 1970s. In a way nostalgia could be evoked for a broad audience, because many people could have wished they were young during that time, so this could sppeal to them as to the actual people during that generation.
The ad suggests this van will fulfill the consumers lack, because it is suggesting that the way they had fun in vans back then (which is also suggesting that it was the best time of their lives), with this van, they can relive those memories. This ad is suggesting more than this van is just as cool as it used to be, it is resembling all of the recognizable enjoyments many young adults had during that generation. They are using the van to evoke the state they were in when the van was one of the most popular cars, which could have been, more free spirited than they are now, youth, innocence, and offering this van as a way to relive those moments.
Sobe - Life water - Thriller
Superbowl ad 2008.
The nostalgic component of this TV commercial would be the song and dance to "Thriller" (1982) by Michael Jackson. The ad starts with Naomi Campbell walking through a white room with a bottle of Sobe Life Water. As she takes a drink and puts it down, a lizard jumps in the air and takes a drink of the water as well and gets an energy burst. Just then the music begins and the lizard along with a group of other lizards begin doing the "thriller" as well as Naomi Cambell.
The nostalgia seems to be targeting an audience of people from the age 25 and older who grew up hearing the song. They might remember doing the "Thriller" at dances or parties and might take them back to a "good time" in their lives. It might even be suggesting that it can make you feel younger because of the fact that one lizard is wearing a "grill". The nostalgia is used in a comedic sense to help remember the commercial and thus remember the product itself. The audience might be able to associate the product to the song every time they hear it. The spokesperson is the "lizard" which we are all familiar with as being comical, as well as Naomi Campbell who was definitely around when the song was released and was probably doing the "Thriller".
The consumer lack that the ad might be trying to fulfill is the lack good times that we have. It might be implying that we are lacking excitement and maybe "dance" in our life, and Sobe Life Water will help to enhance or fulfill this lack in our life. Another lack it may be trying to fulfill would be the sense of youth. By drinking Sobe Life Water you will feel young.
Tuesday, July 29, 2008
We decided to do athletic footwear and come out with a new cross training shoe called "Excellerate." We gave it this name because to excel is to surpass other or be superior in some respect and to accelerate is to move or go faster and combine the two and you have Excellerate.
The Excellerate is a lime green/yellow colored shoe that glows as you fly down the track in a track meet or when your just out running through the city for a nice workout. Some of its features include spring loaded heels, futuristic style/look, comfortable, and gives you an edge in speed and agility. Also some of the most popular athletes today train in Excellerate's. For Example, basketball player Kobe Bryant of the Los Angeles Lakers and soccer star David Beckham of the LA Galaxy both who do their off season conditioning in Excellerate's.
Our strategies for advertising our new shoe are to show our commercials during the upcoming Olympics. The commercial will feature both stars Kobe and David in it. Kobe will be running on the street through the mountains in the rain with the camera focused on the shoes. David will be playing on the soccer field making all kinds of spectacular plays with the Excellerate shoe on. We also will advertise Excellerate by having Kobe advertise the shoe when he gets interviewed on "SportsCenter" after his next game by showing the shoe and saying it is the reason for his recent success on the court.
Posted by:Marcus Hammonds
Monday, July 28, 2008
STONED- the green jeans
The all natural hemp jean that is the environmentally friendly choice of the socially conscious generation.
Stoned Jeans are superior to their competitors because they not only make a fashion statement but a personal one too. Unlike other jeans ours are made of 100% hemp which is more durable and is an environmentally safe product. This brand will stand out from the competition because it empowers each individual who purchases and wears the jeans to make a statement to the world that they want environmental issues to be addressed. Stoned Jeans will encourage the generation of environmentalist to have their voice heard about environmental issues by buying and wearing these jeans. The proceeds from the purchase of these jeans will go towards environmental lobbyist to ensure the issues of this group are heard.
Stoned Jeans will be marketed to men and women who are socially conscious and aspiring to make a change. One of our ads would be product integration in a show targeted at our demographic such as "The Hills" or "Project Runway". Print ads would use a split screen illustration of a black and white, rotting environment that is wasting away from air pollution and waste and a vivid, full color illustration of a cleaner, greener Earth where people drive hybrid vehicles, recycle, and wear Stoned Jeans. The second ad would be a television commercial set in the dirty streets of New York or the smog-filled streets of Los Angeles that shows a Stoned Jeans store on Fifth Avenue or Rodeo Drive. An eco-conscious actor, such as Hayden Panettiere, would do a voice-over saying, "When you live in a place like this, it feels great to know you can do your part to help clean it up. In style, in season, and out of the box. Stoned: The Green Jean."
We choose Fast Food as a category to create a new brand.
The team wanted a burger that set us apart from the regular guys selling the "usual"and boring hamburger.
Our burger is bigger and better in many different ways.
Imagine a huge burger that was made with toppings of your choice....doesn't that make your mouth water?
We specialize in healthy alternatives, such as chili, guacamole,vegetables, assorted cheeses, bean sprouts, just to name a few.
For strategy #1, our ad stresses Big Healthy Burgers w/lots of vegetables and loads of topping.
For strategy #2, we would have ad's for a variety of different consumers. We consider that not all people want the same ole burger. With Big Bite Burger, we have toppings for kids, and adults alike. We even have cultural toppings from different ethnic backgrounds!
We will give coupons at the grocery stores (look on the back of your reciept) and special coupons at all sporting events. We advertise our new Big Healthy Burger on ticket stubs from all popular culture events.
If your in the mood for something different...give us a try.
1. Fast Food Restaurant
2. Name: Sunny’s; we chose this name to represent what kind of restaurant we wanted to make: a fast food restaurant that focuses on healthier choices. (Sun Harvest is the name of a health food store chain, and the sun is a positive, primordial icon.)
3. The main way we are going to differentiate Sunny’s from other fast food places is our approach for healthy eating and a concern for the environment. For example, some burgers might be made with 100% organic, hormone free beef. Also, another selling point might be less product packaging and baked, rather than fried french fries; organic, fair trade coffee might also be served. This will be the only burger place that will make a preemptive claim to be healthy, and it will capitalize on the Green movement.
4. Strategies: The focus our commercials will be on how environmentally friendly Sunny’s is and how people can “eat a little better everyday (possible slogan).” Although the restaurant will have a two or three tier menu based on price range*, the main audience will be middle and upper middle class people, since they have extra money to spend on fast food and probably care about eating healthily.
It would be desirable to advertise on the Discovery Channel and National Geographic channels, especially during a special about climate change. But as concern for healthy living and environmentalism sink into the popular conscience, the ads could appear on network and various cable TV channels.
Another tactic for Sunny’s is to donate to environmental causes and create public service announcements of that nature. (PR is an effective type of advertising). It would also be beneficial for Sunny’s to get involved in charity benefits for disaster relief efforts (to subdue any subconscious feelings that environmentalists do not care about people). The purpose of the ads and donations is to link positive images with the brand name and give customers a good feeling about buying food from Sunny’s. A good persuasive style for Sunny’s commercials would be product superiority with a strong association with progress and with the popular concept of the “natural.”
*Similar to Jack-in-the-Box which has both a dollar burger and a premium sirloin burger.Group Members: Sarah M. , Javier, and Zach
- Our group is going to create a brand for a soft drink.
- The name that we pick was the wave. We choose this name because its something that we see everyday and sound hip and it is also easy to say And the slogan would be “catch on to the wave”
- We would position this brand against competition that our brand is shaped like a wave, which makes it easier for people grip and that it is bigger than the regular soda. The brand image would make it unique and successful alternative by the shape of a wave. IT would stand out by because of again the shape, color and the great taste of ocean lime. The name and look is different from any other soda cans out.
- The strategies that we have for the wave would be to start in one certain area and branch off to other areas like Whataburger (how they started off in Corpus and soon branched off). We would produce a TV ad that shows water and a soda washing up on shore from a wave. The slogan in the saying did you catch the wave. We want something that can catch the eye of a younger audience. Our brand would sponsor the suffers in all areas, because of the name and so that we can branch off to other place in the world we have product placement and integration with the suffer channel and with sitcoms that deal with water or people who live or have a story based on the beach. Our product will have a cool looking bottle that is shape like wave to catch people eye and the color of the soda would catch people eye because the bottle would be clear.
DuNN is a longer lasting energy drink. This name was chosen because our slogan is "Get 'er DuNN". Our brand will stand out because we have three levels of potency 4, 8, & 12 hours.
The 8 hour especially for a working person 8-5. To further increase its uniqueness we will have Larry the Cable guy as a celebrity endorser saying the slogan.
Spokesperson is Larry the Cable Guy
Repitition in the commercial saying the slogan over and over after each duty is checked off.
Example Commercial - Wife nagging Larry to do many chores around the house and she gives him the energy drink to get help him get his chores DuNN. Then you see him crossing out everything really quick due to the new found energy he has.
Example Print Ad - Before and after pictures where Larry the Cable guy is dressed in normal clothes but then drinks it and becomes a professional in a suit to expand the professional demographic.
We decided on on Bhere Skinny Jeans because the name stands out and it plays out on the way it fits your body. The name is really catchy and Bhere means barely there, which is a normal assumption that people have when they see people wearing form fitting clothing. The selling point is not focused on selling to everyone, but to selling who? The list can go on to who the jeans could be sold to because they are high in jeans that every girl will want because unlike many jeans that have a variety of styles Bhere Skinny Jeans is all about skinny jeans.
The two key elements that we chose to use are product integration and word of mouth. Through product integration we can reach a very broad audience depending on the fans that watch the show and if they will be willing to spend this amount of money on a pair of jeans. The show we decided on was Gossip Girl because it is the latest show that many girls religiously watch and want to keep up with what goes on in the show and with what the girls are wearing. The second key element would be word of mouth by testing the product with celebrities and letting them be shown in public wearing the jeans which would then give free advertising by word of mouth on channel E and other gossip columns. We decided on not doing TV and print ads because it is harder to sell to the high in culture because wealthy people have better access to products then everyone else. If you want your product to be high in then you sell to the wealthy first and once you have your brand name out there you can start making a branch off for the middle class.
We chose fast food as the category, and came up with the brand name "Fretta" for gourmet italian fast food. We chose Fretta because in italian it means "hurry," and it's easy to say and remember.
This brand is already unique because the competition is slim in the fast food industry because they're aren't many italian fast food restaurants out there. It gives people a break from traditional fast food, like burgers or tacos, by offering italian food, where in most cases would have to include going to a restaurant with a sit down dinner. With Fretta, it's available through a window.
The key element we would want to get out with our ad camapigns are that it provides gourmet italian on the go. As far as advertisments go, we would send out flyers through the mail. These flyers would show pictures of our best menu items and highlight our low prices. In addition, coupons would be included to further lure our customers into our restaurant. Also, we would engage in product integration in the most popular television show at the moment. We would work with the writers of the show to ensure that our brand is repeated throughout the show to produce a positive image and so that viewers become very familiar with Fretta.
Wednesday, July 16, 2008
1. The ad is a copy of a drawing by an artist of the time era. It's a realistic illustration that's pretty straight forward. It doesn't make claims that are out of the ordinary for any other shave gel/lotion. The product's slogan, "you're in the swim" could be drawing attention to the more hip and upper-class men of society. This group of men could be what the product is trying to appeal to.
2. Out of all the other ads shown in class, this one was the most sexual. Due to its use of color, this ad is most likely before the Depression era. The red bathing suit, heels, and lipstick draw attention to the sexual nature of the ad. The woman is touching the man's face tenderly, there's a lot of skin showing, and the man is laying above the woman.
There might be a few anxieties created by the ad. In the bottom corner, there is a smaller ad for a similar product. It tells the reader to beware of B.O. - "Avoid Athletic Aroma!" The men might become aware of their odor and think that they need Barbasol in order to cure it.
3. We think the ad makes logical appeals. It claims to wilt your beard, never dry out your skin, and it helps to keep your face fresh and cool. It also claims to work as a sunburn relief, as well as give relief from windburn, insect bites, and itching. The artwork creates the setting of a couple in love on the beach. The woman is feeling his smooth, Barbasol face. The both look refreshed and cool. This ad could have been before the Depression since the man is wearing what looks to be a gold bracelet and the woman has fun accessories (bracelet and sunglasses).
Our ad presents a scenario where a mother and father are late to an important dinner meeting because their son can’t seem to locate the soap in the bathtub and is taking longer than expected. The art itself is simple and realistic, with clean lines and minimal shading. The copy headlines are in two different fonts for the concerns of the father and mother, the mother’s font being slightly smaller and italicized. The language is very dramatic for the situation, “dad thundered in to the bathroom breathing fire and looking daggers – going to spank!”. The language gives the impression that the child will be flogged with a paddle or something more severe than a regular spanking.
The copy plays off of anxieties of a well off audience, the ad was made at the end of the 20’s when the economy still looked strong. The parents are having dinner with the bank president and are possibly on the rise in the company, the father is dressed to impress with his tuxedo, the mother is wearing pearl earrings to dinner, and they live in a nice two-story house with purple carpet (purple being associated commonly with royalty). It also has two different appeals for each the mother and father. First it creates an anxiety for the father’s business affairs, suggesting that the child could screw up your important business dinner and make you late, compromising your ascendance in the company. And it plays to a mother’s protective nature of her children, suggesting that they could incur father’s wrath if they screw up their important plans.
The makers of the ad use constructive discontent here, because the whole premise of the ad hangs on the idea that children lose the soap in the bathtub for long periods of time, half an hour in this case. I find it hard to believe that the tub is so expansive that a normal child couldn’t find the soap for half an hour. And so it provides a logical solution to that problem, buy the soap that floats and this surely will never happen to you. The ad wraps up with a quick “everyone else is doing it” appeal, “more baths are taken with Ivory than with probably any other one soap in the world”.
Marcellus Howard, Andrew Lewis & Monique Swallow (Colgate)
This ad for Colgate Shaving Cream is stylized and impressionistic. The overly dramatic comic-book illustrations tell a story while giving you information about Colgate. The large photo of the product at the bottom with the price of 25 cents in the large text, reminds you of the price and it reminds you of the time period of the ad. In the ad, the comic plays into the Matador theme and depicts the product as a peacemaker between a man and his oily jacket.
The Colgate ad overtly tries to be funny. The Matador adds more comedic value by not trying to depict the everyday man. The claims in the ad are that, there is a tough oily waterproof jacket that makes whiskers tough to handle. Colgate Shaving Cream claims it will "emulsify" the oil. In the ad, they make a radical appeal, as the duck gives the Matador advice. They try and make logical appeals by making semi-scientific bubbles claims. Most of the rational arguments are at the end of the text next to the cheap price of the shaving cream.
Boncilla – Clasmic Beautifier
In this ad, the image shown is an illustration yet it is realistic looking. The women pictured are dressed similarly with similar hair styles. The main difference, however, is that one is smiling confidently while the other looks sad and envious. The language used is very dramatic and seems to parallel John Kennedy’s theory of “salesman in print”. Phrases like “Why Look Old Before Your Time?” and A Boncilla Today Keeps the Wrinkles Away, combined with the imagery tell you why you need to buy Boncilla. The quote -and One was fair to look upon - the Other fading fast – A Bedtime Story really dramatizes the whole thing. It almost sounds like a fairy tale.
The emotional appeal this ad plays on is a common fear many people have, even now: aging. You see two women sitting down, one looking happy and confident, the other sad and envious. The copy below says: “You look as young as you did eight years ago, Adele – How in the world do you do it? And a wistful tone of envy unconsciously crept into Marjorie’s voice”. These words, coupled with the imagery all work to build reader anxieties about aging. After a brief conversation about the two women, the ad goes on to describe the product – what it does, how it works, where you can find it and how much it costs. Basically, the ad creates anxiety through an image and a story about the image, then tells you how to get rid of the anxiety by using the advertised product. Their slogan, A Boncilla Today Keeps the Wrinkles Away definitely sums this up.
It is difficult to say whether or not the ad makes a logical appeal. An anti-wrinkle cream sounds rather absurd to us now but during the time of this ad, I doubt knowledge that these things don’t work was common. That being said, the product further claims that not only will you “…see renewed color in your cheeks, your skill will be soft and satin-smooth, free from pimples and blackheads, and you will experience that delightful sensation of having been ‘made over’”. This is starting to sound a lot like patent medicine ads. It tells you what the product will do but never offers any outside sources to verify their claims. The image used shows a woman who is feeling that “delightful sensation of being made over” while her friend looks on in envy. It is also evident that the ad is targeting women during the depression era because it advertises the “Boncilla Pack O’ Beauty” for 50 cents but says “later, you will want the larger and more economical sizes”.
The illustrations in this ad has a realistic tone. Images of well dressed persons in the background and a sloppy person in the foreground create the imagery of a dramatic style. The man in foreground looks depressed and diseased as when the persons in the background look healthy and proper. This ad suggests that poor or unhealthy people are subject to being the carrier of diseases. "MORE THAN SOAP-A HEALTH HABIT" is used as the slogan at the bottom to represent anxiety that if you don't use this soap, then you will be unhealthy.
This ad implements the anxiety of fitting in. The one man at the foreground is a loner and strives to fit into the crowd of wealthy people. Healthy appearance makes you more acceptable to a crowd. Lifebuoy gives a sense of urgency to buy this product so that you will not be contagious to diseases or be prone to a "carrier". Scientific evidence is also used to create crowd anxiety. Stating if you use this certain soap that you will not be contagious or be a "Typhoid Mary" in a crowd.
The art in this picture is creating a heirachy of social status with the demeanor of a lower class man symbolizing this one man that is a disease ridden individual that will be the carrier to every single person in that crowd. This imagery used is proving a point that if you are of a lower class standard then you must buy this soap to be around higher class individuals.
Lifebuoy Health Soap
This ad contains illustrations of people handling money such as a banker, and civilians at a food market. Although the art is illustrated, it is realistic.The style of language employed is dramatic in that it promotes extreme health while trying to make you fearful of things as little as handling money. Its also dramatic in the sense that it goes as far to say" Have you noticed how men everywhere prefer Lifebuoy? Men know good soap!". It then directs its sell at women, because it implies if all men wear this soap, i need to buy it for the men in my household.
The emotional appeal the ad makes is a protective one. It created the anxiety of disease and worry of keeping your family free from disease. It alerts you to be aware the germs you may encounter in everyday life, and then offers Lifebuoy Health Soap as the ultimate solution to that problem.The first illustration sort of represents how money can go from the lower class and makes its way up to the banker in the second illustration, which can represent higher class. First, the ad poses the threat of dirty money with the quote "If you handle money, use lifebuoy regularly", and then leads promote the soap and the health issues you will avoid if you use the soap.
The logical appeal the ad makes is how healthy the soap is, and how your health will benefit in using this soap. It even has a side quote "The color pure, unbleached palm-fruit oil is red-so Lifebuoy is red". Its slogan is "Lifebuoy Health Soap. More than soap-a health habit". The illustration of the soap also helps to create the logical health appeal.
In the advertisement for Kotex, the illustration is a realistic picture of a seemingly prosperous woman in the 1920s performing or modeling on stage with an air of ease and confidence. Right away, beginning with the headline and the caption under the picture, the ad employs the use of constructive discontent by readily identifying the fact that women are worried about hygiene, protection, embarrassment, and laundry. The concerns are then relieved by introducing a "scientific" solution.
The fact that the article is written by a registered nurse is the first hint at the many medical claims that Kotex is making. The term "Cellucotton" is used to attest to the uniqueness of the product, claiming to be "the super-absorbent of modern scientific attainment." In fact, the word "scientific" is used at least six times in the length of the article.
While the side art illustrates the mainly logical appeals, citing problem-solving and convenience of purchase, there is also a bit of emotional appeal. Kotex owners can now feel secure, free, modern, of the "better-class", and satisfied overall.
This portrait is portraying a husband and a wife with a very elegant setting. It seems that they are representing the upper class because of the clothing depicted and the exquisite taste they have for jewelry and accessories. The art in this photogragh is mainly realistic because it is a natural scene and there is nothing out of the ordinary. They are not trying to sell the product based on style but on the situation. The man has a certain impression of the woman and whether she uses Palmolive soap will have everything to do with if he stays interested in her or not. In this article there is a lot of medical information given such as what makeup does to your skin and to your pores, which is the sole reason for the need to use this particular soap. This ad make the appeal that it is very important to keep yourself and your husband satisfied and to do this it is essential to take care of your body and use the right product to do so. It creates a lot of anxiety because it gives a scenario where your husband may not want to make the same decision twice to marry you based on whether or not you maintain a good appearance. The art shows this situation because there is no connection between the two. The husband is clearly looking right passed his wife and that could be due to the fact that she isn't keeping up with the standard that her husband set which is to cleanse yourself with Palmolive. The ad is logical because it has truth to it. It states the medical facts of what can happen to your skin if you don't take care of it and it explains that by using a product such as palmolive it will only enhance to the look and the cleanliness of your body. Palmolive is known to soothe and soften as is cleans the pores and it also contains palm and olive oils which were used as cosmetics in the days of ancient Egypt. For the most part, this ad uses pictures that don't try to force the product on you but more so to show you what Palmolive is capable of doing.
Wednesday, July 9, 2008
Smart Water, Men's Health, July/Aug. 2008, John Kroeger
Oakley, Spin Magazine, July 2000, Jonathan Villarrell
Omega, GQ Magazine, June 24, 2008, Marcus Hammonds
We chose this ad because we are football fans, and we like and admire Tom Brady. We associate Tom Brady with excellence and success in sports. He has shown outstanding leadership by leading his team to three Super Bowl victories; therefore, if Tom Brady drinks Smart Water, then, it must be the best. In this ad, Tom is adressing football players. He has a serious facial expression and is gesturing with his fists coming together which to us denotes strength. It suggests that Smart Water is affiliated with strength, a definite postive. Playing and winning the game is the objective. Tom Brady is a winner, and Smart Water must be part of his program.
We think this ad targets athletes, particularly young men. In addition, we believe that women who love Tom Brady will want Smart Water just because they want to emulate him. For those who can afford Smart Water, they will naturally add Smart Water to their shopping. For those who have a limited budget, they will put it higher on their priority list. This ad was published in a Men's Health magazine which insures that the audience was expanded beyond athletes, sports fans and feminine worshipers to those individuals focused on fitness.
Tacori Diamonds, Cosmopolitan, July 2008. Deeadra Piper
Singapore Airlines, Forbes, July 3, 2008. Leigh Rodrigue
Cerrone, Hollywood Life, March/April 2007. Laura Labay
Of the three ads considered, this one seemed to make the boldest statement. This advertisement has "higher standard of living" written all over it. It contains three very symbolic images that scream "High Society!": diamonds, a silver spoon, and caviar. The ad gives the impression that wearing this piece of jewelry puts a person on a high enough level to be able to rub elbows with the most elite - those eating caviar from silver spoons. The fact that Tacori (the jewelry designer) chose to combine these elements into one advertisement says that their product is only of the highest regard, therefore adding that aspect of quality to the life of the wearer.
Since the ad was found in Cosmopolitan magazine, it seems to cater to a female demographic between the ages of 18 and 35. There is no targeted income bracket because of the simple fact that the jewelry shown here is an engagement ring, meaning the reader won't be making the purchase at all but rather given the diamond as a gift. What's being targeted the most here is a state of mind. The majority of the articles published in a magazine like this one are focused on relationships and dating. This would suggest that most readers of Cosmopolitan are unmarried right now, but hoping that one day they will receive a ring such as this one. Studying the photograph would make a young woman feel that merely sporting a diamond as "upscale" as Tacori's would make her as important as society's most elite.
Visa (Small Business), Entrepeneur, July 2008. Marcellus Howard
Wolf Brand Gourmet Cooktop, Fine Foods, July 2008. Monique Swallow
This print ad for Veuve Clicquot Ponsardin champagne is a perfect example of an advertisement that attracts people who are seeking a higher standard of living. It features an attractive women with high fashion, who has seemingly just been shopping in a French boutique. She is in stride, walking through an elegant French square with her baggage in hand. A part of the brand name is incorporated into the slogan "So Clicquot...", which is a play on words from the French phrase "so cliché". At first glance, the advertisement is seemingly for an expensive fragrence or fashion accessories. The ad appears in a travel magazine, which makes the foreign streets intriguing to viewers.
This ad appeals to a pretty wide demographic. It's targeted toward adults of any age. Men could be attracted to the sexy lady and her unbuttoned top. Affluent women may relate to the lady, while other women may be envious, as the lady is living out one of their fantasies: to be shopping the stores of France. The ad is geared toward people with high income and to those who wish they were prestigious. People who are interested in travel generally have more money. This ad is from a travel magazine and incorporates French scenery, so it definitely appeals to people who enjoy getaways or vacations.
Visa, Business 2.0, October, 2007. Sarah Moriyama. (As seen above)
Veuve Clicquot Ponsartin, Bon Appetit, July 2008. Zachariah Rollins.
Shaw Floors, Country Living, August 2008. Javier Garcia.
We chose this ad because it is a straight forward list of things to do in life (read: rich only) before one dies. Groups of people dine in luxury in an expensive looking neo-asian cuisine restaurant--the type where the urban elite take delight in consuming exotic "ethinic" food, which is really full of obscure ingredients that the natives would never have the pleasure of consuming. There is large statue of Buddha carved of ice or crystal, maybe even diamonds. (Forget that Buddha renounced the riches of the world.)
Visa enhances your life and lets you make reservations at restaurants whose European names cannot even be pronounced by the boorish proletariat. You do not have to be stuck with this low-society if you have Visa. In the ad, rich people "sample," they do not "eat."
The ad is aimed at well-to-do American businessmen (perhaps women)who are probably over the age of 35 or 40. Or perhaps these businessmen have not yet reached their pinacle of decadence, which is why Visa is there to help them.
Chevy Hybrid, National Geographic, July 2008, Victor Alvarez.
Banana Boat, Parents, July 2008, Sarah Quick.
As a group, we chose this ad over the others found because we felt it portrayed a higher standard of living focusing on a specific product for a specialized group rather than a generalized product - such as sunscreen and a car.
This ad is in an office setting with men and women working along side each other in what looks to be a stereotypical work environment. We found it interesting that the men were shown working while the women in the ad looked on or were occupied doing non-work life things (drinking water). The ad makes it seem like the man is studying an important document, when really he is thinking about how he needs to work out and look like the non-faced man in the lower portion of the ad. It almost seems like he's thinking of just eating the power bar at work to fill the void of not being able to get away from his busy work life. The anxiety of having to look good, be the best, and be better than his peers is in the back of his mind just like the others in the ad are in the background standing behind him.
The ad is split in half to show this man's two world's - his need to succeed in the workplace and his want to have a better body. The man in the ad has the best of two world's; it seems as if he's a well-off, upper-middle class man in his suit and tie, and also a lean mean workout machine.
This ad is in male fitness magazine, thus targeted directly at men. The man in the ad is probably what the typical Muscle Fitness reader looks like. The reader would be middle-aged (likely 25 - 45), upper-class male.
Corolla, Sports Illustrated, June 30, 2008, Phillip Ramirez
Triscuit, Southern Living, July 2008, Chris Ford
Cooper Tires, Road & Track, August 2008, Orlando Mata
Hidden Valley Ranch, Psychology Today, June 24, 2008, Mark Immler.
This ad featuring the 2008 Toyota Corolla uses a luxurious theme to show social status. They use a gold frame with a burgundy background to symbolize the living like a king lifestyle. At the top of the ad they feature a shield with a gold crown again symbolizing the royal lifestyle. To honor the 10th edition they call it Corolla The X as if being the "King". The bottom of the ad features a scroll, symbolizing royalty, which says "Live The Dream For Less Coin". This lets you know that you can live large for cheap. The target audience would be a lower middle class individual that strives to be among the social elite.
The ad details the style, and grace of driving a Range Rover, coming from either an exquisite estate, or some form of heirarchy.
Land Rover, Esquire, July 2008, Leanne Meador
Dr. Murias, Cosmopolitan, July 2008, Alyssa Cevallas
Smart Water, Details, June 2008, Justin Flowers
We chose this ad because it stands out more, and ultimately represents the highest standard of living. When looking at the horde of vehicles coming from this large estate, one would like to imagine what it would be like to live this type of luxury. The car is sleek in design, it is nothing short of extravagant, and when looking at the way it stands out even amidst, such a scenic view one can't even experience. In the ad, the company boasts that this is the type of vehicle that transports only the important people, such as the Pope, the Queen, and other figures of authority and leadership.
We believe the ad is targeting the middle to older crowd, preferably the mid 30-40s who either have such an income to afford it or is in the process of achieving such goals. We also took into consideration the fact that this magazine is Esquire, and this magazine boasts the fact that its about men's style, the feeling of class, and elegance.
Ford Dealers of New England, probably from major weekly magazine, 1957.
This ad from the 1950s uses imagery of a family on vacation to suggest how the car can fit into an ideal lifestyle. The convertible is filled with the family, enjoying the sites of New England. Dad is out of the car, taking a picture, while everyone is happy and smiling. The car is luxurious and sparkling, and the setting of New England is interesting because it suggests traditional Americana--this is not a hip, urban setting, but a traditional, patriotic, all-American one that is also picturesque. While other car ads might just feature the car, this combination of an entire scenario centered around the pleasures of family and travel suggests aspiring to a higher standard of living.
Because of this combination, the ad seems to be targeting the young American family, enjoying postwar prosperity, but also appealing to a sense of traditional values.