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.