Tuesday, April 9, 2013

Reading Reflection: 1, 2, 3 and 4

Chapter 1

Chapter 1 touches on a few different definitions of advertising in regards to its form and purpose. When analyzing the ad campaigns used in the book, it’s important to keep in mind that advertising is “the pop culture vehicle” that “sells products, and calls people to action” by involving “various media”, such as broadcast, print, interactive, and unconventional. The Think Small ad campaign for the Volkswagen Beetle, created by Julian Koenig at the Doyle Dane Bernback agency was a complete success because of its minimalist.  First off, the contrast of white space makes the car pop off the page, regardless of its size and color, and immediately, the ad is contextually and visually congruent. As competitors who were persuading audiences to ‘”think big” and pay more for luxury that may have not been realistic, or affordable for the majority of car consumers at the time. This Smart Car ad seems to mimic those same ideas of simplicity before complexity that reassured consumers of the 50’s and 60’s as well as those of the 21st century.

Chapter 2

Chapter 2 focuses on the advertising phase as it addresses key aspects such as “project goals and objectives, client’s business goals, roles of the project in the client’s broader plan, identification of the audience, competitive analysis, budget and schedule and deadline.” In regards to its objectives, the Chick-fil-a “Eat Mor” ad campaign is both clear and slightly hazy. It is clear that Chick-fil-a’s aim is to appear relevant to consumers who appreciate wholesome, good quality meat; they are looking to be Number #1 in the market for chicken sandwiches. I think the creative brief is clever in the fact that a pair of literate cows trying to save the consumption of their kind. I can’t decide whether I enjoy that the intentional misspelling of the slogan. On one hand I find it endearing, while on the other I think it dulls the brand and makes the ad campaign extremely cheesy. Either way, I would deem the advertisement successful in way that it purely brings attention to the brand. I think that Chick-fil-a’s ad campaign might be more successful if it appealed more to pop culture in order strengthen a relevancy and reach a broader age range with its audience. This PETA campaign did just that by using the mass media sensation of Octomom in accordance to its commentary on neutering.

Chapter 3

Chapter 3 emphasizes how creativity goes hand-in-hand with the thinker. The thinker’s mind hosts those innovative and imaginary solutions. When problems arise, designers use processes like sketching, or making visual “mind maps” that allows them to stay open to all possible ideas—conventional or unconventional. The Lynx “Getting Dressed” commercial is an insightful way of mocking the role of “an ideal woman” through a story telling, or possibly framing process. This use of timeline in conjunction with body spray makes me instantly think of those Axe products commercials in which the hyperbolic male fantasy is played out in real life. This oversexed, “get laid” branding idea will always be relevant in a culture where sex sells, even if the ad campaign is mocking it along the way.

Chapter 4

Chapter 4 is all about the importance of ideas and how, at this day and age, ideas matter immensely in regards to reaching people across all the many discourses of communication. A brand that can spark a people’s spirit while creating a sense of unity will ultimately build a loyal following that may even ride out through generations. Johnson and Johnson is an example outside of the book of a company that “has values that people respect” that has endured over 100 years of success. This Johnson and Johnson advertisement is similar to Daffy’s in that it takes an honest approach in attracting customers—a respectable approach. While the “We Have A Suggestion For Whoever Suggested It” ad campaign is completely catchy and effectively cheeky, the Johnson and Johnson campaign is more touching and has a wholesome appeal that is more universally accepted. There are even people outside of the mother-baby niche who use the products for their skin-softening effect, and will continue to do so, out of loyalty to the brand. 

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