On the first day of this class, we sat in this classroom for 4 hours and listened to Pinto talk about what we will be accomplishing in this class over the next eleven weeks. After that we jumped right into the book and started talking about how advertising began. It was such a crazy time that I wish I could have lived back then to experience what something brand new feels like. In today’s day and age I feel like nothing is new or surprising anymore. Like anything is really possible, and if not they find a way to fake it. I have truly learned from this class. I like how Pinto talked about how the industry used to be when it first started all about sex, drinking, and advertising. Then he showed us movie clips and episodes of Mad Men to back up what he was saying about how crazy that time was. I really liked learning about why the advertising companies do what they do.
Advertising is all about money, putting together a really nice campaign cost a lot of time which costs a lot of money. We also discussed that there are all different kinds of advertising like billboards, TV, newspaper, magazines, radio, moving truck billboards, and even airplane banners. Any way that the public is going to see it that’s where you can put it. They have even started wrapping buildings and cars with advertisements. We discussed a lot about strategy, concept and design, how to make them all flow together in our ads. A bold, courageous, daring, and different ad is what is going to catch the people’s attention.
I learned a lot in this class and really enjoyed coming to this class every week. Pinto is a great instructor, he knows what he is talking about, and is very enthusiastic about it, which I love because it keeps me interested. So thank you for that, I get distracted very easily unless I am interested. I know I worked very hard in this class. I feel like I accomplished most of my goals with my final project. I got the concept and idea down, I just hope I put the project together right. We shall see. But for this class I think I deserve an A because I was here, participated, did my homework, and finished my final project.
Thursday, September 23, 2010
Thursday, September 16, 2010
EOC Week 10: Art Serving Capitolism
Art serving capitalism
“Its not art for art sake it’s not money for money sake it’s the two working together.”
When companies start out in whatever industry they are in, all they are looking to do is make money by pleasing the customer. The process of making a name for them is very difficult. Figuring out who their product or company is aimed at and how they are going to catch the people’s attention so start making money. Advertising is a big part of where the profit of what they make goes to. Some companies are very small when they start out so they hire someone to do their campaign work and they come up with something brilliant. They launch it and almost overnight they are popular and sometimes small companies just get bombarded with customers that they don’t know what to do. Because of that campaign they have something to stand by and say that people actually like their product and are buying it left and right.
“Art Serving Capitalism. Why?
Capitalism, for the most part, distrusts art.
But a look at history shows that business has been at its best when it’s done with a sense of craft and surprise we associate with art. Art is the stutter step that freezes the opponent. It’s a new way of seeing the world that takes things that are basically the same and makes them suddenly seem different. Art takes things that don’t belong together and welds them at high temperatures.
Art teaches business to dance”
I really like this quote by Goodby Silverstein and Partners it makes me feel like when I get into the industry I will be making a difference in a person’s life. Art serves capitalism because in reality there really wouldn’t be art and advertising if it weren’t for capitalism.
Being a really successful business man, a fisherman, a fireman or even an artist like myself everyone wants to make money and that’s where both art and capitalism come together.
“Its not art for art sake it’s not money for money sake it’s the two working together.”
When companies start out in whatever industry they are in, all they are looking to do is make money by pleasing the customer. The process of making a name for them is very difficult. Figuring out who their product or company is aimed at and how they are going to catch the people’s attention so start making money. Advertising is a big part of where the profit of what they make goes to. Some companies are very small when they start out so they hire someone to do their campaign work and they come up with something brilliant. They launch it and almost overnight they are popular and sometimes small companies just get bombarded with customers that they don’t know what to do. Because of that campaign they have something to stand by and say that people actually like their product and are buying it left and right.
“Art Serving Capitalism. Why?
Capitalism, for the most part, distrusts art.
But a look at history shows that business has been at its best when it’s done with a sense of craft and surprise we associate with art. Art is the stutter step that freezes the opponent. It’s a new way of seeing the world that takes things that are basically the same and makes them suddenly seem different. Art takes things that don’t belong together and welds them at high temperatures.
Art teaches business to dance”
I really like this quote by Goodby Silverstein and Partners it makes me feel like when I get into the industry I will be making a difference in a person’s life. Art serves capitalism because in reality there really wouldn’t be art and advertising if it weren’t for capitalism.
Being a really successful business man, a fisherman, a fireman or even an artist like myself everyone wants to make money and that’s where both art and capitalism come together.
Thursday, September 9, 2010
EOC Week 9: Triplets
In these two advertisements they are selling underwear. Not just underwear, men’s underwear. They think how we are going to go about selling underwear to men. They have come up with something that I think is clever and a pretty good idea to sell men’s boxer briefs. If you click on the picture and view the image bigger, in the bottom left corner it reads“men don’t want to look at naked men”. They came up with a campaign that in all of their advertisements they will have women wearing the men’s boxer briefs and every one of them will be very sexual and seductive. I bet the product sold very well because I would have bought this if I was a guy because of the ads. The company that is doing the selling is JBS Men’s Underwear and they have decided to find really sexy, attractive, and very fit women to wear their product in environments that a bachelor would be in like their house with shag carpet, or sitting on the toilet reading a magazine. They are hot and sexual and appealing to the person that they are trying to sell it to. Whether it is the bachelor or the girlfriend of the guy who sees the ad and can see herself doing the same thing the girls in the ad are doing, steeling his underwear because they are comfortable.
Analysis of Project in the Real World
While putting together this campaign I have learned about what it takes to put together an advertisement that means something, stands for something, makes sense, and is attractive to everyone that is interested. The ad is supposed to be directed at as many people as possible. It’s hard to catch ones attention when they are underage, a recovering alcoholic, or practicing a religion that forbids altering your state of mind. I think that eight out of ten people will have their attention caught by this ad campaign.
Creative Content
For this campaign I have laid out a series of events that all have someone drinking or holding the bottle of Grey Goose in some way. For my television commercial I envisioned the bottle jumping from scene to scene and having the characters toss, kick, and catch the bottle as the scenes move forward. I tried to lay out a storyboard show you what I was thinking. “A storyboard is a series of drawings, sketches, or photographs of key shots of a planned television commercial, accompanied by text, used to visually explain an idea.” (Advertising by Design pg. 213) Building a storyboard it like a diagram of the commercial to present to your client so they can see how you put their thoughts together on paper. After the client approves the story board, it is used to explain the idea to the director of the commercial. “Seeing an idea in pictures, almost like a cartoon strip helps everyone better understand how the idea will play out on television.” (Advertising by Design pg. 214) Advertising is one of the biggest ways to be heard and get your name, brand, or product out into the world. People love watching television. “People watch television mostly to be entertained. Entertaining programming attracts sponsors. And advertising sponsors means revenue.” (Advertising by Design pg. 206) In a print ad you have one or two seconds to grab ones attention, and if you didn’t, then you have lost them, period. On a television commercial if you lose ones attention in the first two seconds, you have the ability to grab it in the next five to ten seconds. The only way to catch ones attention is to be interesting. And once you have found how you are going to put it out there, your print ad should be in multiple magazines during the course of a few months. Your television commercial should play multiple times a day on several different channels. I have already lined up which magazines and television channels this commercial and print ad will be going to. The commercial will be playing every night once every two hours and I have chosen Vogue, Cosmopolitan, GQ, ELLE, and Glamour magazines to place my ad in.
Promostion
Promotion “became clear that one had to do more than create a brand identity. How do you keep it in the consumer’s mind? Do you advertise a functional benefit? Or do you appeal to the consumers emotions? Is advertising a science? Is it the art of persuasion? Is it the art of endearment?” (Advertising by Design pg.4) Answering those questions one by one, keeping the identity in the consumers head is just about being creative and having a campaign that stands out, is funny, dramatic, shocking, and appealing to people is very important. I wanted the ad to stand out like these people are having fun, and having the bottle and the blue of the label help keep that ad in the audiences mind. Grey Goose benefits from the region's rich history of creating luxury foods, wines and spirits. The maître de chai for Grey Goose vodka ensures that every element of its production is of the highest quality. Its function is to be enjoyed by many as they sip or drink this smooth tasting top notch drink. Appealing to the consumers emotions is also a very good way to keep their attention, make them feel something for this brand not just the product, make them feel that we care about how they feel about our product and company. Advertising is definitely an art persuasion; it’s not an easy thing to just tell people to spend their money to buy your product. The thought in most consumers head is ‘how will this benefit me?’ In my campaign and with this product the consumer benefits the most with the experience that they receive while drinking Grey Goose. I think that advertising is a science that many people have figured out how to conquer it and many people don’t even know that there should be a concept or a theme with their advertisements. It is all about figuring out how to present yourself. “Create a unique selling proposition- a selling point that communicates a singular message- and repeat it over and over again so that it sticks in the consumers mind.” (Advertising by Design pg. 5) Is it the art of endearment? Absolutely, for both the supplier and the consumer it is all about the act of endearment. A consumer isn’t going to buy your product if they don’t feel the love coming out of each glass after every sip that they take, and the supplier is going to have a hard time selling the product if they don’t believe in it, love it, or drink it themselves. That’s why I chose this alcoholic beverage to sell, because I truly love the product that they put out. It is delicious, smooth, and the experiences that I have shared with my loved ones while drinking Grey Goose has stuck in my mind and I will buy it time and time again because of all of those things.
The Big Idea
The big idea for my Grey Goose vodka campaign was to attracted as many people as possible to do nothing but of course sell my product. I came up with a catchy tag line, that if I was not the designer and I heard them ask if I was a top notch drinker, I would buy their product to answer their question as a yes, and to have that label as a top notch drinker. I didn’t want to try and compare my company to anyone else’s company because “comparisons can be mean-spirited and often uninteresting.” (Advertising by Design pg. 79) I just have to face it that I am not going to win someone over that has been drinking Skyy vodka their whole life because they love the taste. So keeping people interested in what we have done and still can do is how I will keep people buying our products. In my campaign I am saying that you could be anywhere or anyone to enjoy the top notch drink made by Grey Goose. Or someone could take the ad campaign as if they drink Grey Goose then they too could feel like a top notch drinker and they too could go to these places and fulfill the goals they want to accomplish and then celebrate after. I feel like a visual is all someone needs to take their mind into an imagination state, where they think of themselves in the same or very similar situation. My campaign is aimed at all different kinds of people, young, old, successful, or just an average Joe, and for all of those people there are different flavors and even different sizes of bottles.
Creative Analyses
I did research of my competition. There are many different vodka companies that I just picked one to go against. So I picked Skyy 90. They describe how the vodka itself is made, how it tastes, and how you should feel when you drink it. They say that you have to want the luxurious lifestyle. Then the lifestyle is distinguished by superior taste through high design. They compare their design to furniture, technology and architecture. They use a master distiller to make the world’s first one hundred percent distillate to make the most luxurious taste for vodka. I think that the problems that they have are that they only really tell you what the process is in how they made the vodka. They probably should have put together something with people drinking their product. Or they already have the visuals but they don’t really have a catchy tag line, slogan, claim, or end line. “In both unconventional and conventional approaches, the key is that visual and words together communicate a whole message that is greater than the sum of the parts.” (Advertising by Design pg. 187) “The visual and words should work cooperatively, complementing each other; this doesn’t mean that the line and the visual have to be similar; one has to be the yin and the others yang, to complete the other.” (Advertising by Design pg. 188) They draw customers in by the way they make it sound that you feel rich when you drink it. They also have had customers for a very long time that buy their product because that’s what their parents drank. They have some sort of emotional connection to the vodka itself. Not saying they have a problem or anything, it could just be that some of the most amazing nights of your life that you have had, you have been drinking that brand. I think that they plan on improving by further putting themselves out there as does Grey Goose, and putting out extensions to their main brand of vodka like that did with Skyy 90 and all the “natural” tastes they have produced.
A Top Notch Drink... Grey Goose... Are You A Top Notch Drinker?
Grey Goose
Coming up with a band new slogan or claim as they call it now for Grey Goose was kind of difficult because I was trying to not sound like something they have already used in the past. But I wanted to make sure that it sounds like something they would say also. I came up with ‘A Top Notch Drink... Grey Goose... Are You A Top Notch Drinker?’ I have put this into my campaign using all different types of people. In the book Advertising by Design on page 195 says “the tag line should embody the overarching strategy of an ad campaign, conveying the benefit or spirit of the brand or social cause.” I have incorporated this into my designs and have taken this advice on making my claim fit with my campaign.
Coming up with a band new slogan or claim as they call it now for Grey Goose was kind of difficult because I was trying to not sound like something they have already used in the past. But I wanted to make sure that it sounds like something they would say also. I came up with ‘A Top Notch Drink... Grey Goose... Are You A Top Notch Drinker?’ I have put this into my campaign using all different types of people. In the book Advertising by Design on page 195 says “the tag line should embody the overarching strategy of an ad campaign, conveying the benefit or spirit of the brand or social cause.” I have incorporated this into my designs and have taken this advice on making my claim fit with my campaign.
Thursday, September 2, 2010
EOC Week 8: Really Good Example Ch. 8
In this full page magazine ad for Smart water Jenifer Aniston is the face of their product. They have her posed like she is stretching like she just got done working out. She is all hot and sweaty and you can see that because she looks like she is all wet but still beautiful as ever. She is putting her face on their product and officially saying that when she works out she drinks Smart water and you should too. When you work out you need to be hydrated so you much drink Smart water.
They do not have very much text. It is mainly the picture and then at the bottom they have the name of the company which is Smart water by Glaceau. All of which is in the same font they write what she thinks and does with the product. I think that this ad can fall under the category of “atypical ad appearance” it is “visually surprising, visually engaging, something that stopped me, and something that made you remember the ad message.” It is visually surprising because of the beautiful woman in the ad which just so happens to be one of the biggest actresses in Hollywood today. I think that it is seductive and very motivating, why wouldn’t you want to look like Jenifer Aniston?
It is also a “typical ad appearance “because you know what is trying to be sold in the ad, it is not to promote Jenifer Aniston (even though it does in a different way). I think that it is memorable because most people have seen or even drank the water before. The product is obvious because the name of it “Smart water” says what it is, which is water. The water is being presented to you in a very sexy way, and in a way that makes you want to look like the person in the ad so why wouldn’t I buy it?
EOC Week 8: Authority
Grey Goose
For my final project I have decided to take advise from one just one of the professional designers but from a few of them. My product is Grey Goose vodka and because there are so many competing companies it is going to be tricky to come up with something that no one has done before or that ketel one has done themselves.
I want the ad to be very elegant. I will be making the image or font huge like Stefan Sagmeister, Sagmeister Inc., New York said on page 162 in our text book. Grey goose makes you feel sexy. Grey goose is something to share. Grey goose is something to drink when you want to have a good time.
I will be selling the product to adults.
I was thinking for one of my ads to just make a new typeface for their product and just use the name as the ad like Michael Sickinger, Firmenich, New Jersey says on page 163 in our text book. I will be using the same font and explain the taste and the experience of the vodka.
Grey Goose has a distinctive color to it and I will be keeping that same color and design of the bottle but I will be coming up with a tag line that has not been used before with that company. I was thinking classy, graceful, stylish, tasteful, fashionable, and exclusive.
Thursday, August 26, 2010
EOC Week 7: Exciting Ads X 4
Positive/ Negative Shapes and Space
In a successful positive/ negative relationship, the positive and the negative are interdependent and interactive. They complement each other to make a bolder statement. The negative space or the dead space refers to the blank space. Someone might use it to isolate the text to make it stand out. And then they put an image and that becomes the positive space. Leaving the other text to tell you a little bit more about it smaller so you have to actually look at the whole thing to know what it is.
In this ad they show you how the Pepsi drink is different than before and why it is, because the lime is peeing in it and adding flavor.
Its "Pepsi with a touch of lime”
Balance.
Balance is very important whether it is symmetrically or asymmetrically. Im sure they can find a way to make both work but in the end the actual ad has to be one or the other. This ad is for a school that teaches the arts, saying that they are thirsty for new and creative people. The colored pencils and the words on the bottom that read “we are thirsty for more creative blood” balance each other out and make the ad very creative itself and it pulls people in to really see what it is about.
Visual Hierarchy
EOC Week 7: Final Project: First Thought
My first thought was to choose a product that I like and use. Vodka, Ketle One.
I thought of having still ads that have captions under them. Have about three or four pictures of the same people partying and one of their birthdays all in different years. I want it to feel like personal because that’s what your parents drank so you started drinking it kind of thing. I want it to feel like when you have this its filled with warmth and memories.
I picked this product because it is my parents favorite kind of vodka.
I thought of having still ads that have captions under them. Have about three or four pictures of the same people partying and one of their birthdays all in different years. I want it to feel like personal because that’s what your parents drank so you started drinking it kind of thing. I want it to feel like when you have this its filled with warmth and memories.
I picked this product because it is my parents favorite kind of vodka.
EOC Week 6: Make 'Em Laugh
I think that this video is hilarious. It is a commercial for E*Trade which is an insurance company. They have talking babies as the subject in all of their commercials but this one in particular I think is very funny.
They focus on one baby in an airplane on his way back from a bachelor party with his buddy Mike who is a couple rows back. He talks about upgrading to first-class investing technology and because he did E*Trade worked their techno-magic and saved him a pant load. I think that they have come up with a way to get people’s attention so people will remember them or look further into their company.
As he is talking away a flight attendant comes by and gives him a glass of milk and he says “thank you Martha” and then he just goes back to talking again. Next thing is the caption comes on the over head speakers and starts saying something. The other baby, Mike yells out “DAD!?” and the first baby yells back “No Mike! That’s the pilot, he’s making an annou-.” Then Mike yells out again “DAD!?”
Thursday, August 12, 2010
EOC Week 5: Ad Categories
Advertising has many different categories, twelve to be exact and I have chosen three of them to talk about that I think do the best job at portraying what they want.
Demonstration is the first category I will be talking about. Usually demonstration is used with video and when I think of demonstration I think of infomercials that talk and talk about their product, why it is so good and they show you right before your eyes what their product can do. Well in this ad for Nivea (company that sells lotion, after shave, acne creams and cellulite lotions to women and men) is selling a product that takes away or reduces your cellulite. They took a picture or a couch, made the couch the color that their brand is associated with, made half of it with dimples all over like a woman with cellulite and the other half was smooth like they way a woman wants her legs and butt to be. They are showing you what your body can look like if you use their product.
Declaration is about saying something in your ad very short and bold. In this ad for a drunk driving awareness campaign they took the name of a major vodka company,Absolut, and turned it into an ad that looks like the companies ads that promote their drinks by putting a bottle or a drink with a pretty light in the background and with the words Absolut at the bottom and in very small print ‘please drink responsibly’. This drunk drivers awareness ad gets the attention of the drinkers of Absolut and other alcoholic beverages. The message is drunk driving kills and I think that they presented it very well to the people.
Popular culture is about choosing and knowing who your audience is going to be. There are always those commercials and ads that we see they stick in our mind and we tell the people we know about them. Everyone trying to sell something wants to be those people with that advertisement. In this Corona ad and in all their ads they put the beer at the beach in front of the ocean. They are trying to say that their beer is best enjoyed at the beach and in this ad why not at a nude beach. In their ads the company assosicates being relaxed, having fun, and being refreshed with drinking their beer. I know that when I see those commercials I would much rather be where those people are drinking a beer at the beach instead of where I am right now.
Demonstration is the first category I will be talking about. Usually demonstration is used with video and when I think of demonstration I think of infomercials that talk and talk about their product, why it is so good and they show you right before your eyes what their product can do. Well in this ad for Nivea (company that sells lotion, after shave, acne creams and cellulite lotions to women and men) is selling a product that takes away or reduces your cellulite. They took a picture or a couch, made the couch the color that their brand is associated with, made half of it with dimples all over like a woman with cellulite and the other half was smooth like they way a woman wants her legs and butt to be. They are showing you what your body can look like if you use their product.
Declaration is about saying something in your ad very short and bold. In this ad for a drunk driving awareness campaign they took the name of a major vodka company,Absolut, and turned it into an ad that looks like the companies ads that promote their drinks by putting a bottle or a drink with a pretty light in the background and with the words Absolut at the bottom and in very small print ‘please drink responsibly’. This drunk drivers awareness ad gets the attention of the drinkers of Absolut and other alcoholic beverages. The message is drunk driving kills and I think that they presented it very well to the people.
Popular culture is about choosing and knowing who your audience is going to be. There are always those commercials and ads that we see they stick in our mind and we tell the people we know about them. Everyone trying to sell something wants to be those people with that advertisement. In this Corona ad and in all their ads they put the beer at the beach in front of the ocean. They are trying to say that their beer is best enjoyed at the beach and in this ad why not at a nude beach. In their ads the company assosicates being relaxed, having fun, and being refreshed with drinking their beer. I know that when I see those commercials I would much rather be where those people are drinking a beer at the beach instead of where I am right now.
Thursday, August 5, 2010
ECO Week 4: Bob Isherwood, why is he important?
http://www.google.com/imgres?imgurl=https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtfv4ZcORU61Ocz7DSauIwpG8aNa6dsPZq5eKaOO8C6nPhpiveg6yH3_Mzq3t-1osTcY3i0Pu7q_W1NOOdXhlnhJo_RJMzifmiTLu8kFLzC0ZU6s8K6Goru5oKitA2IEJsQPgPNDWQE6s/s320/Bob+Isherwood.JPG&imgrefurl=http://icaneat50egs.blogspot.com/&usg=__lKkBS3rlPNOijltZwpdoMgaA2Ak=&h=240&w=320&sz=13&hl=en&start=0&sig2=dRRaYSwVZpHqBFoA-beFrQ&tbnid=WKidU3ShTpn-wM:&tbnh=124&tbnw=160&ei=TFBbTN-1EYT48Aah2_3eAQ&prev=/images%3Fq%3Dbob%2Bisherwood%26um%3D1%26hl%3Den%26client%3Dhp%26sa%3DX%26biw%3D1659%26bih%3D849%26tbs%3Disch:1&um=1&itbs=1&iact=rc&dur=531&oei=TFBbTN-1EYT48Aah2_3eAQ&esq=1&page=1&ndsp=46&ved=1t:429,r:30,s:0&tx=88&ty=69
Bob Isherwood is a worldwide creative director he was at Saatchi and Saatchi for twenty- two years. There he helped establish a company and turn it into something bigger then it was. They have a few things that they (the company) believe in and run their company from. “Most companies have a mission statement. We don’t. Instead, we have a Purpose, with these components:
Our Inspirational Dream: To be revered as the hothouse for world changing ideas that creates sustainable growth for clients.
Our Focus: To fill the world with Love marks.
Our Spirit: One Team, One Dream – Nothing is Impossible.” They say nothing is impossible, they think about things that some people think are impossible and they find a way by bending the rules and going into the dark grey areas where people are afraid to go. They have a special relationship with their clients and they believe that that is the only way that they can really express their client through their product. Half of the time that Isherwood was working there he spent his time with the “reinvention” of the company. After 12 years of that he thought that he needed to reinvent himself to have “more than one life at a time”. Isherwood has received awards for World Changing Ideas, and is chairman of the Worldwide Creative Board, among his other achievements.
Saatchi and Saatchi has honored him and think of him as one of the most inspirational person they could find in this new world of ideas and creativity, they found the right person to really lift up the company and they will truly miss him, his inspiration and ideas.
Our Inspirational Dream: To be revered as the hothouse for world changing ideas that creates sustainable growth for clients.
Our Focus: To fill the world with Love marks.
Our Spirit: One Team, One Dream – Nothing is Impossible.” They say nothing is impossible, they think about things that some people think are impossible and they find a way by bending the rules and going into the dark grey areas where people are afraid to go. They have a special relationship with their clients and they believe that that is the only way that they can really express their client through their product. Half of the time that Isherwood was working there he spent his time with the “reinvention” of the company. After 12 years of that he thought that he needed to reinvent himself to have “more than one life at a time”. Isherwood has received awards for World Changing Ideas, and is chairman of the Worldwide Creative Board, among his other achievements.
Saatchi and Saatchi has honored him and think of him as one of the most inspirational person they could find in this new world of ideas and creativity, they found the right person to really lift up the company and they will truly miss him, his inspiration and ideas.
BOC Week 4: Jerry Della Femina, The big idea
http://jalopnik.com/398038/commenter-of-the-day-jerry-della-femina-editionhttp://www.google.com/imgres?imgurl=http://jalopnik.com/assets/resources/2008/07/What-A-Book-Cover.jpg&imgrefurl=http://autoclerks.com/2008/07/commenter-of-the-day-jerry-della-femina-edition-commenter-of-the-day/&usg=__uqfFCcASTv6uG-gdneTUeaPNS0M=&h=300&w=184&sz=66&hl=en&start=0&sig2=0mL--wkKWuvNJgzD521_NA&tbnid=Ev5CCBNQW5sZPM:&tbnh=156&tbnw=96&ei=aClbTPijOoO88gakuJyAAg&prev=/images%3Fq%3Djerry%2Bdella%2Bfemina%26um%3D1%26hl%3Den%26client%3Dhp%26sa%3DX%26biw%3D1659%26bih%3D849%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=516&vpy=440&dur=2906&hovh=240&hovw=147&tx=109&ty=172&oei=aClbTPijOoO88gakuJyAAg&esq=1&page=1&ndsp=33&ved=1t:429,r:18,s:0
Jerry Della Femina is an American advertising entrepreneur and restaurateur.
Jerry started in advertising in 1961, as a junior writer and shortly after he started his own agency, Della Femina Travisano & Partners, in 1967. After he sold his agency he stayed on for another six years. He took all of six months to open two hugely successful restaurants and a very popular food market in New York. Then he decided he was bored again and opened another agency called Jerry, inc. in December 1992, with the announcement that he had been awarded the Newsweek account. In the first year, the agency added Marvel Comics, The New York Mets and Financial Security Assurance, among others, to its roster of clients. In May 1994, Jerry, Inc. merged with the New York office of Ketchum Advertising, forming Jerry & Ketchum. The alliance with Ketchum brought on board such clients as Coty and American Express Travel Trade. (http://www.dellafemina.com/jerry.html)
To me he seems like a very busy man and like he didn’t really care what people thought. Any reaction is a good reaction. He released a book called From Those Wonderful Folks That Gave You Pearl Harbor, he was trying to promote his new client Panasonic, which is a Japanese electronics company. The war was not even twenty years old yet and this book came out. There were many WWII vets that were not very happy about the title of the book and how he was almost promoting the war. But this showed that there was something new and exciting coming out and Jerry wanted to be know and make a difference. After that he wanted to keep doing things that were out of the norm, so he wrote a few other books and produced more advertisements that were attention getters.
Back in the day in his agency he had a way of running things that would defiantly not fly today. Every week they would have all the employees write down the name or names of someone that they would like to sleep with. They had different categories such as opposite sex, same sex, and even ménage a trois. They had over 300 voters. The first three couples would receive nights in the Plaza hotel, sex toy stores and everyone one that was left would gather together in a Mexican restaurant and lock themselves in there with martinis flowing like water and Mary Jane burning the place down. He thought that there was nothing wrong with it but it was the best kept secret in advertising for years. The television series Mad Men was inspired by Jerry’s books and actions in his beginning years. The show that is filmed today but set back in the late 1960’s is a great hit on AMC and is currently in its fourth season.
Jerry Della Femina knew what he had to do to become who he is today. He was risky, flashy, new, and exciting. He helped change advertising forever, which meant more customers and profit for everyone involved. He is a very smart man and I find the way that he thinks to be very interesting and I look forward to seeing his future work.
Jerry Della Femina is an American advertising entrepreneur and restaurateur.
Jerry started in advertising in 1961, as a junior writer and shortly after he started his own agency, Della Femina Travisano & Partners, in 1967. After he sold his agency he stayed on for another six years. He took all of six months to open two hugely successful restaurants and a very popular food market in New York. Then he decided he was bored again and opened another agency called Jerry, inc. in December 1992, with the announcement that he had been awarded the Newsweek account. In the first year, the agency added Marvel Comics, The New York Mets and Financial Security Assurance, among others, to its roster of clients. In May 1994, Jerry, Inc. merged with the New York office of Ketchum Advertising, forming Jerry & Ketchum. The alliance with Ketchum brought on board such clients as Coty and American Express Travel Trade. (http://www.dellafemina.com/jerry.html)
To me he seems like a very busy man and like he didn’t really care what people thought. Any reaction is a good reaction. He released a book called From Those Wonderful Folks That Gave You Pearl Harbor, he was trying to promote his new client Panasonic, which is a Japanese electronics company. The war was not even twenty years old yet and this book came out. There were many WWII vets that were not very happy about the title of the book and how he was almost promoting the war. But this showed that there was something new and exciting coming out and Jerry wanted to be know and make a difference. After that he wanted to keep doing things that were out of the norm, so he wrote a few other books and produced more advertisements that were attention getters.
Back in the day in his agency he had a way of running things that would defiantly not fly today. Every week they would have all the employees write down the name or names of someone that they would like to sleep with. They had different categories such as opposite sex, same sex, and even ménage a trois. They had over 300 voters. The first three couples would receive nights in the Plaza hotel, sex toy stores and everyone one that was left would gather together in a Mexican restaurant and lock themselves in there with martinis flowing like water and Mary Jane burning the place down. He thought that there was nothing wrong with it but it was the best kept secret in advertising for years. The television series Mad Men was inspired by Jerry’s books and actions in his beginning years. The show that is filmed today but set back in the late 1960’s is a great hit on AMC and is currently in its fourth season.
Jerry Della Femina knew what he had to do to become who he is today. He was risky, flashy, new, and exciting. He helped change advertising forever, which meant more customers and profit for everyone involved. He is a very smart man and I find the way that he thinks to be very interesting and I look forward to seeing his future work.
Thursday, July 29, 2010
EOC Week 3: Tabacco Ads
http://gal.darkervision.com/2009/01/25/apple-has-started-a-new-advertising-campaign-with-one-scientist-some-mice-and-a-huge-blender/
Interpret the problem. The ad is telling us that smoking is sexy, makes you happy, cool, romantic, and popular. By having the woman looking at the man while he is smoking and blowing the smoke in her face makes the image look seductive and hot. It makes me think that they are saying that smoking makes you sexier. So people should smoke if they want to feel sexier.
Understand the creative brief. By having an attractive woman and seeing her beautiful face and only some of the males face but making sure that the tobacco that he is smoking and the smoke is right up in front says if you smoke these and blow the smoke in her face she or beautiful women will be hooked on you or want to be around you.
Say it outright. The ad is saying that sex sells and cigarettes and smoking are sexy. Everyone wants to feel sexy or wanted at some point in their life. It benefits your pleasure and your happiness which benefits your life. Smoking also indicates relieve or relaxation which I think everybody would agree that they like to be relaxed and stress free. The people in the ad look careless to the world at the moment they look as if nothing else matters. The smoke helps put them in that state of mind.
Know your audience. The audience is everyone that sees the image. But the people that pay attention to it are either people that are trying to go against the tobacco companies or people that don’t smoke. They aren’t trying to advertise to the people that already smoke, because they literally already have them hooked into buying their product. The companies know that people like to feel cool, sexy, and relaxed so that’s what they portray in their advertisements.
Write your objective. The objective is to sell cigarettes and make money off of their smokers.
Interpret the problem. The ad is telling us that smoking is sexy, makes you happy, cool, romantic, and popular. By having the woman looking at the man while he is smoking and blowing the smoke in her face makes the image look seductive and hot. It makes me think that they are saying that smoking makes you sexier. So people should smoke if they want to feel sexier.
Understand the creative brief. By having an attractive woman and seeing her beautiful face and only some of the males face but making sure that the tobacco that he is smoking and the smoke is right up in front says if you smoke these and blow the smoke in her face she or beautiful women will be hooked on you or want to be around you.
Say it outright. The ad is saying that sex sells and cigarettes and smoking are sexy. Everyone wants to feel sexy or wanted at some point in their life. It benefits your pleasure and your happiness which benefits your life. Smoking also indicates relieve or relaxation which I think everybody would agree that they like to be relaxed and stress free. The people in the ad look careless to the world at the moment they look as if nothing else matters. The smoke helps put them in that state of mind.
Know your audience. The audience is everyone that sees the image. But the people that pay attention to it are either people that are trying to go against the tobacco companies or people that don’t smoke. They aren’t trying to advertise to the people that already smoke, because they literally already have them hooked into buying their product. The companies know that people like to feel cool, sexy, and relaxed so that’s what they portray in their advertisements.
Write your objective. The objective is to sell cigarettes and make money off of their smokers.
Thursday, July 22, 2010
ECO Week 2: Ethics in Commercials
Axe body spray or body wash has put out some advertisements that are comical but degrading to women. They use sex to promote their product, which is more common in today’s society but they make it a point to say that if you, an average Joe or even less than average, if you use their product you will have hot, beautiful, sexy woman diving to have you. They want you to think that if you use their products you will have women coming out of their element and they won’t be able to control themselves around you.
The commercials that Axe has made are pretty funny but some are very shocking. They exploit women to the fullest to sell their product. It works because they know how to sell to a selected target of people, the men in the world. No man, unless you are gay, that would not love beautiful women running after him feening for his body and smell.
The commercial that I have attached is supposed to be a TV show that they are testing the product in front of a live studio audience. They bring out a very beautiful girl to demonstrate. They start to talk about dirty equipment and how a normal bar of soap will not do the job. She says to keep your balls clean you must try the new Axe body wash and the Axe detailer. The detailer helps guys wash their balls so they are more fun to play with. In the demonstration she cleans a pair of golf balls and gave them to the other lady to play with. She juggled them around in her had for a while with a silence that everyone was looking at her talent with handling those balls. Then they move on to show that it works on anyone’s balls. Big, little, old, or hairy, Axe will do the job right so that women can play with them more.
I personally think that the commercial is funny, and they do a very good job at advertising their product because I know people who have talked about the Axe commercials numerous times so it must be working.
Wash your balls!! Axe Commercial
at www.Youtube.com
The commercials that Axe has made are pretty funny but some are very shocking. They exploit women to the fullest to sell their product. It works because they know how to sell to a selected target of people, the men in the world. No man, unless you are gay, that would not love beautiful women running after him feening for his body and smell.
The commercial that I have attached is supposed to be a TV show that they are testing the product in front of a live studio audience. They bring out a very beautiful girl to demonstrate. They start to talk about dirty equipment and how a normal bar of soap will not do the job. She says to keep your balls clean you must try the new Axe body wash and the Axe detailer. The detailer helps guys wash their balls so they are more fun to play with. In the demonstration she cleans a pair of golf balls and gave them to the other lady to play with. She juggled them around in her had for a while with a silence that everyone was looking at her talent with handling those balls. Then they move on to show that it works on anyone’s balls. Big, little, old, or hairy, Axe will do the job right so that women can play with them more.
I personally think that the commercial is funny, and they do a very good job at advertising their product because I know people who have talked about the Axe commercials numerous times so it must be working.
Wash your balls!! Axe Commercial
at www.Youtube.com
ECO Week 1: Voltswagen Lemon
Changing advertising, Volkswagen took a humorous approach to their advertisement. “The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font... that proclaims that this particular car was rejected… because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process…” http://www.writingfordesigners.com/?p=1731
“The large copy printed at the bottom of the ad says “LEMON”… The ad agency successfully caught the viewer’s attention by using self-effacing humor. With any luck, these ads drew you into the joke, and you would read the rest of the copy looking for the punch line.” This ad made viewers question that car in the ad. The ad made people interested in that car. As the viewer looked deeper into it, they found out that each car was inspected to highest level and some cars wouldn’t pass for something as small as a scratch on the windshield.
“Selling the Volkswagen Beetle to America was always going to be tough. New York agency Doyle, Dane, Bernbach took on the job, and changed advertising forever in the process.” Looking at the ad in a different direction changed to the way to advertising, instead of just trying to sell the product, they told you about it and why you should buy it.
“The large copy printed at the bottom of the ad says “LEMON”… The ad agency successfully caught the viewer’s attention by using self-effacing humor. With any luck, these ads drew you into the joke, and you would read the rest of the copy looking for the punch line.” This ad made viewers question that car in the ad. The ad made people interested in that car. As the viewer looked deeper into it, they found out that each car was inspected to highest level and some cars wouldn’t pass for something as small as a scratch on the windshield.
“Selling the Volkswagen Beetle to America was always going to be tough. New York agency Doyle, Dane, Bernbach took on the job, and changed advertising forever in the process.” Looking at the ad in a different direction changed to the way to advertising, instead of just trying to sell the product, they told you about it and why you should buy it.
Friday, July 16, 2010
BOC Week 1: Voice
Hello.
My name is Christina Cassaro; I am a Graphic Designer and a Photographer. Design interests me because it is a way to express myself without having to stand up and say anything. And! I love that. Putting my name onto something beautiful that hopefully the WORLD will see makes me successful because I will want to keep producing what make me feel the happiest, although it maybe not be the easiest.
Photography is something I like to also do for fun and in my personal life. In spite of the fact that I also market that as part of my profession to show others what I have seen, and where I have been.
I am designing and working my way through life doing something that I find very interesting. I have worked hard to achieve my goals in life and I will keep working, designing, capturing moments in life, and exploring. Every day that I work on a project I learn something new or gain new tools and knowledge to succeed. When learning, I put that knowledge toward my interests to try to make something that no one has done before, which is very hard to do. I try to catch people’s attention by being risky, not knowing how the people are going to react is very exciting for me.
My goal is to leave the place that I am living now, which is Las Vegas, and move to Los Angeles where I can have more opportunities to become a Graphic Designer, to be a part of a company that is very successful only to branch off and make my own company.
My name is Christina Cassaro; I am a Graphic Designer and a Photographer. Design interests me because it is a way to express myself without having to stand up and say anything. And! I love that. Putting my name onto something beautiful that hopefully the WORLD will see makes me successful because I will want to keep producing what make me feel the happiest, although it maybe not be the easiest.
Photography is something I like to also do for fun and in my personal life. In spite of the fact that I also market that as part of my profession to show others what I have seen, and where I have been.
I am designing and working my way through life doing something that I find very interesting. I have worked hard to achieve my goals in life and I will keep working, designing, capturing moments in life, and exploring. Every day that I work on a project I learn something new or gain new tools and knowledge to succeed. When learning, I put that knowledge toward my interests to try to make something that no one has done before, which is very hard to do. I try to catch people’s attention by being risky, not knowing how the people are going to react is very exciting for me.
My goal is to leave the place that I am living now, which is Las Vegas, and move to Los Angeles where I can have more opportunities to become a Graphic Designer, to be a part of a company that is very successful only to branch off and make my own company.
Subscribe to:
Posts (Atom)