AdCrit - TAMUCC

Ad parody

2011-05-11T13:00:00.000-05:00

This is a beer ad by St Pauli Girl beer company and the parody behind this ad emphasises the idea of break ups and how hard they can be to deal with. Instead of using your emotions as a crutch, instead with this brand of beer, its not as bad as it seems.. Matter of fact with this beer you get over it in half the time you normally would. The slogan at the bottom explains greater detail by stating "more than a beer, a crutch."

Parody Ad

2011-05-11T09:30:00.003-05:00

This is a Gucci ad of a man and a woman out in the desert in high fashion. With the use of the desert and the high fashion, I thought that high fashion really does suck you dry, but you look cool!

AD PARODY BY JOANNA

2011-05-10T14:48:00.002-05:00

AD PARODY FINAL BLOG OPPORTUNITY

2011-05-09T13:59:00.000-05:00

Turn in at Final Exam on Wednesday:

Ad parody of specific product or company

Public service ad

Have a clear…

Objective

· Strategy

Concept

· Visual

· Copy

Hierarchy at La Palmera Mall?

2011-04-27T13:29:00.001-05:00

I really despise going to the mall (because it’s nothing compared to Academy), so usually I avoid going unless I absolutely have to. One of the reasons I don’t go to the mall is because I tend to find every store there to be the same, with limited selections. That is why when I decide to go shopping I usually go out of town either to Houston or San Antonio. When I went to make my observations for this assignment I did have a completely different experience because I noticed there wasn’t much of a hierarchy at La Palmera Mall according to how Fiske describes it in his article.

In his article, Fiske describes the three levels of hierarchical structure of a shopping mall. In the first level are the “democratic” shops with low priced goods that appeal to everyone. The second level has the more “middle-class” stores that are medium priced, trendy fashion shops selling more of the commodities in “style”. And the third level is known for the “upper-class” stores that are based on exclusivity.

At La Palmera I noticed that it is universally a “middle-class” mall. There were not levels that separated a certain class type because the layout of the mall is accessible to everyone and pretty much has every store selling clothing, accessories, shoes etc. Every store had large windows with multiple displays for the consumer to see. Even though the stores were grouped a certain way, for example GAP, New York & Company, Victoria’s Secret are all next to each other and appeal to women who identify as urban, young career oriented the stores are still accessible to middle age to older women with a different identity. I feel very comfortable walking into any one of the stores at this mall because they don’t have that sense of exclusivity as and “upper-class” level might.

It’s understandable that La Palmera doesn’t have a hierarchy because they have to consider the demographic in Corpus Christi. Not many people that shop at this mall identify with “upper-class” commodities.

Hierarchy in the Mall

2011-04-27T13:27:00.005-05:00

In the article Shopping For Pleasure, Fiske describes the three levels of hierarchical structure of a shopping mall. In the first level are the “democratic” shops with low priced goods that appeal to everyone. The second level has the more “middle-class” stores that are medium priced, trendy fashion shops selling more of the commodities in “style”. And the third level is known for the “upper-class” stores that are based on exclusive materials

I do think that their is hierarchy to the types of stores along with the different lines of products and customers. La Palmera emphasizes this point with the different types of stores in their mall. The first level of structure as described by Fisk exemplified by a store like Payless. Payless is a shoe store where you can find off brand and some brand named shoes for a cheaper price. An example of "middle class" shops are stores like Express Abercrombie and Fitch, or Forever 21 who have wide variety of clothing materials that are suitable for everyone. They have trendy styles and is a little more expensive on the price scale of finer clothing. The last level Fisk describes as "upper level" would be portrayed in La Palmera mall would be the Coach Store. The Coach store is a very trendy and expensive purse store for ladies who have a limited supply of exclusive hand bags for women. They are very trendy but once gone there are no more until a new edition has come.

Mall Blog

2011-04-27T13:23:00.001-05:00

I do think that there is a hierarchy to the types of stores along the class lines of products and consumers, and there are stores in La Palmera mall that demonstrate that point. For instance, there is a definite difference between stores like Forever 21 and Coach. Forever 21 is the go-to place for clothes that are cheaper copies of designer pieces. Our store is actually one of the more organized ones I have seen, but there is definitely an abundance of clothing and accessories in racks and piles everywhere when you walk in. There is usually an abundance of whatever product you are looking for, because the store is trying to cater to as many people and sizes as possible to sell more products. People who shop there will see that there are several garments of each style available and will not expect to be the only person walking around wearing what they buy there. This is what Fiske describes as being characteristic of a lower class store. Walking into Coach, on the other hand, is totally different. Specific products are spotlighted and there are not fifty of each kind of purse out on the sales floor for people to go through, which implies more exclusivity and individuality for the customer. Fiske describes this as being characteristic of a higher class store. Our mall is not organized like the malls that Fiske describes so that there are literally floors dividing the classes of stores and shoppers, but there are stores in the mall that demonstrate the characteristics he describes.

Mall Blog

2011-04-27T13:13:00.002-05:00

When I went to the mall one particular group stood out to me-- moms. It was mid day, and there seemed to be specifically expectant mothers, or women with 3 or 4 children already. It was interesting to notice just how many clothing stores there were for young kids, and the number of moms in each one. There was an array of different styles of mothers that I saw. One mother of two wore an old worn t shirt and looked tired with her kids inside of Bealls who wore mismatched clothing. She was yelling at them for misbehaving for something. Next I saw a pregnant woman inside of Carter's who looked excited and had a basket full of clothes. She was wearing a long bright colored sun-dress, her hair well-kept and her face full of makeup (High Maintenance). These are the only two groups i noticed, one extremely different than the next. It is interesting to look at what style the mother presents, and how their kids mimic their appearance and attitude. Another thing i thought of after i had already left the mall was Gap Kids and Abercrombie for Kids. When I see young kids wearing expensive clothes from the above stores, it makes me associate them to what their parents must look like too.

The Work Of Being Watched

2011-04-27T12:58:00.001-05:00

The work of being watch is an article by Mark Andrejevic that is focused on consumer’s exploiting themselves online and somewhat unknowingly provide private information about themselves. One of the most critical parts of interpersonal communication is self disclosure, which is supposed to be given up at a person’s own discretion. However, this article reveals that may not be the case in all instances. The first example given is a person who goes by DotComGuy, named Mitch Maddox, who decided to agree to live his life in the confounds of his home for a full year. Everything that he need he would order online and if he could make it an entire year he would earn $98,000 at the end of the year. While that may not sound too bad, he was actually working 24 hours a day as he was being monitored and having advertisements all around him. He was unable to make it the full year. This article also focuses on productive surveillance, the kind that consumers benefit from but may not have to divulge that much private info to in order to see the benefits. Examples given of having to give private information that could be viewed as excessive is filling out surveys or customizing products. TiVo in particular is talked about because it gives industries the ability to see what is recorded and base their actions that follow on that. As the conclusion clearly indicates, the scope on this article is that while there may be some privacy infringement the talk about it getting out of hand is a little bit exaggerated and really there is already being a transition made to lightening up the privacy information intake based on the moderate amount of uproar that has arisen over this subject. People’s voices have been heard on this subject and online sites are acting accordingly.

How important is it to you that you have complete and total privacy over your purchases, especially those made online?

Has an invasion of privacy ever kept you from making a purchase online?

Rethink Possible- Ripple Effect

2011-04-27T12:56:00.000-05:00

The recent commercial ad campaign for AT&T has been a series of commercials aimed towards the rethinking of possibilities. Whether turning back time, pausing it, or looking towards the future, the commercials ask one to "rethink possible". The Rethink Possible Ripple Effect commercial takes a look into the "what if" theory as a ripple effect from the present to the past and all of the steps in between that got one to that point, made easier and possible with the quick technology of AT&T. The Ripple Effect commercial is a great example of positive strategies used to highlight the brand name of AT&T effectively through the content and presentation of this ad campaign.

The commercial had many sound and visual elements that helped emphasize the message that they were trying to get across. From the reversal effect, the slow memory shots, to the present day shots, the sound and visual elements were appropriate for the commercial. I believe that the simplicity of the visual and sound effects were for the intention to keep the direct point, a quickness, because they are selling a fast network phone. This commercial also tied in traditional advertising strategies such as emotional and logical. Emotional appeal was seen because of the reassurance presented all through the commercial. That better feeling you have knowing your product wont let you down. Logical was also seen because the phones speed and ability to connect and somehow make life better seems as if it should already be a given. One quality for making the brand image can be seen not only in this commercial but in all the Rethink possible ads is positioning. It was seen alot in this commercial as the product is given a memorable name, a specific selling point of being the fastest 3g network and the ability to rethink possible, and the repeat monotony that keeps the viewer familiar with the AT&T commercials and the viewer always knowing whos commercial it is. Also the commodity sign is definitely shown in this commercial because AT&T follows a formula that keeps the brand name distinguished by keeping up with these rethink possible ads. This maintains the demand for the brand name and keeping it a hot commodity. The ad does not flatter the people themselves in the commercials but the product, the phone is seen as a beneficial object that will later be flattering in their lives making things easier and attainable through owning a fast paced phone like their lives. It also shows the man, who is quick to use his phone to change his ticket as a informed consumer. He is a man that is up to date with technology and knows the benefits of his quick phone that make it easier for him to get to the girl quicker. Also the commercials' sense of lack to the viewer is relatable because in this fast paced day, we are always looking for the quickest technology that will make our lives a bit easier. The commercial achieves that need of urgency to the viewer making them more relatable to the commercial. The way the ad addresses the viewer is seen in a positive light. The concept is that at any second in life, yours can change and for the better. So let AT&T be apart of that change. In the end, the overall view of the commercial ad is that AT&T is successfully showing viewers that the need for a smart 3g phone can be met with their company and we can be sure that the daily tasks and even the daily curveballs thrown at us in our day can be changed by the technology we choose to use and that can change everything.

In shot one, there is a semi close shot of a future President of the United States waving to the public with his parents in front. There is no music but cheering and the sound of people clapping. The sound give a feel of happiness. There is no camera movement, just a clear cut on each shot to the next. As the next shot is transitioned, there is just a quick cut

In shot two, the camera does a reverse effect as if it is going back in time. Keep in mind, that after each still shot in the reverse of time, this blurry reverse shot constantly appears again. There is no camera distance and the sound and the picture itself seemed to be going backwards. The camera movement seems to go back as well with the shot. The transition from the reverse effect is again a straight cut to the next shot.

Shot three is the beginning of the President taking his life back in time to when he was a young boy. The camera distance on this shot is a closeup of a boy and his mother on the piano. The color is dim in this shot as if to seem like a dream or a memory. There is no camera movement, it is merely focused on the little boy. There is then a quick cut to the next shot and the reversal sound and image.

Shot four is reversed even further back, another dream or memory and this is as far back as to before the boy/President was even born. Again the shot is a dim look as if to seem like the memory and there is no music as well. The camera is again not moving and only focusing on the mothers belly. This shot is

Shot five is a close up of an even further memory of the boy/President's parents on their wedding day. By this point, the images seem to brighten just a little as if it is going to reach an important point. There is no sound just the slowed down sound from the reversal shot before. the camera again will focus on the couple and then do the reversal effect and then cut to the next shot.

Shot six goes back from the couples marriage to their first date. The music stays the same slow sound from the reversal effect. The camera is only watching the couple watch the movie. The transition will again be the reversal effect and then cut straight to the next shot

Shot seven is a straight cut from the reversal effect to a shot of the present day. Everything shown up to this point was merely a possible look at what life would have been like for him after he sees the girl. The camera is a close up still shot of the man when he see the woman for the first time. The camera then cuts to the woman.

Shot eight is a close up of the woman as she sees the man for the first time. The music goes down a bit and then you hear the train begin to start and the camera begins to zoom a bit on the woman as she looks at the man and smiles. The the conductor says, "All Aboard" and the camera then transitions with a cut to the man.

Shot nine is a close up shot of the man going to his phone o change his ticket on his AT&T phone in order to be able to get on the same train as the woman. There is no movement and the transition is a quick cut again to his phone

Ten is a semi close shot of the man and woman when they actually first meet and the man sits next to her after his phone changed his ticket. A sentence then pops on the screen saying, "Any second could be the second". There is then a voiceover saying: "AT&T the nations fastest 3G network".

La Palmera- Mall Assignment

2011-04-27T10:31:00.003-05:00

I feel as is each mall is built and designed around a structure of hierarchy and conspicuous consumption as stated in John Fiskes article. La Palmera's stores are definitely group together in order to attract certain types of groups of consumers that share the same style and tastes as what is represented in their store. When you walk out of Dillards on the lower level of the mall, there is Champs Sports Wear and then Lids. People who are sports fans or athletes can walk right out of one and into the other. As you walk a bit further you come up to store like Hot Topic, Zumies, and Vanz right next to each other. Here you can see people of different kinds shopping here but with a similar taste in the pop and rock culture. This is easily identified by the types of clothing they are wearing (bright colored skinny jeans, fishnet glove) and their edgey hairdos and don'ts. Walking past these store you see Wet Seal and Forever 21 that target teenage girls right across from each other. You can find the same types of clothing at each for around the same price. Futher down the mall you see stores such as Nine-West, Victoria Secrets, New-York and Co. and Abercrombie and Fitch sitting right next to each other. These stores have a sense of exclusivity and appeal to a certain type of group being the high brow, preppy, and professional type of people whereas you have Payless, JCPenny, and Bealls all located in the same area that always sales and discount items for those with less income and less of a need to where high priced flashy wear. So I do believe La Palmera has areas that create class lines of their products and consumers targeting these areas to those specific types of individuals.

No Heirachy At Sunrise Mall

2011-04-27T02:18:00.001-05:00

From being born and raised in Corpus Christi my entire life I have seen a big change in both of the major malls in town. When I was young Sunrise Mall was very much alive and kicking; it was somewhere new businesses wanted to be and thrived at. Now La Palmera has surpassed it by leaps in bounds in presentation and the shopping experience overall. When this assignment was first given out it hit me that it’s been years since I have visited Sunrise Mall, so I strapped on my Teflon vest and 9mm glock to see if there was any trace of hierarchy there amongst the shops.

When walking in through Burlington Coat Factory, one of the few stores that has survived the mall’s downfall, I didn’t get the feeling at all that it was surrounded by other stores that could be thought of as on par with them. There were empty areas, which there are a lot of in this mall, all around it and a couple of low-price stores. So by no means was this the “upscale” section of the mall although Burlington’s is certainly one of its main attractions.

From there I strolled my way through bunches of 12-15 year old kids whose glances gave me the indication that I may have been wearing the wrong color to the dollar movies – another one of the mall’s last saving graces. It too didn’t have much worth speaking of around it.

Honestly, Sunrise Mall lived up to its reputation. All in all there were only a handful of places that could be thought of as popular stores that people know by name. They’re scattered about with no real rhyme or reasoning. I think they’re at a point where they’ll just put anyone willing to pay wherever they want to go. It’s too bad that it’s fallen off like it has because there was a day when it was actually worth going to. Now it’s downtrodden and basically not cared about. It reminds me of the Memorial Coliseum and it wouldn’t surprise me at all if the same fate awaits it.

Mall Observances

2011-04-27T01:52:00.001-05:00

During my experience at the mall, I encountered a number of individuals who shopped in a variety of department stores. As Fiske discusses in his essay, style is used to identify different group members and taste reveals the particular individuality in a person. The sub-cultures I observed in the stores were dominated by a particular style and attitude. For example, GAP and AMERICAN EAGLE shoppers can be labeled as young and urban. I think what divided these groups was the differences that existed within the stores and their products; AMERICAN EAGLE is a trying to draw in a more laid-back consumer, whereas GAP is promoted towards a more strict consumer.

Within these shoppers, using GAP, you can observe the shoppers’ individual differences by watching what they try on and purchase later on. Some of the shoppers leaned more toward the more conservative dress apparel, while others shopped in the corduroy and jeans section.

Another observance I made, was that these stores are on almost opposite ends of the mall from each other; GAP is in an area that is surrounded by clothing retail stores that are and are not in close relation to other clothing apparel stores. AMERICAN EAGLE is at one end of the mall where there are almost no clothing stores in the immediate radius. The separation can be compared to this “window shopping” that Fiske discusses in his essay on conspicuous consumption.

I believe that in order to even start shopping in one of these retail stores, you have to develop this relationship as a faithful shopper. Fiske says in his essay, “looking is as much means of exerting social control as speaking”. I think he really contributes to the idea that you start becoming these faithful shoppers by hanging around other people who have already created this type of relationship with these particular stores.

Mall Visit and Observations

2011-04-27T00:26:00.001-05:00

When I visited the mall I noticed that there were such a wide variety of people that shop at the same shopping mall I do. Usually when I go to the mall I am so caught up in talking to who I am with or am concentrated on what I am there to look for and buy. However, this past trip I noticed things I never would have noticed before.

I decided to use this trip to the mall to look for an outfit for my sisters graduation and while I was there I saw the usual teen crowds that huddle together and use the mall for their after school “hang out” spot. However, something that I thought was hilarious and interesting was this one girl walking with what looked like her boyfriend. She was dressed in leggings and had on what looked like a pink tutu...that was not the most interesting part of her look either. She had in her hand what looked like a plain piece of rope and attached to it was a rock. Just a plain ordinary rock you would usually find in your backyard. This girl strutted around “walking” her pet rock and it looked like she didn’t care about what anyone else thought either. Her attire and demeanor definitely made her stand out as a unique individual and made me want to have her confidence.

Since this girl stood out you could see the preps occasionally glance her way and laugh…you couldn’t tell if they were laughing because they thought it was cool or because they were making fun of her, but it made it interesting to sit back and see how she interacted with people that came her way, good and bad.

Mall Assignment

2011-04-26T19:20:00.002-05:00

The mall is the go to spot for all shopping needs and of all the cities I have lived in, a mall is a place where different people of all styles, sizes, and needs can go to find what they need. Here in Corpus though, I see things a bit different at the mall here. I see almost a bit of separation between needs and style. There seems like a divide throughout this mall to where people know exactly where to go to get what they want and stay on their side and section.
I went there today to go get makeup and paid attention walking in and the places that I went to. My intention was to go to the mall to get some makeup and I get my makeup from two places. First I went to the Mac section where there is nothing but the younger crowd there. From high school to middle twenties, these girls wear a lot more makeup and the sales girls there wear louder colors and makeup. I then had to get some eye shadow over at Chanel. Chanel is located on the other side and its like you step into an older, classier feel and look. The makeup is very expensive so the feel is more sophisticated with the sales girls wearing less makeup and a more professional look. When walking through to leave, I saw the store wet seal. It targets the younger and up ages, more open to fashion trends, and less expensive clothes. Right across is Forever 21 which reaches the same young to college girl with less expensive clothes. You actually see those girls just staying in that area. As you walk further down you pass Victoria Secrets, New York & Co., and Abercrombie & Fitch. Just walking in that area, you see the young tennage girls to the older career girls. These stores are higher priced and girls that I see at Wet seal, I do not see at New York & Co. I myself do not go into Abercrombie because that store is for thin, tall and blonde. I actually don’t feel that I belong there and that’s ok because I just don’t like their clothes.
I definitely see the point in John Fiske’s article about people’s conspicuous consumption and putting people in a group. I do feel like areas are grouped off at the mall. The area for more of the career woman and the preppy girls is in one section. The area for the trendy, young, and girl looking to not spend so much is in another area. And its for that reason, I think people in their group membership stick to their areas. The only store that I felt tried to really stick to exclusivity was Abercrombie and New York & Co. At Abercrombie, I was not so much accepted when I went in there and was actually told once that I don’t fit their styles. I see a great divide at La Palmera which I don’t believe is meant to alienate people but just make shopping easier and more accessible.

MALL BLOG ASSIGNMENT

2011-04-25T13:31:00.002-05:00

ADVERTISING CRITICISM: BLOG POST DUE BY WEDNESDAY @ 2 pm, 250 - 350 WORDS.

Read the essay by John Fiske on “Shopping for Pleasure: Malls, Power, and Resistance,” focusing on the “Conspicuous Consumption” section.

Visit the mall and choose one of the following topics:

1. Do you think that there is a hierarchy to the types of stores along the class lines of products and customers as discussed by Fiske on pages 324-326? Give specific examples.

2. In his discussion of conspicuous consumption, Fiske says that style works to identify group membership (to relate to the social order) and tastes works within style to differentiate and construct the individual. Look around at your fellow shoppers at the mall. Can you identify different styles of clothing that identify group membership? What types of clothing make up the styles? In what ways are individuality expressed within these styles?

Shopping for Pleasure

2011-04-24T18:40:00.002-05:00

Above is a clip that shows firsthand how some women's shopping experience starts on a day to day basis. Here is it demonstrated that the man is indeed the producer and the women is definitely the consumer.

In the article, Shopping for Pleasure by John Fiske the reader is told that consumerism is treated as a religion. In other words, "shopping malls are the cathedrals of consumption." This is a very eye opening statement to think that a shopping mall can be compared to a historical cathedral, but in a way this statement is very true. Throughout history women have had trouble voicing their opinions and being independent, but the shopping mall is said to be one of the first things that a woman was allowed to experience on her own. Here the women found freedom and empowerment and were almost expected to enjoy every ounce of it.

Since society has often looked at the home to be a woman's place, the mall offered a new and exciting experience for them. In one person's experience while out in a shopping mall they said that they looked up and saw in a shop window a woman's apron with a sign that said, "Woman's Place is in the Mall" and were immediately thrown back by it. The mall was now being compared to the home and in a way that made some women even want to buy new products. This was a technique used frequently to sell their products because they new the women were yearning for such a feeling of liberation.

Fiske also mentioned that "nowadays, commodities are not just objects of economic exchange, they are goods to think with, goods to speak with." In other words, the products that the consumers bought were giving them a voice and a vision that made them feel empowered. Window shopping also became very important because of its power to help the window shopper envision what they would look like using that product or wearing that certain outfit. Shopping malls were referred to as being a "visual feast, a plethora of meanings, palaces of pleasure." I think if I ever heard of anything being called a "palace of pleasure" it would definitely make me want to make the trip down to see it for myself.

Questions:

1) Can you think of places that men can share in this feeling of empowerment and control in the same way women do when shopping?

2) Since we live in a time where malls and shopping areas can be found on every corner, how do you think you would react if you didn't have as many options to choose from?

Michel Gondry's Levi Commercial

2011-04-20T13:29:00.007-05:00

I know this is not going to count for a grade because its so late, but its a really good ad so I wanted to finish what I could to at least share it.

When one thinks of "Eternal Sunshine of the Spotless Mind" it would seem hard to find a connection to a highly commercialized brand name such as Levi. However, Michel Gondry's directorial role of the "Drugstore" Levi commercial and screen-writing for Eternal Sunshine have both earned notoriety and awards. In 2004, It is in the Guinness Book of World Records as the most award-winning commercial ever, having won the Lion D'Or at Cannes, a gold and Grand Clio, three silvers at the D&AD Awards, and best campaign at the British Television Advertising Awards. This ad for Levi jeans (filmed in 1994) was highly suggestive and wasn't even aired in North America because its referral to purchasing latex condoms. Gondry is one of the most famous modern day surrealists and in this commercial he demonstrates how cinematography can not only be creative in movies but in commercials as well.

The ad takes place during the American Depression and mimics the films of that silent era. In the beginning the shot is in complete blackness and an eerie music comes into play. The camera zooms out of what seemingly is a warehouse and cuts out to images of what seems to be a small town. Soon the eerie music turns to a modern techno song and the veiwer can tell that the viewpoint of the commercial is from an actual person. The apparent male character walks into a drugstore and is looked at suspiciously by all who are shopping there. When the individual buys a pack of condoms the fellow townspeople are appalled and the older drugstore clerk glares at the guy while he completes the transaction.
He then slips one of the condoms in his fifth pocket of the jeans, making it known they are Levi jeans to the viewer. It is not till the camera makes its arrival at the date's house the you can finally see the main character rather than through his viewpoint. Ironically the man who sold the condoms to the boy is the date's father. The only text displayed the whole commercial is in the last shot. Gondry's work for Levi “Drugstore,” from 1994, and “Mermaid,” from 1996 are both time period stories about young love, casting Levi jeans as a somewhat supporting role. Gondry work with the BBH agency in England to produce these ads. This ad uses irony at the end for somewhat comedic relief. I mean who would want to be the man that sold condoms to the boy that's sleeping with his daughter. More noticeable then the actual content of the commercial is the look and sound of it. The fact that he chose black and white gives it a more retro feel but the use of modern music makes it even more edgy. The scope of the camera lens is made to look as if you are the character experiencing everything, as does the shaky camera work. When a customers can feel themselves in the advertisement, perhaps they can feel themselves in Levi's jeans.

Commercial Analysis by Julianna Salman

2011-04-20T11:36:00.025-05:00

Nike has been one of the leading companies to create a strong image for themselves all over the world. Their products are well known for their quality and durability, and they are established and well-respected by its consumers. The unique selling approach to Nike is that they are known for possessing an unparalleled marketing campaign; they created an ideology along with selling a product. The quality of their products is already known, Nike has been placed at the top of the hierarchy of brand salience. What Nike offers, as far as positioning, is a sense of cultural belonging, the promise of individual accomplishment, and encourages dreams of parity with the world's greatest athletes. Nike is able to create this commodity sign and brand image through their latest commercial titled The Human Chain.

This commercial is visually stunning and powerful thanks to the cinematography and editing to create this fluid movement throughout the piece. It is showcasing the skills of top athletes, featuring an eclectic mix of talents including, Lance Armstrong, LaDanian Tomilson, Maria Sharipova, Quinton "Rampage" Jackson, and Derron Williams. Along with these world class athletes, the ad also features regular athletes, especially younger children, working on improving their skills. The video also features the track "Ali in the Jungle" by British band, the Hours. The song is the narrative of the commercial, where the lyrics are used as Nike's intention of simply asking you if you get knocked down, how quick are you going to get up?

The opening shot of the first sequence is of a runner with prosthetic legs at the starting line of the track in an empty stadium. The music begins, with a close up of his prosthetic legs, then we see a wide of him taking off at the sound of the gun. There are multiple images of the same athlete running, showing his progression down the track. While he is shown wearing Nike apparel, the focus is more on his performance. The commercial is called the human chain because it is creating a beautiful, unbroken chain of human movement using the time lapse photography style.

In the third shot we see the transition from the track star to the soccer player, again it is in the same format of this time-lapse imagery where we see multiple images of the same person moving differently and simultaneously. While the music continues to play, the style of how this commerical was shot urges you to push forward while looking back at your displacement from just a split-second ago, as one short action is actually a chain of events sparked by the will to progress and move forward. The audience continues to see this through other athletic disciplines such as basketball, tennis, martial arts, bmx, bull riding. Seeing these different athletes working hard and practicing with such determination, Nike is attempting to reach a broad audience and hoping to inspire them by showing them how these athletes perform.

Nike's intention is to inspire the consumer, its positioning is to be memorable, not necessarily focusing on the use of the product but what the product represents. The commercial uses an extraordinary and excessive style to capture individualism and progress. It is appealing to a higher sense of excellence and instills a sense of individual accomplishment. There's a lot of emotional raw power throughout this commerical because towards the middle of these great athletes' practices there is conflict. In this shot the chain crashes and as the athlete, mixed martial artists, Rampage Jackson falls down. There is close up shot of him on the ground lying there for a still moment. The song is extremely important in this clip because it says "everybody gets knocked down" repeatedly. This moment creates a very organic feeling of how humans, even the best athletes in the world, are not perfect. The beauty of this scene is that it is not glamorized or glorified, it embodies failure and how one can get out of sync or break off from the chain. By showing a top athlete falling down and failing it makes it more relatable to the consumer, it has a very realistic approach and persuades them that even these god-like athletes are not perfect and do have to work hard.

The following shot is of the same athlete immediately getting back up to his feet after the following words from the song say "how quick are you gonna get up?" The chain is then back into sync transitioning to the next sport, football, as the football player is seen pushing his way through the opposing team again in the same multiple image format.

The final shot has the most impact as it is a continuation of the human chain with the last featured athlete, Lance Armstrong. It shows a smooth transition of him riding down the roadside, with extreme focus and determination. Also you can see more of the Nike brand and his partnership with his Livestrong campaign. Here the ad not only draws on our knowledge of the content presented but on our knowledge of the world. For example the ad pushes the audience to want to do further research of these athletes and find out what their struggles are, and how they accomplished so much while facing these obstacles. Putting Lance Armstrong at the very end left a strong impression because of the use of intertextuality. The audience knows his relationship with Nike and struggle with cancer and Tour de France victories. His success solidifies Nike’s intended message of the advertisement.

Nike draws interconnections with their product and various popular sports, that relate to individual athletic success with prominent athletes constructing a convincing world of symbols, ideas, and values harnessing the desires of individuals to the consumption. From Lance Armstrong on his bike, to a six-year-old in China learning martial arts, movement is the universal language that connects us all. It’s a language of beauty, drama, tragedy and triumph. And the road to athletic greatness is not marked by perfection, but the ability to constantly overcome adversity and failure.

Commercial Analysis

2011-04-20T11:36:00.013-05:00

This commercial begins with a model walking dramatically in what appears to be the desert as music builds. The camera fades to black and the line “This Christmas” is shown on the screen. We see the model again briefly, then “Victoria’s Secret presents” is shown. Again with the model, and now the line “One gift” is shown. They are really driving up the suspense here. The doors open to a big house with a model in a chair in the middle of the room, and we see the line “A thousand fantasies.”

Now the action happens. The music comes in strongly and suddenly there are models coming out of helicopters, hanging out on motorcycles, walking through fire, and throwing knives. It is all very entertaining and exciting, and nobody even questions why these women are all in lingerie since that is typical of the kind of movies the commercial is emulating anyway.

Of course there are also random shots thrown in of the models just posing in the lingerie and looking at the camera in their seductive and slightly pouty way. No Victoria’s Secret commercial would be complete without them. The typical “fierce walking shots” are included as well. The commercial seems to be more concerned with featuring the models than the actual lingerie, since in some of these shots you cannot even really see what the model is wearing and may just see a close-up of her face.

Various “movie set” props are shown so that it appears that we are watching the models as they star in a movie. Intertextuality is used in the ad to refer to action movies. The entire commercial is really just a condensed version of an action thriller. Basically it is Victoria’s Secret meets Transformers, which is fitting since the commercial is directed by the explosion-loving Michael Bay.

The commercial is done in typical Michael Bay style, complete with helicopters and explosions. Even though these things may not be what people normally associate with lingerie, an association is created for the theme and product through the story of the commercial and its focus on fantasy. This association portrays Victoria’s Secret as a brand that is exciting and their product as something that will fulfill the consumer’s wildest fantasies.

This Victoria’s Secret commercial explores the theme of fantasy fulfillment. It features the models in various larger-than-life, straight out of a movie scenes that are meant to represent the fantasies of the audience. The fantasy fulfillment theme appeals to the consumer’s sense of lack by interpellating that they are unsatisfied with their normal lives and wish that they could be hanging out with Marisa Miller in her underwear on a pool table (or that they could be Marisa Miller.) Since that is not a realistic goal for most people, why not buy the lingerie she is seen in for yourself or your special lady friend so that you can feel a little bit like you’re a part of that fantasy scenario? Buying the lingerie is probably as close as you’re ever going to get to that particular fantasy. The fact that the commercial is set up to look like the models are filming a movie adds another dimension to the fantasy aspect. Wearing Victoria’s Secret lingerie is not only enough to make you feel like a supermodel; you get to feel like a supermodel filming a high budget action flick. Who knew buying a bra could make all of someone’s wildest dreams come true?

This commercial utilizes a soft sell approach to sell the product. Even though the product is featured prominently (though not as prominently as the models themselves), very little information about the product is actually given other than what it looks like on a supermodel and where it can be purchased. Emotional appeals are used to hook consumers. The whole premise of the commercial is that you should fulfill your fantasies, which presumably consist of being with or actually being a Victoria’s Secret model, by purchasing lingerie from Victoria’s Secret. The company uses beautiful models in the ad because seeing them wearing the product creates a desire for the consumer to want to emulate them, which they can accomplish somewhat by buying the product.

No matter how outlandish the fantasies portrayed in the commercial may actually be, the exciting feel of it is likely to make people associate the lingerie with the way they felt when they were watching the commercial. Even people who do not necessarily want purchase lingerie to emulate a Victoria’s Secret model are likely to be entertained by the commercial, so the positive associations the commercial makes on an entertainment level are effective. After all, the great majority of people have to buy underwear, even the ones that don’t really care about underwear models. The commercial is memorable and this action movie strategy must have paid off, since Michael Bay has directed other commercials with similar themes for the company since this one.

Here is the full commercial:

The Zoot-suit and Style Warfare by Stuart Crosgrove

2011-04-20T10:56:00.005-05:00

Stuart Crosgrove describes a series of instances brought on by the infamous and controversial zoot-suit at a particular time in American society dealin with war and immigration. The zoot-suit is a pant suit of 1940s fashion where the jacket has shoulder pads creating the look of extremely exaggerated broad shoulders and the pant ballooned out from the waist down to where it was tight fitted around the ankles. The zoot-suit became a part of the Mexican culture creating a sub-culture where its individuals were called Pachucos. Pachucos were referred to as youth whose parents had migrated from Mexico and in a sense had been stripped of their beliefs and heritage along with it's customs. Pachucos weren't just identified by the new fashion they wore but but the petty crimes deliquency and drug-taking. The zoot-suit also became a part of the black and jazz culture. As the crime rate continued and war abroad continued different acts were put into play.

In March of 1942 the War Production Boards first rationing act had a direc effect on the manufacture of suits and all clothing containing wool. They drew up regualtions for the wartime manufacture of what Esquire magazine called "streamline suits" by Uncle Sam. This stopped the manufacture of zoot-suits that didnt meet guidelines but the demand didnt increase but started bootleg tailors in LA and NY.

Riots broke out on the streets of June 1943 between servicemen and Pachucos. The servicemen would see Pachucos in their suits and strip them down and beat them with bats and other weapons. This only made the Pachucos fire back in retaliation. Soon riots were breaking out all over LA,NY and led into Arizona and Texas. Authorities and officials blamed the Hispanic and Blacks for being out of their homes and causing crime in the street. Girl Pachuco sub-cultures were also created during the time of the riots. The two most infamous gangs were the Slick Chicks and the Black Widows. The females also wore zoot-zuits and sometimes short black shirts and black fish net stockings.

Stuart goes on to describe how the zoot-suit was a way the Pachuco culture could stand out and have a sense of belonging in a place where they didn't quite fit in. Octavio Paz a Mexican poet referred to them as "as a symbol of love and joy of horror and loathing, an embodiment of liberty, of disorder, of the forbidden.

allowfullscreen>

What types of clothing in todays society signify a culture or sub-culture?

Are these types of sub-cultures frowned upon or dignified?

Commercial Analysis

2011-04-19T17:56:00.002-05:00

Here is the commercial I chose to critique for our commercial analysis. The product is Carlton Draught beer and is made in Australia.

Old & New Coke Commercial

2011-04-19T16:41:00.002-05:00

I think this ad definitely produces a sense of nostalgia because throughout the entire commercial you see different clips from very old originial Coca Cola commercials. You see the classic polar bear we all used to know and love and even the little boy offering his coke to Mean Joe Greene that was in an ad decades ago. This particular commercial is all about knowing the secret formula for Coca Cola, but they did it in a way that would make everyone recollect on what Coca Cola used to be about and still is today.

Intertextuality in T-Mobile ad

2011-04-18T13:16:00.002-05:00

This is part of a series of ads by T-Mobile that features a representative of T-Mobile (cute girl in pink dress) as well as one guy to represent AT&T (older traditional business suit guy) and another to represent iPhone (young dude). This entire campaign is a reference to the older "I'm a Mac; I'm a PC" ads that Apple used to do, which was then referenced by Windows in their "I'm a PC" ads, and now we have these ads comparing T-Mobile to AT&T. Slightly confusing, but it's been shoved in our faces so much by now that surely everyone gets the reference and is "in on the joke," thus the T-Mobile ad accomplishes what it wants.

Nostalgia in Orville Redenbacher ad

2011-04-18T12:56:00.002-05:00

Orville Redenbacher (the company, not the man) wanted to evoke a sense of nostalgia so badly that they decided to use CGI to bring the man himself back from the grave to sell popcorn. Despite the fact that his image has been used on packaging for the products in the past even after his death, he hasn't been alive to endorse them in speaking ads for several years. I suppose they wanted us to see the kindly old man and think back fondly to an innocent time long ago... But actually it's just creepy. Public response wasn't great either and the ads didn't last long.

Diet Coke

2011-04-18T12:27:00.003-05:00

I feel like this Diet Coke ad creates a sense of irony. A diet coke can appears with a Starbucks like warmer around the can and the text above the diet coke can says "Good Morning." This ad is implying that Diet Coke in the morning is as good as coffee is to start your day. But I mean it's kind of ironic to show this can with a warmer on it because a diet coke that is so hot to burn your hand would not taste great at all. Diet coke is best enjoyed cold. And I know it's to create the coffee vs diet coke idea but its funny and ironic at the same time. It should have had a koozie around it.

Nostalgia in Coke Ads

2011-04-18T12:10:00.002-05:00

Nostalgia is used in ads to make people remember what "the good ole days" were like. A time that they would love to be able to relive over and over or at least go back to for a moment. Coke ads always bring on that sense of nostalgia to me. This ads brings on a sense of the days when people went to the ballpark on Sundays after church. A family day out at the ballpark. This classic bottle on the mound also hits home to older generations when this is the only packaging it was sold in. An ice cold bottled coke at the ballpark is a time worth wanting to go back to.

2011-04-18T12:07:00.000-05:00

http://youtu.be/NgrBtGpHySc

Here is my commercial for our paper... Where has it been (Dodge Durango commercial

T-Mobile Commercial Dwyane Wade & Charles Barkley Nostalgic

2011-04-18T12:05:00.001-05:00

This ad for T-Mobile is a good example of nostalgia as it appeals to a sense of lack. Here, we see retired basketball player Charles Barkley watching old footage of his days playing basketball in the 80s. He is making current basketball star Dwayne Wade watch this in order to be in his “top 5”. The style of the ad creates a sense of nostalgia because you see Dwayne Wade, a young up and coming basketball player, with a lollipop, almost child- like, being forced to watch Charles Barkley’s old games. Charles Barkley does this because he sees a lot of himself in Wade when he was in the NBA and by making him watch his old videos it fills that void of lack for Barkley that he misses from being a basketball star in the past.

2011-04-18T08:49:00.002-05:00

I think this ad gives a sense of nostalgia to it's audience. It first approaches the style that creates a sense of experience and good background history by using the spokesperson that was originally used in the past. I think that even the word choice that they use for the slogan gives off this idea of bringing people back to the past. Underneath "Orville Redenbacher's" on the popcorn bowl to the right, it says, "Gourmet Popping Corn"; I think that by using the word choice of 'popping corn', it reminds people of the elders in their lives who they can relate to as having the best food and recipes, whether that be a cooked meal or fattening snacks such as popcorn.

AT&T Childhood Memory

2011-04-17T14:54:00.002-05:00

This commercial for AT&T reminded me of something with a bit of nostalgia. The commercial has the Willy Wonka and the Chocolate Factory song as a reminder of a childhood memory. Then asks you to go back to when you were five years old. Back to a time of being carefree and happy and AT&T can give you back that feeling.

Werther's Nostalgic Ad

2011-04-16T00:13:00.001-05:00

When we started talking about nostalgic ads in class I immediately thought of this old Welcher’s butterscotch commercial that features a young kid talking to his grandpa about imitation butterscotches and the surprising feeling they had over people actually buying them. At the end the put up the text the original and I feel like this commercial tries to take people back to an original moment in their childhood and talking to an elder like a grandparent having some type of knowledge imparted on them. Of course, they were probably talking about something more important than not buying imitation butterscotch candy, but this ad tries to play off of those kind of moments.

Trojan Irony

2011-04-16T00:09:00.001-05:00

This Trojan condom ad displays irony because the groom passes his father-in-law’s test by seemingly passing on hooking up with his other daughter after she proposes hooking up to him. However, as the ad shows, the father-in-law was a little bit too quick to commend his future son-in-law because he wasn’t going to his car to get away from the other, very attractive sister. He was actually going in there to grab some condoms but comes out looking like a hero anyway because everyone in the family thinks he was dissing the other sister. The only thing that puts even a little bit of a damper on the groom’s stroke of luck is that the hot sister gives him a look of disappointment as if she really was wanting to hook up, not just set him up for failure.

2011-04-13T18:38:00.002-05:00

In this ad the performers from the popular series Glee burst into song and dance to represent the new Folsom Chevrolet. The catchy tune of, "See the U.S.A." consists of the group dressed all in white, looking classy, syncronized and clean. The ad is embedded with intertextualities because every performer from the actual series is present to create one commercial for Chevrolet. Also, this ad connects the Chevrolet commercial in with an actual ad for the show Glee. By representing Chevrolet AND Glee it is a win/win situation.

Pepperidge Farm Remembers

2011-04-13T14:16:00.003-05:00

I find many advertisements for food products use nostalgia as a means for authenticity. As a society we find comfort in our home, and for the lucky ones we find superiority in our mother's home cooked meals. If any food product could rival the tasty goodness we grew up with than there is an automatic draw to it. In this Pepperidge Farm commercial the old man presents a pretty straight forward form of nostalgia. Using an old fashioned toaster with his apparent grandson sitting next to him, he wants the veiwer to remember that family relationship. The elderly spokeperson recalls the time in our childhood when our grandmother made us our raisin toast and all that "buttery" deliciousness. This correlates to Freudian theory of how we long for that motherly (or in this case grandmotherly) closeness and feel an emptiness. Perhaps enjoying this Pepperidge Farm toast will alleviate the longing we have to go back to that time, because Pepperidge Farm "remembers" too.

Postmodern Blog Assignment

2011-04-13T13:05:00.001-05:00

Post a TV commercial or print ad that uses strategies of nostalgia, irony, or intertextuality. In about 100 words, describe why you think it uses that strategy, and how it works in the ad through style and content.

Score: 10 points for Ad and Description (Choose either nostalgia, irony, or intextuality)

BONUS: Get another 10 points by doing another ad and description for one of the terms not used for the first post. For example, if your first ad is about nostalgia, your second must be either irony or intertextuality.

DUE MONDAY BY 2 PM

Sample Ad Online Critique

2011-04-11T12:49:00.002-05:00

[Below is a sample of what an online critique might look like instead of a written paper. This is a work in progress!]

One of the most famous television advertisements of all time only ran once--the Apple Macintosh ad from 1984. Here you would give a little more detail about the ad and why it was famous, or what it was for, such as how this was the way Apple introduced a new computer for the first time, or how the ad agency tried to get rid of both spots. Since you will be writing about a contemporary ad, you could describe other similar brands, or other strategies the brand has used. It is up to you. After your introduction to the ad, you should embed the ad like this.

Then you get on to general discussion of the ad, tacking whichever elements of it you think are the most important as discussed in the paper assignment. Rather than writing a shot chart, you should provide frame grabs of appropriate shots from the ad. The easiest way to get these is to hit pause while watching the video on YouTube, then do a screengrab. You can do this for all the shots you want, then open the screengrab files in a basic photo editing program to crop and resize them. You will also need to save them in the jpg format. You should provide 5-10 screen grabs to illustrate the visual techniques in the ad, and place them at appropriate points in your online essay.

This commercial begins with a very gloomy scene, faceless humans in drab clothes marching in unison in a hallway past monitors. Although we see some closeups on their faces, they seem undistinguishable. The editing and photography emphasizes how they march in step.

This is contrasted with a lone woman runner who is striking in red shorts. She has what looks like the outline of a computer on her shirt, but it is very hard to see without the ability to pause to view the frame. She carries a hammer and is running forward with much intention. You should do a better job of describing what you see. I am writing off the top of my head just to show how to put things together.

Apple - Lemmings

2011-04-11T12:08:00.000-05:00

Infamous "Lemmings" ad from Apple. Too far?

Mac Ad - think different - apple

2011-04-11T12:05:00.000-05:00

Here's a Mac "Think Different ad from the late 90s or so. Simple aesthetics, appropriation.

Follow Up - Direct TV Commercial

2011-03-31T17:34:00.002-05:00

Just wanted to show a follow up of one of my previous posts for the Direct TV campaign. I think the giraffe is even cuter in this one :) hope you enjoy!

Axe Deodarant Spray

2011-03-30T13:42:00.002-05:00

This ad displays coolness to me because in my opinion as a male being cool is directly correlated with being able to impress women and here this guy is just taking off one shirt after another after spraying himself with this spray and watching women faint because of it.This ad is definitely for men and to me the attitude showed is just one of confidence and being capable of getting girls as a man.

Belvedere Vodka Commercial

2011-03-30T10:35:00.002-05:00

I can't stand vodka of any kind, and I think Vincent Gallo is a jerk but I like the appeal of the ad. I looked at the responses to this video to see how it appealed to people and this response stuck out to me:

"i LOVE this commercial! so much that i sought it out on youtube! i think its so great because when i watch it, i get that feel good mood like i am at a fun party. it definetly makes ME want to go out and get some Belvedere!"

Bam. I believe that the quote above is what the advertisers were going for. The song and the way it was shot appealed to me, the individuals gave off that "cool" nonchalant vibe so popular with the younger generations today. What is cool? Celebrities, partying and Belvedere. This ad creates the feeling of high society but with a modern and youthful twist.... "Luxury Reborn". A tornado lifestyle of excess and fun.

Domino's Pizza Turnaround

2011-03-30T10:29:00.002-05:00

I chose this Domino's ad because it is similar to Bill Bernbach's "anti-advertising" strategy because the CEO recognizes their faults and wants to make his pizza better. He asks the customer why they are failing to make quality food and wants to know what they need to change. This ad goes against traditional forms of everyday advertisig by doing the opposite of what a company normally does. There have been several commercials for this campaign, recieving a "tornado" of pictures from regular customers who are dissatisfied with their pizza. The attitudes evident in the commercial show the apology of the company being careless with their brand name and wanting a second chance to make it right. In order for consumers to keep buying the product, they want to fix and do everything in their power to advance their sales and to keep them from being at the bottom of the totem pole.

Look Cool Smoking Camel Lights

2011-03-30T10:13:00.003-05:00

This paper advertisement, from a 1993 magazine, is for R.J Reynolds Tobacco Co. and highlights Camel Cigarettes with the infamous Joe Camel. Ad shows Joe standing by his red convertible with a pack of smokes rolled in his sleeve.TORNADO.It's suggesting that you will look as cool as Joe Camel while smoking Camel Lights. This ad is suggesting the look of being cool as Joe Camel posted up by his car in a tight black t-shirt and sunglasses with a confident pose

2011-03-29T23:20:00.003-05:00

The characteristics I see that approach the "coolness" aspect of this Pepsi product are the creative background and the fact that the usage of this product can be a drink as well as a fragrance that will make you attractive to others. This "coolness" appeal is aimed at a female audience. The attitude is definitely positive in this ad and creates an idea that this consumption will create a tornado of different attractive virtues.

2011-03-28T14:00:00.002-05:00

This commercial for electrolux appliance shows how anyone can be the ideal housewife. Kelly Ripa shows how with the help of these new appliances show can be more efficient and fulfill all the needs of her family.

Colgate Palmolive Ajax House Cleaner

2011-03-28T13:47:00.002-05:00

This is an advertisement placing emphasis on Ajax House Cleaner. This advertisement appeals to the "True Housewife Type" after reading the article discussed in class. The ad shows a mother along with her son at home. You get the idea that the mom is house mom by the her appearance of casual clothing and the emphasis of cleanliness in her home.

Contemporary Ads for housewives

2011-03-28T13:37:00.002-05:00

These are four contemporary magazine ads that are directed towards housewives trying to impose the feeling of being an efficient housewife who is also appealing to her husband at the same time. The one at the top right really displays that as it says the harder a wife works the cuter she looks, trying to encourage them to use their product.

Febreze

2011-03-28T11:19:00.002-05:00

This Febreze commercial is an example of "The Balanced Homemaker." The woman is a real estate agent but also maintains the house and makes sure the dog and her husband dont keep it smelling bad.

Hannah Bolton

Swiffer Ad

2011-03-28T10:33:00.002-05:00

This ad reveals the importance of having a clean house and how to maintain one. When you read the text, it shows how fast and simple it is to use the product and get the outcome you desire. The female is also happy to see that her job has gotten done in a timely manner.

Armstrong Flooring

2011-03-28T00:04:00.003-05:00

This advertisement is from Armstrong flooring. It shows what looks like to be a business woman sitting down in her house reading her newspaper. This relates to the article we read in class speaking about the Career Woman or Would-Be Career Woman. She is the person who believes a womans place isn't in the house. This woman has a job and is too critical about many tools to help with the house.

Electrolux makes it easy

2011-03-24T16:32:00.003-05:00

This commercial shows how the Electrolux appliances can help make your life easier and things are made quicker, so your family will stay happy...And you will have an abundance of muffins and pancakes..

The Unreal Liberation

2011-03-22T22:18:00.003-05:00

Susan J. Douglas gives an eye opening view of the advertising world's view on the "free woman". Women had long been the object of the advertiser as the one willing to spend money on the things that would make their appearence look and feel better. The 1980's ad angle was to use both feminism and antifeminism to an advantage. While portraying a woman in a luxurious setting, the woman can only attain luxury after she purchases that item that will in theory set her free.The method of gaining the perfect look no matter what the cost can and will continue to be lucrative, although I have to agree that true liberation will never be met.

This video shows an ad for a shampoo that will leave you with the best hair no matter the tough conditions...Because you are worth it.

This video shows hair coloring as the most luxurious thing to do. Beautiful, long lasting color all possible if you buy this product

What other cosmetics ads used today give the impression of "liberation" through these products?

Do you feel that the products for women today are advertised with a sense of false freedom with a never ending goal?

Life Magazine Archive (with ads!)

2011-03-21T12:33:00.001-05:00

Google Books has ever issue of Life Magazine available online. This is a great way to browse for ads.

PBS American Masters - Andy Warhol Part 1

2011-03-09T13:36:00.000-06:00

Andy Warhol Cell Phone

2011-03-09T13:15:00.007-06:00

This picture by Andy Warhol is used as an advertisement by Cingular and Nokia to commercialize an Andy Warhol Branded Camera phone. Phones in general, especially today, are what keep people socially connected. Through the use of different features on this phone, pictures taken can be "warholized" to imitate or mimic some of Warhol's pop culture work.

Warhol Soup

2011-03-09T13:15:00.004-06:00

Warhol's creation of the design behind the soup can did a good job of applying to the people back then when it first came out and also transcending time as it is still very popular today.

Coca-Cola as Pop Art

2011-03-09T10:00:00.002-06:00

Andy Warhol started painted Coca-cola into his Pop art way of painting. Coke along with Campbells Soup were items that were being mass produced. He incorporated Coca-cola into his art as a dilogue of consumer culture.

Andy Warhol Knives

2011-03-09T09:17:00.002-06:00

In Andy Warhol's painting called Knives he took a basic kitchen utensil and turned it into what he called pop art, his "mirror of America". The repetative object was his way of making America see what they needed. Warhol's vsion for Knives was for hunting and seduction.

Andy Warhol, Brillo Box

2011-03-09T00:34:00.003-06:00

The Brillo Box was originally designed to give a new look to the product. Andy Warhol then took this new look to the cleaning product and incorporated this design into the art world. Warhol took this design and turned it into a recognizable work which he was associated with. Even though Warhol originally didn't create the design he was such an icon that the box was instantly Warhol's work of art.

Diamond Dust Shoes

2011-03-09T00:29:00.002-06:00

This image originated in 1980 and features women's high-heel shoes. You can vaguely make out the brand of one one the shoes, which helps as an advertisement for that particular brand. The image features consumer products that can be labeled as "timely" because of their old-fashioned look.

Coca Cola by Andy Warhol

2011-03-08T22:25:00.006-06:00

Andy Warhol's approach to making artwork of iconic American products such as Coca-Cola, evolved the phenomenon of popular culture through mass production. He reflected popular culture by incorporating images of consumer products, which gave each of his paintings a psuedoindvidualistic quality. In his Coca-Cola paintings, he gave the brand the appeal of instant accessibility to every type of consumer. He even states that "You can be watching TV and see Coca-Cola, and you know that the President drinks Coca-Cola, Liz Taylor drinks Coca-Cola, and just think, you can drink Coca-Cola, too."

Andy Warhol & Campbell's Soup

2011-03-08T18:53:00.003-06:00

In 1962 Warhol is the man that created the wonderful artwork that would be placed on each Campbell's can worldwide and for many years to follow. This picture says, "Andy Warhol And The Can That Sold The World" exclaiming that this soup can is at the top of food chain, selling not only itself, but much much more.

How Men Clawed into Consumerism

2011-03-02T13:52:00.003-06:00

Kenon Breazeale reveals the emergence of the male consumer with the birth of Esquire magazine. Women had been long targeted in the advertising world as the main consumer for the house hold and referred to as the educated shopper. With men facing the frightening possibility of losing their jobs and the chance they might see their wives become the ones bringing home the bacon, a loss of “masculine self respect” began to cloud over the male population. Seizing this opportunity, Esquire was created so men could cope with this new leisure time and become empowered with all the misogynistic articles in the magazine. Esquire articles consisted of bashing how women were consumers of fads rather than resourcefulness, and men were the more sensible gender when it came to purchasing all things from furniture to liquor. It’s rather smart actually; the magazine actually motivated men to become more dominate in consumerism as a means to prove their masculinity. Not only did they rant about feminine incompetence, but Esquire also managed to sexually exploit women as well. Yay for multitasking. Pin ups were often displayed within the pages. Although I see the benefits of male consumerism becoming more important, I think the way Esquire pushed it ignited the flames of sexism we see today.

"Mr. Fixit"

2011-03-01T19:22:00.007-06:00

Steven Gerber, Do-It-Yourself: Constructing, Repairing, and Maintaining Domestic Masculinity

Posted by Hannah Bolton

Steven Gelber introduces domestic masculinity to us as the creation of a male sphere inside of the home. The idea of space is presented, noting that when women began to work in the office, men felt they were being civilized and losing their manhood—therefore they needed to create something that gave them a new purpose, a new meaning for being a man. While previously hired help was called in to repair things, the Do-it-yourselfer found family bonding and masculine identity within the home. He explains that while men were the head of household and brought home the money, they often had very little to do there. The women raised children, while men were occupied with something else in another room, or left to meet up with friends (separating themselves from the family). Domestic masculinity was the answer to reacquainting themselves with manual skill, taking pride in something, saving money, and participating in family activities while retaining a masculine style. Do-it-yourself was most of all thought of as leisure. Work around the house was not work—it was recreation that soothed the stressed minds of men after being in an office all day. Working on things gave them a sense of satisfaction that may have ceased to exist within their jobs. This change also brought fathers and sons closer. Fathers passed on specific skills to their sons, a form of masculine bonding. The housing market was booming in the 1930s, and because home ownership was popular among the blue collared, do-it-yourself was an activity that transcended class rather than gender. Although you would think that poorer homes had to save more money, rather than the rich, Gelber explains that men from all classes recognize do-it-yourself as not quite a chore, but something taken up voluntarily. It was a mixture of everything: leisure that was work-like and chores that were leisurely; the tasks were performed by middle-class men acting like blue-collar workers and blue collar workers acting like middle class homeowners. It was in other words, a hobby.

An example of the man carrying the heavy tools, the son helping him, and the wife directing them on what to do.

This advertisement for Dutch Boy paint indicates that the women were not Do-it-yourselfers, but the helpers or assistants. Also, it was typical for the woman to point out something that needed to be done, rather than doing it on her own. ("Honeydew")

http://www.youtube.com/show/thisoldhouse

Melancholy, Merit, and Merchandise

2011-02-27T23:01:00.008-06:00

Shows such as The Biggest Loser, Supernanny, and Extreme Makeover: Home Edition aren't new to American television. In the 1950s, when television was popping up in more Americans' homes, shows like Queen for a Day and Strike It Rich were featured on all major news networks. The reality shows of today and shows of the '50s both have the same type theme, to help contestants get out of whatever difficult situation they may be in. The 1950s shows were meant to help those who needed assistance, mostly financial.

This clip is from Extreme Makeover: Home Edition. The crew meets the family they will be helping.

These types of shows used emotional stories to relate to the viewer. After WWII, America decided it was time to go back to family values and traditions. The family was the central part of American life. With such stories, like the ones used in Queen for a Day, the viewers could relate one way or another. Even if viewers were never in that situation, they could hear a tragic story and want to go out and buy a merchandise to prevent themselves from getting into that same predicament. In 1964, George Katona named America a “mass consumption society,” meaning the economy depended on the purchases of goods.

This clip is from the 1950s TV show Queen for a Day. The contestant is telling the audience about her difficult situation for her and her family.

The article goes on to describe how many of these shows were aired during the day, when most housewives watched TV. Women who didn’t work and stayed at home were the main target for these types of show. Many appliances and home products were used to appeal to these women.

With the introduction of social programs, such as Medicare and welfare benefits, popular shows that helped out contestants quickly diminished. Since many programs were put into place to help struggling Americans, it seemed as if these types of television shows were becoming less and less popular with viewers.

Questions:

1. Why do you think shows like Supernanny and Extreme Makeover: Home Edition emerged on the television scene in the mid 2000s?

2. How do you think products and prizes displayed in these types of shows have changed? How is Extreme Makeover: Home Edition different from Queen for a Day in how they mention name brand products?

Product Placement on Modern Family

2011-02-21T17:35:00.002-06:00

In an episode of Modern Family Phil is having a birthday and all he wants is an ipad. The entire episode is all about Phil's love of the ipad and his wife's struggle to get him one. This is what happens when he finally gets his ipad.

Supplemental Screening: Design for Dreaming

2011-02-21T13:03:00.000-06:00

Check out this choreographed celebration of cars and kitchens made for the 1956 "Motorama". Available at http://www.archive.org/details/Designfo1956.

Home Improvement: Tool Time Part 3

2011-02-21T12:14:00.001-06:00

I Used this because on "Tool Time" they are always advertising the products made by the shows sponsor. Even though it isn't a true television show, it does advertise great examples of product integration and consumer education. If you have ever seen the audience of the show "Tool Time", it is typically all men, so a big sales push on the show is to appeal to the "Man-ly" side of them to buy this equipment that is made for "Real Men"

Oprah choosing her "Favorite Things"

2011-02-21T12:05:00.003-06:00

Here we see Oprah behind the scenes as she chooses her "Favorite Things" to talk about on the Oprah Winfrey show. For those unfamiliar with the ways of Queen Oprah, the Favorite Things show is awesome because the audience members get ridiculous amounts of free stuff (such as cars) and pretty much every product she features becomes insanely popular and sells out everywhere immediately. This has been christened the "Oprah effect."

Before my mom and I sold our lingerie store, we carried La Perla sweat pants. These were $100 sweats. Women would come in all the time and say "Ooh I saw this on Oprah's Favorite Things!" Thank you Oprah for compelling women to buy fantastically comfortable yet pricey sweats.

-Sterling

Product Placement in Soap Opera

2011-02-21T11:46:00.002-06:00

Here is an example of product placement that is found on television. It appeared in an episode of "Days of Our Lives" and was not only used, but was zoomed in on at multiple points throughout this part of the episode. This is just a minor example of what today's product placement is like in society nowadays.

Ellen Promotion (Start-1:20)

2011-02-21T11:44:00.002-06:00

This is a clip of Ellen promoting a product on how to properly fold a t-shirt during her talk show. The product is being displayed as a means of added value to organization.

The Biggest Loser/ Brita Partnership

2011-02-21T11:31:00.005-06:00

This clip from The Biggest Loser is a good example of product integration, and consumer education. They teamed up with Brita to promote water filters and incorporated the use of the product into the show.

The Office Chili's Product Placement

2011-02-21T11:29:00.000-06:00

Example of Chili's being used in an episode of The Ofiice

Mad Magazine on the 'Burbs

2011-02-21T11:11:00.000-06:00

Here's part of a Mad Magazine parody of suburban flight in the 1950s. Click on it to enlarge.

Extreme Makeover (Home edition)

2011-02-21T11:04:00.002-06:00

This youtube video is a clip from Extreme Makeover (home edition). Although extreme makeovers main purpose or focal points is to help the people in need, there are still quite of few products that are quietly advertised throughout the show. One key thing that sells is donations from citizens throughout the U.S. or even companies as well. One company that Ive heard this show mention alot about is CVS pharmacy and all the donations they give. Even though this show does the idea of a particular product, there product is the idea of "help us help someone in need."

The Suburban Home Companion: Television and the Neighborhood Ideal in Postwar America

2011-02-21T07:46:00.006-06:00

Lynn Spigel tries to explain the role of having a television set in the suburban home during the postwar era. The purpose is to reveal the cultural meanings and practices behind the arrival of the television and how suburban home-owners had adapted to its onset. One of the strong views towards the television is that it acted as an all-purpose return to family values in the home. The set was seen so far as to bringing the family together during times of dispute, acting as a medium of communication within the families' own household. There was also a strong attraction to the values of playing the role of participating in the community, as well as bonding with the neighbors.

This advertisement reveals the importance of a television set to bringing the family together.

This clip is an advertisement for a CROSELY television set in 1951. (1:44-2:35)

The methods that this technology introduced were that of travelling to distant and exotic places while remaining in the comfort of your own home. The ability to merge public and private spheres through the television set was the perfect companion for suburban homes. These home-owners saw this technology as a means of staying updated with the public and living through he television to continue doing so. Through owning a television set, the home-owners have developed a sense of belonging to their neighborhood, setting the status in which they lived.

This advertisement for a television set in 1959 showed the importance of owning a TV to all members of the family.

The author mentioned that one of the aspects that kept the Americans stable through the Depression was the design of suburban space. The suburban homes were meant to reduce the “urban clutter” and “purify communal spaces”. This sense of organization and conformation was a strong appeal to the female audience, attracting them to this sense of brining the home together. This advertising for a television set is promoting strong family values, while travelling within the comfort of your own home.

This clip shows the physical appeal of having a television set in your living space.

Questions:

What are the advertisements for television sets that you have seen recently? How do they appeal to the consumer?

What has changed? Why?

FCU: Fact Checkers Unit

2011-02-20T23:26:00.002-06:00

FCU: Fact Checkers Unit is a humorous, short video series on NBC.com sponsored by Samsung Mobile.

Televised Consumption

2011-02-16T12:20:00.003-06:00

Wednesday, February 16, 2011

Inger L. Stole, “Televised Consumption: Women, Advertisers, and the Early Television Daytime Industry”

Article Blog by Julianna Salman

Stole focuses on the role of advertising as a funding system for television in the early 1950s, and how women were the target audience for most advertisers and broadcasters during early daytime television and the shift from radio adverting to television. She describes this through using the example of NBC’s 1950s program Home, a daytime show broadcasted every weekday between 1954 and 1957. Home is used to explore how advertisers and broadcast networks were integrated to appeal to a new consumer. Early TV programming and scheduling hoped to appeal to housewives and influence their consumption habits through new advertising techniques such as “magazine advertising” and cross promotion.

By offering daytime programming that emphasized the lifestyle of the traditional homemaker, broadcasters hoped that women would regard daytime TV as instrumental in making housekeeping more efficient and as an aid in bringing about a higher standard of living. Advertisers found homemaking shows as a potential way to maximize commercial sales through television.

The following is a short segment from an episode of Home, with Arlene Francis

Home “offered its viewers a staple menu of cooking, beauty, gardening, homemaking, child-rearing, and shopping,” to attract an audience that was able to identify itself with the consumption of up-scale women. It was able to have this sense of exclusivity and prestige, to its target audience, that differentiated it from local daytime programming, and daytime soap operas and game shows. The show was hosted by Arlene Francis, a “self-declared anti-feminist” and “ordinary housewife”, who held traditional opinions about gender roles. These daytime programs had to emphasize women’s roles as housewives and mothers because it was in these capacities that women bought more products. However, the show wasn’t performing as well as the network had hoped. It lost viewer attention and wasn’t entertaining. It was also mostly unsuccessful because advertisers were not in tune with and did not reflect the concerns of their desired audience.

Today, advertisers still try to promote their products, primarily to women. Home was striving to promote domestic perfection through their products because they believed that was the best market to attract more consumers. Even today women are told, through programs and advertising, perfection is the only way to be successful. Networks such as Lifetime operate on behalf of women and successfully promotes itself with a mission to “serve women’s interests”.

The following clip from The Rachel Ray Show is a modern day example of a daytime show targeted for female viewership with product endorsements

Questions:

What are some other programs you can think of that target a particular audience?

How has advertising in television programming changed from the mid 20^th century to today?

Ernie Kovacs for Dutch Masters cigars

2011-02-15T13:16:00.000-06:00

These are some of the all-time great TV ads, produced by TV "artist" and comedian Ernie Kovacs.

Supplemental Screening: A Word to the Wives

2011-02-09T12:55:00.000-06:00

This promotional film dramatizes how two women conspire to convince a husband that its time to update the kitchen and/or entire house. You may recognize the actor who plays the husband, Darrin McGavin, as the dad in A Christmas Story. His wife in this short is played by an actress, Marsha Hunt, who struggled to find work during the 1950s because she was blacklisted. Found at: http://www.archive.org/details/Wordtoth1955

Supplemental Screening: Cliche Family in TV Land

2011-02-09T12:50:00.000-06:00

Here's a short film that was apparently made by a company which routinely produced television commercials. It's a parody of cliches from TV ads and was made in the early sixties. It also features Roger Price, a well-known comic writer of the era. Word is this was an "inside joke" of sorts. It was definitely not intended for mainstream distribution because of its brief and comic use of nudity. Found at Internet archive: http://www.archive.org/details/cliche_family

Advertising Women

2011-02-02T12:20:00.002-06:00

Jennifer Scanlon, “Advertising Women: The J. Walter Thompson Company Women’s Editorial Department.”

Article Blog by Sterling Warren-Hepburn

Scanlon delves into the world of the women behind the advertisements in women’s magazines during the early twentieth century; specifically the women of the J. Walter Thompson agency, which was the most successful advertising agency in the United States at that time. The agency had a uniquely progressive stance on women in the workplace and provided great opportunities to the women employed there; even establishing a department run by women specifically geared to create advertising aimed toward female consumers.

Helen Lansdowne Resor (who we discussed Monday in class) was one of J. Walter Thompson’s female employees that made a name for herself during her time at the agency. She was the first person to use sex appeal in ads (very subtly) as a way to market products. This was found to be an incredibly successful marketing tool.

Two examples of Helen's ads:

A recent ad (also for soap) that shows that we still use sex appeal to sell things (sorry this is huge!):

Scanlon states that the women who worked in the department were “independent, resourceful, confident, and often feminist.” Most of them were middle to upper-middle class, and well educated. The women viewed their audience as complex and not easy to categorize. They did not think there was one "composite female" for them to sell things to. However, Scanlon describes a disconnect between these working women and their audience. Advertising was aimed toward the typical “housewife,” whose daily lives were very different from the lives of the women working in advertising at the agency. Scanlon also makes the point that the women found in the ads were more glamorous and idealized depictions of housewives, rather than being representative of what the audience of housewives was actually like.

Questions:

Helen Resor developed the concept of using sex appeal in advertising. Why do you think this is an effective strategy?

Do you believe women are still emphasized as being the main consumers in our society (as opposed to men?) Why or why not?

Medicine and Madison Avenue Archive

2011-02-02T10:14:00.000-06:00

If you haven't figured it out yet, Duke University's Digital Collections are the best place around for collections of ads. This one focuses on ads related to health and medicine.

Medicine and Madison Avenue

And here's the link to browse the categories.

Emergence of Advertising Archive

2011-02-02T10:08:00.000-06:00

Here's another archive, linked through the Library of Congress. These ads focus on late 19th Century up to 1920s.

Emergence of Advertising Archive

Ad Access Archive

2011-02-02T09:57:00.001-06:00

Here's a link to Duke University's Ad Access site. This is a terrific way to browse for ads from the 1910s to 1950s.

Marchand Article Online with Images

2011-02-01T15:52:00.002-06:00

You can read this week's Marchand article on Advertising as Social Tableaux online. This is nice because you can see large photos of the many ads he discusses.

Eau de Toilet

2011-01-26T21:33:00.003-06:00

This is a really funny ad for toilet deodorant spray. We see what is set up like a typical "luxury" perfume ad; the shot in black and white, french lingo, cute guy who is inexplicably shirtless embracing... a lady in a hair net holding a toilet brush? I guess cute guys must really like fresh smelling toilets. Makes sense when you think about it I suppose.

-Sterling Hepburn

Ciroc with Puffy P Diddy or Whatever

2011-01-26T13:29:00.002-06:00

This commercial for ciroc displays it as an upscale drink for people who do it big like Puff Daddy, who is escorting two girls out of his mansion to get taken home by his own personal driver.

Welcome to California

2011-01-26T11:52:00.007-06:00

This ad makes California look like the most amazingly luxurious place to visit on the planet. By using Famous people, beautiful scenery and activities that are usually afforded to wealthier people, they are able to upgrade California's image.

2011 Lexus "The Hard Way" - Leather Testing

2011-01-26T11:39:00.000-06:00

This just illustrates how far companies will go to give evidence to prove how hard the process is to give this type of luxury that can't be offered elsewhere.

2011-01-26T11:32:00.004-06:00

This ad for toyota, a car not generally associated with the upper class, is trying to evoke idea of luxury and royalty. The design of the ad is particularly important because it uses old english style font and calligraphy. It's saying that you can live your lavish lifestyle of tiaras and ascots, while enjoying a smooth comfortable ride for a reasonable price.

The text reads:

Once you purchase the 2009 Corolla, you’ll start living the dream. To ensure a smooth transition into high society, we’ve equipped the Corolla with revised suspension, springs, and sway bars, which will keep any recently acquired tiara firm upon your brow. If you’re more of the fetching ascot type, consider the comfortable ride an accessory to your necktie. Whatever flourishes you fancy, the Electronically Controlled Transmission and Vehicle Stability Control will distinguish your dominion over the road.

Naomi Campbell Stars in Tv Ad

2011-01-26T10:26:00.003-06:00

Ok so this video isn't even in English but the language adds more of a sense of luxury and wealth. Naomi Campbell stars in a commercial that advertises her boyfriends new BILLION dollar apartment building. This commercial shows her waking up in silk lingerie, working out on state of the art machines and swimming in pool that over looks Moscow. Definitely a great way to promote a way to have a luxurious lifestyle.

Beyonce v Beyonce [Vizio Tv Commercial]

2011-01-26T01:43:00.003-06:00

When I first saw this commercial, I thought that this commercial was actually quite funny. Vizio does a comparison test between Beyonce in person and Beyonce on Vizio. Vizio's picture and imagery is just too much for the viewer and he is captivated by the amazing look of Vizio.

Lucky Stride Ad

2011-01-26T00:57:00.003-06:00

I came across this cigarette advertisement on the internet that appeals to the desired sexuality from a female perspective. In doing so, the ad has placed an attractive female striking a seductive pose, as well as creating a solution to maintaining one's figure by replacing a sweet with a 'Lucky Stride' cigarette.

State Farm® - "Magic Jingle Hot Tub"

2011-01-25T17:57:00.001-06:00

There are three State Farm "jingle" commercials. The above one is my personal favorite. These commercials make the viewer think that if you subscribe to State Farm Insurance, any problem/want can be solved by singing the jingle: "Like a good neighbor, State Farm is there."

BMW 2011 commercial

2011-01-25T16:31:00.002-06:00

This commercial caught my eye because as it takes you through all the possible "good life" options you can be having with this car. I want to go to Brazil in it.

Diamonds are a girl's best friend, according to Armani

2011-01-25T12:37:00.002-06:00

For years Armani has been a name brand tied to status, power and money. This commercial featuring Beyonce shows her in a flashy dress singing "Diamonds are a girl's best friend." (For the fragrance Diamonds) Celebrities are often featured in these ads to promote a luxurious lifestyle from clothes to watches to perfume, trying to persuade the audience that they too can look and feel rich and famous. ~Hannah Bolton

Dolce and Gabbana Ad

2011-01-24T18:22:00.003-06:00

To be honest, I didn't even see the product in this advertisement so I was a little confused when I stumbled upon this ad. Yet I realized that the approach to this may be selling the lifestyle associated with such a widely known and expensive name brand. Wear Dolce and Gabbana and you too will become a wealthy member or Aristocracy! "" Luxury is not a goal anymore. For many, it has become a necessity, part of our daily experiences," and means to social class/status." "

Direct TV Russian Commercial

2011-01-24T16:55:00.008-06:00

The very first thing we hear in this commercial is "oppulence...I have it, I like the best" and it immediately prepares us to see something grand and expensive. Then we see that this is indeed a commercial for direct tv, something that any working man or woman can purchase. However, in this commercial we see the man surrounded by women in fur coats, gold bricks, and even mini giraffes hinting that if you have direct tv you too can have those things.