Week 9 Discussion

Rochelle M

Describe an advertisement you have encountered that was personalized to you: What visual or text elements do you recall about the ad, and how did the personalization affect you?

Personally I like the Kia Soul, Dancing Hamster Commercials. I had originally been looking into buying a Kia Soul for myself and had thought long about it. Especially once these new commercials were released. I love how they use up to date music and also use dancing hamsters… who has ever done that… ever? Exactly, it was something different that caught my eye and continues to catch my eye with each one that they release. I still haven’t bought my Kia Soul but I’m getting pretty excited and anxious watching these commercials.

Here is an example of one.

http://youtu.be/DKU8lofzdpA

 

Week 9 Concept

Rochelle M

Washington Post

Digital Divide, defined based on access to technology

The gap between those individuals and communities that have, and do not have, access to the information technologies that are transforming our lives.

Example from the Washington Post

http://www.washingtonpost.com/national/digital-divide-young-and-old-differ-on-e-book-preferences-according-to-pew-study/2012/10/23/e4aea654-1cc6-11e2-8817-41b9a7aaabc7_story.html

This is an article about a new survey that shows a generational gap among e-book fans. Readers under 30 prefer cellphones and computers. Whereas those over 30 like devices such as the Kindle. The Survey results show that teen readers were less likely to read an e-book than those older. An example of the numbers: 12 percent of respondents aged 16-17 have read a e-book over the past year, compared to the 21 percent for ages 18-24 and 25 percent for ages 30-39

This is a fair example of the growing digital divide among the generations. However the numbers are not significantly great they still show a digital divide between ages/generations while using technology.

Week 8 Discussion:  How a favorite or hated ad influenced oneself

My ad is http://www.huffingtonpost.com/2012/10/08/mitt-romney-debates-himself-video_n_1949414.html.  This video is about Mitt Romney and his clashing thoughts on promises made.  From the video, I have decided to vote for Obama since the video effectively showed the faults of Romney’s campaign.  Just effectively rewording true information can cause misinterpretation, whether it was meant or not.  Such as if your boyfriend or girlfriend was caught holding hands with someone else and you were told just that part and not that they were holding hands because they were praying together, could cause misinterpretation.  Although I am using misapprehension as an example, it wasn’t used in the video I shared, it just simply reinforced my point about how wording and placing information in different places can change perspective.

Week 8 Discussion Question

Advertisement can be used to bring people together or inform people about a great new product that could make your everyday life easier. These are all great uses of advertising. It can also be used to promote nonprofit organizations and other such programs.  I enjoy this christmas commercial from target. It has a simple message that is clearly delivered. Even Santa knows to run to target to get all of his last minute shopping done. This commercial has a great combination of humor and clear message delivery.

I think that both the bandwagon effect and visual techniques that produce involuntary effects factor into the success of this commercial.  for the bandwagon effect they are getting at the fact that if Santa does it so much everyone else since he is the master at Christmas shopping.  The slow motion run with his belly bouncing is humorous as well as the dramatic music triggers an involuntary positive reaction to this commercial.

 

 

Week 8 Discussion Question

By: Shelly F.

Based on the concepts from Unit 2 (see Concept Book Unit 2) or from the textbook (for example, see page 300), explain why your most favorite or hated ads had an influence on you. What was it that worked – or didn’t work?

Two of the ads that I used last week were political and therefore had either a clear liberal or conservative bias.  I hated both of these ads not only because they follow the agenda setting theory which is based on rousing public awareness on one side of an issue, but also because they focused more on press agentry and publicity due to the upcoming election.  The ads in question had a repulsive effect on my perception of both candidates.  Not because I disliked their respective platforms, but because their campaign managers had endorsed the use of mud-slinging.  I know that a reverse snob-appeal technique is effective, but it makes me distrustful because it makes me think that both candidates are among those who believe that “the ends justify the means.”  If I didn’t know what women had to do to acquire the right to vote in the first place I might not exercise it (see http://www.infoplease.com/spot/womenstimeline1.html).

Week 8 Discussion

Rochelle M

Based on the concepts from Unit 2 (see Concept Book Unit 2) or from the textbook (for example, see page 300), explain why your most favorite or hated ads had an influence on you. What was it that worked – or didn’t work?

My favorite advertisements are a part of the Shelter Pet Project. These ads are focused on spreading the word that pets in shelters are wonderful and lovable, and encouraging potential adopters to consider the shelter as the first place to look when acquiring a “new best friend.” The technique I believe that is used to make this campaign so successful is (Visual communication techniques in ads that trigger involuntary responses).

 This concept refers to things we see that because of our biological nature or experience, are more likely to gain our attention.

1. Unfamiliar, novel or weird things

2. Visual metaphors, like a snail to represent slow customer service

3. Direct eye gaze

4. Emotion

5. Humor

6. Imitation

7. Sexuality

8. Continuous repetition of cues

9. Narrative or stories we want to see the end to

The Shelter Pet Projects has most of these characteristics in its commercials including: 1. Unfamiliar: at Cat is the lead character and he is talking about a little kid playing in a litter box. 2. Visual metaphors: the cat believes the sand box outside is a giant litter box. 4. Emotion: this project is about finding your new best friend or family member which can be a great emotional experience. 5. Humor: The cat finds it hilarious and gross that this little kid is playing in a litter box and it make the commercial itself funny to picture what a cat may be really thinking about all we do. 9. Narrative: The cat in this ad narrates us through the commercial talking about his new family. These are some eye catching factors for one commercial to have; this is why I believe this campaign is so successful.

Week 8 Discussion

by Heath Nicholson


Based on the concepts from Unit 2 (see
Concept Book Unit 2) or from the textbook (for example, see page 300), explain
why your most favorite or hated ads had an influence on you. What was it that
worked – or didn’t work?

My favorite ads came from Old Spice – specifically, the “Believe In Your Smelf” commercials with Greg Jennings. There are several things Old Spice did right to make these commercials so successful. First, they picked a great person to build the commercials around. Greg Jennings is phenomenal on the field, but he also conducts himself very well off the field – his actions over the years have tremendously built his fan base.

Second, they picked one of the largest audiences in the nation: NFL fans. According to Nielsen Research, the top ten most viewed broadcasts in 2011 were:

Top 10 TV Programs – Single Telecast                   Rating  Total Viewers (000)
1. Super Bowl XLV FOX 2/6/2011                                37.7     111,041
2. Super Bowl XLV Kickoff FOX 2/6/2011                     23.6      69,666
3. Super Bowl Post Game FOX 2/6/2011                     22.4      66,030
4. AFC Championship on CBS  1/23/2011                   18.6      54,850
5. NFC Championship FOX 1/23/2011                         17.6      51,884
6. AFC Divisional Playoff-SU CBS 1/16/2011                14.8      43,463
7. AFC Championship Pre-Kick on CBS 1/23/2011       13.4      39,473
8. NFC Wild Card Game FOX 1/9/2011                         13.3      39,274
9. Academy Awards ABC  2/27/2011                            12.9      37,922
10. Super Bowl Pre FOX 2/6/2011                                11.9     35,136

The NFL has stolen the show, as they took all but one of the top ten spots (Academy Awards – 9th). There has been a surge in recent years of the “manly-man” advertisements. Trucks, deoderant and body wash, shaving cream and razors, burgers, beer, suits, motor oil – all certainly are manly products. Well, at least products used by men. When will the manly-man themes come to an end? The end remains to be seen, but there is one thing we know for certain: no product is off limits.

Photo:

Greg Jennings – http://www.brandingmagazine.com/tag/old-spice/;