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.
Starbuck's Double Shot "Glen"
http://www.youtube.com/watch?v=xfWOugouCU0&feature=related
“Glen” was the second in a series of commercials for Starbuck’s Double Shot bottled beverage. The makers of this advertisement incorporate many nicely structured ideas into the minute long time frame. It begins with the “everyday guy” waking up in the morning and pulling the desired product out of the fridge. Upon drinking his beverage (which only takes 6 of the 60 seconds), a band appears in his apartment and follows him throughout the morning trip to his workplace. The song, a spoof off of “Eye of the Tiger”, is historically a pump-up used in movies, sports, etc… Having the band playing the song with altered lyrics talking about Glen’s ambition expresses what Starbuck’s wants the product’s effect to be. Drinking a Double Shot and you’ll be powered to “Bring on the Day”.
This song can be discussed alongside both Fowles’s article and William’s article. Williams could watch this commercial and saw it proves his point exactly. Starbuck’s is saying their product is a need, when it is a want. You don’t NEED the product; you need a good night of sleep and a healthy breakfast. The expression of confidence and invigoration on Glen’s face produces a consumer psychology that the drink will also make you a happier and more productive person. On the other side of the argument, Fowles could appreciate the commercials incorporation of several basic appeals, the most obvious of these being the need to achieve. Below this are the needs to dominate, the need for prominence, attention, and the need to escape. After Glen’s morning beverage, he can achieve, he can be powerful, admired, respected, and he can break free of his morning bores. Commercials like “Glen”, and its original “Hank”, are witty and creative. Now we can understand why Starbucks’s success is so profound.
Evan Diamond
“Glen” was the second in a series of commercials for Starbuck’s Double Shot bottled beverage. The makers of this advertisement incorporate many nicely structured ideas into the minute long time frame. It begins with the “everyday guy” waking up in the morning and pulling the desired product out of the fridge. Upon drinking his beverage (which only takes 6 of the 60 seconds), a band appears in his apartment and follows him throughout the morning trip to his workplace. The song, a spoof off of “Eye of the Tiger”, is historically a pump-up used in movies, sports, etc… Having the band playing the song with altered lyrics talking about Glen’s ambition expresses what Starbuck’s wants the product’s effect to be. Drinking a Double Shot and you’ll be powered to “Bring on the Day”.
This song can be discussed alongside both Fowles’s article and William’s article. Williams could watch this commercial and saw it proves his point exactly. Starbuck’s is saying their product is a need, when it is a want. You don’t NEED the product; you need a good night of sleep and a healthy breakfast. The expression of confidence and invigoration on Glen’s face produces a consumer psychology that the drink will also make you a happier and more productive person. On the other side of the argument, Fowles could appreciate the commercials incorporation of several basic appeals, the most obvious of these being the need to achieve. Below this are the needs to dominate, the need for prominence, attention, and the need to escape. After Glen’s morning beverage, he can achieve, he can be powerful, admired, respected, and he can break free of his morning bores. Commercials like “Glen”, and its original “Hank”, are witty and creative. Now we can understand why Starbucks’s success is so profound.
Evan Diamond
Chevy Silverado v. Dodge Ram
http://www.youtube.com/watch?v=qiOyWO4gf-E&feature=related
In this commercial a man is seen accidently backing into a truck and then being approached by Howie Long. Howie asks the man if he has a heated steering wheel and the man tries to deny it at first but then admits to it along with having a manicure which is not something men should have done if they drive trucks, or at least that’s how the stereotype goes. Then it cuts to the announcer asking if you, the consumer, would rather have the Chevy Silverado with 21 miles to the gallon highway, or a Dodge Ram with a heated steering wheel, which is basically asking do you want to be a real man with a real truck, or the kind of guy who has a heated steering wheel and a manicure.
In the article Advertising’s 15 Basic Appeals by Jib Fowles he talks about how people want to feel dominant and this commercial is a prime example of that. It shows Howie Long, an ex-football quarterback, more or less making fun of the man in the Dodge Ram because he has a truck with a heated steering wheel and manicure rather than the Chevy with its superb gas mileage. It is also playing on the need for attention since, according to the commercial you will be driving “America’s Best Truck,” and if you’re driving it you will be the center of attention. Frankly I think this is a pretty good way to try and sell trucks playing on men’s want to be manlier and not have things that would imply they are lesser men since they have luxuries in their truck.
Jeff Scheidegger
In this commercial a man is seen accidently backing into a truck and then being approached by Howie Long. Howie asks the man if he has a heated steering wheel and the man tries to deny it at first but then admits to it along with having a manicure which is not something men should have done if they drive trucks, or at least that’s how the stereotype goes. Then it cuts to the announcer asking if you, the consumer, would rather have the Chevy Silverado with 21 miles to the gallon highway, or a Dodge Ram with a heated steering wheel, which is basically asking do you want to be a real man with a real truck, or the kind of guy who has a heated steering wheel and a manicure.
In the article Advertising’s 15 Basic Appeals by Jib Fowles he talks about how people want to feel dominant and this commercial is a prime example of that. It shows Howie Long, an ex-football quarterback, more or less making fun of the man in the Dodge Ram because he has a truck with a heated steering wheel and manicure rather than the Chevy with its superb gas mileage. It is also playing on the need for attention since, according to the commercial you will be driving “America’s Best Truck,” and if you’re driving it you will be the center of attention. Frankly I think this is a pretty good way to try and sell trucks playing on men’s want to be manlier and not have things that would imply they are lesser men since they have luxuries in their truck.
Jeff Scheidegger
Nike "My Better is Better" Commercial
http://www.youtube.com/watch?v=rHHMaiNyztk
Nike already owns one of the most popular slogans in “Just Do It” and this commercial proves why they also have one of the best advertising campaigns. The commercial begins with San Diego Chargers football player LaDanian Tomlinson saying, “my better is better than your better” to a cluster of reporters. I think one thing that makes an advertisement particularly strong is simplicity. This phrase is short and simple but sends a strong message to the audience. Another example of simplicity in this advertisement is that throughout its duration, phrases pop up on the screen in big, capital letters stating things like “my SPEED is better,” “my POWER is better,” and “my AGILITY is better.” At the end of the advertisement Tomlinson concludes by saying, “thank you very much for coming.” Other than those two things, nothing else is said throughout the commercial because the graphics and music effectively do all the talking.
Nike couldn’t have picked a better song to play throughout this commercial. The song is called “List of Demands” by Saul Williams and it naturally makes you want to get up and run, jump, play a sport, or move around in some other way. As the song is being played, various fit, muscular, and even famous athletes are shown working at their sport. This commercial features the likes of Adrian Peterson (NFL player), Kevin Durant (NBA player), Matt Holliday (MLB player), and Pete Carroll (head coach of USC’s football team). The great thing about this ad is that it appears to target all athletes, young and old, male and female. Again, this is shown by the variety of athletes featured in this commercial.
In Jim Fowles' “Advertising’s Fifteen Basic Appeals” he states, “By giving form to people’s deep-lying desires, and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication. For the serious athlete, there’s no doubt he or she would love to be able to perform at the high levels previewed in this commercial. That just might make some of them want to go out and buy Nike. Out of Fowles fifteen appeals, this ad attempts to satisfy the need to achieve most. Fowles describes this fundamental need in saying, “A prominent American trait, it is one that advertisers like to hook on to because it identifies their product with winning and success.” This sounds like exactly what Nike is trying to do. If you buy athletic apparel from them, you will win and have success. Other needs that this advertisement also attempts to fulfill are the need to dominate, need for prominence and the need for attention (for the “flashy” athletes out there).
The simplicity, song choice, and targetted audience of this advertisement make it exceptionally effective. I can see many people watching this commercial and saying, “I want to be able to run, jump, or pump iron like that.” For Nike that leads to more sales and potential lifelong customers.
Kyle Meier
Nike already owns one of the most popular slogans in “Just Do It” and this commercial proves why they also have one of the best advertising campaigns. The commercial begins with San Diego Chargers football player LaDanian Tomlinson saying, “my better is better than your better” to a cluster of reporters. I think one thing that makes an advertisement particularly strong is simplicity. This phrase is short and simple but sends a strong message to the audience. Another example of simplicity in this advertisement is that throughout its duration, phrases pop up on the screen in big, capital letters stating things like “my SPEED is better,” “my POWER is better,” and “my AGILITY is better.” At the end of the advertisement Tomlinson concludes by saying, “thank you very much for coming.” Other than those two things, nothing else is said throughout the commercial because the graphics and music effectively do all the talking.
Nike couldn’t have picked a better song to play throughout this commercial. The song is called “List of Demands” by Saul Williams and it naturally makes you want to get up and run, jump, play a sport, or move around in some other way. As the song is being played, various fit, muscular, and even famous athletes are shown working at their sport. This commercial features the likes of Adrian Peterson (NFL player), Kevin Durant (NBA player), Matt Holliday (MLB player), and Pete Carroll (head coach of USC’s football team). The great thing about this ad is that it appears to target all athletes, young and old, male and female. Again, this is shown by the variety of athletes featured in this commercial.
In Jim Fowles' “Advertising’s Fifteen Basic Appeals” he states, “By giving form to people’s deep-lying desires, and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication. For the serious athlete, there’s no doubt he or she would love to be able to perform at the high levels previewed in this commercial. That just might make some of them want to go out and buy Nike. Out of Fowles fifteen appeals, this ad attempts to satisfy the need to achieve most. Fowles describes this fundamental need in saying, “A prominent American trait, it is one that advertisers like to hook on to because it identifies their product with winning and success.” This sounds like exactly what Nike is trying to do. If you buy athletic apparel from them, you will win and have success. Other needs that this advertisement also attempts to fulfill are the need to dominate, need for prominence and the need for attention (for the “flashy” athletes out there).
The simplicity, song choice, and targetted audience of this advertisement make it exceptionally effective. I can see many people watching this commercial and saying, “I want to be able to run, jump, or pump iron like that.” For Nike that leads to more sales and potential lifelong customers.
Kyle Meier
Diet Pepsi Max Commercial
http://www.youtube.com/watch?v=RQ0A0xbORPU
This Diet Pepsi Max commercial begins by showing various people slowly drooping their heads, due to tiredness, while the upbeat song of “What is Love?” plays in the background. It shows workers not being able to pay attention and do their job, a dad getting knocked over by his swinging child, a man falling asleep into his soup bowl, and a game show contestant losing horribly because they are all suffering from extreme tiredness. The commercial’s solution: a drink of Diet Pepsi Max that immediately awakens everyone into an exaggerated bobbing of the head. The commercial ends emphatically by saying “Wake Up People” and flashes these words across the screen.
This commercial ties in with a couple of Fowles’ ideas such as Psychological Needs and the Need to Achieve. It uses comedy to show that their product will cure your thirst and sleepiness, which in return will allow you to overcome the obstacle of tiredness and be successful at work or any other situation in life. Ideas from Raymond Williams’, Advertising: the Magic System, are also evident as this shows how a commercial tries to tell its viewers what they need or want, a Diet Pepsi in this case, versus what the viewer actually wants or needs. It tries to trick the viewer into thinking that without a Diet Pepsi Max they will experience over tiredness that will greatly affect their everyday life in a very negative way. Additionally, the commercial tries to sell an identity or appealing lifestyle by showing that a Diet Pepsi Max can liven up your day.
I believe this commercial is successful at selling its product. Its target audience appears to be a wide range of people which can be seen through the selection of a diverse crowd of characters and even a few famous figures to promote the product even more. Its comedic stance gets its point across and plants interest into the viewer. When the commercial finishes, even though the viewer probably doesn’t actually believe their tiredness will be replaced with the song “What is Love?” during their day, the commercial’s abstract and humorous stance does a great job of influencing the viewer to purchase their product instead.
-Kevin Nieuwenhuis
This Diet Pepsi Max commercial begins by showing various people slowly drooping their heads, due to tiredness, while the upbeat song of “What is Love?” plays in the background. It shows workers not being able to pay attention and do their job, a dad getting knocked over by his swinging child, a man falling asleep into his soup bowl, and a game show contestant losing horribly because they are all suffering from extreme tiredness. The commercial’s solution: a drink of Diet Pepsi Max that immediately awakens everyone into an exaggerated bobbing of the head. The commercial ends emphatically by saying “Wake Up People” and flashes these words across the screen.
This commercial ties in with a couple of Fowles’ ideas such as Psychological Needs and the Need to Achieve. It uses comedy to show that their product will cure your thirst and sleepiness, which in return will allow you to overcome the obstacle of tiredness and be successful at work or any other situation in life. Ideas from Raymond Williams’, Advertising: the Magic System, are also evident as this shows how a commercial tries to tell its viewers what they need or want, a Diet Pepsi in this case, versus what the viewer actually wants or needs. It tries to trick the viewer into thinking that without a Diet Pepsi Max they will experience over tiredness that will greatly affect their everyday life in a very negative way. Additionally, the commercial tries to sell an identity or appealing lifestyle by showing that a Diet Pepsi Max can liven up your day.
I believe this commercial is successful at selling its product. Its target audience appears to be a wide range of people which can be seen through the selection of a diverse crowd of characters and even a few famous figures to promote the product even more. Its comedic stance gets its point across and plants interest into the viewer. When the commercial finishes, even though the viewer probably doesn’t actually believe their tiredness will be replaced with the song “What is Love?” during their day, the commercial’s abstract and humorous stance does a great job of influencing the viewer to purchase their product instead.
-Kevin Nieuwenhuis
Tuesday, January 27, 2009
Nutrisystem for Men Commercials
If you've ever watched Sportscenter or a game on ESPN you've probably seen one of the Nutrisystem for Men commercials. These commercials' primary targets are older, heavier-set men, probably in there 40s or later. They use legendary sports figures such as Chris Berman, Don Schula, and Dan Marino as testimonials for their product. This is an attempt at the appeal for a "need to achieve" from Jib Fowles' "Advertising's Fifteen Basic Appeals." These are all legendary sportsmen who have achieved difficult tasks, winning Superbowls and being inducted into the Pro Football Hall of Fame. This achievement makes the consumer feel as if they,themselves, can achieve something great, losing that extra weight.
This commercial appears to be very successful at selling its product. I would attribute this to an ingenious partnership with ESPN. Many of the networks audience falls into the target consumer of Nutrisystem. Another attribute to their success could be how recognizable and repetitively aired the commercials are.
http://www.youtube.com/watch?v=CSX4Y17vm2w
This commercial appears to be very successful at selling its product. I would attribute this to an ingenious partnership with ESPN. Many of the networks audience falls into the target consumer of Nutrisystem. Another attribute to their success could be how recognizable and repetitively aired the commercials are.
http://www.youtube.com/watch?v=CSX4Y17vm2w
Schweppes Bursting Commercial
http://www.youtube.com/watch?v=pRFfJJjLpqw
This commercial is filled with slow motion bursting water balloons. The music in the background is a very calming song making the commercial very peaceful. Everyone in this commercial is very happy which also proves that this commercial is going to be peaceful and positive. I believe that this commercial is a great example of the "need to escape" appeal in "Advertising's Fifteen Basic Appeals." With the help of the calming background music, I saw water escaping from everything that held it back. While the water was escaping, I saw happy faces surrounding it which, in turn, made me believe that the water escaping must have been a very good and positive thing. Overall, this commercial made me want to escape from my everyday surroundings.
I would say that this commercial is very successful in two ways. All commercials are supposed to grab people's attention and this one grabbed mine fully. I will admit that some commercials lose my attention within just a few seconds; however, this one kept my attention all throughout. This grabbed my attention because it showed common things very differently from what I am used to seeing. I kept watching this commercial because the water escaping from the balloon in slow motion was very beautiful and unexpected. I did not know that that is what it would look like in slow motion. I believe it would also succeed in making people think that they want a Schweppe's beverage. In my opinion, this commercial is really geared towards most age groups and all genders. In the commercial there are different scenes. One scene is filled with very happy adults ranging from age 21 to 75 causing me to believe that this commercial is for everyone in that age group. Another scene has many young girls about the age of 12 making me believe that this commercial is also for younger girls. I believe the overall saying of this commercial is, "You will escape from everything that surrounds you with every drink of Schweppes."
Taylor Mack
tmack@wisc.edu
This commercial is filled with slow motion bursting water balloons. The music in the background is a very calming song making the commercial very peaceful. Everyone in this commercial is very happy which also proves that this commercial is going to be peaceful and positive. I believe that this commercial is a great example of the "need to escape" appeal in "Advertising's Fifteen Basic Appeals." With the help of the calming background music, I saw water escaping from everything that held it back. While the water was escaping, I saw happy faces surrounding it which, in turn, made me believe that the water escaping must have been a very good and positive thing. Overall, this commercial made me want to escape from my everyday surroundings.
I would say that this commercial is very successful in two ways. All commercials are supposed to grab people's attention and this one grabbed mine fully. I will admit that some commercials lose my attention within just a few seconds; however, this one kept my attention all throughout. This grabbed my attention because it showed common things very differently from what I am used to seeing. I kept watching this commercial because the water escaping from the balloon in slow motion was very beautiful and unexpected. I did not know that that is what it would look like in slow motion. I believe it would also succeed in making people think that they want a Schweppe's beverage. In my opinion, this commercial is really geared towards most age groups and all genders. In the commercial there are different scenes. One scene is filled with very happy adults ranging from age 21 to 75 causing me to believe that this commercial is for everyone in that age group. Another scene has many young girls about the age of 12 making me believe that this commercial is also for younger girls. I believe the overall saying of this commercial is, "You will escape from everything that surrounds you with every drink of Schweppes."
Taylor Mack
tmack@wisc.edu
Milky Minutes
http://www.youtube.com/watch?v=KgFw7o5hQtc
The AT&T “Milky Minutes” commercial uses humor to portray the wasteful lifestyle of our modern American society. The topic is extremely relatable because cell phones are so prominent and therefore the audience is easy to speak to. The targeted consumers are all cell phone users, but especially those paying the bills. The idea of rollover minutes appeals to viewers because it targets a few of Fowles’ 15 basic appeals. The need for affiliation is highlighted because everyone heavily relies on cell phones as a main method of contact. Especially in today’s economy, throwing away unused cell phone minutes is considered uneconomical. Both the need for guidance and need to feel safe are also highlighted appeals because the advertisement offers a sense of protection from wasting money on inefficient phone plans. The bottom line is by switching to an AT&T Rollover plan, you and your minutes are protected so that you utilize every cent you spend.
The idea of rollover minutes is stressed with the intent to make the viewers believe AT&T is offering the best deal that only the smartest, and most money savvy, have rollover. This commercial stands out in our minds through use of differentiation, humor, and stating an advantage over other companies. Although Williams’ ideas are not evidently seen in the commercial, psychology is used against us to purchase the rollover.
-Tamara Kozyckyj
Advertisements
This ad and others of its type go far back in years in its attempts to coerce young vulnerable teens to feel the need to fit in and be "cool"; and only gaining this reputation through smoking the camel cigarettes found here. Teens are targeted for the simple fact that we are not always able to decipher the difference between the product and reality, and secretly wish for the unreal benefits that come along with buying the product.
The visuals that catch my attention the most after looking at this ad are 1. the fancy shiny car in the background, 2. Joe the Camel's muscular arms and stance, 3. His "shades" and 4. The pack of cigarettes strategically placed under his right arm shirt sleeve. While Americans are fully aware of the harmful effects smoking has upon them, naive teens still fall prey to visually eye catching ads as these, and feel that in order to be good enough, and cool enough, (like the Camel), they must also smoke these cigarettes. They want to fit in and these cigarettes "obviously" worked for Joe the Camel so why not them?
After looking at this ad, I am reminded of the negative view Williams conveys about advertising in his article, Advertising: The Magic System. He brands the idea that advertising rules us, and in this case, the overpowering personna present in this ad supports that argument. He also brings up the idea that the material object being sold is never enough. The cigarettes in this ad aren't necessarily the only thing the consumer is looking to find-it's all the benefits that come along with it like social acceptance, a manly look, possibly a nice car etc..
While some ads may be extremely convincing, I personally feel this ad is unrealistic and doesn't pertain to me. Consumers must gain the ability to turn away from the constant reminder of all the materialistic items surrounding us-as difficult as it may be. Around every corner is another ad, it's just our job to decide which ones to pay attention to. -Joslyn-
Don't drink and drive
http://www.youtube.com/watch?v=_ONk5yOpIJ4
On the youtube video called Heineken- Don’t drink and drive. This video is interesting because It uses a dog getting intoxicated instead of the usual seen where the person drinks, gets into a car and have an accident because their reaction time is slow. I also feel that this advertisement made an excellent point that it is not just the drinker life that they are endangering, but also other people lives. By having a dog intoxicated and having the blind man relying on the dog to lead him though the streets it shows that both of their lives are endangered because both of them can’t see if they will encounter precarious situations. I feel that this advertisement works because it is straightforward and clear in portraying their slogan do not to drink and drive. In addition by having the black screen with white words “if you drink and drive you are a danger to others too” I feel that it makes the conclusion strong and emphasize the point in a clear manner.
I feel that this advertisement is aimed for teenagers to middle age people because; these are the people who are most likely to drink and drive. The effect of the ad is unexpected at first and then the realization that drinking and driving will hurt other people. I feel that the audience will be surprise at first by seeing a dog drinking, but as the ad progress and the audience learn that the dog is essential in leading the man through the street does then the message drinking can put other people lives in danger becomes very clear.
In advertising’s fifteen basic appeals, Fowles mentions “that an advertising message contains something primary and primitive, an emotional appeal...” This is shown in the advertisement since it acts on the audience emotion when the dog has to lead the blind man along the streets and they both could be in trouble.
Mary Quach
On the youtube video called Heineken- Don’t drink and drive. This video is interesting because It uses a dog getting intoxicated instead of the usual seen where the person drinks, gets into a car and have an accident because their reaction time is slow. I also feel that this advertisement made an excellent point that it is not just the drinker life that they are endangering, but also other people lives. By having a dog intoxicated and having the blind man relying on the dog to lead him though the streets it shows that both of their lives are endangered because both of them can’t see if they will encounter precarious situations. I feel that this advertisement works because it is straightforward and clear in portraying their slogan do not to drink and drive. In addition by having the black screen with white words “if you drink and drive you are a danger to others too” I feel that it makes the conclusion strong and emphasize the point in a clear manner.
I feel that this advertisement is aimed for teenagers to middle age people because; these are the people who are most likely to drink and drive. The effect of the ad is unexpected at first and then the realization that drinking and driving will hurt other people. I feel that the audience will be surprise at first by seeing a dog drinking, but as the ad progress and the audience learn that the dog is essential in leading the man through the street does then the message drinking can put other people lives in danger becomes very clear.
In advertising’s fifteen basic appeals, Fowles mentions “that an advertising message contains something primary and primitive, an emotional appeal...” This is shown in the advertisement since it acts on the audience emotion when the dog has to lead the blind man along the streets and they both could be in trouble.
Mary Quach
Smoking is Believing!
http://farm1.static.flickr.com/28/93731193_b6b4b017af.jpg
In this particular cigarette ad, three of the “Advertising’s Fifteen basic appeals” that Jib Fowles presents are displayed. In times of financial struggle people often need to feel safe about their financial status. Therefore, when saying “More smoking for your money,” the idea of saving money is appealing and safe. The need to feel safe is one of Fowles’ basic appeals and is accentuated by italicizing “more” which makes the idea of being “safe” greatly appealing for smokers. Also, the use of phrases and words such as “delicate taste,” “fragrance,” and “pleasure” make the product aesthetically pleasing for the audience of smokers. Thus, one of Fowles’ basic appeal, the need for aesthetic sensations, is displayed by making smoking enjoyable and pleasant; negating its effects on the consumer. Another italicized phrase is “extra smokes.” This is the first thing the reader sees, instantly drawing them into the advertisement. Furthermore, the bold and giant slogan “Smoking is believing!” is trying to make smoking aesthetically appealing by getting consumers to believe in smoking.
This advertisement also presents many “it’s cool” factors. The beautiful, nurturing, smiling woman in the ad looks “cool” and seems pleased with her cigarette. Many consumers will be intrigued and affiliate themselves with the woman. In turn, this may spark interest in the ad and in smoking cigarettes. This affiliation is also part of Fowles’ basic appeals of advertisement. The phrase “everyone can afford the coolness” obviously suggests that you need to smoke to be “cool.” Since the phrase suggests that everyone can afford smoking, the consumer needs to buy it to be “cool” like everybody else. I believe that this ad is a success because it makes the reader feel safe by being able to afford cheap cigarettes with extra smokes and the italicized words really get through to the consumer. I found this advertisement particularly intriguing because it is an “old school” advertisement that displays how important it was to advertise smoking. I also thought the aesthetically pleasing phrases in the ad were ironic because they were about smoking.
In this particular cigarette ad, three of the “Advertising’s Fifteen basic appeals” that Jib Fowles presents are displayed. In times of financial struggle people often need to feel safe about their financial status. Therefore, when saying “More smoking for your money,” the idea of saving money is appealing and safe. The need to feel safe is one of Fowles’ basic appeals and is accentuated by italicizing “more” which makes the idea of being “safe” greatly appealing for smokers. Also, the use of phrases and words such as “delicate taste,” “fragrance,” and “pleasure” make the product aesthetically pleasing for the audience of smokers. Thus, one of Fowles’ basic appeal, the need for aesthetic sensations, is displayed by making smoking enjoyable and pleasant; negating its effects on the consumer. Another italicized phrase is “extra smokes.” This is the first thing the reader sees, instantly drawing them into the advertisement. Furthermore, the bold and giant slogan “Smoking is believing!” is trying to make smoking aesthetically appealing by getting consumers to believe in smoking.
This advertisement also presents many “it’s cool” factors. The beautiful, nurturing, smiling woman in the ad looks “cool” and seems pleased with her cigarette. Many consumers will be intrigued and affiliate themselves with the woman. In turn, this may spark interest in the ad and in smoking cigarettes. This affiliation is also part of Fowles’ basic appeals of advertisement. The phrase “everyone can afford the coolness” obviously suggests that you need to smoke to be “cool.” Since the phrase suggests that everyone can afford smoking, the consumer needs to buy it to be “cool” like everybody else. I believe that this ad is a success because it makes the reader feel safe by being able to afford cheap cigarettes with extra smokes and the italicized words really get through to the consumer. I found this advertisement particularly intriguing because it is an “old school” advertisement that displays how important it was to advertise smoking. I also thought the aesthetically pleasing phrases in the ad were ironic because they were about smoking.
Nitrotech Not So Hardcore
http://www.bodybuilding.com/store/mt/pdf/PRD_NTR_HC_JaCutl_Sep07.pdf
This ad by Muscletech sport supplements emobodies several of the appeals Jib Fowles describes in his article "Advertisings Fifteen Basic Appeals". One appeal that just pours from the ad is the need for guidance. In this ad you have 2 time Mr. Olympia Jay Cutler and IFBB pro Johnnie Jackson, saying, "Hey this is what I take and look at me im HUGE!!! And if you take so will you!!!". What the ad fails to mention, and what Raymond Williams would say is a pathetic attempt by mebers of a capitalist economy to simply sell product and in doing so mislead consumers, is that NitroTech Hardcore isn't all these guys are taking. You don't get to be 300 lbs at 5 foot 9 with out a little extra help (In case you live under a rock, I'm refering to anabolic steriods, HGH, and insulin). Drinking your protein shakes and training and eating your "mass building just isn't going to produce the results this ad would lead one to believe.
Other so called needs this ad appeals to are the need to dominate and the need for prominence. The whole ad is focused on giving the competitive athlete that little extra edge they need to dominate and become prominent, successful young men. This ad promises athletes what they think they need, success, power, and dominance. This is another example of what Raymond Williams spoke out against in his "History of Advertising". Williams ponts out that the savy capitalist aims to create, with ads the confusion between what we need or want and what we're told we need or want. Just because you put on 8.4 pounds of muscle in two weeks, doesn't mean you'r going to win your wrestling match or catch the eye of the opposite sex, but this ad is doing its best to convince that not only that doing those things is what you want, but what you need, and if you use this product, that's what's going to happen.
The targeted audience is obviously young to middle age men. I mean what kind of normal guy wouldn't love to put on 10 pounds of solid muscle? That is the problem with today's society. We see these advertisements with these bone thin supermodels and juiced up super freaks and it creates problems within our culture. Today's world has seen dramatic increases in eating disorders and other body image problems. And this ad only compounds the problem. It plays on the Adonis complex in men, that feeling that they are small and need to get bigger, and makes them feel like they need this product to get bigger so they can look like Jay Cutler and Johnnie Jackson. And ultimately the ad is successful. The sport supplement industry is a 5 billion dollar a year industry so you know someone is buying this stuff. And while this product is in fact one of the more reliable products available, it simply doesn't produce the results promised. And as this ad shows, Muscletech would never admit that.
-Andy Soukup
This ad by Muscletech sport supplements emobodies several of the appeals Jib Fowles describes in his article "Advertisings Fifteen Basic Appeals". One appeal that just pours from the ad is the need for guidance. In this ad you have 2 time Mr. Olympia Jay Cutler and IFBB pro Johnnie Jackson, saying, "Hey this is what I take and look at me im HUGE!!! And if you take so will you!!!". What the ad fails to mention, and what Raymond Williams would say is a pathetic attempt by mebers of a capitalist economy to simply sell product and in doing so mislead consumers, is that NitroTech Hardcore isn't all these guys are taking. You don't get to be 300 lbs at 5 foot 9 with out a little extra help (In case you live under a rock, I'm refering to anabolic steriods, HGH, and insulin). Drinking your protein shakes and training and eating your "mass building just isn't going to produce the results this ad would lead one to believe.
Other so called needs this ad appeals to are the need to dominate and the need for prominence. The whole ad is focused on giving the competitive athlete that little extra edge they need to dominate and become prominent, successful young men. This ad promises athletes what they think they need, success, power, and dominance. This is another example of what Raymond Williams spoke out against in his "History of Advertising". Williams ponts out that the savy capitalist aims to create, with ads the confusion between what we need or want and what we're told we need or want. Just because you put on 8.4 pounds of muscle in two weeks, doesn't mean you'r going to win your wrestling match or catch the eye of the opposite sex, but this ad is doing its best to convince that not only that doing those things is what you want, but what you need, and if you use this product, that's what's going to happen.
The targeted audience is obviously young to middle age men. I mean what kind of normal guy wouldn't love to put on 10 pounds of solid muscle? That is the problem with today's society. We see these advertisements with these bone thin supermodels and juiced up super freaks and it creates problems within our culture. Today's world has seen dramatic increases in eating disorders and other body image problems. And this ad only compounds the problem. It plays on the Adonis complex in men, that feeling that they are small and need to get bigger, and makes them feel like they need this product to get bigger so they can look like Jay Cutler and Johnnie Jackson. And ultimately the ad is successful. The sport supplement industry is a 5 billion dollar a year industry so you know someone is buying this stuff. And while this product is in fact one of the more reliable products available, it simply doesn't produce the results promised. And as this ad shows, Muscletech would never admit that.
-Andy Soukup
Brinks Home Security System
Brinks Home Security System has plenty of advertisements that appeal to both Raymond Williams' views on advertising and those of Jib Fowles. The scenario of each advertisement is relatively the same every time. A woman finds herself home alone and a sketchy man runs up and kicks in the door, only to be scared away by the alarm. While the scene you witness is obviously fake, that does not stop it from having a profound impact on the viewer and their emotions. While observing the commercial, a typical thought would be, "What if that happened to me?" The idea of somebody breaking into a house/apartment fills people with fear and anger. Raymond Williams stated that advertising started using fear as a motivator right after the Great Depression and WWI, when tensions were high and the country was in a state of anxious panic. It makes perfect sense that Brinks Home Security would play off the same fear since we now live in a time where our grandparents remark on how hard it is to trust people these days.
Advertising's Fifteen Basic Appeals also stated an easy way to make viewers aware of an advertisement is to tap into the part of their emotions that deals with the need to be safe. But unlike Raymond Williams, this article shows that using people's fear is not necessarily a bad thing. It is important for people to know that there is a way to be safe and that they can prevent future threats from endangering them or their families. So while the tactics used in the commercial were talked about by both Williams and Fowles, it is hard to determine if the advertisers created the commercial strictly for their benefit or that of the consumer.
I remember the first time I saw this commercial. I cannot lie, the guy's karate kick to the door made me laugh, but the idea of somebody breaking into my house frightens me and the thought that nobody would know gets to me even more. The commercial was especially powerful because they also included a child in the video. Every mother around the world probably felt their stomach turn at the thought of anything happening to their child. The advertisers used not only the fear for one's own safety, but also that of the ones they love. I enjoyed the suspense when the daughter appeared at the top of the stairs leaving you to wonder, "Who's at the door?"
-Jessica Karls
So Why Am I Dressed as a Pirate in this Restaurant
The freecreditreport.com commercials appeal to viewers for several reasons. The original songs performed in the commercials are informative while fulfilling the need for aesthetic sensations. The songs are catchy and entertaining, and they appeal to their audience by promoting a need to feel safe, by showing the opposite with characters who have a bad credit score. Another way the freecreditreport.com commercials appeal to consumers is because they are numerous, as well as being funny and entertaining. This way, with every new commercial, the consumer is curious to see how entertaining the new commercial is compared to the previous ones.
However, like in William's writing, the ad attracts the viewer with a life style, or more correctly. The advertisement feeds off of the fear of not progressing in life because of a bad credit score. Instead of informing consumers of the product, it makes customers want to not end up like the characters in the commercial, working somewhere like a restaurant or renaissance fair.
Dan Schneeberg
http://www.youtube.com/watch?v=PZkLj8oo8CM
However, like in William's writing, the ad attracts the viewer with a life style, or more correctly. The advertisement feeds off of the fear of not progressing in life because of a bad credit score. Instead of informing consumers of the product, it makes customers want to not end up like the characters in the commercial, working somewhere like a restaurant or renaissance fair.
Dan Schneeberg
http://www.youtube.com/watch?v=PZkLj8oo8CM
Ciroc
The ciroc premium vodka ad, captures the quintessential elements of advertising that Fowler puts forth in his article "Advertising's Fifteen Basic Appeals" and is the perfect basis for what Williams describes as "psychology being used against is" in his article "Advertising the Magic system". The ad itself starts off with P.Diddy stating "when I celebrate life I celebrate with the best....ciroc ultra premium vodka". The ad then gives way to a black and white portrait of Diddy at a party surrounded by beautiful people, who are assumed to be in the upper echelons of society, while frank sinatra plays in the background. Eventually the ad ends with Diddy stating "ciroc ultra premium vodka... celebrate responsibly." The ad clearly alludes to the need to dominate, the need to achieve, the need for prominence, as well as the need for sex. Dominance, prominence, and success are linked to the party in which it is clear that these people are there because of the success they have achieved in their lives which allows them to be hosting and attending such a high scale event. Sex ties in because it just so happens that every one at this party drinking ciroc, tend to be young, vibrant, beautiful individuals. These psychological ploys have been introduced to give people the impression that ciroc is not intended for the average person and those who are able to purchase and enjoy such a product clearly have a lot going in their favor. While all of this is conveyed to influence people to buy and drink a vodka, it seems as Williams' mentions that the ad is not trying to sell a product but instead a lifestyle. There is little in the ad describing the taste or anything really pertaining to the vodka itself, it is clear the main goal of this ad is to influence people to buy ciroc because it symbolizes success. In this regard psychology has been turned against us to influence unnecessary purchases because society tells us this is the appropriate thing to do. This "magic" as Williams calls it deters from the important things in life, and leads to capitalist tendencies shifting the way we look at ourselves and those around us, and this leads to a skewed perspective on necessity and success.
In my own personal opinion I think this ad optimizes Williams and Fowlers articles. It pulls at the basic human needs society has constrained and uses these appeals/ emotions, to convey a message and influence purchasers, just as Fowler describes. Yet while it does a great job of utilizing the basic tenements of a successful ad, it also seems to define Williams problems with advertising. The ad pushes and pulls at societies short comings and what Williams sees as unnecessary fascinations with success and prominence, clearly evident in the overt advertising of the life style that ciroc suggests and not the liquor itself.
Jake Lichter
Game, Set, History, WATCH
http://www.youtube.com/watch?v=WBYkDjEOf1A
This Rolex Commercial gives us both an excellent example of Jib Fowles "Need for Achievement" and "Raymond Williams" critique of marketing and its role as a coercive tool for a wealthy minority to manipulate not only the less fortunate minority but members of it's own class with a delusional desire to consume.
If I was to analyze this ad by applying one of Jib Fowles 15 basic appeals to it, I would say it serves as an excellent example of appealing to the human desire for achievement. The first indication of the achievement appeal is the fact that the commercial features Tennis champion Roger Federer (ranked as the second best tennis player in the world right now) who because of his success has become a universal symbol of achievement. The commercial features footage from Federer's 2006 Wimbledon Victory and shows different shots of him playing in the tournament. About half way through the commercial, the audience sees slow motion shots with the words: Game, Set, and History displayed on the middle of the screen. For anyone not familiar with the scoring system of tennis it goes Game, Set, Match. This is important because it's indicative of Roger Federer progressively reaching his goal of becoming a Wimbledon champion. As we see the shots of Federer making incredible plays we see those words come on screen and the audience can feel the struggle, and finally celebrate in the victory as the word history comes on the screen. We then see shots of Federer on his knees celebrating and then holding up the Wimbledon trophy. In the commercial, between heroic tennis feats Rolex splices in pictures of their watches. This is used as a technique to make viewers subconsciously link Rolex watches with both great achievements (winning a tennis championship) and the people that achieve (Roger Federer). The point is really solidified at the end of the commercial when the viewers sees the Rolex logo covering the Wimbledon trophy that Federer is holding up. Viewers are meant to make the direct association between the trophy and the company.
The advertisement also reinforces Raymond Williams critique because it attempts to coerce viewers into buying the product for an illogical reason that have nothing to do with the product itself. When watching the commercial it becomes apparent that it gives no logical reason for buying the product. The commercial not only fails to show why a Rolex is superior to any other watch, but why someone would need an expensive watch to begin with. Instead it supplies a subconscious link between the product and the accomplishments of the Roger Federer. The ad attempts to manipulate the viewer into associating to unrelated things; the success of Roger Federer and the fact that he endorses Rolex. . Even if the viewer doesn't believe that they can accomplish as much as Federer simply by purchasing the watch, they may believe that they can be perceived as successful if they have the watch.This shows that what Fowles considers to be a marketing technique, can be perceived as blatant manipulation. Raymond also mentions advertising as a tool for a privileged business class to manufacture desire for their product, and exploit the less fortunate majorities misconceptions for large profits. What's interesting about the Rolex ad is that it was marketed to the wealthy minority; showing advertising is also used as a tool by members of the wealthy minority to persuade other members of that minority to buy their products. The population of the minority may be smaller, but they posses a large amount of the wealth so they are an important niche market to have. How else could a company like Rolex that sells such expensive products survive economically. A Marxist like Williams could easily interpret this ad like as a symptom of a system based off the principles of greed.
This Rolex Commercial gives us both an excellent example of Jib Fowles "Need for Achievement" and "Raymond Williams" critique of marketing and its role as a coercive tool for a wealthy minority to manipulate not only the less fortunate minority but members of it's own class with a delusional desire to consume.
If I was to analyze this ad by applying one of Jib Fowles 15 basic appeals to it, I would say it serves as an excellent example of appealing to the human desire for achievement. The first indication of the achievement appeal is the fact that the commercial features Tennis champion Roger Federer (ranked as the second best tennis player in the world right now) who because of his success has become a universal symbol of achievement. The commercial features footage from Federer's 2006 Wimbledon Victory and shows different shots of him playing in the tournament. About half way through the commercial, the audience sees slow motion shots with the words: Game, Set, and History displayed on the middle of the screen. For anyone not familiar with the scoring system of tennis it goes Game, Set, Match. This is important because it's indicative of Roger Federer progressively reaching his goal of becoming a Wimbledon champion. As we see the shots of Federer making incredible plays we see those words come on screen and the audience can feel the struggle, and finally celebrate in the victory as the word history comes on the screen. We then see shots of Federer on his knees celebrating and then holding up the Wimbledon trophy. In the commercial, between heroic tennis feats Rolex splices in pictures of their watches. This is used as a technique to make viewers subconsciously link Rolex watches with both great achievements (winning a tennis championship) and the people that achieve (Roger Federer). The point is really solidified at the end of the commercial when the viewers sees the Rolex logo covering the Wimbledon trophy that Federer is holding up. Viewers are meant to make the direct association between the trophy and the company.
The advertisement also reinforces Raymond Williams critique because it attempts to coerce viewers into buying the product for an illogical reason that have nothing to do with the product itself. When watching the commercial it becomes apparent that it gives no logical reason for buying the product. The commercial not only fails to show why a Rolex is superior to any other watch, but why someone would need an expensive watch to begin with. Instead it supplies a subconscious link between the product and the accomplishments of the Roger Federer. The ad attempts to manipulate the viewer into associating to unrelated things; the success of Roger Federer and the fact that he endorses Rolex. . Even if the viewer doesn't believe that they can accomplish as much as Federer simply by purchasing the watch, they may believe that they can be perceived as successful if they have the watch.This shows that what Fowles considers to be a marketing technique, can be perceived as blatant manipulation. Raymond also mentions advertising as a tool for a privileged business class to manufacture desire for their product, and exploit the less fortunate majorities misconceptions for large profits. What's interesting about the Rolex ad is that it was marketed to the wealthy minority; showing advertising is also used as a tool by members of the wealthy minority to persuade other members of that minority to buy their products. The population of the minority may be smaller, but they posses a large amount of the wealth so they are an important niche market to have. How else could a company like Rolex that sells such expensive products survive economically. A Marxist like Williams could easily interpret this ad like as a symptom of a system based off the principles of greed.
Antonio Rengel
Superbowl Commercial: My Talking Stain
http://www.youtube.com/watch?v=vgtfC5LBAW4
As discussed by Jib Fowles in “Advertising’s Fifteen Basic Appeals”, this ad gives utterance to viewers' subconscious desires. The frustration of not getting the attention one needs because of some violated social norm (like having a clean shirt) has been felt by all. Everyone can relate to this ad and feel the discomfort and embarrassment of the job applicant, yet the ad manages to lessen the painfulness of the situation with humor, so viewers will be drawn in, struck by the message, and compelled to buy a “Tide-to-go” bleach pen.
What I find interesting about this ad, is that the stain figures as a character in the ad; just as real as the interviewer and the job applicant. I think that is where the humor lies. The audience for the ad seems to be white-color workers, since they would be quite familiar with the interview setting. I think it is a successful ad, because it convinces through entertaining, and has an inoffensive theme. It is unlikely to upset anyone to make its point.
Raymond Williams however, as he indicated in "Advertising: The Magic System", might find it alarming, because, in what appears to be a harmless and entertaining little scene, this ad plays on people’s insecurities and makes them fear that they will not be taken seriously if they don’t dress well.
~Monica Schultz
As discussed by Jib Fowles in “Advertising’s Fifteen Basic Appeals”, this ad gives utterance to viewers' subconscious desires. The frustration of not getting the attention one needs because of some violated social norm (like having a clean shirt) has been felt by all. Everyone can relate to this ad and feel the discomfort and embarrassment of the job applicant, yet the ad manages to lessen the painfulness of the situation with humor, so viewers will be drawn in, struck by the message, and compelled to buy a “Tide-to-go” bleach pen.
What I find interesting about this ad, is that the stain figures as a character in the ad; just as real as the interviewer and the job applicant. I think that is where the humor lies. The audience for the ad seems to be white-color workers, since they would be quite familiar with the interview setting. I think it is a successful ad, because it convinces through entertaining, and has an inoffensive theme. It is unlikely to upset anyone to make its point.
Raymond Williams however, as he indicated in "Advertising: The Magic System", might find it alarming, because, in what appears to be a harmless and entertaining little scene, this ad plays on people’s insecurities and makes them fear that they will not be taken seriously if they don’t dress well.
~Monica Schultz
You don't always die from tobacco
This is one example of an advertisement that can inform and influence people in a good way. You don’t always die from tobacco is a powerful commercial with a powerful message; DON’T SMOKE! It’s pretty clear nowadays that smoking is bad for your health and is, generally, just a bad idea. But I’m not gonna sit here and write an attack on smoking, I posted this to show how effective and helpful advertisements can be (in true William’s fashion). I mean, every time you turn on the television you see countless ads regarding the health risks of smoking and even more trying to keep young people from trying it out. And it is in my opinion that these anti-smoking campaigns are utilizing the media for a noble cause and with very positive results.
Whether you are for or against smoking, it’s hard to argue that these days there is a little bit more of a faux pas attitude towards smoking, and it is largely in part because of all of the anti-smoking movements that have arisen in the last couple decades. This commercial, for me, is one of the best "don’t smoke ads" I have ever seen, and really sums up the power of advertisement. If you take the time to read some of the comments that people have posted online to this commercial, many have stories about how this is the ad that really "put the nails in the coffin," so to speak, about their attitude towards smoking. Hey, maybe it can change yours.
Just my thoughts… =)
Brigham Heyn
Whether you are for or against smoking, it’s hard to argue that these days there is a little bit more of a faux pas attitude towards smoking, and it is largely in part because of all of the anti-smoking movements that have arisen in the last couple decades. This commercial, for me, is one of the best "don’t smoke ads" I have ever seen, and really sums up the power of advertisement. If you take the time to read some of the comments that people have posted online to this commercial, many have stories about how this is the ad that really "put the nails in the coffin," so to speak, about their attitude towards smoking. Hey, maybe it can change yours.
Just my thoughts… =)
Brigham Heyn
Monday, January 26, 2009
The Assignment
For this assignment, you will want to post a link to the ad you are discussing or insert the ad into your post (it can be a TV or print ad). Then, write a paragraph responding to this ad. What do you find interesting about it? How does it help us to think about the readings? You might want to think about explaining both how the ad works and what its effects might be. A few things to consider: who seems to be the audience for the ad, and why? Why do you think it is successful or unsuccessful? Does it draw on any cultural references? To what end?
All posts are due by 1:20 p.m. Wednesday afternoon. You must comment on 7 posts by 1:20 p.m. on Thursday.
Don't forget to sign your name to your posts!
Gwen
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