EOC Week 11: Final Evaluation

For this class I really learned what advertising is, and how people have to come with creative ideas in order to sell their product. What I liked the most about this class was to learn the forms of advertising and also learn from where it all began. The process of, not only creating the product, but also advertising it in a way people feel related to and will force them to buy it. With my twitter updates on Week 8, I had an issue since I posted two tweets that day, it was mainly because I worked that day and when I got home it was midnight and it looked like I posted it on the next day other than the previous one. On my final project Week 7, I did struggle finding a product and a slogan for that product I took time to think about it but at the end I thought it went well. Going back to my reflection I really learned the process of making an ad, it takes time and patience to come up with an idea, it’s trying to create an image, and in this class I learned to develop  my creative side and learn also about the regulations of creating an advertisement. With the movies and TV shows we saw, there was a major influence in my project based on these examples, since they showed when advertising took a turn in history, it went from Volkswagen and their ad of “Think Small” to our commercials today. This class taught me, not only to advertise a product, but to give it a life, a story with an ending that benefits the consumer. Overall I really liked the class and had fun doing my final project and still in the process of making it I kept on learning. 

EOC: Week 10: What Channels are you going to do to get your product noticed?

Since I am promoting a Mousse campaign if it were to air in a health & beauty channel or channels were women in their 20's or 30's will be most likely to see. This commercial will start with a witch character from a Disney movie using other types of Mousse brands and dreaming their true personality would show so people don't see them as an ugly witch that only thinks of bad things and tries to harm the princesses. And then you'll see a witch using this new and improved product that transforms her into a new and improved person, so then people will see the real princess which was hiding behind that ugly hair. In a billboard ad or magazine ad this commercial ad will represent as a line between an ordinary witch using another product of mousse or brand and on the other side it will be a princess with her hair down holding the TRESemme mousse bottle. I believe this will entice women to buy not only for themselves but for their little ones. This helps both ways, a mom wants for their children to look at her like a princess, and when you are a kid you need a motivation to help you look like a princess so why not use a mousse that will give you the advantage of that. The book refers this as a way of making people excited for your product. "Using visuals that surprise is one way to grab a viewer's attention. Using copy-driven ads that surprise is another." Landa. Advertising by Design. 1. VitalSource Bookshelf. John Wiley & Sons (P&T).  “A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client's message—form follows function.” Which is what I am trying to portray in my image, a new way to bring customers by referring it to something all of us can relate to.

EOC Week 10: Art & Copy

This commercial was an 80's MTV commercial and its purpose was to encourage people to use satellite TV to turn on MTV and see their favorite artists play and other stuff. This ad campaign had a huge success back in day since MTV was a huge hit for television and was more of a different kind of TV station. I really liked this ad since it demonstrates a different type of ad with a lot of different artists and just talks about bringing MTV to your home and also tries to make this new TV show yours and probably change your old boring stations to a new and innovating show full of music.

Analysis of Project in the Real World

In the real world this advertisement I believe will work perfectly since it is doable and speaking analytically it is a form of attracting new customers in a creative and good way. “A balanced composition can be symmetrical or asymmetrical. Symmetry is a mirroring of equivalent elements, an equal distribution of visual weights, on either side of a central axis.” (Landa 158-159) Landa. Advertising by Design. John Wiley & Sons (P&T). The advertisement has great balance and composition since it gives you the bad image which is using the other brand and it gives you the good part which is the opportunity of giving you the image of a princess, and the chance to have beautiful, healthy hair. As said before TRESemme is a more expensive brand because it is worth what they are selling it for. “To achieve unity, all the graphic elements must look as though they belong together.” (Landa 160) Landa. Advertising by Design. John Wiley & Sons (P&T). The importance of this advertisement is for it to attract more younger consumers, and I believe this image with the princess and the witch which is a very common image, will help with that. If you saw a princess and a witch instantly you will know what you are trying to say, other products are bad, TRESemme is good and healthy. As I said analyzing this with the real world is possible since the composition is good, it has great balance, and it has unity as well.  If this would be made into a real ad, and I would have seen it I honestly would feel related to it and consider buying TRESemme since I already know it’s an amazing brand and I would know I am not wasting my money but using it wisely and correctly. 

Creative Content

In the story board of this advertisement in the magazine and billboard we are going to be putting up, the image is going to be simple but is going to explain the basic idea and is going to put your imagination to work. The frame is going to have a white background and in the center there is going to be a line which will separate two different spaces, on the left space there will be an ugly witch which will be a disney character and the witch will have the same clothes as the princess but instead, ugly, puffed hair. The hair will be dry and damaged, this will be as if the witch was the same person as the princess but with the hair, it disguises her as an ugly person that no one likes to see because of her hair. Also the witch will be using another mousse product which will not have the brand but obviously we know which product that will be. “ The coherence of the composition depends upon how the content is ordered and shaped. An interesting form results from a good idea and a finely honed visualization and composition.” (Landa 152) Landa. Advertising by Design. John Wiley & Sons (P&T). On the right space, there will be a beautiful girl with the same clothes as the witch but now with beautiful skin and eyes. The face of the girl will be revealed and the TRESemme mousse will be in the space as well, as if saying no one sees your beauty because your primary focus is your hair. This will portray that when you use TRESemme mousse your inner beauty comes out and everyone sees you differently. “Visual-verbal synergy happens when the headline and the main image work together to communicate the meaning. In such a composition, all other graphic elements are subordinate to the synergistic relationship between the headline and the main image.” (Landa 155) Landa. Advertising by Design. John Wiley & Sons (P&T). The main headline and the image work together to give a clear understanding.

Promotion

For the promotion we will use a billboard and a magazine, for a commercial I believe the concept of the whole product will be lost if we do a commercial advertisement. If we do a commercial, it won’t give the audience the creativity to interpret the product as if they were about to buy it. “More specifically, a demonstration shows products or services at work: proving functional benefits (faster connection, higher sheen, more accurate test results); performing tasks (distributes food, drills a cleaner hole, mops floors); or making life easier or safer (helps you speak another language, practically mows your lawn for you, finds your keys, keeps you belted in your seat).” (Landa 112) Landa. Advertising by Design. John Wiley & Sons (P&T). As the book says a demonstration tells you what kind of impact the product will make on you and by putting it on the magazine ad or billboard ad and just portraying a line between the image with the witch using another mousse product and on the other half of the image there will be a beautiful princess using the TRESemme product with curly and not puffy at all hair. “How you present an image affects the ultimate communication. An image that fills the page communicates differently than an image surrounded by a lot of blank space. An image seen from up close will affect the viewer differently than an image seen from afar.” (Landa 138) Landa. Advertising by Design. John Wiley & Sons (P&T). Our image on the advertisement will not have any empty space as the hair and face of the Disney or fictional characters will cover it all. The promotion will help run the mind of the consumer and its imagination and of course if it has a princesses and witches younger generations will feel more acquainted and start buying the product.

The Big Idea

Now that we’ve seen our competitors and what they are doing in order to get younger generations to buy their products, TRESemme need to fill all the needs in order for people to buy their product. “According to Abraham Maslow, one of the founders of humanistic psychology, we have a hierarchy of needs that influence our behavior. Maslow arranged these needs into a hierarchical pyramid.” (Landa 68) Landa. Advertising by Design. John Wiley & Sons (P&T). By this hierarchy of needs, we need to fulfill everyones needs. By creating an environment were younger generations will also feel part of the team this will make people feel they are not wasting money but helping their hair as well. “The relative value of “telling” versus “showing” an audience a story is a matter that goes back to Plato's Republic and Aristotle's Poetics. 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.” (Landa 109) Landa. Advertising by Design. John Wiley & Sons (P&T). By putting a princess and a witch in the story, I believe everyone will feel identified with this image since movies with princesses and witches. This is something people don’t work with as much and it is a great way of storytelling and making a scene out of a simple picture. Whenever you see a witch and a princess in a movie you already know what the ending is going to be and what to expect, this helps with the product since you will expect a happy ending for you because, people with curly hair understand the difficulties of having a hair like this and to even have the opportunity to help handle it and for their kids who will have curly hair as well, this helps attract even more customers.

Competitive Analysis

The competition of our product will be brands such as Suave and Garnier. These two brands are a major competition because most of the younger generations use this products and these three are the most used. In the book it talks about visual hierarchy; “Since people do not spend much more than a few seconds glancing at an ad, the principle of visual hierarchy creates order and coherence, facilitating rapid message communication. “ (Landa 159) Landa. Advertising by Design. John Wiley & Sons (P&T). My purpose is for people to see the ad and understand what we are talking about, which uses the definition of visual hierarchy. How do the competitors draw customers and clients? They draw them by explaining what the product does to its hair and also using techniques to attract customers of a younger generation, using younger spokespeople. “A designer must consider point of view—the viewer's position in relation to what he or she is looking at and from which angle. “ (Landa 175) Landa. Advertising by Design. John Wiley & Sons (P&T). This is why we are perceiving this product as a more childish way, trying to increase the more younger generation into buying the product. What amenities or facilities are offered that you don't have? The both products have the same facilities since they are both beauty and hair products. The only difference is that TRESemme has the image of a more salon product than a home product. What challenges are they facing? The competition are facing challenges such as they are considered to be considered in a more formal manner, but that they are non expensive and have almost the same impact as other cheaper products. How do they plan on improving? I don’t think they plan on improving since there image has not changed in years.

TRESemmé Mousse: You Can Also Be A Princess

TRESemmé is a beauty product for curly or straight hair which ever works for you but this brand has the image of being used only for hairstylists or people over the age of 25. This brand is not used in younger generations, because well first and mostly is expensive and second it is only seen in commercials were hairstylists use it and lets face it when you go to the hair salon it is the only brand you see. What I am trying to portray with this brand is not a new image or a cheap product but instead a  new target customer base. As a very pricey product it does help your hair and it is proven to make it look nicer. As a proven well done product, the image I am trying to sell is more of a princess, semi-realistic kind. “A demonstration shows products or services at work: proving functional benefits; performing tasks; or making life easier or safer.” (Landa 112) Landa. Advertising by Design. John Wiley & Sons (P&T). The demonstration the book is talking about helps you give the image you are trying to sell and what I am going to demonstrate is providing functional benefits, and also getting it to a younger generation using the character of a princess and a witch. “A spokesperson is an individual—an average person, actor, model, or other celebrity—who positively represents the product, service, or group.” (Landa 112) Landa. Advertising by Design. John Wiley & Sons (P&T). My spokesperson will not be a celebrity or anything like that but it will be a very famous princess in Disney world. By using a princess and a witch more younger generation will be attracted and of course, the women who will buy it not only will they do it for them but for their little ones.

EOC Week 9: For those who think young

In the episode of Mad Men we saw that young people provide new ideas into the picture of advertising, because the young ones are the ones who keep up with new products coming out and innovations as well. Now, younger generations become crazy for new products with new things put into them. Another thing the book talks about is visual hierarchy and basically an ad should be able to be read in just a glance at it, not looking at it for a lot of time and trying to figure it out.  “Since people do not spend much more than a few seconds glancing at an ad, the principle of visual hierarchy creates order and coherence, facilitating rapid message communication. Visual hierarchy is the arrangement of all graphic elements according to emphasis, and it is employed to guide the viewer.” For the younger generations an ad should not be more than 30 seconds if it’s on TV, and if it’s printed, not containing lots of words is much better and has a better understanding. Another thing the book corporates is unity. “To achieve unity, all the graphic elements must look as though they belong together.” If and ad looks funny and doesn’t make sense, we don’t bother on even looking or hearing it. As the younger generation, we have certain ideas in our heads that can become a major hit or ad. This is why people are seeking for a younger generation to come up with new ideas since the older ones don’t find things necessary and don’t quite get the idea once is presented to them. Although young people are the ones buying the product, older ones have the money and time to search new upcoming products, this is why dynamics is important. “A composition needs a dynamic quality to engage the viewer. Contrast adds dynamics. Contrast is a visual effect created by the use of differences, by comparing (dissimilar) elements.”

EOC Week 9: My slogan in 15 fonts

1. You can also be a princess.

2. You can also be a princess.

3. You can also be a princess.

4.You can also be a princess.

5. You can also be a princess.

6. You can also be a princess.

7. You can also be a princess.

8. You can also be a princess.

9. You can also be a princess.

10. You can also be a princess.

11. You can also be a princess.

12. You can also be a princess.

13. You can also be a princess.

14. You can also be a princess.

15. You can also be a princess.

EOC Week 7: Pitch

TRESemmé is a very famous brand for using and promoting products, such as shampoos, conditioners, mousse, hairspray and other hair products. My pitch for this final project will be using mousse from TRESemmé that will help you look like a princess instead of a witch. Many curly haired people have problems with managing their hair, and somedays you look like some would say, a witch, because your hair is poofy and dry. My project will be based in a fictional character, like Disney princesses or something related and will project other brands as the witch look, a dry, poofy beautiful woman but disguised in horrible hair. This product will give you that fresh, clean, curly hair you want & need. It will transform your life around since people will see you in your true colors instead of looking at you as a person who will take a long time to get ready or a boring person who always styles her hair in a pony tail or in a bun. I believe this ad will bring a new image into this brand since TRESemmé has always been a beauty salon kind of brand, and by portraying a princess and witch characters parents will be more acquainted with this brand and not see it as an expensive product that only hair stylists or celebrities use, but you can use them as well and not only for you but for your children too. Also the image I’m trying to sell here will never let you down, since Disney stars or princesses never are sad or disappointed. So this advertisement will have a more variety in customers, since TRESemmé is a quite expensive brand but it will be worth having it in your home because you know you’ll love the results even though you know being a princess is fiction.

EOC Week 6: Vintage Commercials

These commercials are giving a clear and simple message. They are all trying to improve their products by adding new ingredients to their products and making them better for the competition as well as explaining what they added and how it helps. In the first ad we can see that the py-co-pay toothbrush is a toothbrush that not only helps brush your teeth but is especially designed to go into deeper places and get your mouth cleaner, and it portrays that just by saying how it is designed and what they added in order for your teeth to be cleaner. In the second ad we can see the certs tablets that help you have a fresher breath with the new ingredients added and the just go straight to the point, it does not have that much of a story behind it, it just says the point which is if you just ate or didn't brush your teeth you can have a fresh taste with this little tablet. And the last ad, this one has a slight bonus, which is it has an actress on the ad, that is enjoying the blanket. This blanket is softer and comfortable and is enjoyed by a celebrity which means that if she enjoys it as much, you can too and be like her. These ads send a clear message within their products, this is what advertisements are meant to be and have that meaning, just get to the point and try, of course, to explain what you want to sell and how it will satisfy your needs. Also another thing is when you have international clients you need to portray that clear message using the least amount of words to sell your product. These ads give the customer the satisfaction they need within just less than 20 seconds.

EOC Week 5: Super Bowl Commercials: Which Was The Best Ad ever?

This advertisement was provided by FedEx and what it basically is portraying is that a man was stuck in a desert island for 5 years trying to deliver a package and he did not stop until he delivered it. This is trying to say that FedEx will not rest until your package is delivered properly to you. The book says "the strategy is how you are conceiving, creating, and positioning your brand or group and aiming your application (the type of design problem) in the marketplace to achieve differentiation, relevance, and resonance." In order for an ad to have the successful meaning that a company wants it to have, you need to have differentiation, relevance, and resonance. This advertisement has the differentiation of other companies, since it is saying that they deliver no matter what. The relevance in this is that, sometimes the packages may get delayed for whatever reason but they still manage to get it to you. And the resonance, it is giving a clear message; it is giving a response to the customer and loyalty to them as well. The incubation period is also very important in this advertising industry, it is the unconscious state that the brain goes into, and in order for it to be effective your brain needs to understand the meaning of this advertisement. It is clearly saying that FedEx is better that any other since it is fulfilling your needs and if it doesn’t it will do whatever is necessary to fulfill them. It is a very accurate ad and it has given the message clearly. I really liked this ad and believe it is a very good ad since it got to my interest and also it has a story behind it which explains the service FedEx is willing to give you.

EOC Week 4: Role of Women in Contemporary Advertisements

In the 1960s, cultural changes were altering the role of women in American society. Many women were entering the paid workplace without being discriminated and of course a huge dissatisfaction among women regarding huge gender disparities in pay and advancement and sexual harassment increased at the workplace. Another change in women society was at home. By the end of the Sixties more than 80 percent of wives were using contraception after the federal government in 1960 approved a birth control pill. This pill gave the women a lot more opportunity of choice, like preventing pregnancy and diseases, this helped women have an opinion. Later on, Americans accepted these Sixties feminists goals:  equal pay for equal work, an end to domestic violence, an end to sexual harassment, and sharing of responsibility for housework and child rearing.
Today, our society has changed and now has many more opportunities for a women. Today, a women can go to work and leave home to support the family, it does not have to rely only on the male. As of today, women have the right to vote, the right to speak up for what they believe in and not be discriminated just because they are a female. I believe America was ready for a change and now we can all live in an equal society.

EOC Week 3: Tobacco Ad

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• 1. Determine the scenario: What happens in this frame?
• This is a tobacco advertisement which is promoting the society to buy their brand and not the others. It is basically a women which we can say is a little overweight promoting this cigarrettes that say they help you loose weight because instead of having a sweet reach for a "lucky" the brand.
• 2. What is the setting? What are the conditions?
• The setting of this advertisement is the 1930's which is said is vintage advertising. The conditions were bad during the 1930's. It was a time of struggle.
• 3. Who are the people or groups?
• The people are basically women, because the women are the ones who worry about their figure and being slim.
• 4. What is their point of view around this specific experience?
• Their point of view around this experience is to help or attract women by using their figure as their subject and promote the cigarettes as a utility to help loose weight.
• 5. What are their goals?
• Their goals are to persuade people to buy their brand, for one major reason, instead of having something to eat, buy a cigarette and all of our urges to have a bake good or snack will go away. And also their brand provides to irritation whatsoever.
• 6. What are their assumptions? What are their perceptions?
• Their assumptions is for women to buy their products and to persuade other customers to use this product in order to have a slim figure without any throat irritation or cough. And instead of having the urge to eat , the cigarette will help you remove that urge.
• 7. Are there conflicts? Is there cooperation?
• The conflicts this advertisement brings is being sexist. Why put an overweight women in this ad as if all women were overweight and we did not have the power to say no to a sweet. As if all of the decision had to be made for us.
• 8. What are the outcomes?
• An outcome will be discrimination for women and overweight people. And for the people who bought cigarettes it will be like saying they were fat and did not have any will power.

EOC Week 2: Three Examples of Questionable Ethics

Unethical Advertisements are seen much more now a days. Using children in an advertisement can be wrong in so many ways, a.k.a unethical advertising. In this marlboro ad a child is used to persuade, in this case, mothers to smoke in front of their children because it is saying that they feel more relaxed when they smoke. Also many things are wrong with this advertisement. It is encouraging children to see that in a future it will be okay to smoke because their mothers are smoking and, of course a child is persuading this action to be done. Marlboro must stay away of children, as if cigarettes don’t make enough damage.

This ad is for a new Alcoa HyTop Closure which is easier to open and apparently the ad says that even a women can open it. This ad is trying to discriminate women and this was when women did not have the rights we do now. This unethical advertisement is an insult to women because basically is saying we are so useless we can’t even open a bottle of ketchup. They stereotype women as maids and slaves of the “man” of the house, doing not important things as the man does. This is so insulting. 

This advertisement for reebok is very unethical because first of all is disrespectful of women since it advocates betrayal, dishonesty, infidelity and cheating meaning that you workout outfit is more important then your girlfriend.It also designates a higher priority to narcissistic self-maintenance over love, commitment, and stable relationships. It basically represents an athletic equipment company giving the stamp of approval to cheating. This ad should be changed since it is very unethical and how could a pair of clothing be more important than a women’s feelings and values.

BOC Week 1: My Voice

Fashion is a subject that everyone interprets as its own. The thing about fashion is that you can be so many things in this industry but it can also be intimidating to be in this field. As a fashion stylist who I am aiming to become I will be here to help others find their needs and their unique sense of style. Fashion is a universal subject with many many styles and clothing. This is why being a stylist is so demanding, since you don’t know who are you dressing and the styles vary form personality to personality. I pretend to bring to those who will be my customers a high end customer service fulfilling their needs. Loving fashion is not only my hobby but an every day activity. Looking through magazines, fashion shows, cat walks and photo shoots is a way to try and keep up with what is new in the fashion world. As a professional I do not judge on what a person may want to wear or thinks is “fashionable”. Another thing you must look at when trying to style someone is accessories. This is what makes a statement in an outfit, the kind of accessory you want to wear and what image you are trying to portray. My experience and visual skills will allow me to help people dress their way as well as helping them pick the perfect outfit for whichever event they are attending.

EOC Week 1: Volkswagen Lemon

The ad for Volkswagen car was mainly created because of the ending of World War II against the Germans. They needed to find another way to advertise Volkswagen before it was a complete loss. The advertising agency Doyle Dane Bernbach presented the Beetle in a more dynamic way but also portraying it simple. The idea was to expose Volkswagen as a “Lemon” which meant if the explanation is of comparing it to a Lemon, then it must be a well-built car. Other ad campaigns tried to imitate the creativeness of DDB, since creativity was very important in the 1960s. Other ads are creative since then but DDB ad made a lasting impact on campaign ads. This helped Volkswagen climb up into a much higher step business wise as well as an ad campaign. Also DDB changed advertising completely from the way it first started as from how we see it today. The simplicity of Doyle Dane Bernbach’s ad made it the most memorable ad campaign in the 1960s.

Source:

http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all