Digital Portfolio Link

http://christinegazette.weebly.com

It's the Bieber Fever

     Whether it's Justin Bieber that captivates your attention in this commercial, or the mere screaming and excitement from grown men, this commercial certainly stood out among the rest. This commercial was first aired on NBC during Macy's Thanksgiving Day Parade in order to advertise the black friday sales beginning at midnight at Macy's. We first see Justin Bieber enter into his limo and ask the limo driver to take him to the Macy's day sales starting at midnight. What appears to be a tough manly man, turns around to see Justin Bieber, and begins screaming like a little girl. This happens with various different grown men during Justin's journey to get to the sales.
     This commercial is very strategic in that it focuses not only on a very prominent person, but also that it includes a promotional for strategic philanthropy. For every Justin Bieber gift set purchase, Macy's will donate $2 to the Make a Wish Foundation up to $100,000. This commercial helps to project Macy's as a very cool company as well as a place that is charitable to a very well known non-profit organization. Pairing with a well known non-profit was also strategic in that it is an organization in which is understood and known by the general public. This relationship allows Macy's to focus mainly on its marketing message, but to also add a bit of philanthropy. If the visuals in this commercial do not captivate your attention, the layout and design of this commercial will captivate your attention just based on the sounds of screaming little girls (which are in fact grown men).

Marketing in a World of Technology Survey Results

What do you prefer most in accessing information?
a. Print                         (2)
b. Websites                  (15
c. Phone                       (8)
d. Social Media            (6)

Is anything invasive to you? (Here are a few highlights of what you said)
- text messaging
- social media making custom advertising
- no :)
- unsolicited ads
- text ads without an offer
- no, our generation has been conditioned to all types of ads
- emails
- pop up ads

What is one way you can utilize QR Codes? (Here are a few highlights of what you said)
- Discounts/Deals
- Print Brochures/Ads
- Websites
- Business Cards
- Distribution and Tracking
- Link to Information
- Online Job Applications

Olympic Zoom

     Like most people when initially viewing this advertisement, I questioned why a big blue bird was right in front of the lady's face. After reading the logo in the top left hand corner, I had my incredible "aha" moment. This advertisement takes the product of binoculars and features one of its best attributes by portraying it quite literally in this print ad. Who would have ever though that zooming could get you this close to what you are viewing. 

     I find this advertisement very unique and captivating being that it is in a way shocking. For print advertisements, taking a notable feature of a product and turning it into something quite exaggerative ad literal can turn out to be one of the most effective advertisements. This is an advertisement in which you cannot be satisfied with just looking at the picture; it demands you to find the logo and to see what exactly this peculiar image is talking about. 

Are you talking about Sex Appeal or Animals?

     Oh, I didn't realize you were talking about saving animals... Has PETA really gotten that desperate to get their message across that they have to use sex appeal in such explicit inappropriate ways to get people's attention? Were cute little helpless animals not enough for this advertising campaign? Apparently "baring skin," was better than "bear skin."

     I find these advertisements a little too risky and controversial, but I am quite intrigued by the entire advertising strategy. What is the the one thing that we all know sells the best? Sex. Lets face it, whether we agree with it or not, sex sells. So their entire advertising strategy just follows along with the entire concept of this idea, which can be pure genius. But honestly, I think that in this case, the idea that sex sells is overshadowing the most important concept of all... saving the animals. If you can somehow manage to look past these busty hourglass figured women, then you might be able to focus a second of your time on the text of this advertisement. I love the whole idea of helping to protect and save animals, but I always associated animals with being innocent and pure. These images certainly do not reflect that; but perhaps the contrast between these two is what makes these photos so eye catching. 

     These images are just a few examples of the many PETA advertisements out there. I think that PETA has momentum in selling sex, but not so much animal rights preservation. Do you know how some celebrities who are helping to endorse a brand; and how those celebrities can overshadow the brand so much so that the target audience has missed the brand completely and can only recall the celebrity. This is yet another example. Many people are following along with this entire campaign, but it appears that people are following it more of because it gives them an excuse to be sexy and (nearly) nude in public. In addition to that, this whole campaign to me is really distasteful. What is the underlying message that these advertisements are selling to both men and women? Are they making men more sex crazed and making women more insecure? It is very likely. Based on those two elements alone, I would rule these ads to be disgusting and unethical. This whole campaign is a reflection of PETAs ethical values... which in fact I am not sure if they even have any. I would love to support a group like PETA, but not one that also promotes many unhealthy messages to men and women. What PETA should really stand for is, People's Explicitly Tasteless Advertisements.

Pandamonium!!!

     You better think twice about saying no to Panda Cheese, especially after watching this commercial. Now this is obviously a foreign commercial, but I find the whole concept and strategy rather unique and interesting. In theses commercials we see multiple people being offered the brand item, Panda Cheese, but all of them seem to turn it down. Next we see this giant, almost creepy looking panda appear and stare at the person who just turned down the cheese. Music then plays in the background and the panda does something really mean to make that person think twice about saying no to the cheese. The strategy behind this entire advertisement is rather interesting, who would want something that represents their brand to be mean? Their strategy is very clever because they use the panda in a very humorous way, so much so that it helps the consumer to remember the brand. When seeing the brand with the panda on the front, they will remember the humor about the irrefutable decision to never say no to the brand.

     Not to mention the outstanding memorable humor, the brand stays consistent in using the same music in the background when the panda appears in the scene before he does something shocking and mean. This is a basic strategy in conditioning the audience with music. Every time they hear this music or song they will be reminded about the brand because of the conditioning through repetition of it in every commercial. When a consumer sees the Panda Cheese and is contemplating buying the product, they will be reminded of the humor because of they find themselves in a similar situation of the actors in the commercials... contemplating saying no to the cheese. Humor is always associated as something positive, so going with this campaign of a humorous odd looking panda will most likely transition into the consumers having a more positive view of the brand as a whole.

     

     

Print Ad (In case my printer doesn't work)

Dirty Mouth?

     Dirty mouth huh? Well, dirty in this commercial certainly goes both ways. Usually in the past Orbit gum commercials, we see some good clean fun in conveying the idea of a dirty mouth and fixing it by chewing some Orbit gum. Upon their most recent advertisements, such as this one, the word 'dirty' definitely has a duo meaning. In this particular advertisement there is a man who smiles at his wife with shiny teeth while holding a package of Orbit gum. She responds by saying, "Dirty mouth, huh? What have you been doing?" The next scene shows the man at a crazy party where everyone is encouraging him to bob for apples when accidentally he grabs a mans underwear who is sitting in the tub of apples. It then flashes back to the scene of the wife in bed talking to her husband while the man who was in the tub is standing next to the husband claiming that the husband did not do anything bad (although it is very suggestive).
     Personally, this advertisement was rather shocking coming from a brand such as Obit gum. I can definitely see their strategy in dirty humor though. If you were to ask 10 random people on a street what the first word or words that popped in their head would be after hearing the word dirty, I doubt it would be "my kitchen sink," or "the bathroom." Come on, in todays day and age we all know what kind of dirty everyone is thinking of. So was this commercial being dirty without really being dirty? I was a little perplexed and offended by such a dirty commercial... but then again that is coming from someone who is rather conservative. There are still ways to have effective advertisements without resorting to "dirty" things.
     When I look at the blonde character who is always dressed in white and presents the audience with a promotional message, I see someone who is classy. She is basically a reflection of the brand, so it is safe to say that the brand wants to present a classy clean image. I think that this campaign has made the brand a little less classy and sophisticated. Not to mention the campaign following this one with bleeping out bad words and filling them in with your own. Very interesting pull method, but quite frankly it is a little too dirty and offensive to me.

Mormon Commercials

     Hi, I'm Christine and I'm not a Mormon... but these people are! We have all seen them, on the television screen as well as on youtube during an advertisement slot before watching a video. This commercial ads are rather intriguing to me because I have never seen a religious affiliation create so many commercials that are viewed on normal everyday TV channels. So with all of these commercials, what message is the Church of Latter Day Saint really trying to convey? From what I understand is that they are trying to show that mormons are actually normal people just like you and I. So are they trying to fight against the stereotypical profile of a mormon? It is quite likely; to me, this whole advertising campaign is almost a strong effort from from their public relations department to create a whole new brand image around the word mormon. When most people think of the word mormon they think things such as: many wives, many children...
     The whole campaign seems effective right? Logically it very well could have worked... if not for all of the jokes and comments following people on Youtube and other sites.
     The whole, "I'm a Mormon," campaign has been the brunt of many different kinds of jokes. It was a challenge looking to find an actual commercial from the Church of Latter Day Saints, because I had to weed through all of the many videos created by users making fun of these commercials. Many users on Youtube have created, "I'm not a mormon," youtube videos. So was this attempt to create a new image for themselves really successful, or is this whole campaign a failure because of the vulnerability it has to ridicule and jokes?
     Personally, I think it was a good attempt but it came on a little too strong with the message of "We're just like everyone else." There was definite potential in this campaign... if perhaps they had worded things just a tad different and so it was not so easy to make fun of. The campaign, from what I have gathered is a failure, and could have had more success if it was thought through a little more and viewed critically first before publishing. Oh how it is so important to play the devils advocate against your own brand campaign and so you can be prepared to face ridicule such as this... it jus might save you a little face before communicating your campaign to millions. But coming from a group of mormons, I am sure no one wanted to play the role of devil anything...
   

TV Advertisement

I did not attach a copy of this to my paper and script, so here it is in case you need it :)

Brainstorming

Where will your ad run?

• everywhere. I will need to do some research into shows that my target audiences watch.

What is the context of your message?

that my cell phone product is the best, and its faster and easier to use

What will target be doing when they see the ad?

Watching TV in their homes

What is the timing of your ad?

30 sec; modern day or western old school

When will it run? Holidays, events, etc.

This ad will run around Christmas, and so hopefully it will take off 

What is in the news?

Everyone in the world is buying cell phones. It could potentially be a good market to get into if you market the product correctly.

Tap into current events to appear timely.

??

Borrow from history for a timeless approach

Old Western theme, perhaps play western music and put it in a western setting

What are the negatives about your brand?

There are many competitors for this product. Distinguishing from its competitors could be hard to do.

(Don’t cover them up, embrace them) *** perhaps note in ad how many cell phone models there are out there to buy--why buy ours? 

What if your product were something else?

Jaguar, Mountain Lion, Black Panther…. something quick and easily identifiable. 

Analogies: animals, safety equipment, etc.

What is your target audience reading and watching?

My target audience is probably staying up with new technology and reading the most popular magazines. They could be watching shows like MTV all the way to the Hallmark channel.

Use as inspiration, but don’t use w/o permission

What does your product look like?

It is square with a keyboard

--- or perhaps just a touch screen or both!

Where is the brand made and sold?

It is made in the south and sold in specialty stores. 

Authentic roots?

??

Is there an ideal spokesperson/spokes-character?

?? think of character like Flo from Progressive or Gieco?? apply to phone??

Is there an idea in the brand’s name?

SuperNova-- outerspace, mysterious, bright…

What is the opposite of what you’re trying to say?

• that the phone is slow and complicated to use

ideas:

Phone rings in classroom- everyone pulls out phone- 1^st to answer = quickest phone

Western Showdown

Businessman in a hurry- quick call

Flashlight on phone- helps a guy to find his way in the dark, he sees a dim light and another bright-- he goes to the bright light and finds a pretty girl. the girl with the dim lighted phone looses out on getting with the attractive guy. (Lighting in filming commercial??? How??)

answering phone competition

True Beauty is Curved

     Just so you know, true beauty is curved; not that that hasn't been drilled into our minds by society or anything already. Oh wait, you're talking about a computer?? What a rather interesting comparison between a woman and a computer; certainly two things that I thought would never have anything in common. The purpose of this advertisement is to advertise the unique curved Samsung SF Notebook. The entire idea is creative and makes the computer more memorable, but personally I think this is a little distasteful for a brand like Samsung. The first thing that this advertisement made me wonder was if the entire advertising team was made up solely of men. There are many other things that have curves that the company could have utilized.

     The woman in the print advertisement is obviously very thin and naked; her hair is all that is covering her breasts. In the video commercials related to this print advertisement, the camera follows all of the curves of the woman's body and displays just how thin and boney the model is. When the camera is panning up from her backside up, you can see all of the bones sticking out in her back. This advertisement may be creative to advertise a computer, but what underlying message does this advertisement have? Is it projecting an unattainable unhealthy body image to women around the U.S.? It is very likely! The caption, "True Beauty is Curved," stands out. What if that is the only thing that a viewer reads on this advertisement? What message is really going out to them?

     Personally, when I look at a brand and evaluate their advertisements, I feel as though I get a good sense of their morals and ethics. Is an advertisement featuring an idealistic woman really worth publishing if it can have any type of negative effect on the woman viewing it? I had always looked at Samsung as a more classy brand than this, I am really surprised. I can see the logic behind this, and it is somewhat clever for their Target Audience. Women will look at this picture to compare themselves because of the double meaning message. And men will look at this advertisement because naturally they are attracted to women, which is just exact;y what this advertisement shows. 

Radio Ad Edit: From this, to that :)

Here is my first radio advertisement: 

And after a lot of revision, here is the Final Draft of my Radio Advertisement!! Enjoy~

eannie’s Academy of Dance

Radio Ad: 30 sec

Produced: October 4, 2011

SFX: Batting Sound

Christine: Can you feel it?

SFX: Heart Beat

Christine: Your hearts racing.

SFX: Heart Beat

Christine: Are you ready for this?

MUSIC: Fast Paced Music Begins

[Start when music begins]

Christine: Join Jeannie's Academy of Dance. Don’t be a wall flower; have the hottest moves on the dance floor. Your first month is free, so what do you have to lose except for your old outdated dance

    moves? Jeannie’s Academy of Dance

Voice 2: Check us out on our Facebook page at www.facebook.com/jeanniesacademy

Old Spice Guy vs. Fabio!

  Now look at the first video! Now back at me. Now look at the second video! Now back to me. Now look at the third video. Now back at me! I'm not on a white horse, but let me tell you, there is a serious duel going on here that you certainly do not want to miss. Fabio vs. The Old Spice Guy!

     What a way to captivate an audience through youtube videos that go back and forth between two very intriguing characters. The entire marketing campaign is rather interesting. Over the course of this campaign, Fabio vs. The Old Spice Guy, the audience watching these videos on youtube grew larger and larger and as they began to produce more and more videos, and respond to viewers comments. Audience members were asked to submit their vote on who they believed was the best Old Spice Guy. In case you're wondering what Old Spice is, it is a body wash for men that apparently leaves them smelling more like a man instead of smelling like they washed in a woman's perfume. 

     At the beginning of the Old Spice Commercials, before Fabio came into the picture, the Old Spice Guy would direct his speech toward women… “hello ladies!” But why would the character do that when the company is selling a product to men? Oh it is all too clever. The marketers behind this campaign obviously know the power of influence women have on what products, such as clothes and even body wash, their men purchase. Not to mention, women are usually the ones who go shopping and purchase all of the household items like body wash. Personally as a woman, after watching the first couple of advertisements from the first campaign, I was convinced to go and purchase some too! The humor in the advertisement is what captures the men; and you can probably guess what captivates the women in this campaign

     Fabio, the male supermodel, used to be so famous back in the ___. There is a very strategic technique involving Fabio into this whole marketing mix. Most everyone knows who Fabio is, unless perhaps you are from Generation Y, you may not. Could this strategic marketing plan including Fabio be there to expand their target market and reach a whole new older generation of women and men? It very well could be.

     So who emerged as the winner of this crazy duel? And the winner is…. Drum roll please…. The Old Old Spice Guy!! Sorry Fabio, maybe next time.

Advertising at New Heights!

     This particular advertisement caught my eye because it is so unusual in comparison to other advertisements for high heels. Talk about thinking out of the box and into a whole new atmosphere. The picture shows a very gorgeous scene with the suns rays illuminating the clouds, and a very tall woman whose top of her head comes just above the them. Based on her hairstyle alone, we can assure that the women is very sophisticated and sexy; inferring that the shoes are too! The advertisement obviously stretches our thinking and implies that it is the high heels that she is wearing that has make her so tall.
     Usually for traditional shoe advertisements, companies emphasize the feet; so by emphasizing the head of the persons body, it makes the advertisement very unique and rememberable. Not to mention, the use of a woman with black hair provides outstanding contrast to the clouds, which makes it even more eye catching. The purpose of this ad was to capture an audience of women who are interested in high heels that not only look great, but also make them tall.
     At the bottom right hand corner of this print advertisement is a high heel shoes, which ties the entire advertisement together. It reemphasizes the sophisticated and sexy traits of the shoe. The marketers who created this advertisement did not assume that their audience was not intelligent. Through the idea and placement of objects in their image, they allow the audience to think about the advertisement and put the pieces together. What an interesting technique to generate more thought about the brand!

If you don't help feed them, who will?

     Nothing out of the ordinary here, just a big mother pig covered in dirt feeding... babies... HUMAN babies!! What an incredibly creative way to reveal the need for aide for feeding children. Initially when I looked at the picture of eight dirty infants drinking milk from a filthy pig, I was shocked and disgusted; but it was when I read the caption below that the advertisement really captivated me. "If you don't help them, who will?-- Your donation will buy formula and care for infants who desperately need it." This non-profit, Concordia Childrens, main focus is to help abandoned infants. Has world hunger grown this drastically over the years? 

     This advertisement is truly appealing and effective for any person, especially women or mothers, because of what babies represent. Usually when we think of babies, we think of them as pure, clean, and innocent; so to view a picture such as this, it is truly startling. Not to mention, pigs are viewed as the most disgusting and uncleanly animals. These two characters, babies and pigs, are placed so intricately because of their profound opposition. In addition to that, could the marketers behind this strong advertisement have considered the similar correlation between a baby human fetus to a baby pig fetus, in order to make the point of, Who is next in line to help this babies if we (humans) cannot?

    The text of this advertisement is so small and tiny, and is located in the lower left hand side. Obviously the picture in this advertisement is rather shocking, and so the placement of the text is so crucially important to convey the correct message. I predict that their strategy in making the text so small would be to first capture the audience with the picture because it speaks far more than words ever could. Whoever coined the saying, A picture is worth a thousand words," they certainly were not kidding.
     With such a unique and out of the ordinary picture, the audience viewing this print advertisement is immediately going to want to know why there are 8 little babies drinking milk from a dirty pig. In addition to the placement of the text, the text of this advertisement is really what seals the effectiveness. If the text was at all different and traditional and said something such as, "Help feed abandoned babies," it still has the same message, but does not speak near as loud. This advertisement is truly inspirational and proves the importance of every component of an advertisement. 

GoDaddy.com, Have they gone a little too far?

      We've all seen them, the drop dead gorgeous Go Daddy girls who love to show off their... umm... Go Daddy shirts. GoDaddy.com has designed their advertising campaign with sex appeal as their main focus. Men are mesmerized and women are envious; these advertisements captivate all. But has the campaign focused on sex appeal so much that their audience has lost sight of what the brand is actually advertising? These sexy provocative commercials tell their audience to go to their website so they could "see a little more," or "to see what happens next." What a great way to bring male viewers to your website; but there is just one problem, something tells me that those viewers are looking for something more than just how to build a website. And what happens when they don't find what they are looking for? Have these commercials just provoked men to visit inappropriate websites to find what they were looking for? 

     Are viewers so shocked and captivated by the outrageous sex appeal that they forget what the brand is even advertising? For me, that is certainly the case. I was so shocked by the focus of the commercials that listening to what the advertisement was advertising, was certainly my last concern. As a woman, I find this extremely offensive... which is not at all the case with my boyfriend who finds it interesting and clever. Are these commercials at all appropriate for a family audience to view during the Super Bowl? While the intent of these commercials are to raise brand awareness, they are sending out the wrong message to both young men and young women.
     WARNING: To ALL men; these ads may cause a slap over the head by your girlfriend/wife. Be prepared to sleep on the couch.

Radio Advertisement

Jeannie’s Academy of Dance

Radio Ad: 30 sec

Produced: September 14, 2011

Christine: Can you feel it?

SFX: Heart Beat

Christine: Your hearts racing.

SFX: Heart Beat

Christine: Are you ready for this?

MUSIC: Fast Paced Music Begins

[Start 2 sec after music begins]

Christine: Unleash your inner dancer. Don’t be a wall flower; have the hottest moves on the dance floor.

    Your first month is free, so what do you have to lose except for your old outdated dance

    moves? So many styles; so much flavor. Can you handle it? Jeannie’s Academy of Dance

Andrew: Check us out on our Facebook page at www.facebook.com/jeanniesacademy

Christine Gazette

Purpose/Target Audience Statement

            For this particular radio advertisement for Jeannie’s Academy of Dance, I decided to target a younger generation from the ages of 15-25 males and females. While the dance studio has a wide variety of styles of dance to learn, I put more of an emphasis on the contemporary hip hop style. I purposely did this by placing upbeat background music, because it represents a genre of music that is appealing to this specific target audience. This music represents something that is cool, sleek, and new; which is exactly what I was hoping to associate with the brand that I am promoting. Nonetheless, since this is such a popular style of music for my target audience, hearing the background music will draw them into listening to the advertisement because it is appealing to their ears.

When looking at voices to read the dialogue while I recorded, I strategically placed two different kinds of voices to target my audience. I chose to have a female voice record the majority of the dialogue because there is a higher probability that girls will enroll in a class over men. Girls hearing this ad will be inspired to “unleash their inner dancer,” and hopefully become that amazing confident dancer that they have always dreamed of being. For men hearing this advertisement, the dialogue presents more of a challenge to them instead of an inspiration. I am hoping that it will provoke thoughts such as, “it’s not cool to be a wall flower… I can show off some cool dance moves to someone I want to impress… I won’t go unnoticed on the dance floor anymore.” It becomes a challenge to men because the dialogue is coming from a woman; which presents it in a way that men will think dancing is cool and can be used to impress women. Toward the end of the radio advertisement, I had a male voice announce, “check us out on our Facebook page at www.facebook.com/jeanniesacademy.” I chose to add a second voice to the advertisement and so it provided a variety of tones; but more so to show that there are men who are involved at the dance studio as well. Often times, guys get discouraged from taking dance lessons because they believe that they would be the only guy there; which would make them feel extremely awkward. The underlying message behind the male voice is basically: I am a part of the dance studio and I am a guy, so you can be a part of it too.

As far as the sound effects, I placed the sound of a heart beating twice at the beginning. I wanted to draw my audience in by providing a little mystery to the advertisement, by asking some rhetorical questions, and after each, playing the sound of a heartbeat. For me, the sound of a heart beat certainly gets my attention, especially on the radio; it grasps your attention and makes you wonder what it is for. The heartbeat sound effects also help to build up a sense of anticipation for the advertisement. People want to hear what the advertisement is building up to and so they continue to listen; and if it is a member of my target audience, they will thereafter continue to listen because of the appealing music following it.

While I just had a video camera for recording audio, and an old video editing program on my very old computer, I still had fun producing the advertisement that I created and envisioned; even though the quality wasn’t perfect.  

Come a little closer...

     Come a little closer... a few more steps... a little more... yeah that's right. After successfully reading this message, you may need to use our service. Oh and just so you know, we are a FUNERAL HOME SERVICE. 

      Talk about a very creative place to put an advertisement, it really draws your audience in; hopefully not too close though. The advertisement is placed on the other side of the tracks of a very busy subway. It looks like such a simple advertisement, and it is; it is the environment that really compliments the ad and makes its message so humorous. 

     And wow, what a comic relief from the usual depressing and gloomy advertisements for funeral homes. But did they take this advertisement a little too far? Is it really appropriate to joke about the serious topic of death? Personally, I think that it is not a very good role to take when positioning yourself as a company that will provide the proper needs of a consumer that is most likely hurting from the death of a loved one. Not to mention, what if someone really did get a little too close?! I guess that just means more business for the company?

The King is Terminated

     Can this really be so? The creepy king that has been appearing on our television screens for the past few years, gone? Burger King has refocused their fast food chain on a whole new campaign, forcing The King to resign from his position of royalty as Burger King's official mascot.
     The chain has been suffering from a large decline in sales, due to the weird, creepy, plastic faced king. I mean think about it, all of their "Waking Up with the King" ads, were just asking for ridicule. What were they thinking?! A man wakes up in his bed with  The King staring at him in a semi provocative way, then The King has the audacity to hand the poor, sleepy, confused man a burger.  The creepy King doesn't say anything or even change his facial expression, so what are we too infer? His stare, for lack of a better word is just flat out......CREEPY!
     Burger King has decided to move its focus from awkward and disturbing images to actually improving their company's brand and strengths, such as customer service and quality of food!!  It will be interesting to see if this brand can overcome this advertising disaster. I think this is by far the franchises best decision to dethrone The King.