Week 11: BOC FInal Evaluation

---à This class has been an enjoyable experience. I have enjoyed learning everything that has been taught as well as enjoyed the projects along the way. The class has been very informational on something I really didn’t have knowledge or experience with prior to the class but with everything we have done in the class I have a better view of what advertising is and how it is part of everyday life. Working on the EOC’s and final were easy to work on due to actually wanting to do them. I feel I have done pretty well in this class considering I have been here every week. I always keep up with my EOc’s and make sure they are turned in on time though I did forget to update my twitter a few days. Though when it came to the final project I worked hard and was very happy with my idea and how much I accomplished with that. I enjoyed the final project and considered it was a good way to end the class. The overall class experience has been very enjoyed and informational on advertising now I understand advertising more than I ever expected to. Due to the effort I have put in the class and how I feel I have improved on the subject I feel I deserve an “A” in the class. 

FInal Project

Week 10 EOC:Art and Copy

Wieden and Kennedy is one of the top ad agencies in San Francisco California they have done ads for companies such as Coca-Cola, Converse, Levis, Old Spice, Target, and Chrysler. The new executive creative directors are Scott Vitrone and Ian Reichental. Many of these companies have had ad campaigns that have brought them back to the top due to this advertising agency. One advertising campaign that sky rocketed and brought a company that had a very specific target an entire new and young crowd was the Old Spice commercials. They show a young man jumping from one scene to another saying about how if your man smelt like him you could have a man just like him. The ad’s not only attracted the target audience which was women but also men who were interested in why their women were so fascinated in buying them Old Spice. Something that was once depicted only for old men is now for all young generations as well.

EOC: Week 9 Frank O'Hara and Mad Men

The first paragraph of the poem can reflect the women of mad men they are lost in a world oh men where they feel unappreciated and unsure of themselves. Such as the way Don Drapers wife feels she just wants him to talk to her and come back to her she even shakes at the thought of him not loving her anymore. If he did she would be able to walk the streets with her head held high.

Paragraph two seems like it is talking about the love for somethinr that doesn’t or cant love you back but you continue to and it hurts you this could reflect Don Drapers wife again or even Don Draper himself with his passion for advertising but it upsets his life and health.

Chapter 3 explains that you must not fear your passion and just jump into full force

Paragraph 4 first talks about waiting for what you love to do become beautiful to you again then look for the good and it will become better then what you originally thought. During the worst times you must believe in your self and you will find your passion again.

In Mad Men you see the frustration and the stress everyday in what they do and how it affects the people around them something they were so passionate about they must learn to find what first brought them there in order to regain that passion.

Week 8 EOC: Font Slogans

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Re-leash your inner Monster

Analysis of Project in the Real World

The idea of this advertising campaign is to attract real people and get more people interested in Monster as well as the many action sports that Monster stands for.Branding is the creation of a comprehensive, strategic, and unique program for a brand or group, with an eye toward building a relationship with people based on how they experience—interact and use—the brand or group.” Ch.4 pg.2 Landa R. Advertising by Design People always like to think of their lives as more then what they are due to wanting more then what they have. It’s a way to build relationships loyal customer relationships for a new customer base. “A brand or group with character that differentiates it and builds a relationship with the audience.” Ch.4 pg.2 Landa R. Advertising by Design. “Re-leash your inner monster,” will be a new platform for people to live by not just the average Joe and the action sports stars as well it can give people the inspiration to bring back their exciting side or even the push for a supercross star to go back to when they were winning so they can win again. “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience. It is both an armature and a point of departure for differentiating and connecting with the audience.” Landa R. Advertising by Design Ch. 4 Pg. 3

Creative Content

The creative process to get across the message that Monster is trying to show is going to be presented in print advertising as well as commercial advertising. “Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy. Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking.” Landa R. Advertising by Design Ch. 2 Pg. 6

 Both are going to be similar in their main idea but presented in different formats. “The design serve to catch the viewer's attention with its atypical appearance, but its form and content are completely interdependent.” Landa R. Advertising by Design  Ch.2 pg.3The print advertising will consist of a man sitting in an office drinking a monster energy drink with a thought bubble of him picturing a Monster race event with Monster girls with the slogan Re-leash your inner Monster. The idea I have for an ad campaign is to show an average Joe experiencing the life of a supercross star just from drinking a Monster energy drink. The idea I have for a commercial is to show a hand opening a Monster Energy drink and then you are taken inside the world of a Monster supercross event lots of people, loud music, fans screaming, and Monster girls. “The creative process needs to attract consumer attention and give reasons why they would want your product.” Landa R. Advertising by Design You see a guy do a flip off a high jump then he lands takes off his helmet and it switches to Monster girls spraying the guy with water while he is ripping his shirt off. Then you are brought out of the Monster can into an office with the same guy that was being sprayed with water by the Monster girls. As the shot is being brought out of the can he is removing the Monster can away from his lips smiling. Then switching to the slogan, “Re-leash your inner monster.”  Just an average guy in an office being woken up and brought into a whole new world that many men can only dream about just from drinking a Monster energy drink. “Rather than approaching individual marketing and advertising applications as isolated design solutions, branding encapsulates a strategic imperative, to make every application contribute to the entire effort—to the brand story—and therefore to a person's experience with the brand.” Landa R. Advertising by Design Ch. 4 Pg.2 

Promotion

The idea of the promotion process is to promote to the average man. There will be print advertising as well as commercials. “Consumer advertising and promotion are directed toward the general public” Ch.1 Pg.5 Landa R. Advertising by Design For both advertising people that will be needed is an average office working man as well as motocross racers even some famous supercross racers to get the whole affect of a monster energy competition race and of course their needs to be the Monster girls. By observing many Monster customers they like to think of the life as if they were being sponsored by Monster themselves or at least imagine it. “People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies.” Ch.3 pg.1 Landa R. Advertising by Design The promotion will take place during the summer when most motocross events are taking place to give an everyday man sitting in the office the idea that he can get a break and have a good time during the summer just by drinking a Monster energy drink. “Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas.” Ch.3 pg 4 Landa R. Advertising by Design As well as giving men a moment to remember their most exciting times in life by using the campaign slogan “Re-leash your inner monster.” The main verbal message is called the line or headline. Most people refer to this line of copy as the headline, because in the early days of advertising it usually occupied the top of the page. Today's art directors experiment freely with composition—a line can be positioned anywhere on the page or screen.” Ch.11 Pg.1 Landa R. Advertising Design

Competitive Analysis

The biggest competition for Monster Energy drinks are Red bull, Rockstar, 5 Hour Energy and Bawls. “A position that takes into account both the brand's (or group's) strengths and weaknesses as well as those of its competitors.” Landa R. Advertsing by design. Ch.4 Pg. 2 Each energy drink company advertises differently though Red Bull and Rockstar aim for the same customer base as Monster. All companies advertise similarly all focusing on more of extreme sports suck as supercross, snowboarding, bmx, skateboarding and surfing. With the competitors having similar advertising campaigns and sponsoring in the same sports. “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. Advertising by Design Ch. 4 Pg. 2When it comes to performance beverages, image is everything. When a store has hundreds of drinks t choose from yours has to stand out. “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.”Landa R. Advertsing by Design ch. 4 Pg. 1 Monster's claw-shaped M logo is planted on a variety of "action sports" athletes like surfers and motorcycle racers, effectively targeting energy drinks' prime demographic. While Monster is targeting the demographic that do action sports why not branch out and reach the average Joe to make them feel like they could be action sports stars. “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience.” Landa R. Advertising by Design Ch. 4 Pg. 3

The Big Idea

The idea of this advertising campaign is to expand the target market of Monster Energy from action sports to an everyday man. “An effective ad is driven by the underlying concern.” Ch. 5 pg.1 Landa R. Advertising by Design Every man would like to think of their life as if they were and action sports star so why not let them have that by just showing that from drinking a Monster Energy drink you are already on your way. “One can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages.” Ch.5 Pg. 2 Landa R. Advertsing by Design Monster has entered into this market by using their apparel to not just be for the action sports stars but by putting t-shirts and hats into malls for all people to get. It will be a good way to attract customers in a different way then what the competition is doing. So that other consumers will be able to understand what Monster Energy is a part of without them knowing fully. “To clarify, to make it easier to understand.” Ch.5 Pg. 13 Landa R. Advertising by Design. In order to know how to advertise the idea and who to you have to know how people and how your customer will react to certain advertising ideas and in everyday life. “We've known since Darwin that animals are basically machines for survival and reproduction; now we also know that animals achieve much of their survival and reproductive success through self-advertisement, self-marketing and self-promotion” Pg. 3 ch.5 Landa R. Advertising by Design

Slogan: Monster Energy Drink

“Re-leash your inner Monster.” That is my slogan for my Monster Energy Drink commercial which is going to be advertised towards the everyday man. Mainly targeting men between the ages of 25-40. Every man with a steady job and or family thinks back on their lives when they were younger and how crazy they once were and the things they did and what they wanted to do. So the commercial will show that just by drinking a monster energy drink you are re-releasing your inner monster  for the time being to rejuvenate the energy you had before you had a full-time job and a family. The ad campaign will be to re-leash you inner most crazy dreams and thoughts of what all men picture what they wish their life was like.

Week 8 BOC: Font Project

Im living my life like im dying They wont give you credit for trying
Im taking the road less traveled
So what if it all unravels Just leave them behind and they will see You'll never stop me
Now i dont know where the road might lead But you got no trees if you plant no seeds If I dont try i guarantee I'm losing my mind i got this dream as a place to start And i wont back down cause i know my heart If you dont do the things you love You're wasting your time

Eoc: Week 7 Approaches

One of my favorite string of commercials due to the spokesperson is the progressive commercials. Progressive went through a massive makeover in the late 90’s, which can be reflected in their consistent marketing campaigns, which sport memorable characters such as the overenthusiastic employee, “Flo”, who paints the company in a friendly and liberal light. . Flo’s role is that of a cashier selling Progressive car insurance in a bright, white insurance retail store. Capturing the attention of viewers everywhere. Flo has become the face of their company every time you see her you can not help but think of progressive insurance. Due to their spokesperson they have become more known just from her personality and face. Flo is always very excited to tell people about the company and everything it has to offer in a bubbly fun way. Each commercial she talks about the company to many different types of people telling them about everything the company has to offer in ways that will fit them. In all commercials she can tell by looking or talking to the person to figure out what kind of insurance they need. They even have commercial with her helping people from other insurance companies find the best insurance for them. I think she has given the company a whole new image and had made it better and more memorable then they could of ever imagined. No one really understands why Flo is such a lovable character but she has done everything a spokesperson is supposed by attracting attention to her she attracts it to the company.

EOC:Week 6 The Pitch

The product I have decided to do my final project on is Monster Energy drink. Monster energy drink is a sponsor to many of the top stars in sporting events such as motocross, drag racing, skateboarding, BMX, snowboarding and surfing. You can find their product in every grocery store and gas station being sold to the everyday person to energize their inner beast. The idea I have for an ad campaign is to show an average Joe experiencing the life of a supercross star just from drinking a Monster energy drink. The idea I have for a commercial is to show a hand opening a Monster Energy drink and then you are taken inside the world of a Monster supercross event lots of people, loud music, fans screaming, and Monster girls. You see a guy do a flip off a high jump then he lands takes off his helmet and it switches to Monster girls spraying the guy with water while he is ripping his shirt off. Then you are brought out of the Monster can into an office with the same guy that was being sprayed with water by the Monster girls. As the shot is being brought out of the can he is removing the Monster can away from his lips smiling. Then switching to the slogan, “Re-leash your inner monster.”  Just an average guy in an office being woken up and brought into a whole new world that many men can only dream about just from drinking a Monster energy drink.

BOC: Week 6 Allen Sherman

PIc-O-Pay-toothbrush

Fluoristan- toothpaste

Hexachlorophene- baking soda

GL-70- mouth wash

Dermasil-bath scruber

Vitrol-D- cologne

Lanolin wave- oil hair

Boo-boop- Razor

Tufsyn- rubber

Retsyn- spearmint

Acrylan-  disinfectant

Marfac-marine facility

Melmac- plastic

Orlon- textile clothing

Korlan-tropical fruit Southeast Asia

Accutron-watch

Teflon- non stick spray for cooking

Ban-lon- yarn clothing

Blue Magic whitener- laundry detergent

Fastback- car/Mustang

Wide-track-music player

Autronic Eye- headlights

Platformate- gasoline

It goes two miles more- car battery

Nasograph- nose measurer

Naugahyde- vinyl coated fabric

The giant who lives in the washing machine- liquid laundry detergent

Jolly and green- green bean guy

Tiger who causes my gas tank to flood-  fuel company Esso gas

Handsome white knight-stain remover

Man with the eyepatch- Hathaway man

That nut who flies into the front seat for hertz- you

EOC: Week 5 Superbowl Commercial

My favorite Superbowl commercial is the Budweiser commercial about a Clydesdale being trained to pull the Budweiser cart. At the beginning of the commercial the a guy is telling the horse that he is not fit  to pull the Budweiser trailer with the rest so the Dalmatian is told the help train him so a year later he will be ready for the challenge. During the commercial you see the Dalmatian and the Clydesdale training through all different weather types and doing things such as pulling a train. The commercial is an all American beer showing the all American way of working hard to get to succeed at what you are trying to do. The horse was upset that he could not be part of the pulling crew so the dalmation was  willing to come and help him to be part of it. In the end it shows success of all the horses hard work. The first time I saw the commercial I remember my first reaction as a women was that it was cute a dog helping a horse to do what he wants to do. You would think during something such as the superbowl which I manly sport would have something more suit to fit them. Though this commercial did it showed accomplishment. Every man who watched this commercial saw one thing the biggest and strongest horse training to one day be able to pull their favorite beer. To men that is a great accomplishment to achieve.

EOC:Week 4 Jerry Della Femina

Jerry Della Femina came into the advertising business in 1961 as a junior copywriter. Who soon became the hottest guy with the hottest business in town, running his own start-up agency and loving it,“I honestly believe that advertising is the most fun you can have with your clothes on.”Jerry understood advertising and what it took to sell a product even if it was a bad product, “there is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.” As well as not just selling a product to people but an experience, “kodak sells film, but they don't advertise film. They advertise memories.” Jerry is not just known for his advertising days but also his memoir, which is the key text for Mad Men, explains the real advertising world many did not know about.  He was willing to bring out the secret side of advertising that many did not know about except for the people who were involved. It was a man’s world with women who were part of the entertainment act. 

Week 4: Interview with kevin Roberts

Kevin Roberts is CEO Worldwide of Saatchi & Saatchi. Kevin Roberts has authored several books including his bestselling book, Lovemarks: The Future Beyond Brands. In the beginning of the interview the first question asked is what a lovemark is. Which he describes as brands that becomes irresistible. To first make a brand irresistible you have to make emotional connections. After he is asked how you create a lovemark within a company and what his five ideas are. This one man wrote a book that was published in 18 different languages to help people understand the future of having a successful brand. One of his roles as CEO is to inspire his people and his clients. If you look at Saatchi & Saatchi’s principal clients: such as Toyota, General Mills, and JC Penny. All of these companies are successful even threw slumps have turned things around it seems like Kevin Roberts is on the right track and understand the future of brands.

EOC:Week 3 Thank you for Smoking

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

In this advertisement is a picture of a doctor or a model that looks like a doctor saying that out of all the cigarette brands there are he smokes Camel cigarettes.

            2. What is the setting? What are the conditions?

The setting of this is a doctor sitting with a cigarette in his hand in a very professional mater he is there in his white coat like he is working this is not supposed to look like he is smoking on his day off.

            3. Who are the people or groups?

                   4. What is their point of view around this specific experience?

The point of you is basically to say that Camel cigarettes are more healthy then any other cigarette by putting a doctor a man who is there to cure the sick and tell people what is healthy for their lives sitting their smoking a cigarette is going to show people that Camels are healthier for you then any other cigarette.

            5. What are their goals?

The goals of this advertisement is to make people believe that Camel cigarretes are the healthier choice compared to any other cigarette out there so why not smoke a camel cigarette when that’s what doctors smoke.

            6. What are their assumptions? What are their perceptions?

The assumptions that you would assume from this ad is plan and simple that you would look at it and automatically think that Camel cigarettes are the healthy cigarette choice out of any other brand of cigarette. The perception of this ad is to give you awareness of which cigarette due to which one is perceived as better

            7. Are there conflicts? Is there cooperation?

There are conflicts of interest showing someone who should be telling you the harms of cigarettes is promoting a cigarette though at the time this add was made people did not know about the dangers of cigarettes so they see this and think that there is a healthy cigarette or a healthier one.

                   8. What are the outcomes?

The outcome of this ad it is simple to get people to buy camel cigarettes.

EOC Week 2 Questionable advertising

Many women are always looking on ways to improve their looks so if there is an ad for a mascara that says it will make your lashes appear fuller and longer then of course they are going to be willing to try it but having the product actually do that is what rises questions most people believe that fake lashes are used in mascara ads which gives women false hope.

One ad that started many questions and also a gave one company to sue the other was the verizon wireless ad showing 3g network across the globe for both companies showing that at&t had poor service and none in very many places made many people reconsider at&t and what kind of service quality they had.

FInally another ad that intrigues the consumer to go get something due to its impressive look and how delicious it looks is fast food ads. They make a burger or taco look very appealing so you get hungry and decide that is what you want but when you go and order it is not at all what the advertisement made it look like.

My voice

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

From such an inspiring quote by a remarkable woman is what set me on my journey through the fashion industry.  I am beginning this journey as a fashion student with an expected bachelors of science in fashion retail management. Outside of school to keep more updated about what everyday people want out of fashion I work at Nordstrom BP as a sales associate. I have always had a passion for fashion as one would say. Working in the retail side of fashion I get to see the final stage of fashion set in motion. I have learned the value of customer service and that staying updated on everything that is going on in the fashion industry is the best way to be successful. To know that my knowledge of product and customer service is the reason many women leave with a smile on their face and feeling more confident is everything that fashion is supposed to be.  Fashion is a way to express one selves individuality and personality so without speaking who you are on the inside can shine through on the outside. To achieve the goals I have set for myself I plan on experiencing all aspects of the fashion industry by doing everything from design to event planning as well as buying. My options are limitless and I plan on not just being part of one process of the fashion industry but all parts. I look forward to seeing everything that fashion has to offer. 

Volkswagen Lemon

The Volkswagen Lemon ad from the 50s and 60s this ad was very weird from the first glance the first things you notice is the Volkswagen beetle and the work lemon period which as everyone knew back then was a word used to say a bad car.  So from the first glance of this ad you would think that Volkswagen was crazy saying that their cars are bad. Though if you continue on reading the article it begins to talk about why this car is a lemon because the chrome on the glove compartment is blemished and needs to be replaced and that you probably would not notice this just from the picture. Then the ad goes into more detail about how Volkswagen has more then 3,000 men working to just inspect Volkswagen at every stage of production. They test everything from the windshield to the shock absorbers. At the end of this ad Volkswagen says they require less maintenance than any other cars and last longer. The final sentence in this ad is, we pluck lemons; you get the plums. Which mean they get rid of the bad and cars and only sell you the best. After reading this ad I can see why it was sucha popular ad when it first came out and how it changed the way advertising was done. Most advertisers try to catch the consumer eye very quickly by putting something there that if you took a glance at you would like the product in an instant. What Volkswagen did was catch peoples interest if you looked at this ad who would not want to read and understand why a company would put down their top selling product at the time the ad was put out. It was a very smart idea on Volkswagens part by putting themselves down they basically told people why their  cars are better than anyone else’s and how in the long run to buy this car you will save money.