[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.