Final Week 11 Class Evaluation

Evaluate this classroom experience and your progress towards meeting these objectives.  Consider your understanding and progress. How well do you think you are doing in this class? Taking into consideration the points obtained in the above grid, what grade do you think you deserve?  Write about 300 words, and the last sentence must include a letter grade you feel you have earned.

Answer--- I felt this classroom experience was definitely a positive one.  I learned a lot of material that now inspires me to think critically when viewing advertising campaigns. I am able to immediately pick out the tactics used in commercials, web, magazine ads, and etc.  I think I did a great job meeting the course objectives. There were many objectives to accomplish but we did a good job covering all of them. We discussed types of advertising, basics elements of ads, and industry standards as well as whom the big wigs in the industry actually are. The final project encompassed everything we needed to learn.  The research alone involved in the final project helped teach me things that weren’t in our textbooks. As you worked harder on the final project you learned what really goes into advertising campaigns. Our blogs associated with this class exemplified all course objectives. It’s too bad there’s not an Intermediate Advertising course at this school because I’m really interested in how to produce successful campaigns.  I learned that there is lots of money floating in the advertising world and it seems like a pretty fun job too! Many of the days in this class after the mid quarter I found myself asking deeper questions and analyzing things more and more on a professional level.  I enjoyed watching the films we were presented in class because it triggered me to ask Mr. Pinto more questions, yielding me more knowledge! Our projects we did helped open my eyes a bit. I’ve seriously considered pursuing something within the advertising fields. I think I did professional job in this class. I made it to class everyday required as well as participated everyday in all our studies. I also fulfilled all EOC’s, BOC’s, blog posts and final project posts. I met all the course competencies and fulfilled all course assignments successfully.  I think I deserve an “A” for the work I’ve put forth in this class.

EOC: Week 10

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What channels are you going to do to get your product noticed?

   To get my product noticed I'm going to use a variety of channels to get my product in the spot light. My main method I'm trying to use is a Television Commercial. Commercials seem to be the most effective since they are broadcast to a wide range of people. Commercials for my advertising campaign can be shown on any television channel but the target would be channels with many viewers such as MTV, VH1, or even Comedy Central.  The target audiences would also have to appeal to the stations as well, it would have to have a seamless-like appearance. Since my commercial is target adult audiences, those stations would be perfect compared to channels such as a Disney, Nickelodeon, or PBS. Another form I could use for my advertising campaign could be billboards or magazines. These are grouped together because most likely the two ads would be the same, just on a different medium. Since I already pitched and scripted my ad for the party commercial, the ad for the magazine/billboard could be a snapshot of what is happening in the television commercial.  It could be a glimpse, or remake of what was shown in the commercial. Keeping the television commercials and the magazine ads teh same will help keep the consistency across the board. Everything will feel seamless and the identity of the brand more inherent. These are my channels for getting my Starburst Commercial noticed!

[6] Analysis of Project in the Real World

The Slogan I chose to use for my Starburst Commercial is "Unwrap the Party!" This tagline will appear at the end of the commercial, or for ads in magazines. "The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line." (Landa 101) I chose this specific slogan because it's a play on words and actions associated with Starburst Fruit Chews.  Each Chew is wrapped in paper squares in a variety of colors representing the 4 flavors in every package.  By saying "Unwrap the Party!" it emphasis that each chew has a burst of life, a party in every chew.  It describes the excitement and energy that is inside each bite! "The visuals and the words should work cooperatively, complementing each other.." (Landa 96) I'd have to say its unique in its own way because the slogan caters to a younger youth age groups such as teenagers and young adults.  It's the perfect slogan to have because many people these days want to have fun and have a party! By having this slogan we can target "party-goer" audiences and even audiences that don't like parties but want to just break away and enjoy a little excitement. The font type of this slogan will also have a unique feel as well. It will be hip, flashy lettering, and will be used with a plethora of colors depending on the magazine, television, or web ad. My approach to conveying message in the advertisement will use the method of Problem/Solutions and Endorsements. My commercial will have a DJ and party that has a problem, the party is dying. To solve this problem, the DJ will consume a Starburst Chew that will reignite the fun and "unwrap the party!". "The problem/solution approach is sometimes used when the product, service, or group successfully solves an actual problem (think flaking skin, stains, identity theft, cleaning, cyberbullying) in one's life and/or the greater community." (Landa 117) The solution to the dying party is the Starburst. To make this commercial even more fun, it will feature a cameo appearance by a super model or actress endorser. Towards the end of the commercial you'll catch a sexy glimpse of your favorite actor passing a Starburst Chew to a male model. "An endorser can be celebrity, media personality, politician, or any supporter of the product or service. An endorsement is when a celebrity certifies a brand or group's claim or gives testimony to a brand or group's quality. Through projection and association, the brand or group acquires the cachet of the celebrity, borrowing the celebrity's regard, social status, or expertise in the field." (Landa 114) By having a star such as Kim Kardashian we can combine identities. Her persona is known to revolve around partying and hosting club events. A model such as her would fit this commercial perfectly to depict to the audience of a great time!

The brand behind the Starburst candy is The Wrigley Company, a subsidiary of Mars Inc.  One of the biggest competitors to Starburst are Mamba's by August Storck KG, and Now and Laters by Farley's and Sathers. Now and Laters as well as Mamba's resemble Starburst very similar. They are both square shaped taffy fruit chews wrapped in colored papers. The main difference between these 3 brands is focused on the texture of the candy. Now and Laters' texture is hard at first, and softens later as you eat it.  Mambas are soft all around when consumed. Starburst is in the middle because its candy texture is not too soft and not too hard. All the flavors of these 3 candies are similar as well. Mamba has 6 pieces of 4 different flavors, about 24 pieces. These flavors include lemon, orange. strawberry, and raspberry.  Now and Laters are sold with 4 pieces of 3 different flavors. The combination of flavors usually has watermelon, cherry, grape, or apple flavors. For Starburst their packages feature multiple original flavors of strawberry, orange, cherry, and lemon. After doing research throughout the internet it is learned that Mamba and Now and Later candies don't do a whole lot of marketing for their taffy treats. The only commercials found for Mambas and Now and Laters were older ads from the 60's and 70's.  Because these candies have been out for such a long time the general public knows about them and they rely on word of mouth for their marketing.  Their approach seems to be unconventional and not your typical advertisements on television. This could potentially be there tactic on purpose or potentially because of financial reasons within the companies. "Often, clients and agencies turn to unconventional marketing when the budget is too low for television or for rich Web solutions" (Landa 246) Starburst on the other hand is known to sponsor people and celebrities such as Michelle Branch (in 2003) to help both the cause and the candy.  To feature a cameo appearance of a celebrity in their marketing campaigns would be no surprise to the general public and still contribute to their advertising success.   I think some of the challenges that other companies may be facing is trying to keep in the spotlight with today's younger youth.  Almost everyone buys candy sooner or later it doesn't matter how old you are, but younger adolescents and children are the primary focus because you can brand them early on.  It is important to target those age groups. Some things to think about when promoting any campaign can be: "Does the campaign enter pop culture vernacular? More importantly does it positively affect the popular culture? Does it have a point of view of philosophy that changes things?" (Landa 192). By analyzing how Starburst has stayed in the spotlight these past decades it is evident they are tending to the mainstream consumers.  Some of their recently successful commercials have been "Berries n' Cream" in 2007 as well as their "Contradictions" commercial aired during the 2010 SuperBowl.  The SuperBowl alone is watched my millions of viewers, so I believe Starburst is in a good advertising standing. I believe their intent was to start a viral phenomenon.  With today's social networking that was just another medium for Starburst to utilize.  Not only would they have watched the commercial on television, because it was comical they would search for it again on the net, and then share it with friends, resulting in a viral spread. "Online marketing goes viral when people are infected by it (like a viral infection), and they spread it to others. To become infected, people have to like the content enough to share it; they must be engaged by it and want to pass it on to their friends and family." (Landa 244) Techniques like these have not been seen in advertising campaigns by Mamba and Now and Laters.  Becuase Starburst known to endorse celebrities this also leaves room for a potential spokesperson to represent Starburst.  "A spokesperson is an individual -an average person, actor, model, or other celebrity- who positively represents the product, service or group. If the role is a recurring one, that individual becomes the face and voice of the brand or goup." (Landa 112) Snickers did a similar tactic with a previous SuperBowl commercial a few years ago when they used Betty White to represent Snickers' candy bars.  This not only rocketed Snickers' sales but also reset Betty White's Career.   This is an incredible opportunity for Starburst!

What's going to set this campaign apart from everyone else is that we have fully analyzed our market.  We've come up with advertising tactics that our competitors have not.  To attract our customers we are going to advertise our commercials on the most popular viewed television stations such as MTV, Comedy Central, VH1, and the like. We'll target youth audiences to brand people early on and emphasize channels where many young adults and adolescents can be found. Our campaigns will also be seen in magazines most commonly read by younger adults as well.  We'll try to focus on magazine that pique interest in popular fields like fashion, teen magazines, or specialty sports like racing and snowboarding.  Our main goal will be to target today's popular culture. Our ads will be memorable everywhere they are shown, and they will all be linked to one another within the same campaign. "A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance." (Landa 204) In return this should yield us the most beneficial results because our attention will be set on the popular interest of society. Sites like myspace, facebook, tumblr, google, and any other high demand website will also feature our advertisements. "When a brand enhances or helps someone's online experience, that is called smart marketing. To the surprise of many, people become brand fans when they can relate to what a brand or group is doing in their social space." (Landa 242) This broad span of media will all benefit each other because all our ads will be spread throughout all mediums.  Our campaign won't have to change much because it will automatically adapt to the culture as its continues to spread. "Online ad campaigns could be used to drive visitors to a platform, which is an online media destination that people integrate into their lives and come back to again and again." (Landa 226) Everyone will be affected by our commercials because we'll make them understandable.  Everyone will be able to relate on some sort of level.  When someone thinks something is cool, they'll most definitely tell their friends about it!  We'll take this idea to a grander level so we can get the most attention for our ads. "The content would make us feel altruistic-we think our friends would benefit from what we find compelling" (Landa 245) The Starburst commercial will resemble the ads placed on websites and magazines.  This campaign as a whole has not been done by any of Starburst's competing products like Now and Laters, or Mambas.  This campaign alone will make Starburst shine within society!

The picture posted up above was a concept I put together in Photoshop.  This is a general idea of what the magazine advertisements would look like.  The idea can be put together on any medium. It doesn't necessarily have to be composed in Photoshop, I'm certain a freeze frame from the actual television commercial could suffice as well. To help promote Starburst even farther we could potentially use a known DJ too. The DJ pictured here is a known DJ among the house scene. His name is DJ Afrojack. This could help publicity because we could incorporate his identity into Starburst's advertising tactics.  This idea not only has to be featured in magazines it could potentially be a billboard or web ad on a popular website.  This picture would be perfect in a town such as Las Vegas because people will constantly be reminded of Starburst every time they go out to a club in the city.  We can even feature these ads on the actual websites of the clubs themselves.  If a tourist is looking for a hot destination in Las Vegas they would immediately see this ad on the clubs home page.  For this particular concept I decided to choose one of the fonts i had brainstormed in a previous blog post. I chose this one because it's colors were vibrant and it similarly matched the yellow found in the yellow Starburst Chew. "Letterforms or words may stand out by using weight for contrast." (Landa 218) It also went well with the picture because the photo was basically blue, and the yellow helped the words stand out more. It accentuated the picture quite nicely. "The main visual message is called the visual or image. Together, the line and visual should communicate and express the advertising message. In fact, in a really good ad, the line and visual, in combination, should have an additive effect.." (Landa 208) One of the biggest focuses I had prioritized in this ad was the eye tracing. I wanted the "Unwrap the Party" to have a huge emphasis. By placing the text on the bottom right corner of the ad really made it stand out. Naturally when first viewing the ad you are trying to figure out what it is exactly is falling down from the sky.Your eye movement starts its way at the top and follows downward. As your still looking downward to figure out what it is, you do find out, when you see the "Unwrap the Party!" text and realize its a Starburst ad. The falling Starburst chews made this ad very effective.  "Have you guided the viewer through the composition using arrangement, movement, alignments, and transitions (A.M.A.T.)?" (Landa 212) By no means am I graphic designer but I did focus on what the Robin Landa had mentioned was important when creating magazine ads. As a consumer I have realized that audio in a commercial plays a major role. One of the biggest things people love to hear is a catchy tune or an awesome song. "We have all heard advertising jingles that we can hum or that stay with us, provoking endearment to brands or nostalgic feelings.  Audio provides a strong component in screen-based media, lending to the audience enthusiasm, engagement, and a way to make the piece memorable, to make it stick. (Landa 220) For my television commercial version of this advertisement I'm going to do a 30 second spot. To model my commercial after a succesful idea, I am going to base some of the music liek what car commercials do. The latest Lexus commercial for the CT 200H has an amzazing song that flows very well with the ad. The reason why the ad is so successful is becuase people are desperate to find out what the song is, or if tehy already know, they are reminded later as the jingle is caught in their head. Theyll be singing it later, and later reminded of the car ad. Even after that they might even search for it online, just to be caught into more ads from the car company.. My idea is to use a similar tactic for the Starburst commercial!

Posted up above are scanned versions of my storyboard I sketched the the "Unwrap the Party" Commercial. Also included is a scan of the Script I wrote for this commercial. I've never scripted a commercial before that was actually going to be shot so I had taken the time for this project to do it efficiently as possible. To do this, I used a functional technique of storyboarding. "A storyboard is a series of drawings, sketches, or photographs of key shots of a planned television commercial, accompanied by text, used to visually explain an idea." (Landa 222) Storyboarding not only helps describe what is going on in the clip but also it has specific instructions that will guide the viewer. These storyboards are the first step to telling the story visually. I made sure to give extra detail in the story board so it can make filming much easier. "The visuals are drawn inside small frames, in proportion to a screen; and the action, sound or special effects, and dialogue are written underneath or next to each frame. It acts like a diagram of the commercial before it goes into production." (Landa 223) Like I had mentioned in an earlier post my main emphasis is to get these commercials online as well as in television. The goal is to make the commercial so memorable people will want to share it with their friends. The whole concept I'm presenting is sure to catch our viewer's attention. "Whether these are films, stories, brand-sponsored series, or any other form, the idea is to engage people enough that they will view is once, twice, maybe more, and share the item.." (Landa 224) When playing these commercials I think the most valuable air time could potentially be at night. It is a commercial of a club environment so night time will target more adult audiences. Adults are statistically proven to watch television more at night rather than during the day. People will love this commercial because it will get them hyped even in the night. When you've come home form a long day at work and your watching T.V. this ad will get you pepped up! "Television commercials, with a few exceptions, air more than once during a period of time. It is important to structure the ad so that it is interesting when viewed multiple times!" (Landa 222)

[5] Creative Content

Storyboard and Script for Starburst "Unwrap the Party" Commercial

Posted up above are scanned versions of my storyboard I sketched the the "Unwrap the Party" Commercial. Also included is a scan of the Script I wrote for this commercial. I've never scripted a commercial before that was actually going to be shot so I had taken the time for this project to do it efficiently as possible. To do this, I used a functional technique of storyboarding. "A storyboard is a series of drawings, sketches, or photographs of key shots of a planned television commercial, accompanied by text, used to visually explain an idea." (Landa 222) Storyboarding not only helps describe what is going on in the clip but also it has specific instructions that will guide the viewer. These storyboards are the first step to telling the story visually. I made sure to give extra detail in the story board so it can make filming much easier. "The visuals are drawn inside small frames, in proportion to a screen; and the action, sound or special effects, and dialogue are written underneath or next to each frame. It acts like a diagram of the commercial before it goes into production." (Landa 223) Like I had mentioned in an earlier post my main emphasis is to get these commercials online as well as in television. The goal is to make the commercial so memorable people will want to share it with their friends. The whole concept I'm presenting is sure to catch our viewer's attention. "Whether these are films, stories, brand-sponsored series, or any other form, the idea is to engage people enough that they will view is once, twice, maybe more, and share the item.." (Landa 224) When playing these commercials I think the most valuable air time could potentially be at night. It is a commercial of a club environment so night time will target more adult audiences. Adults are statistically proven to watch television more at night rather than during the day. People will love this commercial because it will get them hyped even in the night. When you've come home form a long day at work and your watching T.V. this ad will get you pepped up! "Television commercials, with a few exceptions, air more than once during a period of time. It is important to structure the ad so that it is interesting when viewed multiple times!" (Landa 222)

[4] Promotion

"Unwrap the Pary" Advertisement for Magazine (Concept)

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The picture posted up above was a concept I put together in Photoshop.  This is a general idea of what the magazine advertisements would look like.  The idea can be put together on any medium. It doesn't necessarily have to be composed in Photoshop, I'm certain a freeze frame from the actual television commercial could suffice as well. To help promote Starburst even farther we could potentially use a known DJ too. The DJ pictured here is a known DJ among the house scene. His name is DJ Afrojack. This could help publicity because we could incorporate his identity into Starburst's advertising tactics.  This idea not only has to be featured in magazines it could potentially be a billboard or web ad on a popular website.  This picture would be perfect in a town such as Las Vegas because people will constantly be reminded of Starburst every time they go out to a club in the city.  We can even feature these ads on the actual websites of the clubs themselves.  If a tourist is looking for a hot destination in Las Vegas they would immediately see this ad on the clubs home page.  For this particular concept I decided to choose one of the fonts i had brainstormed in a previous blog post. I chose this one because it's colors were vibrant and it similarly matched the yellow found in the yellow Starburst Chew. "Letterforms or words may stand out by using weight for contrast." (Landa 218) It also went well with the picture because the photo was basically blue, and the yellow helped the words stand out more. It accentuated the picture quite nicely. "The main visual message is called the visual or image. Together, the line and visual should communicate and express the advertising message. In fact, in a really good ad, the line and visual, in combination, should have an additive effect.." (Landa 208) One of the biggest focuses I had prioritized in this ad was the eye tracing. I wanted the "Unwrap the Party" to have a huge emphasis. By placing the text on the bottom right corner of the ad really made it stand out. Naturally when first viewing the ad you are trying to figure out what it is exactly is falling down from the sky.Your eye movement starts its way at the top and follows downward. As your still looking downward to figure out what it is, you do find out, when you see the "Unwrap the Party!" text and realize its a Starburst ad. The falling Starburst chews made this ad very effective.  "Have you guided the viewer through the composition using arrangement, movement, alignments, and transitions (A.M.A.T.)?" (Landa 212) By no means am I graphic designer but I did focus on what the Robin Landa had mentioned was important when creating magazine ads. As a consumer I have realized that audio in a commercial plays a major role. One of the biggest things people love to hear is a catchy tune or an awesome song. "We have all heard advertising jingles that we can hum or that stay with us, provoking endearment to brands or nostalgic feelings.  Audio provides a strong component in screen-based media, lending to the audience enthusiasm, engagement, and a way to make the piece memorable, to make it stick. (Landa 220) For my television commercial version of this advertisement I'm going to do a 30 second spot. To model my commercial after a succesful idea, I am going to base some of the music liek what car commercials do. The latest Lexus commercial for the CT 200H has an amzazing song that flows very well with the ad. The reason why the ad is so successful is becuase people are desperate to find out what the song is, or if tehy already know, they are reminded later as the jingle is caught in their head. Theyll be singing it later, and later reminded of the car ad. Even after that they might even search for it online, just to be caught into more ads from the car company.. My idea is to use a similar tactic for the Starburst commercial!

[3] The Big Idea

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What's going to set this campaign apart from everyone else is that we have fully analyzed our market.  We've come up with advertising tactics that our competitors have not.  To attract our customers we are going to advertise our commercials on the most popular viewed television stations such as MTV, Comedy Central, VH1, and the like. We'll target youth audiences to brand people early on and emphasize channels where many young adults and adolescents can be found. Our campaigns will also be seen in magazines most commonly read by younger adults as well.  We'll try to focus on magazine that pique interest in popular fields like fashion, teen magazines, or specialty sports like racing and snowboarding.  Our main goal will be to target today's popular culture. Our ads will be memorable everywhere they are shown, and they will all be linked to one another within the same campaign. "A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance." (Landa 204) In return this should yield us the most beneficial results because our attention will be set on the popular interest of society. Sites like myspace, facebook, tumblr, google, and any other high demand website will also feature our advertisements. "When a brand enhances or helps someone's online experience, that is called smart marketing. To the surprise of many, people become brand fans when they can relate to what a brand or group is doing in their social space." (Landa 242) This broad span of media will all benefit each other because all our ads will be spread throughout all mediums.  Our campaign won't have to change much because it will automatically adapt to the culture as its continues to spread. "Online ad campaigns could be used to drive visitors to a platform, which is an online media destination that people integrate into their lives and come back to again and again." (Landa 226) Everyone will be affected by our commercials because we'll make them understandable.  Everyone will be able to relate on some sort of level.  When someone thinks something is cool, they'll most definitely tell their friends about it!  We'll take this idea to a grander level so we can get the most attention for our ads. "The content would make us feel altruistic-we think our friends would benefit from what we find compelling" (Landa 245) The Starburst commercial will resemble the ads placed on websites and magazines.  This campaign as a whole has not been done by any of Starburst's competing products like Now and Laters, or Mambas.  This campaign alone will make Starburst shine within society!

[2] Competitive Analysis

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   The brand behind the Starburst candy is The Wrigley Company, a subsidiary of Mars Inc.  One of the biggest competitors to Starburst are Mamba's by August Storck KG, and Now and Laters by Farley's and Sathers. Now and Laters as well as Mamba's resemble Starburst very similar. They are both square shaped taffy fruit chews wrapped in colored papers. The main difference between these 3 brands is focused on the texture of the candy. Now and Laters' texture is hard at first, and softens later as you eat it.  Mambas are soft all around when consumed. Starburst is in the middle because its candy texture is not too soft and not too hard. All the flavors of these 3 candies are similar as well. Mamba has 6 pieces of 4 different flavors, about 24 pieces. These flavors include lemon, orange. strawberry, and raspberry.  Now and Laters are sold with 4 pieces of 3 different flavors. The combination of flavors usually has watermelon, cherry, grape, or apple flavors. For Starburst their packages feature multiple original flavors of strawberry, orange, cherry, and lemon. After doing research throughout the internet it is learned that Mamba and Now and Later candies don't do a whole lot of marketing for their taffy treats. The only commercials found for Mambas and Now and Laters were older ads from the 60's and 70's.  Because these candies have been out for such a long time the general public knows about them and they rely on word of mouth for their marketing.  Their approach seems to be unconventional and not your typical advertisements on television. This could potentially be there tactic on purpose or potentially because of financial reasons within the companies. "Often, clients and agencies turn to unconventional marketing when the budget is too low for television or for rich Web solutions" (Landa 246) Starburst on the other hand is known to sponsor people and celebrities such as Michelle Branch (in 2003) to help both the cause and the candy.  To feature a cameo appearance of a celebrity in their marketing campaigns would be no surprise to the general public and still contribute to their advertising success.   I think some of the challenges that other companies may be facing is trying to keep in the spotlight with today's younger youth.  Almost everyone buys candy sooner or later it doesn't matter how old you are, but younger adolescents and children are the primary focus because you can brand them early on.  It is important to target those age groups. Some things to think about when promoting any campaign can be: "Does the campaign enter pop culture vernacular? More importantly does it positively affect the popular culture? Does it have a point of view of philosophy that changes things?" (Landa 192). By analyzing how Starburst has stayed in the spotlight these past decades it is evident they are tending to the mainstream consumers.  Some of their recently successful commercials have been "Berries n' Cream" in 2007 as well as their "Contradictions" commercial aired during the 2010 SuperBowl.  The SuperBowl alone is watched my millions of viewers, so I believe Starburst is in a good advertising standing. I believe their intent was to start a viral phenomenon.  With today's social networking that was just another medium for Starburst to utilize.  Not only would they have watched the commercial on television, because it was comical they would search for it again on the net, and then share it with friends, resulting in a viral spread. "Online marketing goes viral when people are infected by it (like a viral infection), and they spread it to others. To become infected, people have to like the content enough to share it; they must be engaged by it and want to pass it on to their friends and family." (Landa 244) Techniques like these have not been seen in advertising campaigns by Mamba and Now and Laters.  Becuase Starburst known to endorse celebrities this also leaves room for a potential spokesperson to represent Starburst.  "A spokesperson is an individual -an average person, actor, model, or other celebrity- who positively represents the product, service or group. If the role is a recurring one, that individual becomes the face and voice of the brand or goup." (Landa 112) Snickers did a similar tactic with a previous SuperBowl commercial a few years ago when they used Betty White to represent Snickers' candy bars.  This not only rocketed Snickers' sales but also reset Betty White's Career.   This is an incredible opportunity for Starburst!

Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media. 2nd. Hoboken, NJ: Wiley, 2010. Print.

[1] Product Slogan

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   The Slogan I chose to use for my Starburst Commercial is "Unwrap the Party!" This tagline will appear at the end of the commercial, or for ads in magazines. "The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line." (Landa 101) I chose this specific slogan because it's a play on words and actions associated with Starburst Fruit Chews.  Each Chew is wrapped in paper squares in a variety of colors representing the 4 flavors in every package.  By saying "Unwrap the Party!" it emphasis that each chew has a burst of life, a party in every chew.  It describes the excitement and energy that is inside each bite! "The visuals and the words should work cooperatively, complementing each other.." (Landa 96) I'd have to say its unique in its own way because the slogan caters to a younger youth age groups such as teenagers and young adults.  It's the perfect slogan to have because many people these days want to have fun and have a party! By having this slogan we can target "party-goer" audiences and even audiences that don't like parties but want to just break away and enjoy a little excitement. The font type of this slogan will also have a unique feel as well. It will be hip, flashy lettering, and will be used with a plethora of colors depending on the magazine, television, or web ad. My approach to conveying message in the advertisement will use the method of Problem/Solutions and Endorsements. My commercial will have a DJ and party that has a problem, the party is dying. To solve this problem, the DJ will consume a Starburst Chew that will reignite the fun and "unwrap the party!". "The problem/solution approach is sometimes used when the product, service, or group successfully solves an actual problem (think flaking skin, stains, identity theft, cleaning, cyberbullying) in one's life and/or the greater community." (Landa 117) The solution to the dying party is the Starburst. To make this commercial even more fun, it will feature a cameo appearance by a super model or actress endorser. Towards the end of the commercial you'll catch a sexy glimpse of your favorite actor passing a Starburst Chew to a male model. "An endorser can be celebrity, media personality, politician, or any supporter of the product or service. An endorsement is when a celebrity certifies a brand or group's claim or gives testimony to a brand or group's quality. Through projection and association, the brand or group acquires the cachet of the celebrity, borrowing the celebrity's regard, social status, or expertise in the field." (Landa 114) By having a star such as Kim Kardashian we can combine identities. Her persona is known to revolve around partying and hosting club events. A model such as her would fit this commercial perfectly to depict to the audience of a great time!

Landa, Robin. Advertising by Design: Generating and Designing Creative Ideas Across Media. 2nd. Hoboken, NJ: Wiley, 2010. Print.

EOC Week 9: "For those who think young"

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Why does American Society want to be so youthful?

Everyone wants to be young because its the hip thing to be.  Young people are viewed as having more opportunities, as having more potential.  To be young and successful is the most ultimate goal ever!  Who wants to be old, and wrinkly, and oily? Not me, not you, not anyone.  We all want to be vivacious and full of life and energy! Old people are generally viewed as being sluggish and out of energy.  This century is all about the fight to stay young forever. Everyone wants to enjoy life to its fullest in their early days.  We all want to accomplish as much as we can before our days are up and there's no "life" left in us.  Young people are full of enthusiasm and tenacity.  They are eager to attain all that lurks around them.  They want the latest fashions, the latest gadgets, the newest toys, the newest cars. Being young is all about having "new" everything. New ideas, new faces, new people, inspiration! Young people help the world spin around because they bring new ideas to the table, and reinvent thing to make them more productive. It's a no-brainer why most companies want a young face in their office!

BOC: Week 9 Frank O'Hara

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Frank O'Hara is a artistic writer and poet. He was born on March 27th, 1926. He is most notable for his poetry that expresses himself in the moment. He went to school at Harvard for music. Later he found passions in writing, philosophy, and theology. O'Hara Graduated from Harvard in 1950 with a degree in English.

I'm definitely not one to critique poetry, I rarely read any for that matter. I am oblivious to the underlying meanings of their architecture. My input on Frank O'Hara's "Mayakovsky" is that it sounds like its describing the beginnings of his life till his death. He starts the poem by talking about his childhood with his mother and later mentions he was on a ledge, bleeding, about to jump out a window. My interpretation is that it may possibly be describing a suicidal attempt? Later looking at his life story, this poem could have been something he wrote on his death bed after his accident in Fire Island, New York. In New York he was hit on the beach by a man speeding in his car. The next day O'Hara had died from a ruptured liver. He uses the word rupture and refers to blood in his poem. Also this poem is named "Mayakovsky" which could tie into a connection with his favorite Russian poet, Vladimir Mayakovsky.

Week 8:EOC 10 Slogans

10 Slogans:

in different font and color

EOC:Week 7 Pitch

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   Club is losing energy and wearing down a bit. The Dj is striving for something to reignite some inspiration. He grabs into his backpack, and pulls out at package of starbursts. He turns around, eats it, and enters a mind state of bliss. He lets out a rush of air and sees a bright vision of light. He catches his breathe and refocuses on the duty at hand. He turns back around, rocking out to his own vibe and lays down a new track. The music begins to rise and build up, there is a sudden pause, he drops the beat, and the crowd goes wild! The club drops starts to rain, what looks like confetti. The camera zooms in on one of the dancers, and reveals a starburst square in her hand. Everyone is partying, harder than before, jumping up and down having a great time. She eats the package whole with the wrapper. Ending scene, the girl is leaning towards kissing a guy. She passes the starburst to the guy with her mouth, (implying that she unwrapped it in her mouth). She touches his chest, the scene fades to black. Ending line fades in: “Unwrap the Party!"

EOC Week 6: Chim Chim Cheree

Definitions:

Pic-O-Pay -
Fluoristan - stannous flouride used to fluoridate toothpaste and other dental preparations
Hexachlorophene - Disinfectant used in soaps and toothpaste
GL-70 - Gleem Toothpaste
Dermasil - Hypoallergenic skin creams and lotions company

Vitrol-D -

Lanolin wave -Hair lotion, for men

Boo-boop - Shave, type of razor, jingle

Tufsyn - Tread rubber used on tires, used by goodyear

Retsyn - Green flecks in breath mints like Certs

Acrylan -Acrylic yarn fiber

Marfac -vintage oil and gas ad marfak, or marine facility

Melmac - Dinnerware made from melamine resin

Orlon - Acrylic fiber, crease resistant, yarn like dupont,

Korlan - type of tree, that grows tropical fruit, type of fiber

Accutron - Type of watch,

Teflon - Non stick pans, stand high heat

Ban-Lon - Synthetic yarn used in clothing industry

Blue Magic whitener - Cheer Blue, white magic laundry detergent

Fastback - Ford Mustang

Wide-Track - Type of racing tires

Autronic Eye - Automatic adjusting headlight by GM

Platformate -type of ingredient added in gas, shell

it goes two miles more -Super Shell company ad

Nasograph - Type of mirror, breathe better

Naugahyde -Vinyl coat, fabric, interior, fake leather

The giant who lives in my washing machine - type of soap

jolly and green - Jolly Green Giant mascot for vegetable company

tiger who causes my gas tank to flood - Gas Station, Enco 1964 ad

handsome white knight - Ajax white knight mascot, cleaning products, ad targeted house wives

man with the eyepatch- Hathaway button down shirts mascot

that nut who flies into the front seat for Hertz -Couple lands in Hertz car commercial

    

 

 

EOC Week 6: Car Ad

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"Even batman would trade his whip for this black beauty." 

If you enjoy being wrangled, your head thrown in the back seat at +100 miles an hour, then you definitely gotta get this turbo charged monster! If you love a car that appreciates every year, a car that sells itself, a car that turns more heads than your best friend’s cheesy Italian meatball, then the MK IV Toyota Supra is your is all end all.  If you love a big set of twins like I do, you’ll be swooshin down the streets faster than a speeding bullet. Black leather interior, stretched black wheels, and a black murdered out paint job. Even Batman would trade his whip for this black beauty.

Week 5 EOC: Superbowl Commercials Good and Bad

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I thought this Super Bowl commercial was just simply brilliant. It was very memorable for both Volkswagen fans and Star Wars fans!  The ad was just cute and hilarious all at the same time. The commercial was able to say so much in such a short few seconds. It's basically about a child in a Star Wars suit pretending to be Darth Vader. He is running around the house struggling to use the force. His dad soon comes home and helps him out by giving him an extra boost of "the force". He is shocked at the end that the vehicle had started by his help. This ad was great because not only did it emphasize the remote start feature of the Volkswagen, but it incorporated Star Wars' "Force" to accomplish it. This was just an overall great commercial.  It targeted adults, children, Volkswagen and Star Wars fans all together. Great job VW!

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The commercial I chose ad for my bad list was the Motorola Xoom. I thought this advertisement was counter productive. In the commercial you see a guy sifting through crowds and crowds of people wearing white jackets and white headphones. Towards the end he reaches his office and gets the attention of a girl who also seems to be hypnotized with her white coat. I get the point of what the commercial was about. Everyone in white was supposed to represent Apple customers and the guy was supposed to represent something different. This ad was just counter productive for me the second I seen everyone wearing white it reminded me of Apple products. The second I seen a touch screen device it reminded me of the iPad. I thought this was an iPad commercial, therefore it made me want an iPad. I totally disregarded this tablet as a Motorola product. I was more interested in the iPad. This could just be because I am and Apple Product owner, but this commercial just wasn't working for me.

Most commercials during the Super Bowl are pretty great, some aren't. Either way the creative directors and designers of these ads did an amazing job. With closing, just to put it in perspective, it was an average of $3M for :30 of air time!!!

Who is Bob Isherwood week 4

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   Bob Isherwood is a former Worldwide Creative Director for Saatchi & Saatchi from 1996 to 2008.  He was born are and raised in Melbourne, Australia where he later studied Advertising Art at Royal Melbourne Institute of Technology.  After college he made his way to the United Kingdom to find a career.  He eventually returned to Sydney, Australia.

“In 1982 he returned to his native Australia as founding partner of The Campaign Palace Sydney."

In 1986 where he was hired by Saatchi & Saatchi. He soon became a Creative Director in 1988 and eventually became a Worldwide Creative Director for Saatchi & Saatchi in 1996.  Isherwood holds many creative awards, in matter of fact, close 8,000!

“Bob Isherwood was Worldwide Creative Director of Saatchi & Saatchi and under his leadership, the network won almost 8,000 significant creative awards. During his 35-year career in the advertising industry, his work has been endorsed by the industry's most prestigious national and international award shows."

 Isherwood has even been spotted at festivals and won awards there as well. 

"Bob Isherwood, worldwide creative director, Saatchi & Saatchi, has been selected by the international Clio Awards to receive its distinguished Lifetime Achievement Award for 2007. "

Mr. Isherwood is a virtuoso in his creative field.  He views advertising as more of a connection rather than just selling a product or purpose.  He alone, has led innovative ideas changing the advertising industry world.  Well I shouldn't say he alone, but his ideas have guided teams in accomplishing media goals.

Cigarette Advertisements eoc week 3

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Framing the Scenario
1. Determine the scenario: What's happening in this frame?

   Well in this advertisement it looks as though the Cowboy is lightening up a cigarette while riding his horse.  This is evident because he is wearing a country style hat and you can see the ropes to his saddle.  He looks like he is taking a break.

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

   The setting looks like a grassy plain perhaps.  He's definitely riding an animal such as a horse in a field.

3. Who are the people or groups?

   The person is a cowboy, a dominant figure. The model of this ad has a square masculine face and he is also wearing a collared shirt.

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

   His point of view may not be known but in this picture he looks as if he is taking a quick break while riding.  Maybe the point of view is to show "After a longs day of hard work, I relax with a cigarette on the ride home. 

5. What are their goals?

   I think the goal of the advertiser is to market the cigarettes to people wanting to either take a break or to people who want to project a dominant figure.  The idea behind this ad may be, "If he can do it, so can I," or maybe it's "I can look like a cowboy, if I do this"

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

   Well it is definitely assumed this man is a cowboy because of his appearance.  The perception of the advertisement is that "you too, can be a strong working cowboy" if you smoke a cigarette. Older Marlboro advertisements had a cowboy as their mascot.  This advertisement could also just be a revamped version of the classic style.

7. Are there conflicts?  Is there cooperation?

   This advertisement doesn't have any contradicting perceptions.  The cowboy is just smoking a cigarette.

8. What are the outcomes?

   I think the outcomes of this advertisement is that it its marketed to younger youth.  "When I grow up, I can smoke and be a cowboy".  Cowboys are dominant figures, and showing a man smoking broadcasts this is a masculine thing to do. 

Ethics of Advertising

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The Super Soaker Oozinator.  This advertisement is quite controversial.  At first glance of this video I thought it was just a simple kids squirt gun, boy was I wrong!  At closer inspection you discover there's an underlying sexual innuendo.  The Oozinator, isn't your typical squirt gun.  It shoots chunky white ooze at its victims! The physical action taken to initiate the "gun" is a stroking motion very similar to male masturbation. To top it all off, the kids that are using the gun are not young children 12 and under.  The marketing for this super soaker is definitely targeted towards teenagers.  The actors in the commercial were teenagers as well, teenage boys. If the directors would have chosen teenage girls to participate in this commercial I could have seen even more controversy!  Luckily this toy is no longer on the market, Hasbro's website doesn't have it in their databases anymore.

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This advertisement is pretty controversial as well. This campaign was run by "Lorgan's the Retro Store" to market their 60's merchandise.  These series of ads were featured in magazines and web in 2008.  All of them feature psychedelic colors and 60's era decor and not to mention a whited stencil of pornographic material.  one of them even had a male couple, a ménage à trois, and various sexual positions.  I won't lie most of these advertisements are quite artsy and are very cool.  Unfortunately after closer inspection it does raise some eyebrows!magazine source

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This advertisement at first glance may not depict what you originally thought.  This ad was run in Portugal for MTV to teach youth to practice safe sex.  Well, safe sex definitely wasn't what I first interpreted from this advertisement. At first sight it looks like it's promoting shooting women!  The picture itself just has a bad connotation for me.  It just promotes putting women down.  If this ad campaign mayeb had a counterpart where a woman was aiming at a male's privates, maybe that would help set the mood.  This adverstiement is questionable unethical. 

BOC Week 2: About Me

Hello World,

Welcome to my Fundamentals of Advertising blog! Hi my name is Kevin Lum and I am a professional in the audio industry field. I am a graduate from The Art Institute of Las Vegas as well as a native to the Las Vegas, Nevada area. I received my Bachelor's of Science Degree in Audio Production in the Summer of 2011. I have creative talents and industry skills such as mixing, mastering, recording, and the like. During the week I intern at news talk radio station: AM 720 KDWN. At KDWN radio I run commercials and do live shows that involve board operation and live mixing. On the weekends I am a DJ and Entertainer for Sight & Sound Events. As a performer on the weekends I work social festivities such as weddings, parties, and corporate events. Not only do I enjoy all aspects of audio I am also a musician as well. I have been playing guitar for over 7 years and enjoy discovering new instruments. I enjoy collaborating with fresh artists and love to write and compose new music. I am fluent in all environments of Audio and am familiar with the Video market as well. If you're interested contacting me, you can reach me at akoostik9@gmail.com or check out my website at www.ktlproductions.com!

EOC Week 1: VW Lemon

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The Volkswagen Lemon Ad was a very effective ad because it pretty much guaranteed their clients would receive the highest quality product from their factories.  The advertisement describes how prestigious their inspection process is and even mentions one of their inspectors by name!  

“The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn't have noticed it; Inspector Kurt Kroner did.”

The attention to detail in the craftsmanship is what makes Volkswagen such a reputable automobile manufacturer. In a short few words the advertisement is able to inform you of just what exactly happens behind closed doors.  They give you a quick peek of what really happens in the decision process of what car is a keeper and what car is no-go.
“There are 3,389 men of our Wolfsburg factory with only one job; to inspect Volkswagens at each stage of production. (3,000 Volkswagens are produced daily; there are more inspectors than cars.)”  
The fact that there are more workers than cars is pretty amazing.  There is always more than one pair of eyes inspecting the detail of work in the Volkswagens. The biggest value of this advertisement is that the consumer is getting their money’s worth because the vehicles retain their highest values.  

“This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large, than other cars. (It also means a used VW depreciates less than any other car.)”

Less money on maintenance costs is a big deal to some consumers.  This advertisement hit home on all levels.  It’s brief and quick to the point and packed with lots of information!

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