Creativity in advertising

Creative advertisements become very persuasive due to the fact the you the consumer or viewer of the brand remember what you saw in the ad. It is normally something that really sticks out to the audience that often requires the good old fashion double take. Really creative ads seek to be photoed and shared among the consumers with this they are able to achieve a very far number of audiences with one creative ad even if the consumers cannot see the advertisement in person. These creative ads not only get stuck in our minds but they also make us feel uplifted or cheerful; when we the human being see something very creative, something we could not create in our own minds it brings us some pleasure to witness something was a good creative aspect to it.

Nostalgia And NEWstalgia

Nostalgia provides us with feelings of the past whether positive or negative. Nostalgia is a strong link to emotions, with our past emotions and memorizes of an experiences being brought back forward in the mind to remind us of that good experience. Nostalgia is a funny thing, it can remind you of things you have forgotten about in the past, about ones self, and the time period the memory took place. Nostalgia is almost like jumping in a time machine for your own life, reliving fond memories. With nostalgia's affect on memory its obvious that those who have lived longer can experience more nostalgic moments during their life. Now look at how this can be tied in to advertising, those who have been alive for more then 50 60 or 70 are able to remember products or norms of an earlier time that could bring them back to more of those memories of the past.

Jack Daniels is the most prime example for a very nostalgic feel, it has a classic and traditional style for making their whiskey. At Jack Daniels they use the same process they have for many year, which takes more time and is more labor but it is the hard work and time that makes JD such a profound whiskey. This idea of traditional and hard working values can bring a very nostalgic feel to ones mind who has experienced traditional living. Milan Kundera once said “The Greek word for "return" is nostos. Algos means "suffering." So nostalgia is the suffering caused by an unappeased yearning to return.” This is a very dark way of looking at nostalgia but it is true! We experience nostalgia and we think about how that time period was so great an profound but while we were in that timer period it wasn't any more profound than the very moment you took to think about the past.

Now while Nostalgia is meant to bring back fond memories of the good in the past, what it those memories don't exist? In the younger generations nostalgic advertising might not provide the same sense of mind for them as it would for older generations. And as the younger generation continue to grow it pushes older ideas or nostalgic memories away only to discover an entire new generation of fond memories.

This ad shows a website that blew up during the younger generations time, although YouTube is not all that old provided with this nostalgic view on it with the older retro art style it does give a sense of nostalgia or NEWstalgia. I know to me this ad brings me back to the days when I was a kid and would make skits of my friends and I and we would all upload them on YouTube in hopes of becoming "YouTube Famous".

TWO HANDS NOT ENOUGH? BOOZE BELT

Our group chose the booze belt for making a radio and television ad

Background noise, people socializing, hectic party noises, people shouting, glass shattering

Guest 1:  Sharlene! Do have any wine for me and the girls(sympathetic)?

Sharlene: (flustered) uh, uhmm, yea..

Guest 2: hey I gotta go to the bathroom! do you mind holding my drink(abrupt, inconsiderate)?

Sharlene: (flustered) oh ok sure...

Guest 3: (empathetically, complimentarily)  What a beautiful home!  how are you liking it so far?  Hey can I have a beer?

Sharlene:  (echoing sound of her thoughts, murmer in the background)  I cant do this I cant do this, this is so stressful, if only i had more than two hands.

car screech

FMO:  Lets try this again with the booze belt

rewind sounds.  no chaos, calm chit chat.

Guest 1:Sharlene!  Do you have any wine for me and the girls(sympathetic)?

Sharlene:  Of course I do! (popping sound..pouring)   Here you go!

Guest 2:  Hey I gotta go bathroom!  do you mind holding my drink (abrupt, incosiderate)?

Sharlene: (confidently)  oh yea!  Just throw it in any of the pockets of my booze belt)

Guest 3: (empithetically, complimentarily)  What a beautiful home!  How are you liking it so far?  Hey can i have a beer?

Sharlene:  (calmly)  I love my new home, and im glad my guests are able to enjoy it too!

FMO:  Be the life of the party even when two hands arent enough.

Commercial Ad:

Box 1:  Guy entering a room full of people with his arms full of beers.  Everyone excited to see him and what he has in his hands.

Action/plot:  Everyone stops to look at him as he enters the room.  Their faces in awe.

Camera/transition:  Camera views from the crowd to the guy, follower by a view from the guy to the crowd.  

Audio: Music, people cheering.

Box 2:  Guy drops the beers and looks down at the broken bottles with a sad and disappointed face.  Everyone is disappointed and starts to leave the party 

Action/plot:  The beers slips out of his hands and shatter all over the ground.  Everyone boos and says "awwww".

Camera/transition:  Camera switches to him and his accident, then switches back to the crowd.

Audio:  The music in the background stops and everyone starts to boo.

Box 3:  The scene rewinds to the very beginning when he first enters the room.

Action/plot:  The view gets blurry and speeds up as the rewind takes place.  The beginning of the scene replays as he enters the room.

Camera/transition:  The camera is viewing the guy from the angle of the crowd.

Audio:  There is music and everyone is cheering as he enters the room.

Box 4:  The guy enters the room with a booze belt fully equipped with alcohol.  Everyone in the room looks at him and is excited to see him. 

Action/plot:  He enters the room and everyones attention turns to him and is excited to see him and the belt full of beer.  He looks like he thinks he is really cool and feels like the life of the party.

Camera/transition:  The camera is showing a view of the guy from the crowd then switches to a view from the guy to the group of people.

Audio:  There is party music and everyone starts yelling "yay", "woohoo", "alright", "your the best".

Box 5:  He starts throwing out beers to all of his friends who catch them perfectly and begin to drink.

Action/plot:  The beers are flying fast from the guy to the people in the crowd.  It shows each person catching the perfect throws in a cool way.  They pop open their beers and start happily drinking.

Camera/transition:  The camera shows the beer with the guy then follows the beer as it is thrown from him to the people in the crowd at the party.  The camera shows a shot of each person opening their beer then switches back to the guy (party host)'s satisfied face.

Audio:  There is loud party music, satisfies people yelling and cheering and you could hear the sound of the beers being popped open.

Box 6:  Everyone is happily partying together.

Action/plot:  People are dancing, smiling, and mingling with one another.  Everyone is having a really good time.  

Camera/transition: The camera is going from group of people to group of people having fun, drinking and partying.  The camera shows how happy the guy looks because everyone is having a good time at his party.  The camera scans over all of the people at the party and all the activities that are going on.  

Audio:  There is loud music, people talking and laughing.  A MVO says "Be the life of the part, even when two hands aren't enough."

Jeep Grand Cherokee

An older couple in their late 50's-70's is walking down the stairs of a a cruise ship with sunglasses and bags smiling and recapping the highlights of their cruise. Then they're walking towards their car (Jeep Grand Cherokee). This time it's more focused on the car especially when the couple puts everything in their car. The trunk opening up (showing up all the space in the trunk). Then the camera can show the man's point of view. Him adjusting his seat and getting comfortable but at the same time this shows all the little features of the car showing its comfort ability. Then he starts the car and the wife fixes the GPS and it says "Hello, where to?" Then the wife busts out a list called "The Bucket List" and the husband turns to her after a quick shot of the list with the cruise scratched off. Next their off to "wherever we find adventure" something clever like that. Then all you see is them smiling and driving off. All you see is the side of the car driving off and the commercial ends with, "It's never too late, adventure awaits.. Jeep. Somewhere in the commercial all the extra information would be included (the technical things).

Harley Davidson Case Study

1. I do believe brand communities like what Harley Davidson has with their H.O.G. (Harley Owners Group) do result in more brand involvement. Harley Davidson as a brand is able to bring together so many people with similar interests all under one brand. I think its amazing how so many people come together for these events to meet other enthusiasts. Then friendships start to form not only with the the brand its self or the Harley Employees but with a community of riders. I could only imagine what it feels like to know you are apart of such a large community; I can see an particular incident  where one Harley driver is stopped at a light when another Harley driver pulls up, they look at each other (assuming they had never met) nod their heads and ride off. The idea that one Harley owner has an instant connection with any other Harley driver.

2. The element of the Posse ride that I think enhanced the meaning of the brand to the owners was the size of these events and the number of Harley owners that showed up. Harley is a very trusted brand and when a new person joins the Harley community they want to experience all the brand has to offer. With Harley Davidson providing these gatherings and tours for the owners only seems right, but it is the owners and the brand trust that really make the posse ride what it is.

3. I don't think if Harley got involved in the ride that it would take away from the entire experience as a whole. If anything they could ride along and learn their customer more, get involved on more personal levels. Maybe if they took individuals from the posse ride and made ads after the individuals in the ride and not the bikes themselves would result in a positive involvement in the ride.

4. I think Harley could make a documentary of a short film of the posse ride and share it within the H.O.G. community but also to share to new and potential owners to further persuade them to buy in to the Harley community

The life of Tide

Sarah wakes up at seven exactly and gets the kids up for school. Her natural clock enables her to get up without the help of an alarm. She has a son in the 3rd grade let's call him Joshua who actively plays soccer. She also has a daughter named Emily in kindergarten who loves playing the piano. So both of her children are active in after school activities. While the kids are getting ready in their Target bought clothes, Sarah is downstairs getting breakfast and lunch ready. The kids eat Kellogg's cereal so she can get to making lunch. For lunch she packs peanut butter and jelly sandwiches with Jiff peanut butter and Smucker's grape jelly all on Wonder bread. She also writes cute little notes for the kids to find in their lunch boxes. 

Then after the kids are ready for school she piles them into the family car-- the white Honda Pilot. After dropping off the kids she heads back home to get herself ready for work. She is a receptionist at a doctors office. She does her makeup using Clinique and Maybelline make up brands. However before she gets to work she stops at Starbucks going through the drive thru and pays with credit taking her card from her last season Coach bag. 

During her lunch break she talks with the other girls at the office and eats her home made lunch. She had prepared her lunch the same time she made the lunch for the kids. She also packs a Yoplait yogurt as her dessert. After work she picks up the kids from school and takes them to the grocery store with her. They go to Safeway and pick up pasta and Ragu for dinner. After Safeway she drops off the kids to their practices; her son goes to Josh to soccer and Emily to piano. 

Then she gets back home and starts making dinner. By 5:00pm her husband is home from work and he picks up the kids from practice.

Once everyone is home dinner is ready on the table and everyone eats together at the table. Everyone goes around telling each other about the little events that happened throughout the day and after they all watch X Factor as they digest the delicious dinner. During commercial Sarah loads up the laundry because today is laundry day. She uses Tide laundry detergent she bought for a good price at Target. 

The kids then get ready for bed after a night shower using their Spongebob Suave shampoo and L'oreal  detangling spray. Sarah also gets ready for bed using Dove products. At the end of the long night she checks her Facebook and if she has time reads a little bit of her leisure book. Then her and her husband Jonathan catch up pillow talking.

Consumers: Killer Critics

The advertising for new products can make or break the consumers impression on the new product, which leads to its susses of failure. A product can give off a wrong impression, lie about its self, or over all fail to hit the target audience; many things can go wrong for advertising agency's with the task to provide a new product for a company. One example of a failed project from a very large and powerful corporation is Clear Cola Crystal Pepsi.

This product was launched by Pepsi in the early 90's as a healthier cola with less caffeine. This product was quickly questioned by the consumers: Pepsi? Healthy cola? how? and just why? This sort of doubt flooded the minds of consumers due to the background knowledge of the company and the nostalgia of a traditional Cola. Who would ever want to drink a clear cola? Pepsi's idea behind their clear cola was a lighter healthier form of cola to appear lighter and more pure than regular cola's. While this is what Crystal Pepsi claimed to be a "Healthy cola"  it had only 20 less calories than a regular cola. And soon consumers came to realize this product isn't something anyone needs or appeals to. For most health conscious people soda isn't close to their diet and for the normal cola drinker it was just an image or a trend for Pepsi. Along with the failure of reaching the target audience Pepsi also changed the name for their Clear Cola several times which always draws the attention of the consumer to be more judgmental. Luckily Pepsi is multimillion dollar corporation that is able to take set backs like this, but other companies don't always have this luxury.

This one product from Pepsi isn't their only failed one they have seen products both succeed and fail miserably. The final decision if a product will survive or not comes down to the consumers no matter the advertising approach.

Online Environmental Ad campaigns

The National Wildlife Federation is a government funded agency that seeks out to protect and promote the the well being of all wild life across America. In recent years the NWF has really driven towards campaigning online to gain more followers in their cause. This move to a better and more connected system of advertising and has really helped the NWF provide more for the environment and offers more for the Americans fond of wildlife.


The NWF in the past has traditionally stuck to using their magazine as their form of advertising to the public, but with such a small audience the NWF did not have the best campaign for attracting more people to help save the environment. With the internet at the NWF disposal they were able to completely change their campaign from their magazines (which are still printed and read by many) to a very interactive web page that promotes and gives suggestions for users on how they can help their local environment.

One thing the NWF has done is allowing their audience to become interactive with the site. This ad which can appear on the side of the NWF website encourages the audience to take part in the National Wildlife Federation to make a wildlife habitat, but this isn't any normal wildlife habitat it will be NWF certified. It is these little personal factors that the online campaign have provided and in return it has really helped the NWF gain more funds through their audience. 

The site also provides an enormous amount of information on how one can become more involved in the upkeep of wildlife and the environment.

Rose Petal Cottage

The Rose Petal Cottage is a pretend house for children to play in and imitate the functions of a real house hold. The only issue with the Rose Petal Cottage is their direction of advertising; while it is not inclined to be viewed as a stereotypical ad showing little girls doing the cooking and cleaning. Not to mention the name and all of the light pastel color theme giving it a very girly feel to it. There are several ways this company can make this ad have less of a gender stereotype feel to it:

• Boys and girls in the commercial
• Have different lyrics to the song and have a little boy and girl singing along to it
• show a little boy doing some of the house duties
• offer something other than washers, babies, and ovens as accessories for the house
• make the house be available in different colors and call it something other than "rose pedal" cottage
• do not have the little girl serving food or being in charge of all household duties.

Stereotyping in Advertising

It's safe to say that in the modern society we live in today that racism sexist and other types of stereotyping have demonised well beyond from what they use to be like. While I'm still aware that stereotyping does exist in the modern society; it does not carry the weight that it did in the past. With that being said, it is never right to racially stereotype in an advertisement. Advertisements in the past had always used racial stereotyping to appeal to the audience through what was perceived of that race. These assumptions that the advertisements led were then pushed on to the readers or viewers to give them the false ideas of a race. While stereotyping was used purposely in the past, in present time stereotyping is used much more unknowingly and sublimely. I do not believe that racism in advertisements is a thing of the past but it has improved from the past. The problem is when an ad creator makes an ad that is not intended to be racist but still interpreted as racist. That is the problem many ads face today, giving off small messages of stereotyping. With as much influence as the media has today I find that advertisers do have and ethical responsibility to up hold to not bring anyone race down. Also found in advertising today is positive stereotyping; as seen in this ad with Amy Poehler asking the Asian American hundreds of tech questions. The stereotype here is that Asian have more improved skills with technology compared to other races.

Stereotyping in Television

Workaholics is about 3 college drop outs that found their way in to the telemarketing business, but these 3 employees are not the typical office workers. The premise of the show is the guys Adam, Anders, and Blake are all roommates/cubical mates every episode the guys are taking drugs, partying, and having the time of their lives while being a slave for TelAmeriCorp. During the show there isn't always a strong range of racial diversity but the show does portray some gender diversity. Having 3 white males play as the main characters makes the audience lose sight of some diversity, but I feel that this show does bring in characters that do give it a range of racial and gender diversity. This show doesn't highlight on racial or gender diversity but more so skims it.

The show does make several strong stereotypes more focusing on gender than racial but some racial stereotypes may be pointed out during the show. The show always has the character Adam(shown on the left of the picture) trying to become a professional body builder; Adam believes that he is huge and has to keep getting bigger to show his manliness during the show. This is a negative stereotype for men trying to show masculinity through size and muscles. While this is a negative stereotype the show also does give positive stereotypes; for instance, the guys boss Alice is a strong independent women who manages the company and she is typically the one who resorts order with her power. This is a positive stereotype for women giving her the management position and making her character succeed over the 3 male characters.

Semiotics Messages In Disguise

Every ad we look at we either get the message or we don't and it is through semiotics where we are able to comprehend the ad or not. Semiotics show us both the blatant evidence of the ad and also it brings us a subliminal message of the ad that you may or my not recognize but is still there to persuade us as consumers. This brings be in to the denotation and connotation of advertisements. Last class we learned that the denotation of an ad was the literal or obvious message trying to be told; while on the other hand we have connotation which relates to the the audience's social culture or personal associations. Add the connotation and denotation with signs in the ad and that's the basis for practically every ad.

 

 

 

 

Here in this ad we have a two adorable baby animals looking the reader right in their eyes, then off the the right in big bold letters "Why love one but eat the other?" Right away we can see that the denotation of the ad is the two lovable animals sitting right next to each other one being a pig and the other a puppy. The ad is implying you wouldn't eat a puppy so why eat a pig when they are equally as cute. The connotation is that people in the US often take up dogs as pets over pigs but really they are both able to be house pets so don't eat them!



 



 

 

 

In this ad from a magazine (unknown) we can see a baby crying which as a human nature we want to fix, no one likes seeing babies cry! The baby crying is the denotation along with the box of diapers at the bottom here we can make then connection that the baby is crying because she needs to be changed. The not so obvious part to this add is the title where it says shes gotta have it this part is inferring that the parent should be on top of diaper duty and have diapers on demand for when ever "She" needs them.

 

 

 

 

 

This last ad is an ad for Direct TV about how their cable DVR is always full with shows and not enough room for more. The Denotation of the ad is how the two friends come pair cable to extremely bad memories, making cable seem like a bad time at the dentist of a chomped finger from the zoo. The connotation of this ad taps in to our everyday lives, seeing either of those bad instances could bring up our own memories to relate to the subject mater making one cable is as bad as the audiences bad memories. I overall like these Direct TV ads they're to funny to love.

Rock Brands

Brands are the rock stars of the business world; there are the ones you want to see and the ones you could care less about. Brands bring this sense of pride or shame to the products we buy. As we discussed in Mondays class there are so many different brands for the same product but who is better, or do we even care who is better? Most drug companies such as Advil, Vicks Dayquil, Peptobismol  all get their product from the same place as the store owned brand only difference is the drugs are sent to different packaging companies (and sometimes that's not even true, its the same company with two brands). I think for most people including myself we do take brands in to consideration, but i think there are certain products that we as consumers look at brands in a bigger way. Do you want to look like Dr. Dre and have bumping headphones for a ridicules price or get the same quality of sound but less attractive and cheaper alternative like Bose. Most of my generation would want the Beats but that's the magic of brands Bose still exists and still sells products to others. It's funny I don't own a pair of Beats by Dre and I've only used them say once or twice in a store but i trust that brand through my peers; this brand already has trust with consumers that haven't even bought their product yet. While myself and other trust brands though our peers some people trust their brands so much they go and brand themselves. I don't know do you love a brand enough to do this? Are you a Rock Brand?

Advertising Wizard

After getting that amazing presentation from Mr. Dahman I am wow'ed about the amount of detail that is put into the advertising world. With technology making such large strides Diermar explained how they (the advertising world) are always looking for the newest way to get the consumers attention and to maintain the attention. But as Dahman explained also we as consumers move faster to; we require the "new" faster, more frequent updates, and we want it now! This idea that Dahman introduced was the term "nowism" along with "first-ism". These words are how businesses and companies look at us as consumers now, like piranhas in water starving for the newest and latest idea so they can swarm and feast on the idea until there is nothing left of it to move on to something newer. With having consumers moving at such a fast rate the idea makers are inclined to move at a faster rate to keep up and to push on to the future. During Dietmars presentation looking in the future I am only excited to see what the world brings next, personally I'm looking forward to "digital dust" (how Dertmar explained) or Holograms