This is the Double AA "sexy" commercial aired in the United States and Australia. There is a difference in the two commercials as you will soon note. The ad notes the quality of the paper in comparison to the competition. However this commercial takes a twist. In the American version (bottom right), the young lady is on top of the copier reaching for copy paper when her knee hits the copy function on the printer. The young man happens to be walking in, when he sees the whole thing. He picks up the paper as it comes out of the machine, giving you the impression that the lady does not have on any clothing underneath her skirt. They both have the moment of embarrassment as she realizes what has happened. In the Australian version(top right), the same thing happens; only the lady in this commercial slap the gentleman in the same exact situation. Advertisers understand that certain behaviors are acceptable in advertising, while some are not, (depending on where you are advertising). The exact same commercial in a different country can be perceived differently. Understanding the culture, what is and is not acceptable in advertising can help advertisers to avoid pitfalls that have befallen on others advertisers that did not understand that something simple as a single word can create problems when advertising a product because the way that word is perceived. A word in America can have a negative meaning in China, Japan, or England, etc. It is important to understand the codes of the various countries in order to realize success in terms of advertising.
Wednesday, January 30, 2013
Structure- Clear Channel In St. Louis
Our textbooks uses one of the greatest examples of conglomerates in radio, Clear Channel Communications. Clear Channel is by far one of the largest corporations in radio owning and operating more than 1200 radio stations in the US. The
Long before I knew anything about media, conglomerates, sister stations, or corporations, I aspired to be a radio DJ. I would listen to the radio from the time I walked in the door from school, until the time I walked out of the door for school the next morning. I even slept with my radio on. Back then, my favorite stations to listen to were 100.3 The Beat, Z 107.7, and Majic 108 (brings back memories huh?). Even as a kid, I noticed many similarities between these 3 stations. Their structure was a lot alike. Contest prizes would often be the same, commercials for the very same companies would air on all 3 stations, and the voice of one particular announcer was the same on all 3 stations. I wrote it off as a coincidence and continued to drown myself in radio.
In undergrad, my original major radio was radio broadcasting (I was serious about this DJing thing) and that’s where it all began to make sense. I learned that local radio barely exists and corporations ruled the airwaves and that my favorite 3 from childhood were all owned by Clear Channel. That was some 7 years ago. Our current textbook gives a breakdown of how these stations are structured, the purpose of running the same promotions, and who selects the news we hear on these corporate stations.
Tuesday, January 29, 2013
Haley Reinhart On Fox News Interview American Idol
My post is over Chapter 7, structure. Obviously, this is a News broadcast simply promoting the network's hit show, American Idol, (season, I have no idea). The channel is for local news in Chicago and really emphasizes the idea that concentration of media ownership has become a troubling trend.
I'm sorry, but I don't find this to be newsworthy and it is all over the news. I do not watch the show, and I no longer watch a regular local nightly news broadcast. I can definitely recall segments or plugs of American Idol on each Fox 2 News in St. Louis, whether it be the morning, evening, or nightly news previewing, summarizing, or highlighting events on the show. There is also siginificant time given to nearby auditions of an upcoming season as well as updates on which contestant has been eliminated or made an apperance in St. Louis.
I understand it is a popular show, or is it still?, and I can live with the winner of show getting some airtime at some point, but the constant updates make the local news feel more like Entertainment Tonight or TMZ. I suppose the producers feel that if your local anchorpeople are advertising for it as opposed to a commercial the audience will take it seriously, but I feel that it actually makes the local news lose credibility.
Is there nothing better to cover???
Will There Be a Happy Ending?
For my blog post about Framework, I wanted to post about my curent favorite TV show Happy Endings (shameless plug: it's the funniest show on TV, and it's about to get cancelled... everyone, go watch it. Please?)
Before I get started, give the first 2 minutes of this pilot episode a watch ...
After seeing that opening scene and pondering the actual title of the show, Happy Endings, I would like to analyze what the title and initial introduction of this show signify and foreshadow for the long term.
First, let's break down the title. Happy Endings. With the word "happy" in the title, it is obvious that this show is going to be a comedy. And with a full title like Happy Endings we are all probably assuming that, in the end, everything is going to work out for these characters. In my opinion, ABC couldn't have been more clear with their intentions for the show than by flat out telling us that the essential meaning behind the show is that it will be happy-go-lucky.
Now, let's think back to the first two minutes of the show. For something with a presumed "happy ending" it seemed off-putting to lead with one of the main characters being left at the alter. This intriguing introduction to the show, in my opinion, hooks the audience and leaves us asking all the right questions, such as - Who was the man on roller blades? Will the groom ever have a happy ending with his bride? Will the groom find a new bride? How will the friends carry on? and more.
With a somewhat "dark" introduction and the contrast of a very "light" title - I feel as though the audience is easily hooked. In just a few short minutes, viewers are left wanting to find out what exactly will happen to the six main characters and whether the "main" plot of the bride and grooms relationship will indeed end up happy or not.
In my opinion (my hopeful opinion, at least), it seems that a title like Happy Endings provides the ultimate foreshadowing into the grand finale of the show. The title subtly states that even though the main couple split up at the very beginning of the show, by the show's conclusion, everything will end well for the characters.
What do you think?
Emily Barlean
Chapters 7-9
January 29, 2013
Thursday, January 24, 2013
Asia adapts the Dove "Real Beauty" Campaign
Dove has launched the Real Beauty campaign in Asia, with a subtle difference. The ad is the same as the U. S. counterpart; but is tailored to the women of the Asia. The ad highlights their "so called" flaws, furthering the idea that these distinguishing characteristics enhance their beauty.
Whereas the U.S. ad says that a woman's freckles are beautiful, that same ad notes that the darker complected Asian women should never be ashamed of their apperance. It is just as celebratory of her darker complexion as her fair complected but freckled counterpart.
The ad itself feeds into the American Code, in the sense that Americans are perceived to haphazardly do things, while the rest of the world wonders, "how do we finish at the top?" The lady in the U.S. version of the ad says "I AM BEAUTIFUL IN SPITE OF MY FRECKLES!" Her pose speaks it; the smirk on her face is daring the reader to convince her otherwise.
The Asian version adapts this notion with a subtle difference. The ad uses a darker complected woman, with a softer pose. She has no real noticeable flaws other than her complexion. She quietly speaks to the fact that she is just as beautiful as any fair complected Asian woman. Even though the ad has the same message, U.S. advertisements are more noted for having a John Wayne caviler type attitude.
Dove has launched the Real Beauty campaign in Asia, with a subtle difference. The ad is the same as the U. S. counterpart; but is tailored to the women of the Asia. The ad highlights their "so called" flaws, furthering the idea that these distinguishing characteristics enhance their beauty.
Whereas the U.S. ad says that a woman's freckles are beautiful, that same ad notes that the darker complected Asian women should never be ashamed of their apperance. It is just as celebratory of her darker complexion as her fair complected but freckled counterpart.
The ad itself feeds into the American Code, in the sense that Americans are perceived to haphazardly do things, while the rest of the world wonders, "how do we finish at the top?" The lady in the U.S. version of the ad says "I AM BEAUTIFUL IN SPITE OF MY FRECKLES!" Her pose speaks it; the smirk on her face is daring the reader to convince her otherwise.
The Asian version adapts this notion with a subtle difference. The ad uses a darker complected woman, with a softer pose. She has no real noticeable flaws other than her complexion. She quietly speaks to the fact that she is just as beautiful as any fair complected Asian woman. Even though the ad has the same message, U.S. advertisements are more noted for having a John Wayne caviler type attitude.
Wednesday, January 23, 2013
CLASS CANCELLED 01/23/13
Greetings All,
MEDC 5310 will be cancelled this evening. My daughter was
unexpectedly rushed to the emergency room today and will likely need surgery
this evening, therefore I will be unable to make it tonight. Please email the
paper that was due this evening and I will make sure that they are graded and
returned to you in a timely fashion. We will be scheduling a make-up class as
soon as a room can be arranged. In the meantime please proceed with the week 3
assignment sheet on the blog and contact me if you have any questions.
I sincerely apologize for any inconvenience this causes you
and if you have any specific assignment questions know that you can reach me at
618-698-3406.
Best,
Tyann
Cherry
Instructor MEDC 5310
Instructor MEDC 5310
The two ads I selected were for Gillette. The first ad appeared in the August 2012 issue of Men's Health, while the second appears in the May 2012 issue of Rolling Stone.
The ads are very similar in their use of celebrity to sell a product. At first glance the use of color and shadow are also very similar, using bluish gray to invoke a calming feeling as you should have before you begin to move razors over your face or body. Obviously, Men's Health jumped on the Olympic bandwagon and chose a highly motivated, hard working, athletic, Olympic Gold Medalist, completely clean shaven and staring off in the distance. Ryan Lochte is center of attention in this ad, the print reads as follows: 'AT THE START OF EACH DAY, I REMIND MYSELF, MY TOUGHEST OPPONENT IS IN THE MIRROR. YOU'RE READY, GET STARTED.'
There are five Gillette products in the bottom left hand corner of the two page ad, including one Fusion ProGlide razor.
Both of these magazines have similar audiences being males beween the ages of 18-49 with a median income of $61K for Rolling Stone readers and $70K for the Men's Health crowd.
The ads both have very similar marketing strategies essentially using the same blueprint to sell different products. Olympic swimmers are obviously clean shaven so it would not make sense to have the ProGlide Styler which boasts the ability to 'trim, shave, and edge' with one precision tool, being sold by Ryan Lochte. Nor would it be wise to have Andre 3000 selling a regular razor when he is sporting a well trimmed pattern of facial hair.
The celebrities chosen for each magazine is right on cue as well as the subtle differences in the camera shots and taglines. The Rolling Stone ad is promoting style, art, and personality, as Andre 3000 stares directly at you letting you know that he is his own person and is not afraid to let his 'style' be known and neither should you. The Mens Health ad has Ryan Lochte fresh out of the pool from a grueling workout (or so we are to believe) staring off in the distance with a goal oriented and determined look on his clean shaven face. Andre 3000 is using his time to shave to allow his personality to come thru his style, while Ryan Lochte uses his time to shave to start his day, reflect on his goals and in the end as Gillette says get 'The Best (shave) A Man Could Get.'
The ads are very similar in their use of celebrity to sell a product. At first glance the use of color and shadow are also very similar, using bluish gray to invoke a calming feeling as you should have before you begin to move razors over your face or body. Obviously, Men's Health jumped on the Olympic bandwagon and chose a highly motivated, hard working, athletic, Olympic Gold Medalist, completely clean shaven and staring off in the distance. Ryan Lochte is center of attention in this ad, the print reads as follows: 'AT THE START OF EACH DAY, I REMIND MYSELF, MY TOUGHEST OPPONENT IS IN THE MIRROR. YOU'RE READY, GET STARTED.'
There are five Gillette products in the bottom left hand corner of the two page ad, including one Fusion ProGlide razor.
In the ad that appeared in Rolling Stone, the celebrity is once again the main focus. It is a highly motivated, hard working, musician, writer, entertainer, this time staring directly into the camera. The print reads: 'Andre 3000 Benjamin Style: Van Dyke Tool: ProGlide Styler; FACIAL HAIR FRAMES YOUR FACE AND MIRRORS YOUR PERSONALITY.' Once again, the actual product on display, this time the ProGlide Styler, is in the bottom left hand corner of this one page ad.Both of these magazines have similar audiences being males beween the ages of 18-49 with a median income of $61K for Rolling Stone readers and $70K for the Men's Health crowd.
The ads both have very similar marketing strategies essentially using the same blueprint to sell different products. Olympic swimmers are obviously clean shaven so it would not make sense to have the ProGlide Styler which boasts the ability to 'trim, shave, and edge' with one precision tool, being sold by Ryan Lochte. Nor would it be wise to have Andre 3000 selling a regular razor when he is sporting a well trimmed pattern of facial hair.
The celebrities chosen for each magazine is right on cue as well as the subtle differences in the camera shots and taglines. The Rolling Stone ad is promoting style, art, and personality, as Andre 3000 stares directly at you letting you know that he is his own person and is not afraid to let his 'style' be known and neither should you. The Mens Health ad has Ryan Lochte fresh out of the pool from a grueling workout (or so we are to believe) staring off in the distance with a goal oriented and determined look on his clean shaven face. Andre 3000 is using his time to shave to allow his personality to come thru his style, while Ryan Lochte uses his time to shave to start his day, reflect on his goals and in the end as Gillette says get 'The Best (shave) A Man Could Get.'
Tuesday, January 22, 2013
Pantene Ebony & Cosmo
No matter who you are or where you're from, there is no secret that women of all ages and races love and care about their hair. Most women see their hair as their trademark or what makes them unique. With this being said, hair care products are a booming business. According to Report Linker, close to 40% of all hair care product sales are for shampoo. Pantene, a staple in the hair care industry since the 1940s caters to various demographics.
The first Pantene ad, found in the February 2013 issue of Cosmo shows Courtney Cox with beautiful brown, flowing hair. It boasts of Pantene's Expert Collection's Advanced + Keratin formula. Since Cosmo's target audience is the fashion-forward, single white female, upper to middle class, age 18-39. This audience is one of the most active in the haircare market so what better place to advertise.
The second Pantene ad was found in the February 2013 issue of Ebony magazine. It features a picture of an unknown African-American woman with healthy looking long to medium length dark hair. This woman represents many of the women in the African-American community with her looks alone. The copy reads, "MOISTURIZE MY HAIR BUT DON'T WEIGH ME DOWN". This statement is very important to the African-American woman when looking for hair care products as we do tend to have dry hair but don;t want it too oily because that will weigh it down and prevent it from bouncing and/or blowing in the wind. Ebony too is targeted toward single women, but this time African-American in race, ages 18-35.
The ads differ because each ad uses copy that will have some sort of appeal to the audience in which the magazine is targeting. The style use pictures of women with beautiful healthy-looking hair and visuals of the product and bottles at the bottom of the page and Pantene in nice bold letters in a very noticeable spot on the page. Each ad uses a woman that would appeal to and is relateable to the audience it is in front of.
-Cassandra Magny
The first Pantene ad, found in the February 2013 issue of Cosmo shows Courtney Cox with beautiful brown, flowing hair. It boasts of Pantene's Expert Collection's Advanced + Keratin formula. Since Cosmo's target audience is the fashion-forward, single white female, upper to middle class, age 18-39. This audience is one of the most active in the haircare market so what better place to advertise.
The second Pantene ad was found in the February 2013 issue of Ebony magazine. It features a picture of an unknown African-American woman with healthy looking long to medium length dark hair. This woman represents many of the women in the African-American community with her looks alone. The copy reads, "MOISTURIZE MY HAIR BUT DON'T WEIGH ME DOWN". This statement is very important to the African-American woman when looking for hair care products as we do tend to have dry hair but don;t want it too oily because that will weigh it down and prevent it from bouncing and/or blowing in the wind. Ebony too is targeted toward single women, but this time African-American in race, ages 18-35.
The ads differ because each ad uses copy that will have some sort of appeal to the audience in which the magazine is targeting. The style use pictures of women with beautiful healthy-looking hair and visuals of the product and bottles at the bottom of the page and Pantene in nice bold letters in a very noticeable spot on the page. Each ad uses a woman that would appeal to and is relateable to the audience it is in front of.
GEICO Print Ad - Sports Illustrated and Food Network Magazine
GEICO Print Ad - Sports Illustrated and Food Network Magazine - Hannah Verity
The text is as follows...
I have chosen to compare two GEICO print ads. One ad was published in the January 14 edition of Sports Illustrated and the other in the January/February edition of Food Network Magazine.
The below print advertisement was found in Sports Illustrated...
“It takes 4 quarters
to defeat your rival.”
“Fortunately, it only takes 15 minutes to see how much
you could SAVE WITH GEICO.”
“Whether you’re at the
game or at home, there’s 4 nail-biting quarters where you’re hoping the offense
and defense get it right. Fortunately, it only takes 15 minutes to get your
insurance right with GEICO. So no matter how the game goes, you’ll be the MVP
of Savings.”
"Get a free quote."
The following is the ad that was found in Food Network Magazine...
The text is as follows....
“Certain foods take
years to mature."
"Fortunately, it only takes 15 minutes to see how much you
could SAVE WITH GEICO.”
“Great cheeses. Fine
wines. Aged meats. Some things just take a long time until they become just
right. Fortunately, it only takes 15 minutes to get your insurance right with
GEICO. Because while some things get better with time, waiting to save money
isn’t one of them.”
"Get a free quote."
As evidenced in the above images, both advertisements have an almost identical layout and
arrangement of information. In both magazines the placement of the ad is in the
middle of the magazine and is a full-page ad on the right-side page. Both ads
have a very light, almost white background. In each ad the placement of the text within the page is identical and the placement of the single picture is very similar with the photo moved slightly to the right in the Food Network Magazine ad as opposed to the Sports Illustrated ad which is more centered.
In both ads the largest and most prominent object is the
picture referenced. In the Geico ad printed in Sports
Illustrated, the object pictured is a football; in Food Network Magazine, it is cheese. This photo draws the reader’s attention to
the page. It makes sense for football to be the focus of the ad placed in
Sports Illustrated, as the audience is most likely male and interested in sports. In
particular the ad ran in the January 14 edition, during NFL playoffs. The image of cheese, and the reference to fine
foods is fitting, for the Food Network Magazine since the readership is most
likely interested in cooking and food, and slightly older.
The GIECO campaign sends the message to the readers of both magazines that acquiring GIECO insurance is fast... "only takes 15 minutes..." and that the value of what you get in that 15 minutes is worth it (i.e. "...get your insurance right with GEICO...").
This message is consistent between both advertisements.
What differs between the two ads is the item to which securing GEICO insurance is compared. In the Sports Illustrated ad it is a game of football. The message maker is providing a sort of cost-benefit analysis in comparison to a game of football. In the Food Network Magazine the cost-benefit is compared to aged wine and cheese.
The word choice used in each ad is very specific. For the Sports Illustrated ad, the phrase “Defeat your rival”is used and evokes competition, for a readership that enjoys sports. For the Food Network Magazine, the phrase “Years
to mature” is used and evokes the feeling of refinement, for a slightly older readership that enjoys fine food.
Finally, I would like to compare the colors used in each ad.The color of the two tag lines differs in each ad. In the
Sports Illustrated advertisement, “It takes 4 quarters to defeat your rival,” and “Fortunately, it only takes 15 minutes to see how much you
could SAVE WITH GEICO” is printed in red. The visual reaction of the color red tends to
bring out a more energized, happy, energetic emotion.
In the Food Network magazine advertisement ,“Certain foods
take years to mature,” and “ Fortunately, it
only takes 15 minutes to see how much you could SAVE WITH GEICO” is printed in green. The visual reaction of
the color green tends to have a more calming, relaxed
In both ads all other text is printed in the same color
scheme, as is the Geico, bringing brand consistency to the message.
The comparison of these two GEICO ads is a perfect example of a consistent message being conveyed throughout a marketing campaign, with the message makers altering the way in which the message is communicated in order to drive home the message to specific audiences.
Subscribe to:
Posts (Atom)