Advertising has a huge impact on politics and has consistently grown over the years. “It was the dawn of television that changed the way politicians reached their audiences. Before that, it was all about getting out and about, meeting the voters, holding town-hall debates and shaking hands” (http://advertising.about.com/od/history/a/A-Brief-History-Of-Political-Advertising-In-The-Usa.htm). It wasn't until Dwight D. Eisenhower took advantage of commercials and started to show simple but effective ads. After this, people realized how powerful a thirty second ad could be. Ads have gained so much power that they have the ability to completely change the outcome of an election in a heartbeat. “Both sides are looking for an edge, and more rigorous science leads to more efficient campaigning” (http://www.apa.org/monitor/2012/04/advertising.aspx). This is exactly true. People want to have an ad that is edgy and unlike anything they have seen before. Due to this, parties will use each others ads to point out the bad qualities of their competition. These are known as attack ads. This is the number one type of advertising used in presidential campaigns. The opponents simply “attack” one another. “The theme of a 1952 Democratic attack ad was that the Republicans engaged in double speak—that they would say one thing to one group and another to another group. This is an enduring theme in campaigns: that the opposition cannot be trusted to do what they say” (http://www.press.uchicago.edu/Misc/Chicago/284996.html). Presidential candidates try to point out the flaws of the other party. Overall, advertising has influenced politics in many ways over the years and since the use of social networking and television is become treaters ads will only become more influential.
Friday, September 12, 2014
Friday, September 5, 2014
Joan Rivers Relevant To Fashion
Joan Rivers was a woman that had a huge impact on fashion. It is because of her that we consider the Red Carpet a type of event. Before Joan Rivers, celebrities would just walk down the Red Carpet and people did not really bother to ask them what they were wearing. This all changed with Joan Rivers. “To create something fresh, you need to know what has already been done” (Advertising By Design, 107). Joan Rivers knew that she needed to bring something new and fresh to the Red Carpet so she made an effort to figure out who and what the celebrities were wearing. “Very basically, in advertising, telling is narration—events conveyed by a narrator or presenter; it is also called diegesis or summary. Showing is mimetic, directly visually or dramatically representing events; it is also called mimesis or scene” (Advertising By Design, 110). She would personally interview celebrities and create a scene with them so they could have a conversation and entertain people. This helped make her idea have more of an impact. As time went on, Joan Rivers appeared on the show Fashion Police. It was unlike any other fashion show. She advertise herself and fashion by lecturing viewers. “In a lecture a product or service is featured by discussing it; a brand is presented for your consideration, typified with a presentation by a talking head, where the presenter talks at or to the viewer, announces, describes, highlights, declares, states offers, or provides information, still or in motion in any media” (Advertising By Design, 110). Joan Rivers would discuss the daily fashion trends and critique people’s outfits. This was sometimes good and sometimes bad. She wasn't afraid to speak her mind. Due to all of this, Joan Rivers had a tremendous impact on the fashion industry. If it wasn't for her, the Red Carpet wouldn't be the ‘Red Carpet’.
Analysis of Project In The Real World
“If you were to entertain a different construction of an event, you could behave “as if” that construction were real, thus exploring possibilities within that frame.” (Advertising By Design, 35). I think that my ad would do very well in the real world. I showed my campaign to my peers and they said that they really liked my ad. The liked how I designed the billboard and put it all together. My friend who works for Richard Petty Driving Experience and Ford told me that my slogan is something that Ford would really consider using. This made me think that if my project was to really happen in the real world, it would be successful. Showing my billboard to them and getting their feedback really helped me with think of how I could promote this even more. “Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas” (Advertising By Design, 36). I think that if my campaign really happened, it would be a success. I think it would really grab people’s attention and make them want a Ford Mustang.
Creative Content
“A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance” (Advertising By Design, 204). My campaign includes a billboard. I used big font so that my slogan and the Ford logo are easy to notice while people are driving by. “Display type functions as a dominant typographic component and is usually large or bold. Titles and subtitles, headlines and sub headlines, headings and subheadings are all set in display type” (Advertising By Design, 129). As you can see below, my billboard is very simple but it portrays what the Mustang is really about.
Promotion
There are many things that a person can do in order to promote their brand. For this project I created a billboard. Due to my artistic abilities and how limited they are, I was not able to create a commercial. However, I do have a list of ideas I would do in order to promote the Mustang even further than my billboard. I would create a huge event where people could drive Mustang’s as fast as they could and see how powerful the car really is. To do this, I would call one of the racetracks in Las Vegas and Ford and ask them if they would like to work together in a campaign for the Mustang. If they said yes, then I would have people help me advertise the event on the radio, local news, social media, and many other ways. “Brand fans abound on social networking sites. People view brand videos on YouTube and share them with friends. Sharing links to humorous micro–Web sites is commonplace. Using mobile devices to send photos of oneself enjoying a branded experience is not unusual. Millions of free branded applications (apps) have been downloaded. Offering deals to brand fans on FaceBook and Twitter further endears a brand to such fans” (Advertising By Design, 11). The connections that people have with each other would help spread the word of the event and it would hopefully turn into something big. This would help Ford get noticed even more for their Mustang. I believe that if people could drive a Mustang and realize how powerful and cool it is then they will want to buy one of their own. I would also create a commercial. “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities” (Advertising By Design, 7). Commercials are seen everywhere and I think this would help campaign the Ford Mustang tremendously.
The Big Idea
“Advertising is used in a free-market system to promote one brand or group over another” (Advertising By Design, 3). My ad for the Ford Mustang uses a comparison that is known world wide. This is the beauty and the beast. I believe that this will attract customers to buy the Mustang because they can all relate to wanting to feel good-looking and powerful. I also am differentiating myself from my competitors by not showing the car at all. “Who? What? Where? When? Why? How? Rather than proceeding directly to the conceptual development stages, our study benefits greatly from a discussion of the process of finding insights” (Advertising By Design, 68). After analyzing these things for the competitors of the Mustang, I realized that the Mustang is so well known that people don't need to see the car to know what the advertisement is about. Due to this I am just showing an image of a Mustang horse. I also kept my ad simple so that I can get my point across easier. “What is unethical is almost easier to identify than what is ethical. Here is an obvious list of do's:
> Treat the audience with respect; respect people's religion, race, gender, age, and ethnicity.
> Be truthful.
> Be responsible.” (Advertising By Design, 13).
In my advertisement, I kept it truthful and respectful. I didn't want to put lies on it and create a false image of the Mustang. I want to keep it simple and easy to understand. “A composition is the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements (type and visuals) in relation to one another and to the format” (Advertising By Design, 155). I arranged everything in a way to make it more appealing and effective to the people viewing it. Since it is meant for billboards, I made the words big and clear so that people driving by it can read it easily and not get distracted.
Competitive Analysis
“Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount” (Advertising By Design, 16). While I was doing research on the Mustang I discovered that the Ford Mustang’s main competitors are all sports cars. These include the Dodge Challenger R/T, Dodge Charger R/T, Chevrolet Camaro SS, Subaru Impreza WRX STI Limited, Audi S4, and the Audi S5 Premium Plus. All these cars compete with one another due to their power and sporty look. “The morphological method is based on analysis and synthesis (see diagram 3-1). You analyze a problem by defining all its important factors, as well as the immediately apparent options for solutions. Then you synthesize, that is, combine the factors and options to produce a matrix containing possible solutions” (Advertising By Design, 33). I looked at the ads for a lot of the sports cars and made a chart showing the similarities and differences between their ads and I noticed that they always show an image of the car either on the road or with a person standing by it. I also noticed that they compare themselves to one another. They perform drives and tests and see who wins but the results are not very reliable. Some of the differences I found are the size of the car and the engine. I noticed that the engines are always really important in these cars. People want to have the best engine possible. Overall, I came up with a strategy for my ad by using what other car ads don't use. “From the strategy, you conceive a premise, a central theme, that forms the basis of your claim. The premise should be based on an insight into the brand, the product (or service or group), and the audience” (Advertising By Design, 193). I decided to not show the car at all but rather show the Mustang horse and the Ford logo.
Ford Mustang: "The beauty of the mustang will bring out the beast in you"
“Listen carefully to the information the client offers; the client is expert about his or her business. Listen to what he or she says about the problem, audience, and marketplace—and thoughtfully examine the information provided” (Advertising By Design, 16). I looked at past Mustang ads to help me get an understanding of their main focus and the slogan that I created for the Ford mustang is “The beauty of the mustang will bring out the beast in you”. I did a lot of research on the Mustang and found out that the main characteristic of it is the power. “During Phase 1, we gain knowledge—we gather information. In Phase 2, we comprehend—we grasp the meaning of the material we have gathered, gaining insights. And we apply, making use of the material in new, more immediate contexts. During Phase 3, the traditional conceptual design stage, we analyze, examining our material in search of an idea” (Advertising By Design, 15). I think that my slogan represents the Mustang very well because it is not only a pretty car, but a powerful beast. In my slogan I tried to think of adjectives that described all the qualities of the Mustang. I thought that the word beast represented the power and beauty obviously represented the sleek, attractive look of the car. “An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group” (Advertising by Design, 3). My slogan is aimed more towards men. I used words that were very different from each other yet complement each other. Many people have heard the comparison beauty and the beast and that is what I used in my ad to evoke a certain feeling. From my ad I want a person to feel that even though this car is small and sleek it still has great power and force. My ad should evoke the feeling that if you drive a Ford Mustang then you will be beastly and powerful. “Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action” (Advertising by Design, 3). I want my ad to make people feel like they need a Mustang right away. With my slogan, it will make people take action and go look at a Mustang and by one. I think that my slogan is very unique. When the words “beauty” and “beast are put together people assume that beast means ugly. That is not the case in my slogan. “An effective ad is driven by the underlying concept” (Advertising By Design, 68). I put a twist on the stereotypical comparison that makes the word beast stand for power which helps create an underlying concept.
Friday, August 29, 2014
Typography
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
“The beauty of the mustang will bring out the beast in you”
Friday, August 22, 2014
Advertising on LinkedIn
LinkedIn is a social media website where people can connect on a daily basis. People can go to this site to promote both themselves and their business. A person’s profile on this website is a lot like a resume. People describe the field of work they are in and their past experience. “LinkedIn emphasizes professional affiliations, work experiences, skills, and job titles” (http://www.pcmag.com/article2/0,2817,2120736,00.asp). There are a lot of tips for a person to get the full affect of this site. One of these tips is to ‘grab names’. “Edit the URL on your profile so it reads with your actual name like this: http://www.linkedin.com/in/kenkrogue. If you leave what LinkedIn automatically does for you there will be lots of extra numbers and characters which confuse people” (http://www.forbes.com/sites/kenkrogue/2012/06/29/27-linkedin-tips-linkedin-best-practices-for-entrepreneurs/). This will help it be easier for people to find you when they are searching LinkedIn. Another tip is to be professional. People won’t take you seriously if you have pictures of yourself at parties and other nonbusiness events. You want a person that may be hiring you to see your profile and think of you as a professional. A third tip is to make the headlines on you profile interesting. “A great 5-10 word branded, keyword worthy article headline is magnetic. It screams “must read this”. It might not be what someone was looking for but, because of the title, they are compelled to read it” (http://smallbiztrends.com/2014/08/tips-publishing-on-linkedin.html). This is important because it will make people want to read your profile. It will make people read it that might now be fully associated with your field of work but they might know someone that could hire you. These three tips are all very important to consider when you are creating or updating your LinkedIn profile. I haven’t had my LinkedIn profile that long meaning that I have little experience with this website. I have done lots of research on it though and have asked friends and family how their experience with it has been and they all said it was very helpful. Due to this, I think that LinkedIn is a very helpful site for people looking for a job and people that are looking for people to hire.
Friday, August 15, 2014
Superbowl Commercial
Who?
This Budweiser ad is targeting adults who drink alcohol. Budweiser is also trying to target both men and women. They create an emotional effect to attract women while keeping a rugged feeling to keep the attention of men.
What?
What is shown in this commercial is a bond between a puppy and a horse. A puppy keeps escaping from its cage. Every time it escapes it goes to a stable to see a horse. The horse and the puppy play for a little until the puppy is taken back to its crate. The puppy is then put in a car and is leaving the ranch. The horse sees the car and ‘calls’ the other horses. The horses run and stop the car. The puppy and all the horses return to the ranch and the friendship between the one horse and the puppy grows and becomes stronger.
Where?
The commercial was shown during the Superbowl in 2014. It has been shown on TV and has always been watched many times on youtube. It takes place at a ranch.
When?
The ad was shown in 2014 during the Superbowl. The Superbowl is always known for having the best commercials of the year. This is why Budweiser showed this commercial at this time. They thought that it would have the most viewers meaning that the impact would be very big.
Why?
Budweiser created this commercial to show the bond that it has with its customers.
How?
The ad was very appealing to the viewers. It was different than most commercials. Commercials shown at the Superbowl are usually funny but this one has a more serious approach to the viewers. This makes it stand out from the other ads and this is how the ad was so effective. Sunday, August 10, 2014
Women In Advertising
Women have always been represented differently than men. Men have been shown as working, public people but women have been shown as people who stay at home and make other people happy. The three ads above show how women are starting to be represented as more than that. They are shown as being more sporty and outgoing than in ads from the past. Women used to be portrayed in ads as being housewives; they wouldn't leave the house and their only job was to make their husband happy. “Women have always been expected to fill specific gender roles as the cleaning, cooking, or child-bearing sex machine” (http://womeninads.weebly.com/history.html). Nowadays, women are seen as business women, leaders, and even professional athletes. “The message that we feel resonates in the magazine, that we’ve really seen resonate is about female leadership and about women fessing up to being ambitious and wanting big jobs, a lot of money and leadership roles” (http://www.adweek.com/news/advertising-branding/candid-conversation-5-women-leaders-advertising-and-media-156576). This is a quote said by the editor in chief, Joanna Coles, of Cosopolitan magazine. They try to show in their magazine that women shouldn't be ashamed of wanting to be ambitious and become big leaders. In the ad below for Reebok, women skaters are shown. It also says “And so my fellow women ask not what you can do for everyone else’s happiness but what you can do for your own” (http://loveyourbody.nowfoundation.org/positiveads.html). Women are being encouraged more and more every day to fulfill what makes them happy. Over the years, women have been encouraged to do more and more things in their life rather than be housewife and this will continue for years to come. 
Friday, August 8, 2014
Jerry Della Femina
Advertising has always existed but there are few people that have severely influenced it. One of these people is Jerry Della Femina. “Jerry opened a new agency, Jerry, Inc., in December 1992, with the announcement that he had been awarded the Newsweek account” (http://www.dellafemina.com/jerry.html). His agency had a number of clients that were (and still are) big names such as Marvel and the New York Mets. A few years after this was created he wanted to merge with an agency named New York office of Ketchum Advertising. This alliance that was formed brought in so many new clients. As the years continued, he also wrote a book. His book was called For Those Wonderful Folks Who Gave You Pearl Harbor. “In 1970 Jerry Della Femina wrote this gossip-filled, insider's account of working on Madison Avenue during the golden age of advertising. It caused a sensation, became a bestseller and established itself as a cult classic. Years later, it inspired the multi-award-winning drama Mad Men” (http://www.amazon.co.uk/Those-Wonderful-Folks-Pearl-Harbor/dp/1847679536). This book made people understand all the different aspects of advertising. Today, he is still in the advertising field. "Mr. Femina serves as Chairman and Chief Executive Officer of Della Femina Rothschild Jeary and Partners Advertising (also known as Della Femina, Rothschild, Jeary and Partners). He serves as Secretary of East Hampton Independent"(http://investing.businessweek.com/research/stocks/private/person.asp?personId=922015&privcapId=5533265&previousCapId=21127&previousTitle=INTEL%20CORP). Jerry Della Femina will continue to be well-known in the advertising industry.
Friday, August 1, 2014
Tobacco Advertisement
1. Determine the scenario: What happens in this frame?
In this ad for tobacco a woman is sitting on a giant box of KOOL cigarettes. She is holding a burning cigarette in her hand and has a huge smile on her face. It seems as if she has no worries about how the cigarette is affecting her.
2. What is the setting? What are the conditions?
The setting of this ad looks like it is a place that people want to be apart of. It also is a happy setting. The woman looks happy in order to make people think that if they smoke then they will be happy.
3. Who are the people or groups?
The person in this ad is a young woman. She is pretty and this helps the brand appeal to women. They feel that if they smoke KOOL cigarettes then they will be pretty and have fun like the woman on the ad.
4. What is their point of view around this specific experience?
The point of view that KOOL has is that cigarettes are good for people. They make people happy and allow them to have a fun time. They also think that this ad replicates a “cool” woman and they hope that it makes women want to be cool.
5. What are their goals?
This company’s goal is to make more women buy cigarettes.
6. What are their assumptions? What are their perceptions?
They assume that this ad will lead to selling more boxes of cigarettes to young women. They perceive young women as wanting to be cool and stylish so they try to portray this in their ad.
7. Are there conflicts? Is there cooperation?
The conflict has to do with the health factor of smoking. People are always questioning how smoking can affect ones health. This could lead to people not buying cigarettes but people could also see this ad and get a desire to smoke. There is cooperation because there are people that smoke.
8. What are the outcomes?
The outcomes of this advertisement are an increase in sales of cigarettes and tobacco products. People will also see the name and the brand and will gain more knowledge of it.
Friday, July 25, 2014
Ethics in Advertising
Advertisements are being created everyday but are all these advertisements ethical? “There is a wide band of ethical considerations that advertising needs to -- indeed is required to -- address”(cnn.com). I chose this ad to show that some ads don't realize when enough is enough. It represents Mexx jeans. It consists of four, topless children. In the advertising world, children are a very sensitive subject. “Give special care to the weak and vulnerable: children, young people, the elderly, the poor, and the culturally disadvantaged”(carroll.edu). I think this ad shows no respect for children. Mexx simply ignores the moral thing to do in order to sell more products. Their ad violates peoples' ethics by promoting the children in a sexual context. Others have said that the ad borderlines child pornography. I believe that this is completely true. An ad that consists of children should show kids completely clothed and having fun. The kids above look like they are trying to be mature and replicate a person that is three times their age. This goes against peoples’ ethics. Mexx should consider the way they want their customers to view them when they think of their company. Do they want to be viewed as having an inappropriate take on children or having a fun, youthful look for children? This is what Mexx must decide. It is one of the major factors to consider when creating an advertisement. “Advertising is not just about selling products or services; it's also about molding opinions on issues and creating better civic awareness among masses, among other things” (opednews.com). I do not think that Mexx achieved what this quote promotes. As a result of this risky advertisement, this brand’s audience now has a negative view of the company instead of a positive one.
https://www.carroll.edu/msmillie/busethics/ethadvertising.htm
Thursday, July 24, 2014
My Voice
Working in the fashion world has always been a dream of mine. Fashion allows people to express themselves to others; what a person wears helps them show not only a person’s creativity but also one’s personality. All facets of the fashion industry excite me; however I am more focused on the business side, fashion merchandising and marketing, rather than fashion design. The business side of fashion allows many choices for a career. One can become a fashion buyer, visual merchandiser, or a boutique owner. All of these potential career choices excite me. I am a college student and relatively new to this field. I have not had much experience working in this field, although I worked at my aunt’s boutique and helped her dress the shop windows. I am a college student pursuing my BS degree in fashion retail management at Art Institute of Las Vegas. After I graduate, I will travel so I can further understand fashion as it exists in different cultures. This will provide me with a strong basis for understanding what consumers want in different cultures as well as what raw materials are available in different countries. Such travel will help me become a better buyer or visual merchandiser.
Friday, July 18, 2014
Analysis of Lemon Ad
In the 1950’s the word “Lemon” not only meant a fruit, but was also used to describe a car that was no good; a car that had some sort of problem with it whether it was a car part or the car interior. Volkswagen was quite brave to publish an ad that referred to the Beetle as a “Lemon”. People wondered why an auto company would create such an ad. Volkswagen wanted the consumer to trust the company and its cars. They were very creative because the ad was worded in such a way that it let consumers know that their inspection team would not allow any sort of “Lemons” to be released. '“Lemon” pushed the boundaries further, specifically calling out problems with a specific car to highlight the company’s strict standards”(hagerty.com). Volkswagen was very strict about producing their products and wanted to make sure the quality was the best it could be. Volkswagen also wanted their ads to be simple, honest, and trustworthy. “The VW Beetle is an honest car. Everything about it had to be honest, transparent and straightforward – the product, the pricing, the dealers and even the advertising” (brandstories.net). Volkswagen saw this as a way to connect with customers and make their sales increase. “Beetle ads, though, connected with consumers on an emotional level, while conveying a product benefit in way consumers could relate to. Plus, the ads were breathtakingly simple” (bizjournals.com). The Lemon ad made the consumer feel like the company was honest and had a product that an everyday person could use and trust. Volkswagen achieved its goal and its advertising strategy with the “Lemon” ad proved to be very beneficial because they increased sales of its new cars and the value of its used cars did not diminish. Due to this, they continued to make ads that were simple and unexpected in hopes of keeping their consumers interest.
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