Week 11: Final Evaluation

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.

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.

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.

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.