The knowledge that I got in this class is incredible. I learned so much about how things work in the field of advertising, a field that I am really interested in. The class had many opportunities to really use your head. We had a chance to rap our self’s in thought, so we could understand the concepts that they were thought.
Another thing that I liked was the many example of yesterday and today’s advertising. How advertising is really The Brain from “Pinky and The Brain show” dream comes true to take over the world. And that’s how much of an influence I believe advertising is. It moves and chances, its flexible and adaptable, and it creates eras and cultures.
The class also gave me a chance to see were this craziness came from, and allowed me to finally know an inspiration for my career: our old genius George Lois.
I had the opportunity to learn all of that and many other things thanks to this class. Mr. Pinto was a great teacher to have, and his knowledge and experience were of great help for those who inspire to walk on the same path.
As I said the class was great. And kept me thinking and finding new materials that in ages I wouldn’t have thought I was going to use for a professional class. Which I thought it was great. I participated as much as I was asked for. And even if my reading was kind of bad, I never backed down. And so here I am, giving me a grade. Over all I think I deserve a B+ because of I messed up one of the criteria of the final project for reason that were out of my control. But outside that I will like to think I did a good job over all.
Thursday, September 23, 2010
Thursday, September 16, 2010
EOC Week 10: Art Serving Capitalism
I have spent a long time studding advertisement. How many commercials work and the impact that they have on us. Then you go back a few steps and you learned how all those idea came to be. The people and their views. Their feelings and what they stand for. Soon after you realize that how much their ideas, philosophies and values have done such an impact that you can feel extremely related either with the product they helped to advertise or the artist its self.
This is something the ad companies look for. Their well deserve goal: your interest and attention. And not only that, you feel amaze of the great creativity these people have. They have managed to catch your attention and some time you even want to congratulate them for that.
As an artist you feel appreciated. Your work has impacted someone. Your idea that was exploding to come out of your head now wonders in the mind of thousand that were exposed to your work. Now that’s a great feeling of accomplishment. And then the next thing you know, you have huge check in your pocket, and you have no idea where it came from and the only reason that you know its yours is because it has your name on it.
The great rewards of hard work. All of them want them, but very few gets them. Your work did not only brought you fame as a talented artist, but it also brought fortune to you and your client. That is what “art serving capitalism” is all about. Allowing your art to help your client achieve their goals. And with great success, comes big rewards.
I am a strong believer that one should be proud of their work that you do and should get all the credit that you deserve. But then something pops to mind, a phrase that a very wise men thought has I grew up:
“Once you find a job that you love…..you will never have to work again.”
Jose Ortiz, my father.
In other words, just do the what you love and the rewards will come to you all by them self. As I said, its good when people appreciate your work, but it’s even better when you get pay for something that you love doing, and would have done it for free.
This is something the ad companies look for. Their well deserve goal: your interest and attention. And not only that, you feel amaze of the great creativity these people have. They have managed to catch your attention and some time you even want to congratulate them for that.
As an artist you feel appreciated. Your work has impacted someone. Your idea that was exploding to come out of your head now wonders in the mind of thousand that were exposed to your work. Now that’s a great feeling of accomplishment. And then the next thing you know, you have huge check in your pocket, and you have no idea where it came from and the only reason that you know its yours is because it has your name on it.
The great rewards of hard work. All of them want them, but very few gets them. Your work did not only brought you fame as a talented artist, but it also brought fortune to you and your client. That is what “art serving capitalism” is all about. Allowing your art to help your client achieve their goals. And with great success, comes big rewards.
I am a strong believer that one should be proud of their work that you do and should get all the credit that you deserve. But then something pops to mind, a phrase that a very wise men thought has I grew up:
“Once you find a job that you love…..you will never have to work again.”
Jose Ortiz, my father.
In other words, just do the what you love and the rewards will come to you all by them self. As I said, its good when people appreciate your work, but it’s even better when you get pay for something that you love doing, and would have done it for free.
Thursday, September 9, 2010
BOC week 9: Triplets
So there I was waiting for all night on Christmas eve for Santa, only to find out the next morning I run out of Coca Cola drinks. Then everything made since. The Coca Cola company as always been the top soda drink in the market. Even to the point that their logo is among the top worldwide known logos that people seem to be more familiar with.
Well it comes with no surprise that Coca-Cola has some pretty good marketing going on. A drink that takes care of thirst because of its refreshing and cooling flavor in a hot summer day. Just by looking at their ads makes you think of the most cold drink imaginable. But what happens when you’re not, for instance in my case living in Las Vegas were is extremely hot, but you live were the opposite. Or even worst, will any one drink a cold refreshing battle of Coca-Cola on a cold Christmas eve? Well yes, and that person is Santa.
If Santa can drink it in the middle of a blizzard, well heck so can you. And here are some examples of Coca-Cola Ad campaign that they always do during Christmas season. By using a well establish character they are able to create different ads each year but without losing the familiarity, allowing the not only to create twins or cousin, or even triplets….but many other relatives also!
Final Project 6: Analysis of Project in the Real World
Learning about advertising has never been this fun for me. I always have been a big fan of commercials, of how companies fight to get your attention every day. With this project I have come even closer than ever to that world of advertising. And it’s greater than I thought!
First you have square one, the big idea, and the hook that will bring everyone to your product. That part right there at the beginning of all is the most challenging. Trying to come up with simplicity in order to be different is an adventure itself.
It may seem somewhat easy to just blast out something and try to make a commercial out of it. But the truth is that is not that easy. I will admit that this project’s ads were somewhat of a challenge for me. From thinking of what project on the ad’s to actually doing it. Luckily had some support from my love ones, and the magic of working as a team made something frustrating in to something fun.
Working for a serious advertising company may be far from fun. But if any of the good fun I had appends on the real world of advertising, I can only imagine the great ideas and joy one could have from working as a team.
With all the work I put in, for being my first project of this kind I will like to say I did pretty good. If this was a real situation, and had the all the good stuff to make my ad’s I think I would have brought some good business to the company.
First you have square one, the big idea, and the hook that will bring everyone to your product. That part right there at the beginning of all is the most challenging. Trying to come up with simplicity in order to be different is an adventure itself.
It may seem somewhat easy to just blast out something and try to make a commercial out of it. But the truth is that is not that easy. I will admit that this project’s ads were somewhat of a challenge for me. From thinking of what project on the ad’s to actually doing it. Luckily had some support from my love ones, and the magic of working as a team made something frustrating in to something fun.
Working for a serious advertising company may be far from fun. But if any of the good fun I had appends on the real world of advertising, I can only imagine the great ideas and joy one could have from working as a team.
With all the work I put in, for being my first project of this kind I will like to say I did pretty good. If this was a real situation, and had the all the good stuff to make my ad’s I think I would have brought some good business to the company.
Final Project 5: Cretive Content
As I mention before, I will create some ads on the comic side of the vitamins. The age range that I am trying to get their busness doesn’t tent to have serious thoughts. They like to mess around, have fun, to know that having a healthy life style it will pay up the one and only thing we all want: the attention of the opposite sex.
As someone who trained with higher goals in mind, I know that many of the other people share another thing other than just the desire of a great body; they all have since of humor. After a workout the last thing I wanted to see was another person showing off their bodies and promoting they got it just by taking some made up supplement.
In this case, I use 3 separate models for my photo shoot. All of them wearing some type of shirt or sporting clothing to represent the average athlete. But what really stands out is the way the fruit and vegetables are being use. I wanted to show the miss use of our healthy foods in a way that will translate in to a thought of “is there any other way?” this referring on the easier way to take your fruits and vegetables.
One of the model is lying down with a sports shirt and with some mascara, and this goes to tell that someone like that should be playing sports and no a spa. The second one is someone buff, someone that should be playing but has a fruit basket on his head instead. And the last one is girl that its really annoyed that the fact that she has to hold an orange to get the vitamins that she need in order to have a complete work out.
All of this put together with the slogan: “Take your vitamins, seriously” gives the consumer a little refresher on the funny side, and in the right choice for their health supplements needs.
As someone who trained with higher goals in mind, I know that many of the other people share another thing other than just the desire of a great body; they all have since of humor. After a workout the last thing I wanted to see was another person showing off their bodies and promoting they got it just by taking some made up supplement.
In this case, I use 3 separate models for my photo shoot. All of them wearing some type of shirt or sporting clothing to represent the average athlete. But what really stands out is the way the fruit and vegetables are being use. I wanted to show the miss use of our healthy foods in a way that will translate in to a thought of “is there any other way?” this referring on the easier way to take your fruits and vegetables.
One of the model is lying down with a sports shirt and with some mascara, and this goes to tell that someone like that should be playing sports and no a spa. The second one is someone buff, someone that should be playing but has a fruit basket on his head instead. And the last one is girl that its really annoyed that the fact that she has to hold an orange to get the vitamins that she need in order to have a complete work out.
All of this put together with the slogan: “Take your vitamins, seriously” gives the consumer a little refresher on the funny side, and in the right choice for their health supplements needs.
Final Project 4: Promotion
For the promotion of Centrum I have created several pictures, but that in the end will only be a set of 3. I will like to convert them in to ads that we can put inside a gym right near the exit. That way it will be burned in to their memories as soon as they finish a good work out.
It will be also great to implement them in to health magazines. They are many of these magazines out there, but they concentrate mostly on developing muscle or losing wait. But Centrum is way different from all of those products, even if Centrum has several of the nutrition properties of the many other products that may actually scare the consumers from taking them, our multivitamins actually promotes just what everyone is looking for: good health.
Now there is something that most people do not put in to account. Many of the body builders started from cero at some point. Even when they were thinking about getting great and big bodies, they all realize that that will not happened if they did not fallow a healthy diet. They will not achieve this by just taking huge intakes of wheat, no, they were going to do so first by taking vitamins.
That’s why my ad will be a greater hit, following the advice of the book:
“Advertising involves creative problems solving. If your idea is creative and doesn’t solve the problem, it’s not an effective ad”
Advertising by design, Chap. 3 Pg50
Centrum is the one and only that will rise from the other competitors, because everyone starts from square one, and Centrum is here to help them to jump start there day. The ads will reflect all of this; they will show how important it is to have this type of vitamins in their daily diet. Also, small ads on the pharmacy or drug stores will help steer the consumer attention to the right choice, to our product.
It will be also great to implement them in to health magazines. They are many of these magazines out there, but they concentrate mostly on developing muscle or losing wait. But Centrum is way different from all of those products, even if Centrum has several of the nutrition properties of the many other products that may actually scare the consumers from taking them, our multivitamins actually promotes just what everyone is looking for: good health.
Now there is something that most people do not put in to account. Many of the body builders started from cero at some point. Even when they were thinking about getting great and big bodies, they all realize that that will not happened if they did not fallow a healthy diet. They will not achieve this by just taking huge intakes of wheat, no, they were going to do so first by taking vitamins.
That’s why my ad will be a greater hit, following the advice of the book:
“Advertising involves creative problems solving. If your idea is creative and doesn’t solve the problem, it’s not an effective ad”
Advertising by design, Chap. 3 Pg50
Centrum is the one and only that will rise from the other competitors, because everyone starts from square one, and Centrum is here to help them to jump start there day. The ads will reflect all of this; they will show how important it is to have this type of vitamins in their daily diet. Also, small ads on the pharmacy or drug stores will help steer the consumer attention to the right choice, to our product.
Final Project 3: The Big Idea
The multivitamins industry has more than just a few competitors. I liked I talked about it before, One-a-day is the strongest product out there that gives Centrum a run for its money. But even when they promote the same type of benefits on their products, Centrum will be promoted in to a more direct audience….the average Joe in the gym.
How has not gone through some point in life and wonder about their health, physique or even the thought of how they look? That will be everybody, but Centrum does not promote lost wait. What it does promote is health. Now when someone wants to achieved the above goals, they don’t think immediately about supplements. No, they think about going out to the park, routines, they thing about the gym!
Like George Lois said: “…to grab the viewer’s and reader’s attention via clean and evocative cause-and-effect concepts…”
Advertising by Design, Chap. 1 Pg8
And that’s what I plant to do. This is where the aim is: Ads with a hint of comedy. Now why this route? Well when one goes endless hours at the gym they don’t want to know that all that time will go to waste as soon as they hit the doors and they find a Mc Donals. There is no more greater relief that to know that all that hard work will continue add on with a healthy diet and Centrum will be there to assist with that.
Compare with One-a-Day, Centrum will try not to focus on the idea of divide gender type supplements. It will generalize with its main products, that way it will reach all potential consumers. Now, the comedy on the propose ad will alleviate the stress that we all go through when at the gym, since it is there were the ads will concentrated on. Not with the idea of replacing the main slogan, but to assist it, I have come up with a slogan to come with the ads: “Take your vitamins, seriously!” and that’s the Big Idea.
How has not gone through some point in life and wonder about their health, physique or even the thought of how they look? That will be everybody, but Centrum does not promote lost wait. What it does promote is health. Now when someone wants to achieved the above goals, they don’t think immediately about supplements. No, they think about going out to the park, routines, they thing about the gym!
Like George Lois said: “…to grab the viewer’s and reader’s attention via clean and evocative cause-and-effect concepts…”
Advertising by Design, Chap. 1 Pg8
And that’s what I plant to do. This is where the aim is: Ads with a hint of comedy. Now why this route? Well when one goes endless hours at the gym they don’t want to know that all that time will go to waste as soon as they hit the doors and they find a Mc Donals. There is no more greater relief that to know that all that hard work will continue add on with a healthy diet and Centrum will be there to assist with that.
Compare with One-a-Day, Centrum will try not to focus on the idea of divide gender type supplements. It will generalize with its main products, that way it will reach all potential consumers. Now, the comedy on the propose ad will alleviate the stress that we all go through when at the gym, since it is there were the ads will concentrated on. Not with the idea of replacing the main slogan, but to assist it, I have come up with a slogan to come with the ads: “Take your vitamins, seriously!” and that’s the Big Idea.
Final Project 2: Competitive Analyses
In the field of multivitamins, there are two that stand out in the market: Centrum and One-a-day. Even when both of the products promote several benefits to the consumer, with also similar ingredients, they are also very different from each other.
One of the mayor differences from Centrum and One-a-day is that Centrum is aim at all types of consumer, while the One-a-day it is known to have its product divided for the male and female gender. It is obvious that concentrating the on one type of gender dives the whole market that there is for multivitamins. But Centrum does not do that, it makes its product aim at a over-all consumers.
Centrum has always had the majority of the market because of this. Also what helped bust up their sales was the catchy slogan “….From A to Zinc.” While One-a-day only has their product as their slogan, the disadvantage on the market looks big. Never the less, a very powerful slogan that has allowed it to stay strong on the market.
Another thing that helps Centrum in the industry of vitamins is that it has established itself as a more serious competitor. While One-a-day sounds more like they are trying very hard to appeal to different type of ages and genders. And even in that case, Centrum has provided the same option by also creating a split market for men and women vitamins with a better consumer approval rate. And only that, while One-a-day have several options from vitamins for pregnant women to try to appeal to teenagers, does not focus to a more serious issue that it is Cardio vascular issues like Centrum does with Centrum: Cardio; A product focus also at men a women.
The whole project need to be focus on this major areas, the brain storming has hard considering the one of the facts that they show in the book “Advertising by Design”, Chapter 3. Pg 51. Were it tells us that: “all ideas, from logical to absurd, are encourage” which make my decision even harder since I still don’t know how to focus this project.
At the end, both afford several options for all ages, but at the end of the day, this multivitamins juggenaut are judge by the consumer, and both of them share a good piece of the market. Centrum being on the top of the list!
One of the mayor differences from Centrum and One-a-day is that Centrum is aim at all types of consumer, while the One-a-day it is known to have its product divided for the male and female gender. It is obvious that concentrating the on one type of gender dives the whole market that there is for multivitamins. But Centrum does not do that, it makes its product aim at a over-all consumers.
Centrum has always had the majority of the market because of this. Also what helped bust up their sales was the catchy slogan “….From A to Zinc.” While One-a-day only has their product as their slogan, the disadvantage on the market looks big. Never the less, a very powerful slogan that has allowed it to stay strong on the market.
Another thing that helps Centrum in the industry of vitamins is that it has established itself as a more serious competitor. While One-a-day sounds more like they are trying very hard to appeal to different type of ages and genders. And even in that case, Centrum has provided the same option by also creating a split market for men and women vitamins with a better consumer approval rate. And only that, while One-a-day have several options from vitamins for pregnant women to try to appeal to teenagers, does not focus to a more serious issue that it is Cardio vascular issues like Centrum does with Centrum: Cardio; A product focus also at men a women.
The whole project need to be focus on this major areas, the brain storming has hard considering the one of the facts that they show in the book “Advertising by Design”, Chapter 3. Pg 51. Were it tells us that: “all ideas, from logical to absurd, are encourage” which make my decision even harder since I still don’t know how to focus this project.
At the end, both afford several options for all ages, but at the end of the day, this multivitamins juggenaut are judge by the consumer, and both of them share a good piece of the market. Centrum being on the top of the list!
Final Project 1 Centrum: Take your vitamins, seriously!
What has caught my eye for this project is the product “Centrum”. A multivitamin that promotes to have all of the vitamins essential for one’s good health. This product is aimed at much older audience. My goal to take down that bar just a notch. Make it a bit more appealing for a more younger market that I usually sells to.
Centrum already has a very catchy slogan: From A to Z. Meaning that has all the vitamins that one need raging from vitamins A to the letter Z for the nutrient latter. The only way I am going to accomplish to lower the bar to a different audience is by changing or adding a new one. Whit the help of a photo ad campaign I will try to use the phrase: Take your vitamins, seriously. By this I am trying to imply that there are many other ways to take your fruits, from which is commonly known to be rich in vitamins and is how most people consume them, and show them that there is no better way to have that intake but by consuming Centrum for a better and healthier life style.
I came with that conclusion with the help of many years on the wait training programs that have taken during my military life. A Healthy diet is extremely important for successful training and the getting the most of your training. But younger people do not put attention to this little fact that have a huge impact in their buddy building goals. Most of them think that taking high protein supplements are going to help them achieved that goal, when in reality they just need that healthy supplement. And comedy will allow me to attract that audience by using “ Take your vitamins, seriously” and making them more appealing and come more familiar with the product with simplicity that could deliver a much better result that average Flintstones vitamins.
Centrum already has a very catchy slogan: From A to Z. Meaning that has all the vitamins that one need raging from vitamins A to the letter Z for the nutrient latter. The only way I am going to accomplish to lower the bar to a different audience is by changing or adding a new one. Whit the help of a photo ad campaign I will try to use the phrase: Take your vitamins, seriously. By this I am trying to imply that there are many other ways to take your fruits, from which is commonly known to be rich in vitamins and is how most people consume them, and show them that there is no better way to have that intake but by consuming Centrum for a better and healthier life style.
I came with that conclusion with the help of many years on the wait training programs that have taken during my military life. A Healthy diet is extremely important for successful training and the getting the most of your training. But younger people do not put attention to this little fact that have a huge impact in their buddy building goals. Most of them think that taking high protein supplements are going to help them achieved that goal, when in reality they just need that healthy supplement. And comedy will allow me to attract that audience by using “ Take your vitamins, seriously” and making them more appealing and come more familiar with the product with simplicity that could deliver a much better result that average Flintstones vitamins.
Thursday, September 2, 2010
EOC week 8: Really good example of Chap. 8
Many if not all of us get expose to advertisement from dawn to dusk. But very few of them really can catch our attention by making us, by using very little elements, to use our imagination and become part on whatever they are trying to communicate through those pages.
In an interview done to several design experts for the book “advertising by design” by Robin Landa, they were able to give us what they thought of were the most important points one has to consider when creating an ad.
While browsing some magazine I was able to catch on eye on several ads. On a comment from the chapter that we are currently reading was from Michael Sickenger:
“Using the pictographic images in place of letter can be provocative (for example, the logo for the sopranos TV series, where the letters r is replace by a gun)”
-Advertising by design, chapter 8: pg163-
As I keep on looking at all of the ads, I finally found that catches my eye. The ad is for the play
“Phantom of the Opera” that is currently playing at The Ventian Hotel and Casino. The ad is simple but yet shows flow and lots of information. Also, the ad employs what Michael Sickenger was talking about, were one of the letter is replace for an image, in this case is the “O” in Phantom is replace for the Phantom mask.
The ad is simple coping with the well know rule of simplicity. It gives just one review, shows lots of movement and the image of the main characters of the well know tragic story. Another thing that pops out of the ad is once again the font. Carlos Segura, from Segura Inc. , Chicago, gives us this tip:
“Use the appropriate font for the job, not the best one installed in your computer…. Typography is the single most important element that contributes to the “body language” and “tone” of a piece of work…”
-Advertising by Design, Chapter 8: pg 162-
So there you have it, one of many ad that has successfully catch my eye. Hope you like it, and watched the play, because I am about to. Good job Ad agency!!!
EOC Week: Authority
So for my project I will be concentrating on the product Centrum. It’s a vitamin supplement that gives all the nutrition that one’s body needs. Base on the what we just learned from chapter 8, I will be using the visual concept ad.
One of the ideas given on the book came from Denise M. Anderson, DMA, New Jersey. She explains to make choices for our ads “to be appropriate to [your] project objectives (client, market, period, etc)” Centrum has always focus on the health side and focus on a much mature audience. My plan is to use visual, for example photography, to focus the product to a much younger audience that it commonly focuses their sales to. This would be accomplish by keeping the idea of nutrition, but presenting another not so appealing or miss use of alternative options of the consumption of the vitamins compare with convenience of just taking Centrum.
Also let us not forget about the font type. An advice given by Steven Brower, Print magazine, New York, has also change the layout of what I had plan for the photo campaign. “Never, ever, ever stretch type. It distorts the letter forms, creating thin verticals and thick horizontals, among other ghastly things.”
One of the ideas given on the book came from Denise M. Anderson, DMA, New Jersey. She explains to make choices for our ads “to be appropriate to [your] project objectives (client, market, period, etc)” Centrum has always focus on the health side and focus on a much mature audience. My plan is to use visual, for example photography, to focus the product to a much younger audience that it commonly focuses their sales to. This would be accomplish by keeping the idea of nutrition, but presenting another not so appealing or miss use of alternative options of the consumption of the vitamins compare with convenience of just taking Centrum.
Also let us not forget about the font type. An advice given by Steven Brower, Print magazine, New York, has also change the layout of what I had plan for the photo campaign. “Never, ever, ever stretch type. It distorts the letter forms, creating thin verticals and thick horizontals, among other ghastly things.”
Thursday, August 26, 2010
EOC Week 7: Exciting Ad x 4
I was looking for ads and I found this one that I really like and I believe is a strong and exiting ad:
Reasons:
1: The composition is great.
2: Using asymmetrical Balance, and having the black background and the intense red as a foreground, it forces to pay more attention at the main figure.
3: It also shows great use of the positive and negative space in order to show a silhouette of a woman wearing a dress and in the edges what it’s really made of…paint!
4: Rhythm, it shows lots of movement as the paint seems to come out of the bucket.
Reasons:
1: The composition is great.
2: Using asymmetrical Balance, and having the black background and the intense red as a foreground, it forces to pay more attention at the main figure.
3: It also shows great use of the positive and negative space in order to show a silhouette of a woman wearing a dress and in the edges what it’s really made of…paint!
4: Rhythm, it shows lots of movement as the paint seems to come out of the bucket.
EOC Final Product: First Thoughts
I think I am going to focus my idea on vitamins. This product will allow me to use tons of information. Another thing is that vitamins are incredibly appealing to a much mature population. By combining mediocre or comic ways of having fruits and vegetables and comparing them with the simple way of just taking small vitamins, I can promote the use of the vitamin product instead of the depicted image.
As a mention before I will use comedy to lure the audience to the product. Allowing the consumer to think that there is no better way about taking vitamins but to buy the product that will be presented. I most likely be using Centrum as my main product.
As a mention before I will use comedy to lure the audience to the product. Allowing the consumer to think that there is no better way about taking vitamins but to buy the product that will be presented. I most likely be using Centrum as my main product.
EOC Week 6: Make'em Laugh
Yes, I finally get to talk about the subject that I love the most of advertising: Comedy! A today I will use one of my favorite commercial of all time. Now will admit that even I have a soft spot for comic commercials, the reason I love this one is because it actually worked on me. This commercial that I first saw while going to the movies during my high school has made addicted to always try to purchase this darn product (by the soda is not that bad, I am just upset that is not more widely distributed on stores. As I said I really like this drink!)
The commercial is for the Vault Soda drink witch marketed their product to be one of the first combination of Soda and Energy drink. By personal experience I can tell you that it really works, but that is beside the point. In the commercial we see the typical couple relaxing on the beach, when the skinny boy friend decides to get a drink for both of them. Not long after he gets to the bar a more masculine and attractive man approaches the girl and try to show off by given her a pearl necklace.
For any guy this is mayor “No-Go” and definitely not for the boy friend. When all of a sudden that narrator start speaking as to motivate or instigate him to take action. The bartender then, forgetting completely of the drinks he just asked for, gives him the mighty Vault!
As soon as he drinks Vault he gets the straight and motivation to reclaim what is his. The skinny guy takes firm action by taking a boat to the middle of the ocean were device many things to obtain the so much desire prize: no one pearl….but WHOLE OCEAN OF PEARLS!!!!
This commercial is one of several commercial for Vault. And all of them have that comedy theme making the average Joe become incredibly productive and ingenious when it comes to achieve goal. Another thing that I love is the motivation and emphasis of the narrator or instigator as ever you wish to see him. But in any case, definitely one of my favorite ones!!!
The commercial is for the Vault Soda drink witch marketed their product to be one of the first combination of Soda and Energy drink. By personal experience I can tell you that it really works, but that is beside the point. In the commercial we see the typical couple relaxing on the beach, when the skinny boy friend decides to get a drink for both of them. Not long after he gets to the bar a more masculine and attractive man approaches the girl and try to show off by given her a pearl necklace.
For any guy this is mayor “No-Go” and definitely not for the boy friend. When all of a sudden that narrator start speaking as to motivate or instigate him to take action. The bartender then, forgetting completely of the drinks he just asked for, gives him the mighty Vault!
As soon as he drinks Vault he gets the straight and motivation to reclaim what is his. The skinny guy takes firm action by taking a boat to the middle of the ocean were device many things to obtain the so much desire prize: no one pearl….but WHOLE OCEAN OF PEARLS!!!!
This commercial is one of several commercial for Vault. And all of them have that comedy theme making the average Joe become incredibly productive and ingenious when it comes to achieve goal. Another thing that I love is the motivation and emphasis of the narrator or instigator as ever you wish to see him. But in any case, definitely one of my favorite ones!!!
Thursday, August 12, 2010
EOC: Ad Categories
Hi there, today i get to talk about different type of add categories, so hope you like the examples that i picked!
Fantasy:
In here we have the old time super hero flying on the sky. We all now what that great "S" represents...is Superman. But wait he brought a friend with him....is that Milk!!!
Yes sir, in this ad the milk company is using a well know American icon and showing us how he really gets all of his powers and that is by drinking milk.
I think its a great example of Fantasy Ad, for the simple reason that is very, very cool. It really makes you want to drink mil, and creates an idea that by doing so, you can also become a superman, just like your hero!
Adventu
res and Differentiation:This one I really like. Some times you there sitting on your couch thinking what to do. Most people will start thinking about going out, but were? well the answer is not that easy when you been all over town already....but what about whats out side your town, heck what about whats out side your own country.
People don't really realize how important it it to travel, to learned from new cultures and languages. Meet new people with different life styles so different from ours, and even the way they look at life. Those awesome places that only in dreams we there to see.
This ad not only tells you to go and visit a new place, but that you have the whole entire world around you to discover!
Image or Lifestyle:
Who does not like to smell good? well every likes to smell nice. No one likes to be rejected because of their natural aroma....but how about this, not only will you prevent rejection but you will fill with so much attention that you will feel like a rock star!
Well this add for CK shows you just that. The opposite of rejection or alienagion from not smelling savy, and what is that? Attention, loots of attetion. The use of that people dressed for night out in the town inplies party, a social and way life that one could desire....but just make sure to were the cologne.
Thursday, August 5, 2010
EOC: Bob Isherwood
Bob Isherwood it’s a very well know and talented artists that have numerous award for his unlikeness and vision on the advertisement industry. Australian born Isherwood has work for over 12years for the advertisement firm Saatchi & Saatchi as a the World Wide Director for the company, and in later years retire from.
He’s talent has earned him very rare awards like the Golden lion ward at international Advertising Festival. He was also awarded the British Design and Art Direction gold award, a presticius award that only very few people have been awarded to.
Isherwood has work for Saatchi since 1986 and just recently left the company this past November 2008 to find a new path for himself. When he left he said:
"For the past 12 years I've been focused on the reinvention of Saatchi & Saatchi," he told Ad Age from his home in Miami. "Now I've reached a point where I feel a need to reinvent myself."
http://creativity-online.com/news/bob-isherwood-leaves-saatchi/132362
But great sadness but yet happy to be able to work with such a creative mind, Kevin Roberts CEO of the firm, said goodbye to his old friend:
"This has been brewing for a year," he said. "Bob's a restless creative guy. We've been privileged to have him for the best part of 20 years…But he has lots of juice left, he's not just going to wonder into the darkness, and he felt he needed to explore that… and while I'm really excited for him, I'm devastated too."
http://creativity-online.com/news/bob-isherwood-leaves-saatchi/132362
His works are worldwide recognize. Among all of his works he had the pleasure to work for great companies such as Toyota, were he was the World Creative Director and responsible for the lunch of the Toyota‘s Prius.
"Bob Isherwood embodies a professional and personal tradition of creative leadership, integrity and dedication to great ideas that make a difference"
Ami Brophy, executive director, Clio Awards,
http://designtaxi.com/news/6946/Clio-Awards-Honors-Bob-Isherwood-With-2007-Lifetime-Achievement/
Here are some the old and new ads that from Mr. Isherwood former firm Saatchi & Saatchi:
He’s talent has earned him very rare awards like the Golden lion ward at international Advertising Festival. He was also awarded the British Design and Art Direction gold award, a presticius award that only very few people have been awarded to.
Isherwood has work for Saatchi since 1986 and just recently left the company this past November 2008 to find a new path for himself. When he left he said:
"For the past 12 years I've been focused on the reinvention of Saatchi & Saatchi," he told Ad Age from his home in Miami. "Now I've reached a point where I feel a need to reinvent myself."
http://creativity-online.com/news/bob-isherwood-leaves-saatchi/132362
But great sadness but yet happy to be able to work with such a creative mind, Kevin Roberts CEO of the firm, said goodbye to his old friend:
"This has been brewing for a year," he said. "Bob's a restless creative guy. We've been privileged to have him for the best part of 20 years…But he has lots of juice left, he's not just going to wonder into the darkness, and he felt he needed to explore that… and while I'm really excited for him, I'm devastated too."
http://creativity-online.com/news/bob-isherwood-leaves-saatchi/132362
His works are worldwide recognize. Among all of his works he had the pleasure to work for great companies such as Toyota, were he was the World Creative Director and responsible for the lunch of the Toyota‘s Prius.
"Bob Isherwood embodies a professional and personal tradition of creative leadership, integrity and dedication to great ideas that make a difference"
Ami Brophy, executive director, Clio Awards,
http://designtaxi.com/news/6946/Clio-Awards-Honors-Bob-Isherwood-With-2007-Lifetime-Achievement/
Here are some the old and new ads that from Mr. Isherwood former firm Saatchi & Saatchi:
BOC: Jerry Della Fumma, The Big Idea
Advertising has always been a battle ground for creative people, fresh ideas, and revolutionary concepts. Many of those ideas have really changed the way we see the world. How we see things and use them and think about them. The art of the manipulation of our thoughts were not like they are now in days. Back in the day they were different, more serious, the ads were right to the point, then like a spark in the forest, it comes. Without warning someone out the blue comes and changes everything. But who are this people that have the bravery to come and challenge our thoughts and way of thinking?
Known as “the kid from Brooklyn” Jerry Della Femina is one of those men that helped revolutionize that era, and not only that, but he also was part of a different revolution…the Mad Men revolution.
He becomes a complete celebrity in the advertising society back in the 50th. He had a strong passion for adverting, and even a greater love for the money that came out of it.
His sense of humor and determination took him to higher places. From owning his own company “Della Femina & Partners” and handling important accounts for Izuzu, Meow Mix, and Pam Am among many others.
But what brings more attention to his career besides all of his great concept in advertisement is the book that he wrote back in the 60s: From Those Wonderful Folks Who Gave You Pearl Harbor. A title that was meant for a Japanese electronic company was use to name his book in where he portraits the life and adventures that someone in the add world back in that time would go through. He tells us from their irreverent sex life in the office to far out stunts to get the attention from companies to get their business. The good things and the bad things of being in the advertisement battle grounds or life style. And like he said in a interview:
"Let's face it: in advertising, you are paid more but you die younger," he says. "It's not very forgiving. Like sports stars, you're in it during your better years and then you're out looking for work."
Jerry Della Femina, http://www.guardian.co.uk/tv-and-radio/2010/jul/17/jerry-della-femina-mad-men
But now the advertising agencies are different from when he was in business, those old times are way gone but not forgotten. A really good portrait of how things were back in his time is being showed to a great detail in the TV series Mad Men. Here they portrait a life style base on the many stories found in Jerry Della Femina books. That goes to show you that even the old times have stories that will never die….especially if you promote them with a title to last!
Known as “the kid from Brooklyn” Jerry Della Femina is one of those men that helped revolutionize that era, and not only that, but he also was part of a different revolution…the Mad Men revolution.
He becomes a complete celebrity in the advertising society back in the 50th. He had a strong passion for adverting, and even a greater love for the money that came out of it.
His sense of humor and determination took him to higher places. From owning his own company “Della Femina & Partners” and handling important accounts for Izuzu, Meow Mix, and Pam Am among many others.
But what brings more attention to his career besides all of his great concept in advertisement is the book that he wrote back in the 60s: From Those Wonderful Folks Who Gave You Pearl Harbor. A title that was meant for a Japanese electronic company was use to name his book in where he portraits the life and adventures that someone in the add world back in that time would go through. He tells us from their irreverent sex life in the office to far out stunts to get the attention from companies to get their business. The good things and the bad things of being in the advertisement battle grounds or life style. And like he said in a interview:
"Let's face it: in advertising, you are paid more but you die younger," he says. "It's not very forgiving. Like sports stars, you're in it during your better years and then you're out looking for work."
Jerry Della Femina, http://www.guardian.co.uk/tv-and-radio/2010/jul/17/jerry-della-femina-mad-men
But now the advertising agencies are different from when he was in business, those old times are way gone but not forgotten. A really good portrait of how things were back in his time is being showed to a great detail in the TV series Mad Men. Here they portrait a life style base on the many stories found in Jerry Della Femina books. That goes to show you that even the old times have stories that will never die….especially if you promote them with a title to last!
Thursday, July 29, 2010
EOC Week 3: Tobbaco Add
Every day that we outside going about, we get surrounded by adds that try to motivate or encourage the purchase of their products. One of those big companies that compete for our attention is the tobacco companies.
In this add from the 50’s made for Chesterfield tobacco company they use a very popular actress of that decade: Lucille Ball.
Chesterfield in this add is try to solve a very common problem: How to appeal to a very under seen market. At time the women earned their very famous title “House Wife” by doing exactly that, spending most of the time at home, attending kids and house shores while the husband when to work and bring the bread and butter. They road that Chesterfield took was the one thing that house wife did when not attending the many thing that they occupied their mind on, and that was TV, and using a very popular character from a very well seen show will hit the spot.
As I said before, the strategy was to get the female population to grab a cigarette that will fit them. Give them style and uniqueness as women. So we see the ever popular actress Lucille Belle holding a cigarette and claiming that “Chesterfield is her cigarette” This becomes very appealing since is a character that all women and that time could relate to.
The depiction of Lucille Belle saying to the public that there is no other cigarette made exactly for you but Chesterfield is intended to tell the receiving public that if you really want to be as sophisticated like her, that’s the cigarette YOU need to smoke.
In the Chesterfield knew their audience very well, House Wife looked up to the TV stars of that ear. Seeing their favorite shows while the husband was away gave them the opportunity to relax and experience a reality outside their own four walls. Given them an illusion that a cigarette that was preferred by their favorite actor or actress will get them closer to that glamor that they seen every day on their TV.
So the goal was obvious. To use a famous star that every women was familiar and offer them that illusion, that since that they took could share that fame and glamor that Lucille Belle enjoyed. A female they could relate to. And Chesterfield and their advertisers hit the nail when they were endorsed by Lucille, because like the show says “I love Lucy”, and they sure did love her…
Thursday, July 22, 2010
EOC Week 2: Ethics in Comercials
The video game world has been always center of hard critic for their methods of promoting their games. But one of all of the stands out more than other in the past. Its known as the “X Box 360 shooting commercial”
The commercial is trying to depict a shooting game online, and try to get consumers to become more active online gaming. But the theme of the commercial is not what became so controversial, but how they actually depicted the interaction, by having a lot people fake shooting each other.
A men walks on what it seem to be a subway station when he gets some uncomfortable looks from a stranger, then the last thing you know one of them fakes on pointing a gun at the other person as a sign of hostility. This creates a chain reaction by making everyone in the subway to start pointing their hands in a shape of a gun and pointing it at the closes person to them. As soon as one of the originators fakes to shoot and kill the other men, a Mexican stand-of begins. The add starts showing a mass of people killing each other with their hands as shape of a gun.
The commercial was banned for obvious reasons. Even though the goal was to attract more interaction with online games, the public view this as a very violent commercial, given young viewers a scenario were “fake killing” could be fun.
I had been playing games ever since I remember. Games themes and interactions does not really affect how can I distinguish fantasy from reality. But today kids are more technologically savvy and have more access to multimedia that can actually influence their view of reality even before they are expose to video games. At least with video games the parents have more control of they let their kids to have at home and be able to monitor them. But with multimedia, advertisement and other ways of communications there is no way to have a precise control of what the kids are viewing. And this commercial is one of many commercial that have been taken away from the eyes of young minds.
The commercial is trying to depict a shooting game online, and try to get consumers to become more active online gaming. But the theme of the commercial is not what became so controversial, but how they actually depicted the interaction, by having a lot people fake shooting each other.
A men walks on what it seem to be a subway station when he gets some uncomfortable looks from a stranger, then the last thing you know one of them fakes on pointing a gun at the other person as a sign of hostility. This creates a chain reaction by making everyone in the subway to start pointing their hands in a shape of a gun and pointing it at the closes person to them. As soon as one of the originators fakes to shoot and kill the other men, a Mexican stand-of begins. The add starts showing a mass of people killing each other with their hands as shape of a gun.
The commercial was banned for obvious reasons. Even though the goal was to attract more interaction with online games, the public view this as a very violent commercial, given young viewers a scenario were “fake killing” could be fun.
I had been playing games ever since I remember. Games themes and interactions does not really affect how can I distinguish fantasy from reality. But today kids are more technologically savvy and have more access to multimedia that can actually influence their view of reality even before they are expose to video games. At least with video games the parents have more control of they let their kids to have at home and be able to monitor them. But with multimedia, advertisement and other ways of communications there is no way to have a precise control of what the kids are viewing. And this commercial is one of many commercial that have been taken away from the eyes of young minds.
Wednesday, July 21, 2010
BOC
Ever since a young age art has influence my life in many different ways. Multimedia has been a big part of not only who I am but how I see things. But I was unaware of this world even when it was right there in front of my nose.
Now I live learning about my passion my grates love of my life; Photography and graphic design. This two doors of arts have allowed me to enter a world that I had only dream of. Even now at my early stages of study, it has allowed me to learned so many wonderful skills that has me thinking about the saying "The sky is the limit.." and makes me realize that sky its really is the limit.
Photography has allowed me to show the world whit the eye of a lens, how I see life, people and the world that surrounds us but that it goes completely unnoticed. Invisible because of our conformation of what our eyes are use to see in our ordinary life.
I have been bless with grate opportunities that have allowed me to express and show the world the soul of a person's face, the warmth of a rising sun, and the pain and sadness of a tire soldier after long a battle.
Strong images that allows a rare look at what really matter in life, in existence. But I know that my skills can still be improve greatly.
Now I study graphic design to complement my photography. I was really surprise with all the thing that graphic design was involve with and all the possibilities that were open to my ability to express my self, colors, movement and my photography.
Soon when I finish my studies I will be able to create new and amazing pictures and composition using both my photography and designer skill to attract new costumers for a client. Create memorizing logos and images. And with hard work and always with an open mind even be able to own my own advertising company or studio.
Now I live learning about my passion my grates love of my life; Photography and graphic design. This two doors of arts have allowed me to enter a world that I had only dream of. Even now at my early stages of study, it has allowed me to learned so many wonderful skills that has me thinking about the saying "The sky is the limit.." and makes me realize that sky its really is the limit.
Photography has allowed me to show the world whit the eye of a lens, how I see life, people and the world that surrounds us but that it goes completely unnoticed. Invisible because of our conformation of what our eyes are use to see in our ordinary life.
I have been bless with grate opportunities that have allowed me to express and show the world the soul of a person's face, the warmth of a rising sun, and the pain and sadness of a tire soldier after long a battle.
Strong images that allows a rare look at what really matter in life, in existence. But I know that my skills can still be improve greatly.
Now I study graphic design to complement my photography. I was really surprise with all the thing that graphic design was involve with and all the possibilities that were open to my ability to express my self, colors, movement and my photography.
Soon when I finish my studies I will be able to create new and amazing pictures and composition using both my photography and designer skill to attract new costumers for a client. Create memorizing logos and images. And with hard work and always with an open mind even be able to own my own advertising company or studio.
Thursday, July 15, 2010
EOC Week 1: VW Lemon
In the early 60s Europe hold the quality standard when talking about the vehicle industry. German engineering was known for their high motors performance and did a great campaign “The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font… that proclaims that this particular car was rejected… because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process…” (http://www.writingfordesigners.com/?p=1731)
The advertising campaign was a great hit in America the aim of creating something different was later seen as a very important mark in the history of advertising. “Volkswagen changed the course of advertising in 1962 with the “Lemon” ad. The DDB ad agency pioneered the collaboration of the art director and the copywriter to create an ad with humor. The ads were constructed to create a disconnected juxtaposition between the image and the words that created humor for the discerning viewer.”(http://designhistorylab.com/?p=1755)
”In order to introduce the Beetle to the U.S. market, Volkswagen hired Doyle Dane Bernbach (DDB) ad agency. The advertising campaign for Volkswagen Beetle, created by DDB, perfectly positioned the product and won the hearts and minds of the masses.” (http://www.syl.com/bc/advertisingcampaignforvolkswagenbeetletheno1advertisingcampaignofthecentury.html)
This was well accepted by the American viewer and was also consider as landmark well stablish by DDB in the advertising field also the era also known as “..Creative Revolution. “ As mention the two more recognize images that were posted on the different media was the pictures of the Volkswagen vichles with the titles of: "Think Small," and "Lemon," and other self-deprecating headlines presented the Beetle in an offbeat manner and afforded an opportunity to make things right with honest, explanatory body copy.” (http://www.designhistory.org/advertising_fall_08.html) After that the whole industry change, making advertising companies think and generate bigger and better ideas allowing the current race of originality.
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