This is the first option for the Analytical Essay assignment.
Friday, February 6, 2009
Option Four: Coca-Cola Avatar - Super Bowl XLIII Commercial 2009
This is an option for the assignment.
Option Five: Enemy/Weapon - Halo3 - McCannErickson - 2007
This is another option for your Analytical Essay assignment.
Thursday, January 29, 2009
State Farm's Lebron James Football Commercail
http://www.youtube.com/watch?v=R-5deds-ByU
In this State Farm commercial featuring Lebron James, state farm feeds off of peoples' love for sports. It shows Lebron James acting like an average Joe, day dreaming of being something different. In this case a great pro-football player. It depicts James using his natural ability to dominate yet another sport and the audience is found laughing enjoying James using his basketball skill in another sport. Just as James has reached the pinnacle of his dream, winning the Superbowl, he is awoken by a State Farm agent. The State Farm agent reminds him to get on the bus and not to miss the game. James thanks him and walks away saying "When I'm there for the best day of the week, State farm is there."
State Farm is incorporating the fourth of the fifteen basic appeals according to Fowles in the commercial. State Farm first has James connect to the audience by having a fantasy of playing for his home town football team, this allows him to be welcomed as another typical man lost in his dreams. Now that they have connected the star to the audience they can allow James to be the leader and guide them to the point. James has another human moment of almost over-sleeping until the State Farm man wakes him up, insinuating that state farm will always be at your side, for even the simplest of things. Even having the agent being an old black man played a role in the sell of this pitch. The agent is supposed to resemble a father figure and give the aura of parental protection to the still young but grown James.
The State Farm commercial also has a characteristic that Williams would not have agreed with. The commercial has to do nothing with Home, auto, or life insurance. State Farm is just using sports as a method to connect to the public, as if to say well if State Farm supports football they are ok in my book. State Farm gave no useful information or told us anything of what they do as a company, yet it is seen as a successful commercial.
The State Farm commercial does a very good job of attracting attention by meshing a world superstar and America's most popular sports. Although, it did not give any information directly about themselves it did get their name into conversation.
Joshua Torres
In this State Farm commercial featuring Lebron James, state farm feeds off of peoples' love for sports. It shows Lebron James acting like an average Joe, day dreaming of being something different. In this case a great pro-football player. It depicts James using his natural ability to dominate yet another sport and the audience is found laughing enjoying James using his basketball skill in another sport. Just as James has reached the pinnacle of his dream, winning the Superbowl, he is awoken by a State Farm agent. The State Farm agent reminds him to get on the bus and not to miss the game. James thanks him and walks away saying "When I'm there for the best day of the week, State farm is there."
State Farm is incorporating the fourth of the fifteen basic appeals according to Fowles in the commercial. State Farm first has James connect to the audience by having a fantasy of playing for his home town football team, this allows him to be welcomed as another typical man lost in his dreams. Now that they have connected the star to the audience they can allow James to be the leader and guide them to the point. James has another human moment of almost over-sleeping until the State Farm man wakes him up, insinuating that state farm will always be at your side, for even the simplest of things. Even having the agent being an old black man played a role in the sell of this pitch. The agent is supposed to resemble a father figure and give the aura of parental protection to the still young but grown James.
The State Farm commercial also has a characteristic that Williams would not have agreed with. The commercial has to do nothing with Home, auto, or life insurance. State Farm is just using sports as a method to connect to the public, as if to say well if State Farm supports football they are ok in my book. State Farm gave no useful information or told us anything of what they do as a company, yet it is seen as a successful commercial.
The State Farm commercial does a very good job of attracting attention by meshing a world superstar and America's most popular sports. Although, it did not give any information directly about themselves it did get their name into conversation.
Joshua Torres
Wednesday, January 28, 2009
Sports and Advertising
http://www.youtube.com/watch?v=w4TbxS_CdWE
In the Nike SPARQ training commercial, many of the modern advertising techniques criticized in Raymond Williams’ “Advertising: The Magic System” are employed. The commercial begins with LaDainian Tomlinson, a professional football player of the San Diego Chargers, saying, “My better is better than your better.” The purpose of this is to draw the attention of the viewer. The commercial then proceeds into exciting and captivating scenes of sports. Williams makes many interesting points about how advertising has become both an art and a device used to convince consumers to buy a product that they may not necessarily need or want. This commercial effectively accomplishes these goals. The scenes depict several very popular sports athletes in addition to numerous ordinary athletes who are training intensely. The music also adds an edge of enthusiasm to the commercial. The rhythm of the music combined with the fast, colorful, and graceful sports imagery stimulates strong interest in the viewer. Athletes seeing this advertisement may be inspired and feel that the key to becoming a better athlete is to buy the training equipment. As an athlete myself, I will admit that the commercial was pretty convincing and even though I may not need the equipment, I most certainly I want it.
Part of what makes this commercial so successful is that it is very appealing and reaches out to many people, not just athletes. For example, the father of a high school student athlete may see the commercial and be so convinced that the product will make his son/daughter perform better, that he will most likely buy it. This commercial is a perfect example of Raymond Williams’ idea of modern advertising. Williams would most definitely argue that the commercial is not only selling a product, but is also subconsciously promotes a new lifestyle.
In the Nike SPARQ training commercial, many of the modern advertising techniques criticized in Raymond Williams’ “Advertising: The Magic System” are employed. The commercial begins with LaDainian Tomlinson, a professional football player of the San Diego Chargers, saying, “My better is better than your better.” The purpose of this is to draw the attention of the viewer. The commercial then proceeds into exciting and captivating scenes of sports. Williams makes many interesting points about how advertising has become both an art and a device used to convince consumers to buy a product that they may not necessarily need or want. This commercial effectively accomplishes these goals. The scenes depict several very popular sports athletes in addition to numerous ordinary athletes who are training intensely. The music also adds an edge of enthusiasm to the commercial. The rhythm of the music combined with the fast, colorful, and graceful sports imagery stimulates strong interest in the viewer. Athletes seeing this advertisement may be inspired and feel that the key to becoming a better athlete is to buy the training equipment. As an athlete myself, I will admit that the commercial was pretty convincing and even though I may not need the equipment, I most certainly I want it.
Part of what makes this commercial so successful is that it is very appealing and reaches out to many people, not just athletes. For example, the father of a high school student athlete may see the commercial and be so convinced that the product will make his son/daughter perform better, that he will most likely buy it. This commercial is a perfect example of Raymond Williams’ idea of modern advertising. Williams would most definitely argue that the commercial is not only selling a product, but is also subconsciously promotes a new lifestyle.
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