Dior Addict: Get Caught Up

I chose a product called Dior Addict. Slogans chosen in the past for this product have been “Admit it” and “Be Iconic”.  Selecting a slogan, especially one with a twist is a tough one.  I want my slogan to reflect that “The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan or strap line. “ (Landa, 102) The idea came to me almost immediately.  The slogan will be Dior Addict: Get Caught Up.   I chose this slogan because perfume, cologne...any kind of fragrance will get you "caught up" in good....and bad things. This ad will mix the good and bad together. It really just depends on who you are.

I want to brand this idea right because “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).” (Landa, 49) To take it even further, the campaign will surround the slogan. Once the perfume is applied it’s all the wonderful things that happen while wearing the fragrance. Whether it’s a hot date that got steamy or a nailing a work conference. It will give women a sense of confidence and allow them to be sexy because they smell sexy.  To simplify the idea, the slogan “Get Caught Up”:  There’s a story behind every fragrance, what’s yours? Also, I wanted to incorporate Addict in there as well.  Women are addicted to their perfumes. Addicts, no matter what type, have a 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