When You Just Can't Find the Words....

 

People tell you you talk way too much. Show them who's boss and say it without uttering a word by displaying your thoughts on your shirt. This week I'm inspired by the high school staple: graphic t-shirts. With a decidedly grown up feel, the graphic shirt is popping up on fashionistas everywhere. Style it with a chic skirt and your highest heels. Just be careful you don't get kicked out of the library...

Photo by mensweardog • Instagram

Photo by mensweardog • Instagram (clipped to polyvore.com)

Nom Nom Nom...

The unofficial strart of Summer is here and what better way to celebrate than a good ol' fashioned cookout! For those trying to watch their girlish figures in order to don the tiniest of bikinis with the utmost confidence, may I suggest turning that summer meal into a sartorial delight. Because, while it may be a moment of bliss on the lips, it shall last forever on the hips... ;)

I'll Fly Away



Your flounce will definately steal the spotlight in these feminine frocks. Meant to mimic the curves of a womanly body, ruffles can add much needed heat on a cool spring night. These dangerous curves have me inspired to take off in a flight of fancy!

Who the Heck Needs a Watch These Days???

 

Ok, yes true. No one really needs a watch because we're compulsively looking at our phones which oh so happen to have the time displayed on it. That's why watches have become truly inspirational pieces of fun and quirky arm candy. Play 'em up or play 'em down, watches can add a bit of sunshine to any drab ensem :)

One Stop Shop

 

It can sometimes be tough having to find a top AND bottom for the OOTN. And dresses can be so...expected. That's why this week I'm inspired by jumpsuits. Dress em up with a funky necklace and metallic blazer or dress em down with sneaks and a ponytail. Jumpsuits are the one stop shop for the lazy girl in all of us.

I Dream of Beaches

Living in the desert sucks in the summer. As summer quickly approaches and temps are already in the hundreds, I eagerly plan my vacation with the girls. My only requirement is a beach, nice hot weather, and a cute suit. Bon voyage!

Spring, My Dear, Has Apparently Sprung a Leak...

Ahhh the florals, lace, turbans, and...crystals..that appear on the heads of fashionistas everywhere come Spring. From the hippy headband to daring lace cat ears, festive headgear gives the wearer a reason to run down Fremont St. at night singing to the Sound of Music.

Funky Eyewear

Ahhh, an ode to expressing individuality without actually having to commit to a new hairstyle, or heck, even to an entirely wacky outfit. Funky eyewear is the cherry on top of a freakshow frock kinda day :)

This Little Rainbow of Mine

 

This week color inspires me. The image in the center speaking about God might seem out of place, but He is the one that allows me to live in the vibrancy of life's splendor. Afterall- the rainbow was His idea ;)

Week 10 EOC: What Makes a Good Campaign

It endears the brand or group to the public.

There are many women in society who look up to celebrities. It's understandable. They're gorgeous, wealthy, and have all the best clothes and boyfriends. What makes them just like us is the fact that their thousand dollar heels can kill them just as much as our fifty dollar heels can to us. My Dr. Scholls For Her ad puts the celebrity idol on the same playing field as the everyday woman. It creates a commonality that makes the everyday woman think “Hey, they’re not that perfect after all…”. Dr. Scholl’s For Her is the factor that evens the playing field. It gives comfort to those who live glamorous lives and to those who just want to enjoy a night out in their special heels.

 

It will surprise people.

It is expected for celebrities on the red carpet to be at their absolute best. They MUST have the best designer gown, perfect hair, flawless makeup, and the most dazzling 6” heels. Very rarely does a celebrity hit the red carpet and have a complete and utter wardrobe malfunction. Even if they do, it is always unintentional. My ad will throw a curve ball by creating a dialogue that the celebrity intended to cause the commotion of walking barefoot on the red carpet. She would rather have all the bad press than spend one more minute in her terribly painful heels. Magazines will run the pictures of her bruised and blistered feet and it will be so shocking a black bar has to be placed over her feet. The whole notion of publicity is turned upside down. Dr. Scholl’s For Her becomes the only product that can save the day.

 

It strikes a chord in its target audience.

What woman hasn’t bought a pair of heels they absolutely love just to find out it is INCREDIBLY UNCOMFORTABLE? A night of dancing becomes a nightmare to get through. This experience unites women from all backgrounds and social classes. My ad for Dr. Scholl’s For Her will strike a chord in women from LA to NY and start a dialogue.

Week 9 EOC: For Those Who Think Young

   A young audience is an incredibly large demographic brands try to market to. There are increasingly more and more advertisements that feature men and women in their early twenties or even teens for products that are geared toward improving some aspect of their life. This is in essence what the agencies want: to tap into the aspect of their lives that they are not happy with and that can be greatly improved by their products. It is easier to market to a younger audience because there are more insecurities and uncertainties about their lives and appearance. What girl doesn’t pine for a boy that might not notice her, but perhaps, if she wears a certain perfume, he might finally one day take notice of her and they will live happily ever after.  There are insecurities in every age group, but for a younger demographic, it is easier to exploit and use it as a ploy to entice them to make a change by using their brand. Take for example the advertisement for Primus beer. An end of the world scene is being depicted, but a small group of friends are still gathered around a table enjoying each other’s’ company and some beers. This exploits the fear that some young men might not have that group of buddies that they could call on when the world is falling apart. Buying Primus beer will change all that. Suddenly the friends you have will become closer and a tighter relationship with form because of the nightly gatherings at the local bar. Sometimes ads geared toward a younger demographic like to appeal to what their interests are and expound on it. The advertisement for Diesel Jeans is geared for the young men and women out in the world “having fun” with many different partners. The brand already is geared for a younger age group so they try to expand on the fact that men and women should just be out there having fun in their jeans. “Smart has the plans, Stupid has the stories” appeals to many young people who have done not so smart things but have had an interesting story to tell everyone afterwards. Marketing to a younger generation is smart. They have more disposable income and are more involved with different types of media. The ability to influence them is greater and more profitable in the end.

Other Ideas for Promotion

    Advertising the brand is not only relegated to print ads and television spots. Marketing the products is also crucial in making a brand successful. “Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 33.) I would aim to make Dr. Scholl’s For Her an even stronger brand by staging promotional events in select nightclubs nationally. The events would run concurrently with the unveiling of the billboards also in these markets: Las Vegas, Miami, San Diego, and New York. Marketing in these areas are useful because there are many visitors globally who specifically spend their days and nights constantly on their feet. “Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation. That consumer insight should be coupled with an insight into the brand, according to Lisa Fortini-Campbell, advertising expert and professor in the Medill School of Journalism at Northwestern University, Chicago. In her book, Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising (2001), Fortini-Campbell argues that by combining consumer and brand insight, one can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages.” (Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 68.) That insight becomes a power tool for any brand and advertising agency.

     I would start the promotional event by placing brand representatives in the crowds of the hottest nightclubs frequented by fashionable, savvy, attractive locals and tourists. I would have our brand reps wearing high heels, and of course the Dr. Scholl’s For Her shoe inserts, passing out our products to women in the crowd. They would have printed on them a cute slogan on them like, “After the club don’t take off your fabulous heels. CAUSE A SENSATION. NOT A COMMOTION. Dr. Scholl’s For Her.” Most clubs are dark and noisy so not much interaction might be had between the brand reps and the audience; however, when they wake up next morning and realize their feet do not hurt from the night before, they will look in their heels and realize our product saved the day. This tactic could be integral to creating the idea of a “raving fan”. They are people who become loyal to the brand and tell everyone they know about it. They get on the social media sites and blog about it. By creating these events perhaps every 6 months, we could create a direct correlation between Dr. Scholl’s For Her products and dancing on cloud 9 the entire night.

Analysis of Project in the Real World

    Creating an advertisement forced me to think of the wants and needs of a large target market. “…advertising calls people to action.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 3.) It is with this main objective in mind that I set out to form a compelling advertising campaign for the Dr. Scholl’s brand.

    I had to first research the brand and try to understand who they were targeting in their campaigns and also what their brand stood for. “Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 16.) This is essential for an advertising professional to understand before embarking on creating a campaign. I learned through my research that Dr. Scholl’s is dedicated to creating the best product to alleviate many types of foot pain. It was most bought by men and women of an older demographic. That is why Dr. Scholl’s decided to create the Dr. Scholl’s For Her sub-brand. It is aimed at women 18-45 years of age that wear high heels or other uncomfortable shoes on a daily basis. They tapped into this market because it was not overly saturated with much competition.

    I then began looking for the “big idea”. I tried to think of a narrative that was compelling enough to stop a reader of a magazine in her tracks. “The ad idea should serve as the catalyst for visualization and composition, including determining content and context.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 155.) The ad I created rings true to many women from different backgrounds. Women can visualize themselves in that predicament and are compelled to buy the product as insurance that it will never happen to them.

    Creating the copy to accompany the image came easily. I imagined what I would say in a situation like the one in the ad. “Don’t let your blistered feet steal the spotlight."“Arrangements can seem ordered or random. Sequential arrangements have a discernible and specific order, or they can form a particular sequence. Also, one element or frame can seem to be the consequence or the result of the previous element. The quality of randomness in composition stems from an intentional organization where elements belong, yet no discernable pattern, uniformity, or regularity is readily apparent.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 181.) It may not be pretty but it’s true. We see it all the time in Vegas. Girls who think they are cute with their stiletto heels, but by the end of the night, they’re barefooted walking down the grimy street. “Some of the greatest advertising lines have two things in common: they don't sound like sales pitches, and they ring true.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 95.)

Creative Content

    My print ad for Dr. Scholl’s For Her Shoe Inserts feature a glamorous woman on the red carpet. In a shocking twist, she has her stiletto heels in her hand and not on her feet. The photographers are in a frenzy snapping pictures not of her beautiful gown or attractive features, but of her shoeless feet. A “sensor” black bar is placed over them because they are bruised from her high heels and dirty from walking barefoot. The copy states, “Don’t let your bruised feet steal the spotlight. CAUSE A SENSATION. NOT A COMMOTION” with the logo for the product in the corner. “Most creative professionals would agree that when one—the line or visual—is the “star” or “hero” of an ad, then the other should take a supporting role. If both visuals and words are competing for the consumer's attention, then it may cause confusion or a power overdose. The visuals and the words should work cooperatively, complementing each other…” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 97.)

    The copy and picture work in harmony together to complete the narrative of the ad. “When the line and visual work off one another, together they create greater meaning. Just like a good comedy team or a musical duet, the total effect is greater than the sum of the separate parts; it is seamless.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 210.) Without the words in the advertisement the picture become confusing and arbitrary. The combination of both are in turn supposed to create a sensation.

The typography is just as important as what is acually said.  “Selecting a typeface, handmaking type, or using found type for its aesthetic value and the impact it will have on screen or in print is as important as the attention paid to imagery.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 132.) I used a very simple font and bold faced it to create a sense of importance. The white of the text also gives it more prominence within the visual so it does not become lost when looking at the ad. “In graphic design, typography is designed on two levels—denotation, the literal meaning of the words, and connotation, the meaning suggested by the design of the typography and the type's relationship with the images.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 129.)

    “Two to three seconds is all someone will give to a print advertisement. Can you grab someone's attention? Can you keep it?” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 210.) This are the questions posed by every advertising professional. In my ad I have abandoned the expected and shocked the viewer with a scene that women may have experienced and yet none are proud of. Also because there is a black bar which is normally used to censor the inappropriate, the viewer’s attention is grabbed. After the initial shock, women feel empathy because of the situation. “An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.” (Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Page 68.) They then become bonded with the brand which can lead to many other ads of the same theme. If Dr. Scholl’s For Her Shoe Inserts can prevent these humiliating scenes from ever happening, why not buy them?

Promotion

    For any advertising campaign to become successful, the creative team needs to strategically place the ads for the target market to see. “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 7.) My campaign will use such reasoning to grab the attention of women across the nation.  

    My target audience are women from their early 20’s- to late 40’s or 50’s. They are women who like to go out on the town and are constantly on their feet. She has a flair for fashion or at least an appreciation for it. She is savvy of the world around her and knows all the latest news and gossip. She loves to go shopping and hanging out with the girls whether it be for an easygoing lunch or fun-filled night out on the town. My understanding of this customer drives me to place ads where they frequent and in what they read.
     
    I would start by placing my advertisements in the leading fashion and lifestyle magazines. From Vogue to People, she will see it towards the front to middle of the publication. Placement within the magazine is crucial as well. Placing the ad within the front to middle pages provides the best odds the reader will see the campaign. If it placed in the front, she might immediately skip over it knowing that it is comprised of all ads. If it is placed in the back, she might grow bored of the publication, put it down and never come back to it ensuring the ad will never get seen. My next area of placement would be on buses, benches, and subways/train stations. Any area that gets a fair amount of foot traffic is ideal. People of all backgrounds would walk past it and it would be the best place for exposure to a wide audience. My innovative thinking and risk taking would cause me to consider placing the ads on billboards in the country’s hippest hot spots. The Las Vegas Strip, Miami’s Ocean Drive, San Diego’s Gaslamp District, and New York’s Meatpacking District or SoHo. These are areas that have a large presence of nightclubs and restaurants that many young stylish women frequent. I would strongly suggest the brand sell in all of the surrounding drugstores and markets. Also placing the ads in these markets creates a stronger hipper image for the brand. “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).” (Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 49.) I want to people to associate Dr. Scholl’s For Her with the stylish woman on the go instead of the elderly orthopedics image of yesteryear.

The Big Idea

    Imagine the most glamorous movie star of today. Charlize Theron? Anne Hathaway? Nicole Kidman? Imagine now that she is nominated for the Oscar for leading actress and she must do what every woman in America expectantly watches on the tv from their living room couch-walk the red carpet. There are dozens of the most beautiful designer gowns and women decked in million dollar diamonds. Imagine that most glamorous movie star delicately stepping out of the limo and in only a few steps in her six-inch stiletto heels she-TAKES THEM OFF! She can’t bare the excruciating pain any longer and would rather bare the embarrassment then walk one more step in those gorgeous death traps. The photogs go crazy snapping pictures of her bare feet covered in blisters and not-so-fresh appearance. All eyes are on her for sure, but not for the reasons she hopes for. The very next day she makes headlines and is on the cover of every magazine. Every photo is from the knees down. No one pays attention to her haute-couture gown by the leading French designer or her expertly applied makeup and hair. Her heels despairingly hangs from her bejeweled finger, no longer the prized possessions they once were. Sadly, she caused a commotion instead of a dazzling sensation.

    Women everywhere across the nation can empathize with the pain this lovely leading lady was going through. "In context of a storyboard:Choose from among conventional conflicts: person against person, person against society, person against himself or herself, person against machine, etc. Once you determine the conflict, determine the message, characters, and plot.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 108). Many women know what is like to fall in love with a pair of heels at first sight only to come to loathe them at first wear. Understanding the target market is crucial to creating an ad campaign that resonates. From this understanding is where a solution becomes anticipated. “The morphological method is based on analysis and synthesis. You analyze a problem by defining all its important factors, as well as the immediately apparent options for solutions. Then you synthesize, that is, combine the factors and options to produce a matrix containing possible solutions.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 33.) Dr. Scholl’s For Her shoe inserts could have easily changed the outcome of that famed red carpet. She could have stunned a nation with her glamour and beauty, but instead she shocked and terrified women everywhere. “Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 108). Women want to look up to the stunningly gorgeous actresses and believe they live fairytale lives. It is the fantasy that creates an escape from their everyday lives. Dr. Scholl’s For Her is an easy way to keep the glamour of a beautiful outfit going all night. From the red carpet to dinner to dancing to the walk home, Dr. Scholl’s For Her creates the cushioning and support needed to keep feet happy all night long. CREATE A SENSATION. NOT A COMMOTION.

Competitive Analyses

   One has the fun prints, colors, and shapes and the other has the reputable history and strong advertising. So which brand has the cornerstone on the foot inserts and cushioning market?

   Foot Petals was created in 2001 by podiatrist Lisa Aldatz (http://tinaaldatz.com/about-2/). Their strength as a company comes from the design of their product, the website, and the strong social media presence. The design of the foot cushions are solely aimed at women. There are more than 10 different cushions that range in a variety of colors, prints, and shapes. In addition to the design of their product, Foot petals has created a lifestyle image for the brand based on the design and content of their website. The site includes blogs by writers on everything from fashion to lifestyle. Another great marketing tool they use is the creator herself, Lisa Aldatz. She provides her insight on the best products to use based on the needs of the consumer in her “Tina’s Tips” section. Along with a well-designed website, Foot Petals is active in social media with a Twitter, Facebook, and Youtube account. Through this word of mouth, they have appeared in many magazines and press outlets, and while their advertisements might not be widely creative, they have a strong customer base and attractive design.

   On the other hand, where Dr. Scholl’s For Her shoe inserts excels, is their imaginative and strong advertisements. “…Everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 107.) Dr. Scholl’s already has a long history of offering comfortable products, so when they created Dr. Scholl’s for Her, they had a customer base that was vast. However, they only have about 9 actual different cushions and only one product came in several colors and with one print. The reputation of the brand and the ads are what get people talking about them. One such series of ads revolved around the idea of fairytales women grew up with. Cinderella’s carriage is pictured at the ball and the copy write states, “Dancing ‘Til Midnight In Glass Stilettos. No Wonder She Left a Shoe” (http://www.ormadesign.com/drscholls_ad.html). A simple yet powerful slogan appears on the bottom left of the ad- “Fashion is Fantasy. Pain is Not” (http://www.ormadesign.com/drscholls_ad.html).

   A compelling and powerful ad campaign is what I will offer Dr. Scholl’s For Her shoe inserts. Where they might lack in design, I will provide in a creative and thought provoking advertisement. I intend on tapping in on women’s insecurities and providing a solution: Dr. Scholl’s for Her. “A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution. The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 16.) The fantasy series of ads were well designed and I intend on making a just as compelling ad campaign, if not bigger and better. Because in the end, women should “CREATE A SENSATION. NOT A COMMOTION”.

Week 8 EOC: My Slogan

1.Create a SENSATION, not a COMMOTION-Courier Font

2.Create a SENSATION, not a COMMOTION- Broadway Font

3. Create a SENSATION, not a COMMOTION-Hightower Text Font

4. Create a SENSATION, not a COMMOTION-Tempus Sans ITC Font

5. Create a SENSATION, not a COMMOTION-Lucinda Calligraphy Font

6. Create a SENSATION, not a COMMOTION-Gill Sans Ultra Bold Font

7. Create a SENSATION, not a COMMOTION-Poor Richard Bold Font

8. Create a SENSATION, not a COMMOTION-Goudy Stout Font

9. Create a SENSATION, not a COMMOTION-Algerian Font

10. Create a SENSATION, not a COMMOTION-Papyrus Font

Week 8 BOC: Progress on Final Project

   I have started creating my advertisement and have received good feedback from it. The slogan is "Create a SENSATION, not a COMMOTION". I feel that it is a good play on words and it gives a strong visual imagery on the effects of the Dr. Scholl's Shoe Inserts for Her. I have decided to create a print ad to visualize the slogan. It will be a side by side cause-and-effect type photo. On the left will be a very glamorous woman walking down the red carpet with all the photogs snapping away. She is the epitome of what every woman wants to feel and look on a night out on the town. On the right side will be a woman who is the complete opposite. She has a very beautiful dress on but she has her heels in her hand and has bandages covering her feet. The paparazzi's cameras are all pointed down to her feet and no one is paying any attention to her glamorous dress or beautiful face. She looks ashamed and the press look completely shocked. This has obviously has created a commotion and will definitely not be good for her image! That's exactly what might happen if Dr. Scholl's Shoe Inserts for Her are not used! There are too many women to go out for a glamorous night out on the town feeling confident just to end up walking barefoot because their shoes are just too painful. It could all be avoided by using the shoe inserts in the first place!
   People I have told seem to respond well to the general layout of the ad. When I present the slogan they pause for a second and then when I describe the imagery of the red carpet they smile and completely agree. Every woman has experienced the displeasure of a beautiful but painful pair of heels. No matter how fierce they look, the night will not end well if the heels cause an immense amount of pain!!

Dr. Scholl's Shoe Inserts for Her: Create a SENSATION, not a COMMOTION

   The product is synonymous with the image of many fashionable women around the world letting out a huge sigh of relief. The product is Dr. Scholl’s Shoe Inserts for Her. They cushion the foot when extended wear of stiletto heels, or any uncomfortable but fabulous shoe, becomes too painful to last the night. God forbid she ever have to take off her artful heels because they’re simply too painful to walk in! Never should a woman risk the germs and potential damage to their feet from walking barefoot with heels in hand and neither should they have to create a barrier of unsightly bandages around their foot. Walking with the shoes in hand become the walk of shame and an interesting reversal happens. Heels become the enemy and not the lovely creations of art they once were. This is where Dr. Scholl’s Shoe Inserts for Her save the day. The fashionista should “Create a sensation, not a commotion”.

 “ …Everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention.”(Advertising by Design Second Edition, Robin Landa, page 107). It is with this thought that the slogan was created to exemplify the power an exquisite pair of heels has over a woman and thus provoke her to act by appealing to her vanity. “Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour.” (Ways of Seeing found in Advertising by Design Second Edition, John Berger quoted by Robin Landa, page 108). The tranformative power of the shoe inserts can change a pair of heels from being the Devil to being a Godsend. Every woman wants to be the most breathtaking woman in the room and feel it as well. It is  near impossible to do that when your feet are killing you. Creating a sensation evokes the image of men fawning over you and women being jealous of you. It is essentially every woman’s fantasy. Essentially, the word “commotion” is a synonym for sensation; however, it is the connotation behind the word that gives it a negative spin. A commotion creates the image that there is disorder, turmoil, and riots breaking out. Women can either create a sensation by feeling and looking marvelous in their heels or they can create a commotion when they are spotted walking with heels in hand, dirty feet covered in blisters. Dr. Scholl’s Shoe Inserts for Her are the difference between a horrible night and a terrific night.

EOC Week 6: Vintage Ads

    

• Py-Co-Pay Toothbrush advertisement from the 60's: The product was marketed as a product that could be used by astronauts in space. At the height of the space race, Americans were fascinated by everything space related including what products astronauts used.

• Tufsyn rubber-a type of rubber used in tires by Goodyear: Tufsyn rubber is an especially durable rubber that the Goodyear company used for their tires. It was also used in the advertising as a way to set themselves apart from the competition.

•   Retsyn- a breath freshener used in Certs: Retsyn was a special ingredient created by the Certs company that was only used in their product. "According to the Certs Cool Mint Drops Page, Retsyn is a combination of partially hydrogenated cottonseed, cooper gluconate, and flavouring. Aka: oil, copper sugar, and a vague but unremarkable chemical" http://www.omg-facts.com/Other/Certs-Mints-Invented-An-Ingredient-Calle/53428#wXMqjrthj3oxLfx4.99. It was used as a marketing ploy to set themselves apart from the competitors.

   I think vintage ads are fundamentally like the ads of today. They speak to the culture and attitudes of the people. The agencies representing the brands all want to create advertisements that grab the viewers attention by representing cultural phenomenons and public interests. This is represented as such in the ad for Py-Co-Pay toothbrushes. They used the remarkable events of the moon landing and space exploration to capitalize on the marketing of their product. Without the added interest of the space program, Py-Co-Pay toothbrushes are like any other toothbrushes. The Goodyear Tires ad made sure to feaure the fact that tufsyn rubber was used in their product. The abrasion-resistant rubber was highlighted because the agency spoke to the fact that more and more families were taking road trips on vacation. They wanted to assure the public that their special tires would not pop or deflate on such trips. The universal theme of love and lust is used in the ad for Certs mints. This spoke to the millions of single Americans out there trying to find that special someone. It could certainly be used in an ad campaign today. It is essential for advertisements to capture the zeitgeist in order to become effective. In decades past, people did not have the capability to fast forward and skip over ads, so the creator might as well entertain them in the process of selling them products.

 

  

 

 

EOC Week 5: Superbowl Ad

•     The nature of the brand or group: This ad by Budweiser reflects the spirit of the brand. The ad depicts a fawn and the cartaker who becomes quite attached until he sells the young Clydesdale to the Budweiser Clydesdale group. He goes to a parade in which he knows the horse will be marching in and becomes wistful at sight of him. He is about to leave when out of nowhere the Clydesdale comes running full speed to see him and they embrace. The ad is entitled "Brotherhood". The brand Budweiser is based on the commroderie of drinking beers. It is the spirit of brotherhood when drinking their products that they are refering to.
• The goals of differentiation and distinction: The Budweiser brand is differentiating themselves by storytelling. They never show the actual product but do show the brand and the different aspects of that brand. It becomes more of a lifestyle instead of just a product. It manipulates the public by envoking an emotional response. We all know what it is like to have to let go of something we love and then the immense joy of being reunited. It is with this emotional tug on the heartstrings that the advertisement becomes effective.
• The target audience: The target audience is a large public. Obviously, because the product is only intended for those twenty-one and older, the brand aims to appeal to men with a spirit of brotherhood. Every man knows the meaning of commroderie and have a special band of brothers. Budweiser drives this point home by replacing traditional friends with a very special fawn. This also appeals to women who love to see cuddly animals and special bonds between animals and humans.
• Positioning: The Budweiser brand has strategically placed their ad on the best program of the year in which hundred of millions of household will be watching. This gives them the most public platform in which to sell their product. They wanted to create an emotional tie to their product and it was effective because there were thousands of tweets immediately after the ad was ran.

EOC Week 4: Role of Women in Contemporary Advertisements

    The differences in these advertisements are quite apparent. The roles of the women have changed immensely from the 30's in which the vintage Pep Cereal ad was published to the modern Nike ad.

    Women in the 30's were delegated to household matters. That is all they knew. Cleaning, raising the children, taking care of the husband, were all duties for the woman to attend to. The ad to the right depicts the woman being embraced by her loving husband while her husband says/thinks to himself that the harder she works around the house the "cuter" she is. Her secret? PEP cereal fortified with vitamins! This implies that her beauty solely relies on her status as a housewife. For women to look beautiful they must clean and cook and still have energy to greet her husband when he comes home.

    The Nike advertisement depicts a very athletic woman in underwear and a cut off tank top. She has boxing tape around her hand and is wearing Nike athletic sneakers. To the right of her are the words “My butt is big and round like the letter C and Ten Thousand lunges have made is rounder but not smaller and that’s just fine. It’s a space heater for my side of the bed It’s my ambassador for those who walk behind me It’s a border collie that herds skinny women away from the best deals at clothing sales. My butt is big and that’s just fine and those who might scorn it are invited to kiss it. Just do it. Nikewomen.com” http://bridalmusings.com/2011/03/the-best-nike-advert-yet-fun-frolics/. Women have obviously come a long way since the time of the vintage ad. We have a vast number of options to choose from in regards of what to do with our lives. Rather than stay at home and look “cute” for the husband, the model in the ad suggests women are fiercely strong and independent creatures who are more than merely how they look.

EOC Week 3: Tobacco Ads

1. Determine the scenario: What happens in this frame?

    There is a stylish young woman looking into the camera  with a cigarette in her hand. She is        wearing cold weather clothing and a fur coat. To the right of her are the words "You've come a long way, baby." and 2 packages of Virginia Slim cigarettes.

2. What is the setting? What are the conditions?
   The woman is set in front of a lavender colored backdrop so the focus is just on her and the cigarettes.
3. Who are the people or groups?
   The young woman is presumably a model who is supposed to represent the modern working woman of her time.
4. What is their point of view around this specific experience?
   The point of view is from a modern day woman's perspective
5. What are their goals?
   The brand is targeting women in the workfield who are independent and stylish. They are trying to appeal to them by engaging in the thought that a thoroughly modern beautiful woman should be smoking their cigarettes. Their cigarette is a part of the woman's revolution.
6. What are their assumptions? What are their perceptions?
   The brand and agency is assuming that women will want to end their long work day by unwinding with a Virginia Slim. They perceive women to adhear to a group mentality in that if one is smoking then all are. They then shall choose Virginia Slims as their cigarette of choice.
7. Are there conflicts? Is there cooperation?
   There is cooperation in the frame because the woman is portrayed as strong, stylish, confident, and at ease. There is no tension in the ad because they want to appeal to a woman's desire to establish herself in society.
8. What are the outcomes?
   The woman is pleased with herself and in the brand of cigarette she chose. She will appear more established and respected because of it. She will also go and tell her friends that they too should be smoking Virginia Slims.

Week 2 EOC: Questionable Ethics in Advertising

This advertisement, which looks like it is from the 50's-60's, is a prime example of questionable ethics in advertising. It is on shaky ground that an agency produce an ad or campain that depicts physical violence to anyone, much less a husband to a wife. Especially in that time frame it was very taboo to speak about any such matter. On the other hand, one can infer that there are sexual undertones from this. Ususally when a man beats a woman, they would not be hitting them on their bottom. This shows there might be some tongue and cheek sexual act reference in here. This still questionable even by today's standard.

This ad from Dolce & Gabbana is outright offensive. From the positions in which the men and woman are in, there is an implication of a "gang rape" which is about to happen. The 4 men are all in various stages of undress while the man in the center is pinning the woman's arms to the side of her. Why any agency would think up anything so offensive to women is beyond me. It is not sexy at all which is what the Italian design house Dolce & Gabbana is known for. I understand to catch the average person's attention it might take pushing the envelope or creating visually provacative, but this is highly unethical. Any depiction of a woman being pinned down with men surrounding her should be unacceptable for any periodical to publish. 

 



This billboard ad from the People for the Ethical Treatment of Animals had ironically created a firestorm of questions when this was released as to its ethics in depicting an obese woman. The ad implies that she is the whale and in order for her to lose weight and look good in her bikini she should go vegetarian. PETA is no stranger to controversy regarding their ad campains. Their main focus is to be so controversial and shock people into listening to what they have to say. They believe very strongly in animal rights and this is how they express their beliefs. I do not think it is ethical to discriminate against overweight or obese people in any kind of advertisement for the sake of getting people's attention. It is no better than poking fun at a handicapped person or racial discrimination.

About Me

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” –Coco Chanel

    Fashion is exhilarating. It is constantly changing and we must change along with it or be left breathlessly behind. This idea of an industry that can affect millions is why I love fashion. From a single garment we can change the ideas of many and spark a movement. My love for fashion is as multifaceted as the industry itself. The art of design moves me. In a mere second one garment can illicit such a powerful response that I am moved to tears. It can horrify, mesmerize, stupefy, or delight.  It is as profound and important as any of the great artworks treasured today. I value the art of styling an outfit to express individual taste, as well. It takes talent to show the world who you are without uttering a single word. In as much as fashion makes me feel, it also makes me strive to be something. My diligent work ethic, gregarious personality, and keen sense of business are all needed to make it in the industry. It takes a sharp mind to turn a passion into a thriving business. One day I will move to New York and succeed in a field I love. I aspire to work closely with emerging designers to help them become “the next big thing” by marketing and selling their work to fashionistas around the globe. I will be the person who helps turn their vision into a reality. Fashion does more than simply clothe me, it inspires me to make my mark in this world.

“Clothes make the man. Naked people have little or no influence on society.”  -Mark Twain

EOC Week 1: VW Lemon

   In a time where bigger was better and chrome gleamed, the advertising team behind Volkswagen Beetle dared to be different. Super-charged American-made muscle cars were all the rage and chrome was the look of choice for the middle class American. The advertising team of Doyle Dane Bernbach, who, it is interesting to note, were Jewish, was tasked with the difficulty of selling a German made car that looked nothing like Americans had seen before. This was especially difficult considering it was not too long ago that World War II had ended, vilifying Germany and anything German made. Hemmings Motor News contributing writer Ed Heys expounds on this idea best, “What came as a total shock to almost everyone was DDB's radical approach to their ads for Volkswagen. Their "Think small" ad campaign became an instant sensation with a generation anxious to break free from the status quo.” (http://www.hemmings.com/hmn/stories/2008/05/01/hmn_feature15.html). DDB was able to take the people’s perception of the Beetle and use it to their advantage. Yes, it was not much to look at, but it is a very well made car with great mileage per gallon. The ad seemed to echo out to the American conscious, “Look again, maybe what you see as ugly and odd isn’t that at all. It’s almost kind of…cute…”With that, DDB created one of the most effective ad campaigns of all time. “We pluck the lemons, you get the plums,” states the ad. (http://paintthepig.files.wordpress.com/2010/09/vw-lemon-ad.jpg?w=490&h=621). DDB also made people laugh. It played into the unconventionality of the car and reassured potential buys that it was a very well made car that could stand up to any Ford or Chevy. The humor in the ad campaigns drew the younger generation’s attention. Heys states that, “Their irreverent mocking of conventional wisdom struck a chord with a rebellious generation that complained about conspicuous consumption. Big was no longer better; instead, VW declared, 'Think small.'” (http://www.hemmings.com/hmn/stories/2008/05/01/hmn_feature15.html). The younger generation wanted to separate themselves from their parents and create their own identity and the Volkswagen Beetle helped them achieve that. DDB also changed the way agencies advertised products. Mike Ogden of Silicon Valley Business Journal explains, “Ads before it were either information-based and lacking in persuasion, more fantasy than reality, or reliant on the medium's ability to deliver repeated exposure.” (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all). DDB tapped into the people’s psyche and evoked emotion in their ads. The people laughed, pondered, shed a tear while looking at one of their advertisements. It was from that moment on that people were sold products differently. They were also sold an experience and a story.