EOC: COMMERCIAL BREAKDOWN

This got milk commercial was a sensation! This was the original advertisement for the "Got Milk" ad in 1993. It was also featured in a 2009 documentary called "Art & Copy". The documentary interviewed Jeffy Goodby and Rich Silverstein.  The slogan "Got Milk" almost was dismissed because it was viewed at grammatically incorrect. In the end they used it and it blew everyone out of the water! The very famous Hollywood director Michael Bay is the one who directed this commercial. This ad was named one of the 10 best commercials of all time by a USA Today polll in 2002. It also been used in advertising books and case studies. It's legendary!

What I love most about this advertisement is the simplicity of it. How effortless the concept was and how seamless it was executed. Simple ads seem to be the one who make marketing history. The use of peanut butter was a good touch. I love peanut butter and it goes well with milk. The ad definitely sells the product. Jeffy and Rich wanted to come up with something that would change the face of Milk. This was something they could only do exclusively through advertising. They didn't have the luxury of adding flavors and drastically changing the packaging like so many other brands could do. They found a way to uniquely incorporate other brands such as Oreo to assist in the appeal. There is nothing more classic than the old milk and cookies.  They definitely had the "The Big Idea" in mind and it was very solid.

EOC: Creative Content

             I will be creating an advertising campaign. The overall feel of the ad will be mysterious and sexy with an editorial style. The advertisement will be made up of 4 different shots. The photos will tell a story. Which incorporates with my slogan "Tell Your Story". The story will read like a book from left to right. The first shot will be the model walking up the stairs with a bag/suitcase. The shot will not show whole model, just a piece of her but will emphasize on the bag and shoes. The perfume will be poking out from one of the pockets. Second shot will be the model opening the door to come home to her lover. The shot will be taken over her shoulder; in the distance you will see a man out of focus (shirtless).
The third shot will be her undressing. The shot will be closer. the male model will have his back to the camera acting as if he is smelling her and the female model will be looking into the camera invitingly. Fourth and final shot will be a side shot of the woman on top of the male model (from the neck up). He will be inhaling her. The female model will be looking at the male model.  On the bottom right of the of the advertisement will have the bottle of perfume with cursive writing underneath it saying "Tell Your Story".

            In the first 2 shot the female model will be perfect. Hair will be perfect/pinned and makeup will be flawless. In the second shot, her hair is a little messier, clothes are in disarray. By the fourth shot, she is completely "wasted" and he is high off the scent of her. The storyline is aggressive. Woman are addicted to perfume, men are addicted to women. When those things clash...what happens? Tell your story.

EOC WEEK 7: THE PITCH

Dior has a fragrance line. One of their fragrances is called “Addict”. I’ve attached two of the ads for his product. I’d like to launch a new campaign for “Addict”. Instead of the slogan “Admit it” or “Be Iconic” it would be “Get Caught Up”. It's short, simple, and the point. Here is the logic behind the slogan. Women are ADDICTED to good smelling perfumes. Every woman has a favorite. Just like, every woman has a STORY. Every addict of any substance has a Story.  The reaction I hope to gain from the campaign is to show women that it’s perfectly acceptable to feel sexy. I want express that perfumes hold powerful stories. For example, I wear certain fragrances to certain events. When I go out the club, I’ll wear Armani Code. It makes me feel sexy, and if someone comes in close I want that person to smell it. Fragrances stay on our bodies for a long period of time. So during this time…life-changing events can occur.  This campaign can take it further. Dior can add a blog on their website called Tell you story about when you "GOT CAUGHT UP". Where women can share intimate, funny or otherwise stories of their journeys wearing “addict”. They would have the option of telling their names or staying anonymous.

EOC WEEK 6: Vintage Ads

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I really like this vintage advertisement for Esso oil. This could actually be used in today’s marketing schemes.  It’s clever because people often associate a fast car with an animal… like the mustang for example.  The advertisement is not boring and has a good use of color.  I also can appreciate the use of a boy and a girl. I believe the target audience is men. Men love cars. Also the colors used in the advertisement are male dominant. The use of white space is clever as well. I really like vintage advertisements. It shows where we have come from and gives a good sense of where we are going.





https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSoyTjFVX_9JJZ-jyPiHdt2Q2hS2mrWYx1E1lwTzlhH9mxPhjXHCOOStYoVIgGUJXQkcIfM_prtu67yzfcpQj5zz0uy5I205UdGi3OGzh4J-aqTM3Y9SxRudSGmtyjljnUGfBNLEZiN8Q/s1600-h/essotigr.jpg

EOC WEEK 5: BEST SUPERBOWL COMMERCIAL

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This super bowl commercial was witty, scandalous and funny.  The Chocolate M&M speaks about her interaction with the Prime Minister and how she was only there to talk to about business. Men are snickering in the background they think her milk chocolate is showing.  The red M&M walks and strips naked thinking that she too is “naked”.  This is a great advertisement. I believe this was the kick off for the all brown chocolate M&M. It takes a fact you already knew, and plays around with it. We all grew up on M&M’s and they have always been color coated. I can appreciate how the creative team formed this idea and launched a new piece of candy to the general public. Plus doing it in a humorous way is smart. Who doesn’t like to laugh? Overall the commercial is effective. I don’t’ think that it is selling the product but educating us about it. I don’t get that “go buy it now” feel. Just a “oh, didn’t know that have that, but now I know” feel.  According to University of Massachusetts Amherst Professor of Communication Sut Jhally, “In the image-system as a whole, happiness lies at the end of a purchase.” While the advertisement does not directly say consumers will have “the good life” by eating M&M’s, it is implied that M&M’s are necessary for this to happen because the M&M’s are the elements that bring these factors into the room.

> Who? M&M’s

> What? Chocolate coated M&M

> Where? A Party

> When? Week Night

> Why? For drinks or an outing

> How? Removing of chocolate coating

M&M have this magical way of re-birthing themselves. The most memorable M&M commercial I can remember as a child was the Christmas edition with Santa. Santa passes out at his surprise of seeing that M&M’s really do exist, while one of the M&M’s simultaneously passes out at the fact Santa does exist. Very funny. 

Cited:

http://blogs.longwood.edu/mediacriticismrl/2012/02/08/mm%E2%80%99s-says-%E2%80%9Cit%E2%80%99s-that-kind-of-party%E2%80%9D-at-the-super-bowl/

EOC Week 4: Changing the Image of Women in Advertising

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I chose these advertisements to compare and contrast because they are not only the same company but a have similar layout/composition and the model is posed almost identical to the other.  The ‘UltraLucent Make-up” by Max Factor Advertisement is from the 1960’s.  The “New “ColorGenius Liquid Foundation” by Max Factor is from 2008. The 1960’s model is dressed very classy and covered up. The outfit she is wearing is a two-piece ensemble.  The top is short sleeve. The shorts are cut just above the knee.  In the 2008 advertisement, Giselle is wearing a furry top. Her left shoulder is exposed, along with parts of her back. In the 60’s this would have been considered “risqué”. Most (if not all) would turn their noses up at this advertisement because of its provocative nature. In today’s world this is called “sexy” and “sensual”.

 The 1960’s advertisement shows the model’s hair is pinned and pressed. Almost styled to perfection. Women were expected to be primped and never have a hair out of place. In the 2008 advertisement, Giselle’s wears her hair messy, the bedhead affect if you will.  It appears tousled and breezy, as if she had just risen out of bed or barely combed her hair. In the 60’s, this would have never worked. In 2013, messy buns and braids are completely acceptable. Even in formal wear. In the first ad, the model is wearing short heels. In today’s world, all types of women wear “stripper” type heels; even business professionals.  The style of make-up is similar between the two.  The style is subtle yet beautiful, simple yet sexy. It’s not overdone, just enough to make you look twice.  There is even a similarity in the subtle parting of the lips and intense look in their eyes.

Photo Resources:

http://www.retrocasserole.com/2012/12/chafing-relationships.html

http://www.bellasugar.com/Gisele-Bundchen-Max-Factor-Advertisement-1912971

EOC WEEK 3: TOBACCO

  

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

The couple shown in this advertisement are smoking, together. They are lost in one another, looking in each other’s eyes. I like this shot because it almost serves as a candid versus posed. 

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

It appears they are in a bright yellow room. The conditions look good and comfortable.

·       3. Who are the people or groups?

There is a man and a woman.  Appears that they may be upper to middle class citizens. They are both good looking and appealing.  This advertisement is effective. It sends a message to men and women. The model in this advertisement is beautiful. Her lashes are long and makeup clean. She is natural and flawless. On top of all these qualities she’s also smoking. It’s a great influence to buy this brand. 

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

The point of view is third person. The consumer is looking on almost as a voyeur.   The characters portrayed have the point of view as the first and second person.

·       5. What are their goals?

The goal and the purpose are to have the “on-looker” aka the consumer desire that lifestyle. The franchise wants consumers to envy the models in the advertisement. It is this envy that motivates consumers to make purchases. 

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

Here are a couple assumptions. Men want women to want them. The fact that he is smoking makes him look “sexy’ or “cool”.  Women want to be glamorous and have men chasing them. The perception is flavored tobacco is good and enjoyable. The perception is that nothing is wrong with smoking, in fact, it’s trending.

·       7. Are there conflicts? Is there cooperation?

I don’t see a conflict. The advertisement gels well together. Shows good cooperation.

·       8. What are the outcomes?

The outcome is success. People want to be beautiful. Period.

Photo Resource:

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=RHO64gcPPufGeM&tbnid=biRalLJTZC_jzM:&ved=0CAUQjRw&url=http%3A%2F%2Fwellmedicated.com%2Flists%2F40-gorgeous-vintage-tobacco-advertisements%2F&ei=6kZvUZaeGNTk4AOg6YHIAQ&psig=AFQjCNHQ304LEClfzLPOrbhBOdii8SQHxg&ust=1366333398199380

EOC Week 2: Three Examples of Questionable Ethics

This is a PETA advertisement.  Women! Aren’t you sick of being considered a piece of meat? There I was, thinking this was a thing of the past. Before I begin, just know that I truly understand the mission and purpose of PETA. I also understand the direction they wanted to take with this. For me personally, this was disrespectful and unethical. It’s a slap in the face. Women yearn to be treated with respect, but turn around and compare themselves to the slaughtered meat we eat.  Peta’s creative team could have taken a different approach. Being that I am an Advertising major, I know how important it is to want to get the heart of the viewers… but this wasn’t the way to go. I really don’t think so.  Who are the target audience? Women, children, the elderly? Doubt it…and you would think this is a message that should reach all kinds of people…

http://cdn.thinkcontra.com/wp-content/uploads/2010/10/4-peta.jpg

Ok…really? If I could get one dollar for all the sexual innuendos in this advertisement, I could retire early. Where do I start? The model in this ad has her mouth open. Like she is awaiting this big “7 incher” sandwich to enter her mouth. Her eyes are in shock, as if she’s never seen anything so big in her life.  “It’ll BLOW your mind away.” This ad leaves nothing to the adult imagination. Once again, women are portrayed as over sexed. I believe that Burger King took this one too far.  If their target audience were men, they hit this one spot on.

http://www.kerrydean.com/news/food-ads-burger-kings-bk-super-seven-incher-quiznos-toasty-torpedo/

Was I the only one to notice Jesus smoking a cigarette? The thing with advertisement is, if you must include religion, be respectful.  The thought of Jesus indulging in earthly sins is bizarre much less seeing it in an advertisement. Then to add Lady Liberty in there, one of the most iconic figures of the USA, and put her in bed with the Holy one…it’s incredible. I like the concept of bringing the world closer, sure, but making these two “shack “up is not the answer. Oh! Let me not forget the fact that Jesus is in his crucified position. The exact position is he was placed in to die for our SINS. I would like to meet the CEO who signed off on this bizarre advertisement.  This is the most unethical advertisement out of the three I chose.

http://www.businessinsider.com/ukraine-international-airlines-ad-shows-statue-of-liberty-and-jesus-in-bed-2012-110

EOC Week 1: VW Lemon

-The VW Lemon-

Volkswagen created a very famous advertisement in 1960 called the “lemon”. The world was not ready for such a powerful yet so simple statement. It spoke volumes and revolutionized the advertisement industry. Biz Journals states, “What made the Volkswagen Beetle ad campaign so radical? Ads before it were either information-based and lacking in persuasion, more fantasy than reality, or reliant on the medium's ability to deliver repeated exposure.” To sum up that statement; the creative team behind the Volkswagen Beetle “Lemon” advertisement were not afraid to think outside the box and take a risk…A risk that proved to pay off in the end. 

An onlooker may have turned up their nose at the emptiness nature of the page but “Nobody would consider leaving most of the page blank as this would waste valuable space to get as many messages across Contrary to this, in a newspaper filled with messages, having a mostly blank page allowed the one thing that is most important to stand out from everything else… the car.” In an advertisement, the point is to advertise the product, and Volkswagen did just that. In my humble opinion, I don’t believe they even cared what others would say or think. The importance of good advertisement is to stick to your guns and support your final product 100%. 

The key here was to make the product look expensive and luxurious; entice the public. Make them hungry. It was so effective “It connected with consumers, successfully integrating European small design into a culture with a big lifestyle. This ad, along with others from the campaign, was the first to represent a perfect balance of image, copy and simplicity, setting a benchmark that has inspired advertisers to do better ever since.” Keyword here is: Simplicity. You can do a lot with a little. More is less. These were the terms that raised approval in the consumer’s eyes years ago.