Whitney Love Advertising
Wednesday, March 13, 2013
WEEk 10 EOC: What makes a good Campaign?
In order for a Campaign to be great and become successful each individual ad unit will needs to grab the viewer's attention. In order to grab the viewers attention and make the viewers notice it the brand or group needs to be different. In order for the brand to be different it also needs to be consistent with the brands voice. You also need to make sure that the idea makes sense for the brand or group. Your core idea is elastic so you can create many ads based on the original theme. You always want your ad to surprise people that will eventually lead into a conversation in pop culture. This will strike a chord the brands target audience.The core idea needs to be flexible enough to work specifically and effectively across media. Your campaign should leave other art directors wishing they had thought of that amazing idea first. Then boom, there you have it, a great campaign that will be remembered forever and go down in the history books.
Wednesday, March 6, 2013
EOC Week 9: For those who think young...
Advertisements aimed towards young people seems to be a popular trend, as you can see when you watch the two advertisements below. The first ad shows a group of girls going through daily life, and the obstacles that come with it, the ad shows them having fun, looking great, and enjoying the moment. They don't even have to show the product because you are already so captured into what is going to happen next. The product isn't even displayed till the very end, and its quite brief. Targeting towards a younger audience makes everything look and feel timeless. Young kids today feel invincible, and they want to live in the moment. The second ad with Taylor Swift, who is a young famous singer, the ad has her displaying a woman's beauty product while at the same time making Swift appear as if shes full of energy, ageless beauty, that having this beauty product will make you look and feel as energetic as she does. Targeting towards younger audiences and using a younger spokesperson to appeal to your audience seems to attract the consumers eye, making them cave into the image of being young, and free while appearing timeless and full of energy, and that all can be achieved through the product they are trying to sell.
Wednesday, February 27, 2013
Week 8 EOC: My Slogan
Make every moment timeless with DOVE. (Gabriola)
Make every moment timeless with DOVE. (vijaya)
Make every moment timeless
with DOVE. ( Centeria Script Demo)
Make every
moment timeless with DOVE. (segoe script)
Make every moment timeless
with DOVE. (Corbel)
Make every
moment timeless with DOVE. (Arial Narrow)
Make every moment
timeless with DOVE. (Gulim)
Make
every moment timeless with DOVE. (Sylfaen)
Make
every moment timeless with DOVE. (Segoe print)
Make every moment timeless
with DOVE. (PMingLiU)
Analysis of Project in the Real World
In the real world this advertisement would work perfectly. It
is something that Dove Chocolate can afford to do, and should do. Dove
chocolate is already about creating social experience and emphasizes on its
silky smooth rich taste. "Not only do you need to think critically about formulating a core
campaign idea, you must think critically and creatively about
communicating something specific about the brand or group, not a generic
message or pedestrian design." (Chapter 10 pg. 207) My idea for traveling around the world and speaking
with different cultures would show how much the Dove brand really wants to be a
part of the people’s lives. It’s just saying that their experiences are that
much more enjoyable when you eat Dove chocolate. “Basing ideas on personal life
experience or observing others can help make your ad ideas relevant to others’
lives People should react: “Yep, that's how it is!” When we can relate to the
story, we feel a kinship with the brand or group being advertised.” (Chapter 10
pg. 195) Being a personal consumer of the Dove chocolate brand I can recall
days where they were not going so great, so I would end up going to one of my girlfriend’s
house and we would end up gossiping over silly little things while eating the
whole jar of Dove chocolates her mother kept in the kitchen and then suddenly
the day would turn out better then it started. “In the process of examining how we interact,
function, and behave in various situations, you may find a way to sell a brand
or promote awareness for a social cause.” (Chapter 10 pg. 195)
Creative Content
“In marketing, we use storytelling about a brand or group to
communicate related messages that, over a period of time, will distinguish,
differentiate, reflect positively, construct or contribute to its brand
personality, be memorable (stick), resonate, and influence people.” (Chapter 10
pg. 193) In the story board of this advertisement for the commercial I will
produce we are going to have our basic idea of every moment you can think of
rather it is weddings, birthdays, and holidays celebrated around the world. “Your
story should illuminate something about the nature of a person, subject, or
situation.” (Chapter 10 pg. 193) Each frame is going to show a person with
their friend and family celebrating a wedding, a birthday, and a holiday, so there
will be three different cultures used, along with America being one of cultures
used in this commercial. You will see smiles, hear sweet laughter, each person
you see will be enjoying their timeless experience and during the process they
will open a dove chocolate where on the inside of the wrapper it says “Make
Every Moment Timeless With Dove” written in the language they speak, they will
read it out loud in their language with a huge heartwarming smile on their face.
Subtitles will be provided after each saying if needed for the content in
whichever country the commercial will be aired.
Promotion
"Certainly, 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." (Chapter 7 Page 107) My promotion of my product will
include billboards, magazine ads, and short video clips. All these ads are being created through the
Dove chocolate team’s experiences with the cultures they visited around the
world. While the Dove Chocolate teams are visiting the different cultures we
will have pictures taken, and video shooting of all these cultures celebrations
and eating the dove chocolate while they are celebrating. Every ad, billboard,
and short video will show only people from different backgrounds, cultures, and countries full of smiles
and people altogether having a good time while enjoying some Dove chocolate at their
treasured events.” People are engaged by compelling narratives. If a brand or
group has a story to tell, then it will be more dimensional. Through the
branding, advertising, and every point of contact, people learn the brand
story.” (Chapter 4 pg. 56) This way everyone can feel like they’re a part of the
Dove chocolate experience, which is our goal. “From the hoots and hollers in
Shakespeare's time, to the dancing and singing at music concerts, to interactive
science museums, audiences like to participate.” (Chapter 7, pg. 110)
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