“Today we are beginning to notice that the new media are not just mechanical gimmicks for creating worlds of illusion, but new languages with new and unique powers of expression.” - Marshall McLuhan
All of us (or rather our parents) get those postcards, pamphlets and brochures on the latest political candidates for our government. And, as I've heard from many of my neighbors, family, and friends, a lot of us actually don't even bother to take a look at them, and end up throwing them away as soon as they arrive in our mailbox. But, has anyone ever really looked at those ads the candidates send us? Have we ever looked at what each candidate is really about, or rather who they even are? Has anyone ever noticed how vague these ads really are? In this ad from the mail, it's supposed to be campaigning Terry Schanz for the Sacramento City Council. But are we able to tell?? Reading this myself, I was very confused. The ad shows a woman and her child and husband just living a simple life, but her name is Rachel Wagoner. Where's Terry Schanz in this? Rachel (I believe) is saying how she supports safe neighborhoods, good schools and so on, yet she says "and that's why I want Terry Schanz to be on the City Council." When I read this I thought, "Wait, what? I thought this Rachel Wagoner was running!" The ad is so simple, yet to confusing! How is this possible??
I'm confused, is the picture of Rachel or the candidate, Terry?
The ad is campaigning on how Terry Schanz will do good by being part of our City Council, especially for our kids. The ad definitely uses certain basic appeals to pull in its audience, which I presume is about middle-aged couples from around 35-50, who look for the best possible life for their family and kids. It uses "the need to nurture" especially, as the ad shows Rachel with her son, Ryan, and in the ad she says that her husband and her have "another one on the way". This helps appeal to that parental instinct and make the reader of the ad think, "Look how happy this family is and how well off they are by supporting Terry Schanz. Maybe Terry will help make my family just as happy!" This also applies to "the need for guidance", as having Terry Schanz on the City Council will guide our future generations to a "better tomorrow" (or so that's what the campaigners are advertising). Of course the ad applies to using plain folks by having Rachel Wagoner, a simple woman and the stereotypical mom with a husband and child, showing how supporting Terry Schanz means her family is more well off and happy, as depicted in the pictures of this ad. Additionally, there's the use of repetition, as in the ad, Rachel keeps quoting "good schools, safe neighborhoods, recreational opportunities for our kids", and repeating the name "Terry Schanz" and how this candidate will give them all of these wonderful things. By repeating these positive qualities that we supposedly want in our society and linking it to the name "Terry Schanz" (which too, is repeated a lot), we start to think of Terry Schanz equaling those positive traits of society, and vice versa.
Who exactly is talking? Who's the one actually running?
It is VERY apparent on how vagueness has overtaken this ad, in more than one way. For one thing, what are we to know exactly what a "safe" park is, or what qualifies as a "good" school, or what exactly "recreational opportunities" really are. Rachel never really specifies what any of those things are, or how Terry Schanz is supposed to improve/keep those qualities about Sacramento. But, the most vague point about this ad is the most important part of it: Who really is Terry Schanz??? We don't know anything about this person, what political party they're part of, their background, even if they are a man or a woman! With so much that we don't understand about the candidate, why is there any reason to elect this person to be part of our Sacramento City Council? If the campaigners or even Rachel Wagoner were to really persuade us into supporting Terry Schanz, they should have thought like a critical thinker would, and used one of the 16 Habits of a Critical Thinker, "thinking and communicating with clarity and percision". By giving more background information and being clearer on who the ad is really for (giving pictures of Terry Schanz, NOT Rachel Wagoner, and more info on Terry and NOT Rachel), they could have made their point clearer on who Terry Schanz is and what this person is really going to do to help out the city of Sacramento.
Reading and just looking at this ad, are you as confused as I was? This may be why politics is so confusing and so difficult nowadays, because we don't even know who our candidates are! Campaigners really need to watch how they advertise their candidates, otherwise those potential supporters will be looking for someone making a clearer argument and presenting their candidate more precisely.
The Great Urban Outfitters random sale for CA stores only!! Did you go? :)
As Californians, you could say we have a pretty good life, what with our sun, sand, and surf. :) Urban Outfitters (U.O.) furthered our California patriotism a week ago ago by giving only its California stores an additional 50% ALL of their sale items for four whole days last week, from May 17th to the 20th. Yes!! This ad came to me by e-mail, as I had signed up to be part of the store's updates on any sales, new merchandise, and so on. I usually just like to look at the Urban Outfitters ads but not really do anything about them, as their clothes are incredibly cute but really expensive. But, seeing this sale and the limited time I had to actually shop with the discount, I jumped in the car with my wallet in hand and ready to speed-shop at the location at Arden Fair!
You can see how there's a definite use of patriotism in this ad for the U.O. sale, as the company takes the California Republic flag and waves it in our faces to show that only California stores get the discount (yay for us! :D). But, we definitely see the use of time pressure/exigency because the the picture makes sure to advertise the limited amount of time the additional 50% off the sale items is! When I saw the ad myself, that's what really stood out to me, especially with the odd graphics and writing used on the ad to make people see it's only for a few days. The use of red for the 50% off statement then writing white over the red bar at the bottom of the flag really made the important information stand out so as to make sure customers understood every detail of the sale. Plus, the way they messed with the CA Republic flag by giving the bear a Fohawk/Mohawk and wrote over the word "republic" and added to the word California, "stores ONLY" made it prominent that only U.O. store locations in CA would have the sale. All of these elements add up to the technique of gestalt, and how the oddness of the ad and the color schemes pull in the viewer of the ad.
I'm sure that many of us who like to shop at Urban Outfitters and lived near a CA store location were pressured to go. Urban Outfitters does have sales regularly, but they don't always have that great of a deal or discount. Often times, sales so great as this one for U.O. don't come along very often! So, many of us felt the urgency to go run off to the mall to catch the sale before it was over. Also, I'm sure because we don't know when another sale like this, with an additional 50% off all sales items that already are discounted, will come around, many of us might be pressured into buying as many items as possible, even though the addition 50% might not make much of a different on say a $150 dress ($75 is less, but that's still very expensive!). We'd have to think critically, and use--of the 16 Habits of Critical Thinker that we learned at the beginning of this year--the habit of "managing impulsivity", as we want to make rational decisions when making our purchases, regardless of how discounted they might be. I personally would rather save a few dollars than spend it on a useless knick knack just because it's discounted, wouldn't you? Plus, because the sale is only around for a limited time, we feel that a dress that's on sale for $150, then with an additional 50% off becomes $75, might never be on sale again, so we feel the need to buy it then and there even though the discount doesn't lower the price to something many consider affordable. We need to manage our impulsive purchases and wait for a really good deal so we can save money and buy the items we want. And, if it doesn't go on sale again, then the purchase wasn't meant to be. Think about the last impulsive buy you made and then later regretted it because you felt you needed that top or pair of shoes and so on at that moment, but now you need the extra cash you spent on it. This is where another habit, "applying past knowledge to new situations" would come in handy. Don't repeat the past mistakes, learn from them. Manage your money so that you can have a better shopping experience and better judgement skills! A two-for-one deal, now that's a real steal. :)
For those who shop at Urban Outfitters, did you know about this sale? If so, did you receive this email, and feel a pressure to run to the store? For many of us, myself included, I went to the store at Arden with my older sister and friends last weekend. There were a lot of things I tried on and wanted, but I really picked and chose what I truly wanted and knew I'd wear for a long time instead of making impulsive purchases, and ended up buying a dress I've been wanting for months that was way out of my budget for a really amazing price I could afford! Were you able to make some great purchases? Let's show everyone how Californians can dress classy and be smart shoppers. :)
Oh Ellen DeGeneres, she's such a comedian! But is she a smart shopper? By going to JC Penney, she is! Ellen promotes the store where she worked at in the past in her Louisiana hometown, now by being the company's spokesperson and promoting the company. She adds some laughs to their latest promotional ads, this one being how JCP doesn't try to trick you with false sales and pricing, and is straight forward for easy and fun shopping. In the beginning of the ad, she's in a bland, ordinary, run-of-the-mill store that has so many price tags saying some price with the number "$.99" tacked on at the end. Ellen questions if it "was always like this", and she thinks about how in the olden days how many stores probably wouldn't let you pay a straight, whole number amount, but something like "14 pounds, 99 pence" (like $14.99) instead of the straight 15 pounds ($15). At the very end of the commercial, the saying pops up about JCP, saying "No games, just great prices. That's fair and square: JCP" and ends with the logo at the very end. Straight forward commercial about a straight forward message, simple!
The commercial has several elements that portray a specific message JC Penney is trying to get across to its viewers. They used a very bland and grey setting for a store in the beginning of the commercial, to show how other stores aren't as exciting and fun as JCP is. Also, they make all the signs that say $16.99 or $9.99, etc. very red and bright in this very boring setting to make them stand out and easy for the viewer to see, to depict their message of how "here at these ordinary, boring stores, they sell at confusing, unclear, non-straightforward prices!" And by using the color red for these terrible prices, it shows how it's a bad thing that these prices at this ordinary store that isn't JC Penney are bad (as the color red is usually associated with negative things). Also, at the very end of the commercial when the saying about great prices is shown, the backdrop is a very dark pinkish-rose color with white lettering for the saying, to make it really stand out for readers to see and think "hey, JCP is a stand out store with great prices that don't beat around the bush!" Furthermore, Ellen's old fashioned attire when she goes back to England in the past is very eccentric and fancy. Now, when viewers think of this commercial, they'll think, "by shopping at JC Penney, I can look fanciful and have fun, and shop without the hassel!"
You can tell from this commercial that the target audience is women especially, as we love to shop. But, it also targets a certain age group of females, not only teens from about 15-23 who would laugh at Ellen's humor, but also more middle-aged women around 35-50 who, not only grew up with Ellen, but also have more of these hassles and complaints on confusing shopping prices and such. Within the commercial there are value and reality assumptions in this commercial, like that women value good deals, straightforwardness, high-class clothing, shopping, and so on. Additionally, JC Penney makes the reality assumption that "women are always fed up with non-straightforward pricings" and that "women need to feel their clothing is of high social status" by the way they dressed Ellen when she went back in time. I do suppose they're right about some women...we want to look our best! :P
JCP of course uses testimonial by using the wonderfully comedic Ellen DeGeneres as their spokesperson for their company, but they also use wit and humor especially. Ellen makes the idea that having to pay an uneven amount of money and having difficulty shopping funny, but it still conveys the message. She's able to make a frustrating situation hilarious, and that could make shoppers and viewers think, "by shopping at JC Penney, I'll have a grand ol' time like Ellen, except without the problematic paying situation!" With this commercial, the JCP company is able to appeal to "the need for aesthetic sensation", as the commercial played a classical music and used tradition garments worn in older days in England, appealing to a very higher class social status. By shopping at JC Penney without confusing prices or any hassle, viewers think that they too can be of high status and as glamorous as Ellen was (even if she was acting a tad silly :P). This too, shows how the commercial appeals to the "need for prominence" and "need for attention", as we want to be admired with our fancy, highly-fashionable clothing like Ellen was in the olden England days and to look of a high social class, and as the commercial seemed to depict, JC Penney can help fulfill these needs.
To all the females: do you feel it's frustrating to have prices that aren't simple, whole numbers, making you reach for that coin purse at the bottom of our bags? Yes, it is a bit irritating to have to do so. Maybe we should all go to JCP together and take a shopping field trip, see how much more simple and fun shopping can be like Ellen DeGeneres depicted. :)
Nike's famous motto: "Just Do It". It's been drilled into our heads by the media, the endorsement, the constant repetition. Nike's goal has been to empower people to achieve the impossible, to dream big, to overcome any obstacle they face, to "just do it". Recently, Nike has come out with an app for the iPhone, known as Nike Training Club (NTC), where users have access to 85 custom-built workouts and a personal trainer like professional athletes or celebrities that will help you get fit at anytime, anywhere.
One of the featured celebrities would be Broadway star and GLEE actress, Lea Michele, who--in the featured commercial--demonstrates a workout that helps empower her to get through her day and makes her feel stronger, physically, mentally, emotionally. The short, 1-minute commercial shows her walking in to an dark, empty auditorium with her as the voice over talking about she was "always told [she] would never make it as a recording artist...told that [she] was never pretty enough to be on television...grew up in a high school where if you weren't thin, didn't have a nose job, or money, you weren't cool or popular." But she reminds herself and us that she always knew who she was and what she wanted, and never lost sight of that. Then the music begins the lyrics from the song "Lights" by Ellie Goulding, which gives the message that you can lose yourself easily in this world from judgement, but you are your own light, and you need to shine and be yourself to make it home, where you belong.
The Nike Training Club app
Certain aspects of the commercial really have an effect on the viewer, and how they see the brand or product. In NTC's commercial with Lea Michele, the music, camera angling, lighting and setting really affect what the viewer feels and what message they got from the commercial. With the choice of song, we as the audience understand and can relate to both Lea Michele--the endorser--and the lyrics of the song, "Lights". Many of us know what it feels like to lose yourself in a sea of people and not feel like you belong. But Lea Michele teams up with Nike to help project the image that you can be yourself, and by doing so you can make it in anything, as long as you "just do it" by your own terms. The music helps the commercial in showing how Nike and Lea Michele are lovemarks, as the brand of Nike isn't just another sportswear company, and Lea Michele isn't just another actress. They transcend that surface job and have a deeper meaning, and they have a deeper purpose to people: to make many of us feel like anything can be accomplished, and specifically this commercial sells the idea that we can do anything as long as we stay true to who we really are. Now, with the combo of camera angling, lighting and setting, it affects the message that Nike is trying to sell (by using Lea Michele as well). The lighting is very dark in an empty theater and focused on Lea Michele in this setting, showing how we feel like we're in the shadows of others judgement, feeling alone and isolated. They zoom out to show the empty theater to emphasize this idea, then Lea walks onto center stage where its the only source of light. Then she begins her workout and the lyrics start rolling, with the camera zooming in on her feet to show the Nike shoes and on her face to show her determination. It gives the message that she's her own light in this sea of darkness, and because she stands out with her bright colored gear (like her Nike shoes and sports bra, which the swoosh symbol is easily seen on both), she stands out from the crowd because she's being herself, motivating herself, making herself the way she wants to.
Nike obviously uses Lea Michele as their celebrity testimonial, because many girls look up to her for how she didn't get a nose job when she was younger even though everyone around her was, and how she didn't compromise herself to become a star. This shows how the target audience is not only the broad spectrum of people who aren't motivated or who have lost their way, but directly at young, teenage girls from ages 7-20, who feel they don't belong because they aren't "pretty" enough or skinny enough. By using the setting they used and Lea Michele as their example, Nike appeals to our "need to achieve", because we want to achieve what others see as impossible [for us], and Nike's main motto also applies to the desire to make it in whatever we do. Additionally, Nike's NTC commercial appeals to our "need to dominate", as we want to master any feat and overcome any of life's hurdles, but it also appeals to our "need for autonomy", as we don't want to be just another fish in the sea. Lea Michele promoted it herself, saying how everyone around her didn't believe she could make it [as a recording artist or actress] because she wasn't what others classified as "pretty" or "popular", but she didn't care; she wanted to stay herself and be her own individual, getting their by her own terms as she was, not changing for someone else. With this message, Nike is able to appeal to this need that many of us have, especially young girls around my age or younger/older (around 7-20).
Lea Michele on the NTC application!
For me, this commercial had a big affect. Lea Michele is one of my role models because of her attitude towards life, and how she feels you shouldn't change who you are, and you can make it as anything, as yourself, if you really work for it and truly want it. Teaming up with Nike, she really conveyed this message to me, and I actually got the app so I can do workouts with her as my trainer (it's pretty awesome!), and I watch the commercial every now and then when I need some inspiration and that reminder to not change who I am, and that I can make it as anything if I work hard enough for it. Did Nike's NTC and Lea Michele have the same effect on you? Remember Lea Michele's message: "If you believe in yourself, you can make yourself whatever you want to be.
Facebook advertisers really know how to target me!
Most of us have a Facebook, where we go to connect with friends, post pictures, update what we're doing, and so on. But, Facebook is also a place where advertisers try to sell users certain products tailored to their personal profiles. Yes, this sounds a little strange, but it's very true! With all the personal info we submit onto Facebook, such as certain shows and books we like, places we've shopped at, hobbies we partake in, and so on, we think only ourselves &/or friends and family can see it. In reality, Facebook takes this online info that we "submit" and categorizes us into certain demographics based on age, what we like, and more. Then, the company that owns Facebook sells this personal information and demographics that they've collected to advertisers, who then post their ads onto our pages and on the sidebar of our news feed page to try to sell us a certain product, get us to watch certain shows, etc. Anybody else noticed that? This advertising technique is known as "narrow casting", where advertisers tailor the ads they put up on social networking websites to the individual using the website. This way, they can sell more products because it targets its exact audience who personally said they liked the product through information they've submitted in polls, surveys, status updates, or simply clicking the "like" button on pages.
By "narrow casting" people, advertisers use the technique of "repetition", as those same ads continuously pop up on the side of the page we're looking at or using. This especially goes for Facebook; when you go from your news feed page to your profile, the same ads appear, and even when you leave and come back later or the next day, the same ads or new ads tailored to your personal preferences appear and continuously come up while you're using the social network. This is how advertisers make sure you're constantly exposed to the product, so that eventually you might want to check out the link from the ad they posted on the side of your page and go buy that product or watch that show, etc. Also, looking at the "narrow-casted" ads that are personally put on the page to fit the individual--specifically talking about facebook, there are numbers that show you how many people have "liked" that page or link that ad takes you to. This is how advertisers can appeal to "the need to satisfy curiosity", as the ads on Facebook are very brief and vague, and by seeing how many people have checked out the link and liked it makes us want to check it out, too.
Have you been sucked into the Facebook "narrow-casting" advertisements? I have before. Looking at the ads that appeared the last time on my Facebook page, advertisers tried targeting how I like Carrie Underwood's music, I love and go to Disneyland, and how I love the show GLEE. They really know how to target their audience well! How well do advertisers know you on Facebook?
In FRIENDS, Rachel works at Bloomingdale's, & the show features the trademark "big brown bag" actually used by the company in the background where she works. See, advertising really can blend in the background unnoticed!
One of America's (AND the world's!) most beloved shows, FRIENDS, was and still is a show many of us go to watch for some laughs (really, a LOT of laughs). I actually grew up watching this show because my dad and older brother introduced me to it while on a plane-ride back from Florida, and I fell in love with it. The show revolved around six friends: Monica, Chandler, Rachel, Ross, Phoebe and Joey--six adults living in New York going through work, relationships, family situations, most definitely a lot of laughs together. One of the main characters, Rachel Greene, was a woman who came to New York looking to fulfill her dreams in the fashion industry, and by season 3 she received her first fashion-related job when she began working at Bloomingdale's. When it showed Rachel in her office working, it would actually show the company's trademark "big brown bag" in the background, such as in the episode "The One With All the Jealousy" and in a few other episodes. Plus, not only was Bloomingdale's featured regularly in FRIENDS, but also Ralph Lauren when Rachel transferred jobs, as well as Gucci, Gap, Macy's and more. They were either mentioned or seen as being worn by the cast, integrated into the plot line, or in some other way made part of the show.
By showing the actual bagging used by Bloomingdale's, it meant that the company bought a spot in the TV show to be featured in not only in the background of certain episodes but as part of a major plotline for one of the show's main characters, a technique known as Madison & Vine. This advertising technique is when advertisers integrate a company &/or its products into a form of entertainment as a way to make audiences more unaware that they're being exposed to advertisement, and make them not tune out as much of the advertising as they would if it were just a normal commercial they could skip over. I never truly noticed how much I wanted to shop at Bloomingdale's or Ralph Lauren after watching FRIENDS because they made the company fun[ny] and interesting by making it a part of the plot. But, now re-watching some of the episodes, I see how the show really advertises these companies without viewers even noticing! Sneaky. :)
Even though this isn't a typical way to advertise a company or product, FRIENDS still was able to use common techniques and appeals. The show definitely used the technique of testimonial, as they had one of their main characters, Rachel (played by the famous actress who plays her, Jennifer Aniston) working at Bloomingdale's and really making the company look like a fabulous and wonderful place to work and shop at. By using someone famous and character that many people know and love, the company sells their products to the audience much more easily because they want to be like the actress or the character by buying from that company featured. The "need for prominence" is also seen from the way the show advertises the company, as Rachel goes on about how amazing her job is and how wonderful it is to be part of the Bloomingdale's team. Plus, knowing how Rachel loves to shop, she always loves talking about shopping at Bloomingdale's and how great it is. Her character appeals to the audience's need to be admired because of the clothes she wears and the place she works at, and by using Bloomingdale's the audience believes that is the place to feel like that!
After watching FRIENDS, you may want to start going off and shopping in New York like Rachel! The show secretly showed you how fabulous it is to work and shop in places like Bloomingdale's, and now you want to be "FRIENDS" with Bloomingdale's just like Rachel. :)
Like many teenage girls my age, I love to read Seventeen magazine. I usually just look at the fashion section and the beauty section because of the cute clothes or good makeup they suggest. But, throughout the magazine, it's not only the articles that pull me in, but some of the ads throughout. Regularly, a nail polish brand by the name of "Essie" advertises their latest nail polish collections. But, their ads for nail polish aren't so typical; Essie uses a very sophisticated and high-end angle on their ads (ad you can see in the photos featured), where they take their nail polish and make it drip down an ordinary [and usually white] object that really makes the nail polish color really pop and look very glamorous. Each Essie ad has a different angle and theme, whether it be a savory and daring nail polish color collection, a luxurious and glamorous collection, or a beachy collection, Essie is able to appeal to all types of styles and trends!
Essie nails is able to pulls its teenage girl audience with its dazzling ads and the way it features its product. They make it seem very beautiful and a one-of-a-kind and on-trend item. They definitely use the simple solutions technique, as the luxeeffects collection ad says you can "bring bling to a whole new level" with the use of this nail polish collection. Most of the ads for Essie emphasize the glamour of the nail polish and how fantastic it is. Essie ads appeal to "the need for prominence", as many Essie ads make the nail polish look spectacular and beautiful over the white objects they're drizzled on, and make the color seem very fashionable and something to admire. Essie tries to also appeal to "the need for attention", as the nail polish in the ads really stand out over the white objects they're drizzled on, showing how they can really make you stand out as the ad made the nail polish color stand out.
Within Essie ads, one can see the value assumptions the company is trying to sell and appeal towards. With such classy and very unique ads, you can see that they're trying to appeal to those who value uniqueness, boldness, individuality, and standing out in the crowd. In each of the different ads, they also appeal to individual values, such as the nail polish dripping over a compass or a sailboat appeals to those who value adventure, or the glitter polish over a cherry and pink polish dripping over shopping bags appeals to those who value beauty and glamour and class. Essie makes sure they can reach out to all female individuals with each ad they make. But, every single ad Essie creates all creates the same reality assumption: "your life is bland unless you use Essie nail polish. Add some color to your life with Essie!" Although it isn't obviously said, you can tell the message the advertisers are conveying by the way they sell the product: a colorful, dazzling nail lacquer over a bland, white object. They're really selling the idea of being able to add excitement to your bland life if you use Essie nail polish!
I'm definitely one to be entranced by the Essie nail polish ads (my favorite would have to be the luxeffects with the glitter dripping over the cherry, with the nail polish "wicked" dripping over the ice cream coming in second :)). They really do make the nail polish stand out and look very dazzling and beautiful. Being a nail polish collector and trying all types of colors and brands of nail polish, Essie really does look like a collection I should check out. And maybe you can too! They seem to have a nail polish to fit any individual, any personality. :)
Essie has the nail color to fit every person's individuality; which one's yours? :)
Yes, I'm back with more on the movie, The Avengers. What can I say? It's a really great movie! :)
As I stated in my other post on The Avengers, the movie is getting it's name out in all sorts of advertisement techniques, including the forming of alliances with other brand/company names. I've been seeing the Dr. Pepper commercial where a group of four men who resemble the actors who actually play The Avengers in the film are drinking Dr. Pepper with pictures of the characters on them. Suddenly, a woman gets her purse stolen, and those four men become the Avengers character that was on the can they were drinking (either Captain America, Iron Man, Thor, or The Hulk)! Then, Stan Lee comes at the end and sees how they assembled, and says "sign them up!", then the commercial says "Make this a one-of-a-kind summer with the limited edition Dr. Pepper Avengers cans" and then promotes the film by saying "go see 'The Avengers', out May 4th!"
So many different advertising techniques are prominently seen in this one commercial! The use of glittering generalities by showing how four ordinary men can assemble and become the Avengers by drinking Dr. Pepper, as well as time pressure/exigency by saying that these collectable Avengers Dr. Pepper cans are "limited edition" and therefore, only out for a short amount of time. Furthermore, the commercial uses testimonial by adding Stan Lee into the picture! The commercial also uses the basic appeals of "the need to dominate", as you can "master the possibilities" and become a superhero with Dr. Pepper. Also, did you notice that they aren't only giving you a cool collectible soda can, they're advertising the movie too? You could actually classify the can itself as "odd advertisement placing" too!
So go ahead, have a one-of-a-kind Dr. Pepper can, bring out your inner Avenger, and have a soda while you're at it! :)
The Avengers one-of-a-kind Dr. Pepper soda cans! You know, these are actually pretty cool...
If you don't already know Sofia Vergara, you should. She's awesome. And she can make mascara look just as awesome.
Sofia Vergara, one of the stars on the hit ABC show, "Modern Family", has now become a model for the makeup company, CoverGirl. I was watching shows on ABC when Sofia Vergara comes up in a commercial (go figure :) )! She was advertising CoverGirl's latest mascara, the new LastBlast 24HR Mascara. The commercial featured the lovely Sofia showing how the mascara can last through all sorts of events and last til the night is over. "Through dining, dancing, drama, breakups, makeups," and a whole lot of comical crying, the mascara manages to keep your lashes looking as voluminous and smudge-free as when the night began! Maybe we can be as beautiful as Sofia Vergara by using the mascara, and be real-world CoverGirls.
You can see easily the use of "snob appeal" technique, even though Sofia herself isn't snobbish at all! It suggests the mascara can make you feel glamorous as it made Sofia, and last through an exciting and definitely eventful night. By using LashBlast 24HR mascara, we can still look glamorous at any event and through any drama, and stay "easy, breezy beautiful" through the night. Plus, having Sofia Vergara as the one modeling the mascara makes shows the company relying on "testimonial" for having a big star use their mascara, while using "wit and humor" to make the commercial fun and lively. Sofia displays the mascara appeals not only to the "need for attention", but also the "need for prominence" to show how our lashes can last with the use of the mascara, as well as the "need to achieve" by accomplishing having perfect, smudge-free lashes from dusk till dawn. You can see the value assumptions of one using the product are beauty, appearance, durability (of makeup), and to come out strong and beautiful [with the use of the mascara], with the reality assumption that by using LashBlast 24HR mascara, you can get through any situation and still look beautiful. Can we? Sofia Vergara did it, so why can't we? :)
To tell you the truth, after seeing this commercial, I really want to go buy 24HR mascara. I have some of CoverGirl's mascara and my friends use other LashBlast mascaras and they say it works wonders, so why not try the 24HR LastBlast? Looks like it works wonders and makes your lashes last! Maybe I'll be as "easy, breezy, beautiful" as Sofia Vergara, soon as I go shopping. :)
Yesterday I went to volunteer at the 16th annual Sacramento Susan G. Komen Race for the Cure event! The event is to support the fighting of breast cancer, and to celebrate the survivors. I got up at 4:30 to volunteer for this event, and it was worth getting up so early for. I saw so many supporters who were racing for the event, and I saw many survivors volunteering and even racing as well. It was really extraordinary to see so many supporting the fight against breast cancer, and really owning the phrase "think pink." :)
The runners' shirts for the Race for the Cure event - advertisement for a good cause!
As in most of these events supporting a cause, there are sponsors that support it. And, as usual, t-shirts are handed out to the runners, the volunteers, and so on, all with the sponsors' names and logos on the back of the shirts. This is one of odd placements of advertising that companies buy into, and are actually very common. Companies sponsor certain events and causes, and in return they get their name branded and advertised on the shirts &/or plastered around the event.
By advertising companies that not only support but sponsor the fight for breast cancer, what can we pull from this? Well, one could conclude that the value assumptions of these companies is charity, supporting a good cause, to be aware/raise awareness [of breast cancer], to prepare for the future [by getting mammograms and being cautious of what can lead to breast cancer], to celebrate and remember [those who have fought the fight (against breast cancer)]. Basic advertising appeals aren't really apparent by this odd advertising placement, but by sponsoring this cause, companies are supporting the "need to achieve" and overcome the fight for breast cancer.
We should all be supportive of fighting this fight, and make it a challenge to all to take on the phrase, "think pink." :)
Look down, look up, look down, now look up. Does this post smell like Old Spice? Well it should. :{)
We have all seen the classic Old Spice body wash commercial which millions of other companies have tried to imitate to get the same reaction and enormous popularity the original commercial received. But, was it really because the product was so great, or was it because the commercial was so funny and entertaining? Old Spice products for men have been around since 1938, and during the 70's were considered to be a big hit. But, Old Spice hasn't had the same popularity like it did back then thanks to leading competitors like Axe. Since the product has been around for quite some time, Old Spice needed something to spice up their product (pun intended). Old Spice's marketers brought in Isaiah Mustafa and a lot of comedy, and they recieved major popularity and a viral commercial.
We can clearly see the campaign solely relies on the wit and humor of Mustafa and his many distractions that make us consider buying Old Spice for our guys. But, as Isaiah Mustafa says, we want our men to be him, "the man your man can smell like". Plus, with the glittering generalities of seeing that with our man smelling like Old Spice, we can suddenly appear on a boat with "tickets to that thing [we] love" that can also sprout diamonds. Now that's pretty awesome. Makes you want to buy the product now doesn't it? Plus, everytime someone imitates Mustafa's witty banter we automatically think "Old Spice" and how hilarious the commercial is. Old Spice marketing/campaign team, I applaud you.
This weekend was the opening of what I would say is one of the best superhero films out there: The Avengers. Marvel did a fantastic job in making this film, but advertising it helped get the word out! For a few months, Marvel spread their campaign on The Avengers film with posters, numerous commercials, radio broadcasting and reaching out to comic book fans with the cast of characters they've brought in for the film. Even Ellen DeGeneres talked about the film on her show (of course including a spoof of the trailer with her in it as the superhero "The Rambler" :P)! Through repetition and even testimonial, the movie was being sold to fans everywhere in every way. The film even had advanced screenings two weeks early so that those audience members could go tell their friends how awesome the movie was! (My older sister and I were lucky enough to have that opportunity, and I had to tell everyone to go see it when it came out a few weeks later!). Plus, I just saw the movie again yesterday with my sister and some friends. But, at that advanced screening, I never really knew how much of an impact the advertising of a movie could have on the public until I got to the theatre. The line for the advanced screening was HUGE, and so many kids AND adults were dressed up in costume their favorite Avenger (a dad and his little boy dressed up as Captain Americas, masks, shields and all!). The movie campaign team really spread the word out on this film because hundreds showed up, and the radio station KSFM 107.9 was there to advertise it on their broadcast as well!
Going to that film, I realized how the movie campaigners really advertised the movie: through the characters and the actors playing those characters. So many people loved Captain America, Iron Man, and the the other characters from reading comics or seeing the films for the individual heroes made them want to come see them all come together as a team in the movie. Additionally, people love the actors playing those characters (Scarlett Johansson, Chris Evans, Robert Downey Jr., etc.), which only draws more people towards the big screen. The Avengers was so popular, it even beat out the 7th Harry Potter movie for its opening weekend! I talked to my older brother and his friends, and they knew the movie would draw in huge crowd because people had such high expectations for a very popular superhero group that's been around for so long. Very true.
I'm still rounding up a group of friends to come see it with me for a third time. It was THAT amazing! And I'm telling everyone: take some time off, and go see The Avengers. You'll be at the edge of your seats in suspense, and laughing at the same time with this film. It has everything. :)
Media really can pop up when you least expect it. So, on Friday, May 4th I was using my dictionary.com app to look up a word when randomly a video ad takes over my screen. To me, this is a little weird seeing as the app never usually does this. The ad was for Zico coconut water, but it never really occurred to me that it was about the water until I had to look for it myself within the mini commercial. For about 20-30 seconds the Zico ad was showing what looked to be athletic individuals, but they weren't doing anything. They were just smiling with sunny backgrounds behind them all cheery. I finally started to guess what the ad was about when about 7 seconds before it ended, I see some of these individuals holding blue cartons, but I still didn't know what the product was. Finally the ad ended with "Zico coconut water: naturally powered by athletes".
The entire thing left me questioning, "I still don't get it; why would coconut water deal with athletes? Can't they drink regular water or gatorade instead?" I went to go look up Zico after the commercial and found out that it's actually coconut water that's supposed to be a natural sports drink. Then, it left me thinking, "Okay, it's a sports drink. Why don't you advertise the drink more than the people instead?" Maybe the marketing team thought it'd be better to show all these happy athletes looking fit and cheerful for drinking their natural sports drink. They really relied on the use of the technique, "Plain Folks", showing everyday regular people looking strong and fit and happy while they exercise because they were drinking Zico coconut water during their workout (even though they were just sitting around or standing there smiling).
We really can see that advertisement can be really unclear and leave you with so many questions, and can just come out of the blue when you aren't even looking for it.
Zico coconut water: a natural sports drink. But how are we supposed to guess that?
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