Update, Tweet, Blog, Repeat

            Blogging right now I realize that this wouldn’t have been as easily possible a mere 10 years ago. Thanks to this blog site and other sites like Tumblr, anyone with Internet access can blog their thoughts away to the public. Since the moment I was given an iPhone and Mac Book Pro when I graduated high school and my junior year when I was able to finally get a Facebook, technology and social networking have transformed my life. On my iPhone I currently have 58 apps with the majority being social networking apps. Being able to check the weather instantly, set reminders, snap crystal clear pictures, and check my Twitter feed with a single tap on the screen, I literally have access to the world at the tip of my fingers. Despite how rapidly the social media networks are being updated daily, I have no doubt that it will only continue to grow.

Below is short video clip displaying the statistics on social media and technology:

            It’s difficult to believe how much social media has grown in just the past 10 years alone. Realizing the power of social media, businesses are using it to their extreme advantage by creating their own company Facebook pages, Twitter accounts, and Instagram profiles. Even celebrities are promoting themselves by posting increments of their life onto Twitter and Instagram. Due to our current hunger for constant updates and fast-paced technology, social media is at the heart of our daily lives. I can’t say how many times my friends and I are casually hanging out with little than five minutes passing before someone takes out their phone to check out the latest post. Since we do crave the latest and greatest though, companies have to constantly update and create imaginative ways to be noticed in such a fast-paced environment. Then, if companies are lucky and creative enough, the consumers will do the rest of the advertising by reposting, reblogging, tagging, and tweeting about every aspect of the product or company. Technology has continued to amaze me with new apps and lightning speed access, so I’m sure it will have no problem embedding itself into the lives of many to come in the future. 

Can You Keep Up with the Traveling Toblerone?

            How can we get a well-off newly wed couple to thirst for the Toblerone Chocolate? They already have a lavish home, the most expensive technology, and travel the world as they please, so what is going to make them reach for that Toblerone pyramid? My group and I decided to use this traveling sensation to promote our idea of the Traveling Toblerone!

            Promoting through social media, we decided to use Twitter, Facebook, and YouTube. Facebook would basically be our main website that would connect to Twitter and YouTube through links on the home page. Customers of the Toblerone product have the chance to win a year’s supply of Toblerone chocolate and a ski trip to Switzerland if they submit a photo of them eating the Toblerone chocolate in a unique classy setting. An example would be eating the Toblerone chocolate while sitting atop the Cheesecake Factory in San Francisco with a cup of wine in hand. Winner would be determined based on the number of Facebook likes a picture accumulates on the Toblerone wall. By using their imagination to eat this special chocolate in exquisite settings, we thought the couples would get fairly competitive to outdo one another to win this wonderful prize.

            Once on the Facebook page, the consumers can venture to our Twitter page where they can view the Facebook pictures and tweet about where they are eating their chocolate. In order to submit their picture for the Facebook competition they must submit at least one tweet advertising their Toblerone location. Tweeters must also use the hashtag #travelingtoblerone in their tweet. Twitter would not only be another way for the consumers to brag about the amazing place they are eating their Toblerone, but will also further advertise the many places our traveling Toblerone has been.

Below is an example of using a hashtag reference to promote (but in this case Maggiano’s Restaurant is using Instagram):

            Lastly, for our YouTube channel we will have it open for consumers to submit videos of them traveling with their Toblerone all over the Bay Area. An example would be a family traveling with their Toblerone and happily sharing it amongst each other along the road. Each video could only be a maximum of 30 seconds. The videos would be a live feed that would provide fun entertainment for all. At the end of the month we will announce a winner who has the most creative and exciting video that proudly advertises our Toblerone. Winner would receive the chance to create their customized Toblerone chocolate with our chocolate connoisseurs!

            With the combination of these three widely used social media networks, Toblerone will be traveling not only through the many channels of the Internet but also through the lives of the consumers.

            

Yes Commercial, Please Interrupt My Program

           Berries and creme, berries and creme! When I first saw this commercial I wasn't in the most welcoming mood since it had interrupted my favorite tv show, but due to its comedic approach and quirky idea, I enjoyed it. Catchy jingles, unique hooks, and interesting ideas all make up the creative world of advertising. Yet when a new commercial pops up on my screen I immediately hope that

1. It won’t take up too much time 2. It might be something worth watching and 3. That it won’t get annoyingly stuck in my head for the rest of the day. The worst commercial is the kind that is in the category of interruptive advertising, which means that it fully interrupts the program you are watching. More times than I can count I have encountered moments where I am fully captivated by the tv and am on the edge of my seat to figure out the results when out of nowhere the program is cut and a loud and boring commercial claims the screen. Advertisers have a tough job because they have to catch the attention of the audience in a way that is unique, yet they can’t go overboard or the audience will become disinterested and annoyed.

An example of a commercial that personally annoys me because of the lengthy corny tune is shown below:

            Unfortunately, I have viewed this commercial more times than I can count because it never fails to interrupt when I’m watching MTV. If the commercial was shorter, had a better tune, and overall was more creative in its approach then I would be much more tempted to not change the channel. Also, based solely on the commercial, I have no interest whatsoever in the product. Instead of drawing me into the product I am automatically turned away without giving the product a chance, all due to the annoying tune. Commercials only last a short duration, so it's the advertisers job to make each second count. 

            On the other hand, there are commercials that have captured my attention in a positive light (such as the Starbursts one at the top). With the use of the imagination to link the product with a humorous approach, the following advertisements below is entertaining, not annoying. There is no need for a repetitive and sloppy tune because this commercial alone is memorable with a unique idea. Instead of instinctively changing the channel when there’s a commercial break, I surprisingly looked forward to this commercials because they found a way to sell their product in an ingenious and intriguing manner. 

Bugs Everywhere, Fear the Vacuum!

            When you’re about to fall asleep at night, the last thing you want to worry about is if there is a spider crawling around on your ceiling or on the wall above your head. I used to cringe whenever I’d have to kill a spider by smacking it with a shoe (and sometimes missing), or having my dad come kill it. Luckily, the spider vacuum emerged and my family has been using this handy device ever since we’ve sucked our first spider with it! Having personally used this device, my group and I were able to make a relatable radio broadcast and commercial advertising the spider vacuum to an audience of busy mothers.

            For our commercial we decided to make a storyboard detailing the exciting events occurring at a dinner party. Starts off with a woman walking around and socializing with friends in her living room. She then announces for everyone to head into the kitchen to view her fabulous cake that she had spent hours upon hours decorating and baking. As she swings open the door to her kitchen (with everyone anxiously trailing behind her), she is shocked with terror by a humongous spider dangling above her iced cake. Screams erupt throughout the house as women prod and poke this interesting looking spider (it’s really a squatty strange looking man dressed in a spider costume). After a moment of hesitation, everyone scrambles to spray this menacing creature with bug spray. Yet the spider remains hunched above the glorious cake, creepily smiling, and unaffected by the various insect sprays. Suddenly a light bulb goes off in Tiffany’s head, ‘I can use my new and improved bug vacuum to suck this menace!’ Returning swiftly from the closet, Tiffany emerges with her handy bug vacuum and victoriously suctions up the spider! Party streamers explode everywhere with cheers, all thanks to the bug vacuum!

Below is the storyboard for this one of a kind commercial:

            As for our radio broadcast, we decided to use a slightly different approach to advertise our bug vacuum since we could only use audio to catch the audience’s attention. Below is the script we constructed for the radio broadcast of Mitch and Tiffany throwing a party celebrating their brand new house!

(SFX) (Laughter and talking)

Random chatter: “Congrats on the new house!”

Mitch: “Why thank you!”

Tiffany: “Excuse me while I go use the restroom.”

(SFX) (Loud screaming from down the hall and then sound of running footsteps)

Tiffany (squeals in terror): “Spider!!!”

(SFX) (Gasps from guests followed by party stampeding to the restroom)

Chaos in the bathroom

(SFX) (Shoes banging, people screaming, thumping, newspaper and magazines hitting walls, explosions—overall cartoonlike sounds)

Mitch: “It’s on the run!”

(SFX) (Feet chasing and then skidding to a stop)

(SFX) (Sucking sounds of vacuum getting the spider)

Random guest: “Good thing I got you guys this bug vacuum!”

Another random guest: “There’s another one!”

(SFX) (Fading sound of vacuum with stampeding of footsteps)

Advertisement: “Bugs everywhere, fear the vacuum!”

  

Billboards, Show Me Spontaneity!

     In a sea of billboards and advertisements that are all trying to grab the attention of the viewers, it’s refreshing to see an ad that actually catches my attention. I remember on the way to Reno last fall the billboards proved entertaining because of the catchy sayings and relatable topics. Although none of them caught my eye quite as much as the advertisements I found below. 

     I thought this ad was unique in that it created depth by having the billboard sign attached to a slingshot to emphasize the importance of wearing a seatbelt even if you're sitting in the backseat. By exaggerating the dangers of wearing no seatbelt it brings attention to the fact that this is a serious matter that needs attention. It's great how much creativity went into this ad for such a a serious and important subject that many people experience. 

                                     

     This ad brought up front the serious issue of drunk driving and stresses the unfortunate event that drunk drivers tend to crash into trees. By placing this advertisement on the actual sidewalk with a tree, I know I would be intrigued by this out of the ordinary type of advertisement. 

     Other than the occasional signs around the swimming pool informing the occupants to swim safely and for parents to keep an eye on their children, there really is no other ways of enforcing the importance of safety in swimming. This visual ad though showcases the imperative issue of keeping a lookout for children in swimming pools because drowning does happen. This ad was so interesting that it even caught the attention of a young child in the pool. 

Aside from the serious issues that advertisers promote, this ad proved creative and pushing the boundaries by not only coloring the entire wall with paint, but also having the paint expand over the parked car and booths in the parking lot. I've seen too many paint company advertisements plainly showing the paint can with the company's name on it, so it was surprising to see a paint company do an unthinkable ad such as the one above. The more spontaneity and creative the ad, the more it will be memorable enough for the viewer to think back to the product when they are at the counter purchasing. 

Type Back to the Past: Give Classic a Chance

            Typing on this sleek Macbook Pro laptop makes me realize how far technology has come in such a short amount of time. Just two years ago I had an HP laptop that was considerably heavy and slower. Before that I shared a desktop HP computer with my family. Yet before the times of computers, my parents said they used the reliable old fashioned typewriters. My mom explained that using her typewriter was a pain since you couldn’t make any errors, but she did favor how simple it was in comparison to the evolving technology we encounter today. Looking at my generation though, we devour the fast-paced technology and indulge in the luxuries of our beloved Apple laptops. Therefore, my group and I were stumped on how we would bring the simple typewriter back to engage poor college students who love technology.

            Basing our campaign and ad on the aspect that we are advertising to poor college students, we decided to promote the fact that having a typewriter would not have the need for electricity (unlike a laptop or desktop computer) and therefore contribute to lower electricity bill, plus a go green action! Along with this positive aspect, the original typewriter would be available in an assortment of colors ranging from neon colors to pastels to catch the eye of our retro customers. We also wanted to promote the typewriter as a product that would collaborate well with a retro individual who is looking to stand out from the crowd of Macs.

            One of our ideas for a campaign commercial was to have a coffee shop full of people on their laptops and phones. Then, out of nowhere, you hear this click clack of the typewriter and the camera zooms in on a retro-dressed young adult typing on his bright blue typewriter. He’s happily typing away while everyone else stops what they are doing and goggle at this

old-fashioned contraption. He smiles to himself as the words, ‘Give Classic a Chance,’ are typed on the paper using the typewriter.

            Another commercial idea we had that would really expose the benefit of having a typewriter that uses absolutely no energy was first the camera panning the landscape of city lights in New York City. Zeroing in on a business building with all of its workers typing away on their laptops. Suddenly, the electricity goes out on the whole city and the workers are shocked with this power outage and how it has stopped their pace in work. Everyone is flabbergasted and all is quiet until a slow and steady beat escalates in the city. This is the sound of the young retro individuals tapping away on their typewriters around the city. The shot then switches to everyone in the city standing in lines buying their new typewriters while the original typewriters owners run around the city posting the motto: Give Classic a Chance.

            Our last idea of promoting the typewriter was to bring to light that a typewriter can keep all the information you type on it confidential. Unlike how on a laptop or computer there is internet access, email and screenshots, the typewriter is your personal diary that will keep your secrets safe. The short advertisement idea we had for this was to have a high school girl typing away her feelings on her laptop diary. As she walks away from her laptop to take a break, an mischievously looking peer goes on her laptop and leaks the girl’s feelings and thoughts to the entire student body. Devastated by this embarrassing tragedy, the girl is walking by an old shop and comes upon this dusty typewriter. This ends with the girl carelessly typing away on her typewriter after having learned her lesson of the power of technology and the solution found in the old origins of the typewriter.

            Here is a commercial advertising for the typewriter back in the 50s. Incorporating this 50s vibe with typewriter would help showcase how classic is traditionally a good choice for anyone.

Nostalgia: The "Better" Times

            Living the fond memories of our childhood brings back possibly the most happiest and carefree times of our lives. The power of nostalgia is incredible in the sense that the past has a way of seeming better than the present and possibly the future. Thinking back to nostalgic times transports all of our emotions into a streak of positivity and hope that the present and future can be as great as the happier times of our lives. Main advantage of nostalgic marketing is the strong way it can easily transport the viewer to a personal memory so that they can connect with the product and ad. Another advantage is nostalgic marketing can reach out to a broad range of people. Nostalgic marketing can also make their product seem even greater and improved then their past if their product in the memories of their viewers was already successful. A company that I feel uses nostalgic marketing to their advantage is the Disney Company.

The video below advertises Disneyland’s 50^th Anniversary and it starts off with nostalgia by having Walt Disney speaking on the opening of Disneyland. Along with this is also video shots of little kids, families, and older people of all ages enjoying their time at Disneyland. By reaching into the memory of the viewers that Disneyland has been a source of entertainment and happiness since the beginning, the viewers will think back their first time at Disneyland and use these nostalgic memories to possibly go to the huge celebration.

       Disadvantages of nostalgic marketing would have to be if the product was not successful in the past, then the viewers would reflect on this horrible experience or possibly not remember it all (since their memory may have blocked this out of the brain). By tying this link between the past memory and the current ad, the company could be at a complete disadvantage and may not be even given a chance since the viewer would not trust the product. If the product was no memorable then the ad may appear irrelevant and confusing if it tries to reference to the past and bring make nostalgia that is non-existent. Personally, the only product commercial I have seen that provides negative results of nostalgia is the My Little Pony commercials. As a young child I found these commercials annoying and I desired to have this toy. Therefore, whenever this commercial below comes on, I click to the next channel without even giving it another chance. 

Our Jeep is Standing the Test of Time

            During workshop on Wednesday, my group and I decided to use the Grand Cherokee 2013 4x4 Laredo Jeep as our product for the senior citizen customers. This model is perfect for our older audience because it consists of handy features like the anti-lock brakes, advanced air condition and heater system,  an enhanced accident response system, and automatic headlamps. These features would help the older customers by ensuring safety to the maximum and comfort in a stable updated vehicle. Other features we would add to the product to make it better accustomed to the audience is a rear back-up camera so the driver can see clearer when backing up (especially since the older customer make have back or neck issues). Along with the easiest GPS system since some of the older customers aren’t as tech-savvy as the younger crowd. Lastly, we would ensure the vehicle is 4 doors (since it’s difficult for older people to push themselves in a 2 door vehicle), has storage availability, and many cup holders. By adding these features to this improved vehicle it will make it more appealing to the audience with it’s toned down yet still up-to-date qualities.

            For the advertisement of this Jeep, we decided to go with a commercial that is reminiscent of the past that this older audience experienced. By making the overall advertisement patriotic, we visualized an older couple in their early 70s driving the Jeep from their house in the city to a camping site by Mount Rushmore. As their driving through the calming wilderness the male driver reflects on the enduring times when he was serving in WW2 (all of this is in black and white). His memories consist mainly of him journeying in an older version of the Jeep and combatting with his fellow comrades. These memories slowly ripple away and reverts back to the couple arriving safely at their destination of Mount Rushmore with our logo, ‘Standing the Test of Time,’ written in the clouds above the forest, Jeep, and Mount Rushmore. 

Harley Davidson: A Way of Life

Question 1: Yes I do believe that brand communities, like Harley Davidson, result in greater involvement with the community because they host rallies and events that get their consumers participating first-hand with the brand and other fellow consumers. This strategy of strengthening a bond between consumers is very wise and will strengthen the brand name to its fullest. Also, by having resources in the touring rallies the consumers will get to voice their opinion and have it be heard so the Harley Davidson Company can improve their already beloved products. Although, I don’t believe that all brand communities result in greater involvement with the community because this is only achieved if they, like Harley Davidson, put out the effort to host events and opportunities for the community to be involved.

Question 2: Elements of the Posse Ride that I believe enhance the meaning of the brand for the riders is the rallies that the Harley Davidson riders participated in brought together riders from all over so it created a sense of togetherness when riding all together on their Harleys. By riding together through check points they were able to feel a sense of friendship that was all created by riding their Harleys so the riders valued this brand for helping create these adventures and memories.

Below is a video of a Harley Davidson European Rally:

I think it’s just amazing how this brand reaches out worldwide and to all age groups of people. From featuring young children wearing Harley Davidson jackets to senior citizens wearing their leather vests, the Harley Davidson company has succeeded in imprinting their brand as an integral part of their consumers’ lives.

Question 3: I think Harley Davidson shouldn’t get more involved in the ride because the participants might feel like their ride is being overpowered by commercialism. By having the Posse Ride consisting of Harley Davidson riders (with only a few resources dispersed throughout) the participants get an authentic sense of riding their motorcycles with only fellow motorcyclists. When you throw in a bunch of Harley Davidson promoters it will take away from the meaning of the ride being solely consumers who are reminiscing in their journey as a Harley Davidson rider.

Question 4: Other than the Posse Ride, Harley Davidson could increase involvement in the brand by expanding their rallies to be across the country. For example, the rally could start in California and end in New York and along the way the riders would be able to rest at checkpoints where local riders would be at to share stories and experiences. Another way to increase involvement would be for consumers to be able to visit the Harley Davidson headquarters, view the upcoming products, and then input their suggestions or preferences so the company could get immediate responses and opinions for future references. Riders could also have the opportunity to design their own product if Harley Davidson created a software so that the rider can interact directly in creating their own product.

Eco-Friendly Blogger

     James is an eco-friendly blogger who enjoys his time being extremely cautious of the environment around him and blogging his thoughts away online. He wakes up to the sounds of his iPhone alarm and makes his way over the shower. Using his Whole Foods brand shampoo and soap he makes sure to start off the day fresh! After showering he dresses himself in a pair of khakis, brown sandals, a white t-shirt with a blue quarter sleeve button up top. He goes downstairs to his kitchen to eat a bowl of Heartland Granola cereal with Vanilla Silk Soy milk. After filling his silver eco-friendly canteen with purified water, he grabs his brown messenger bag with his Mac laptop to go to work.

     Staying green, James drives in his blue Chevrolet Spark eco-friendly car to the local coffee shop. Playing his ipod on the way to work, he arrives shortly at his destination. Once inside the coffee shop James sits at his usual table in the corner and begins to blog on his Go Green website. After writing for about 6 hours he decides to check his social media sites and sips on some freshly made green chai tea latte with turkey sandwich. After blogging and researching a few new ways to be green, James drives to get some dinner from Trader Joe's. Once home James eats his vegetarian won tons, grilled chicken, and iced tea. James then watches some Discovery Channel and Friends before going back upstairs. By 11 pm James is back in bed and ready to refuel for the next day.

Loco for Tacos

Who doesn’t love tacos? Who doesn’t love Doritos? Put these two together and just like that it’s Taco Bell’s most successful item on the menu!

According to an article in the Orange County Register, 100 million Doritos Locos Tacos were sold in roughly two weeks at an Irvine Taco Bell alone. With it’s price being only $1.29 and the fact that it is enveloped in the seasoned Dorito taco shell, this new product has become the newest favorite among the other tacos, burritos, nachos, and tostadas. By keeping the price exceptionally low for such a sought after item, Taco Bell caters to its loyal customers who are on a budget. Of course this new taco wouldn’t be as successful without the added help of its signature Dorito logo, which is displayed proudly on a custom wrapper made especially for this taco. Customers of Taco Bell want to keep purchasing delicious, cheap, easy to eat, and a little out of the ordinary food, and the Doritos Locos Tacos does exactly this.

Below is a commercial promoting the new Ranch Doritos Locos Tacos:

Now Taco Bell has even expanded this already popular taco by making it available in an additional Dorito flavor. Using the theatrics in the commercial of the depressing rain and man helplessly combing Ranch Doritos with his soggy taco, Taco Bell gets the consumers to highly anticipate the newest addition to their menu. By continuing to update and innovate this unique taco, Taco Bell should have a positive future with such a tasty item that is easy to alter to the customers’ choosing. 

Here is the link to the article from Orange County Register: http://fastfood.ocregister.com/2012/06/04/taco-bell-doritos-taco-most-successful-product-launch-in-chains-history/156264/

Water Rippling Through the Internet

“Enjoy, respect, protect water” was striking to me when I watched the YouTube video promoting the Surfrider Foundation’s Second Annual video contest. Visiting the website of the Surfrider Foundation I discovered that they are linked to all types of popular social media outlets so they can keep up with the technology of today. Since I’ve never heard of this foundation I was expecting just a simple, boring, website with lots of facts and articles but this was not the case with this connective website that offered links to their Twitter Feed, blog, email signup for their weekly newsletter, and Facebook. On their Twitter Feed they extend their use of technology by promoting their 3-second video contest which leads the supporters to Youtube where people have created videos stating why water is essential to us. Their Twitter account also has the campaign’s website linked at the top of their profile along with each tweet consisting of some type of relevant hashtag (like #3secondmovie or #water) or easy access link to videos and media. Below is a screenshot of the Surfrider Foundation’s twitter page…

Here is a Youtube video that strongly promoted the Surfrider Foundation’s 3-second video contest and reached out to get the public involved easily:

            By making the contest easy to do (only being 3 seconds long) it allows the supporters to participate and voice their opinion easily and quickly. Plus, the audience has easy access to Youtube to watch these short videos and be influenced to join the movement of keeping our water and beaches safe and clean.

 

Along with the Twitter Feed, the foundation gains viewers and supporters by keeping the audience continuously updated through the use of weekly newsletters (by easily signing up online) and their blog. This blog has frequent posts and articles about plastic invasion, coastal conservation, and many other relatable water environmental issues. Overall, I was impressed with how the Surfrider Foundation thought of every possible way to promote their cause, catch the audience’s attention and get viewers involved. 

Women=More Than a Cook, Housecleaner, Model

            Women currently are CEOs, managers, doctors, lawyers, dentists, registered nurses, and construction workers, so why are there still advertisements out there publicizing gender stereotypes of women being weak, ditzy, and serving men? Despite the major accomplishments of women in athletics, business, government, and various other areas, there still exist some advertisements in the media that portray women in a poor light. There has been definite improvement in advertisement for women since the 1950s and earlier, but the ads that do surface from companies and organizations are still bothersome.

Here is an ad below from the Hollister clothing store:

            This advertisement isn’t too demeaning to women, but it does display relative size because from this ad it looks like either of the three models could be of high social status, but the posture of the women idolizes the male model. The male is clearly the focal point with the two women yearning for his attention by the look in their eyes and their hand placement. This ad even has one woman projecting piercing jealousy to the other woman due to wanting the man. The man appears to not have any high qualities or values that either of the women couldn’t posses, so why is he being portrayed in such an idolized light?

This commercial is from Hamburger Helper:

            This commercial starts off showing a the actress in a positive light by having her busy working and stating she was a track star, but quickly turns to making the point that she is the homemaker and cook as soon as she returns home. By saying, “The dinner table is where I learn how to be responsible,” while she dishes out the food shows how seriously she takes cooking and serving for her family in this way since she feels it is her primary responsibility. When she says, “How to hold a fork right, teaching them right from wrong, that’s my job,” completes the commercial with the gender stereotype that a women’s supposedly rightful place is in the kitchen and being the homemaker.

Below is a Mr. Clean advertisement:

            Seeing this modern-day advertisement I was honestly shocked at how gender stereotyped it was towards women with its caption. By showing a mother and her young daughter cleaning a surface happily together in celebration of mother’s day show women are still put in the perspective that they are the housecleaners and they enjoy doing it. Why not show a man cleaning with a women relaxing in the background to show the celebration of Mother’s Day for all of the hard work women endure?

            After viewing the advertisements from lecture and the ones I found online, I would have to say that advertising is guilty of creating gender imbalances in society because women have extremely progressed in their careers and ambitions yet there still remain ads that put them in the second-place position to men. Yes, there are advertisements that showcase women’s superior status and strength (such as the Williams sister ad in class), but these powerful ads cannot cover up the demeaning ads above. Women made the journey to gain equality and respect, but advertisements are struggling to reflect this accomplishment and current standing of women in our society. 

Diversity In All Pitches

            One of my recent favorite movies is, Pitch Perfect, which has a variety of racial diversities throughout the movie but it is predominantly Caucasian. As you can see in the movie poster ad below, there is a mix of racial diversities and this is important in the media because it gives the movie potential to be more relatable to different ethnic groups. I know when I saw a few Asians in this movie it did make me slightly more intrigued to see it just because I wanted to see how the Asian actors/actresses are progressing, plus I was interested to see how they would be portrayed in this movie.

Pitch Perfect has an equal balance of gender diversity throughout the movie with the added strength of girl power. Throughout the movie there is an ongoing battle between the two genders that makes for an interesting and entertaining dynamic. With a strong male Acapella group competing against the underdog female Acapella group, this movie did a well-done job of showing both sides in an equal manner without degrading either. The girl group especially promoted themselves as respecting women who were all about individuality and achieving their goals with confidence and reliance on themselves. This concept of gender diversity in Pitch Perfect is important in media because it will appeal more to both genders (hopefully) and is a nice change of promoting the strength of women instead of placing them in a degrading position. The movie clip below shows the girl Acapella group’s final winning performance that really showcases their strength as an all women’s singing group.

This movie definitely includes racial stereotypes such as playing upon the Asian girl, Lily, being the socially awkward and extremely quiet Asian stereotype. An example is a video clip shown below (you may have to turn up the volume to hear her).

            An Asian being socially awkward and shy is very stereotypical and it is extremely emphasized in this movie by having Lily barely audible throughout almost the entire movie. Another stereotype presented in this movie is having the African American character, Cynthia Rose, dressed in harder core clothing along with her ability to rap in the songs. Lastly, another stereotype I saw in this movie was having a good majority of the guys portrayed as selfish jerks who are against the all girl group. All of these stereotypes in the movie provided humorous entertainment but there are stereotypes in the end that categorize people into generalized and inaccurate groups. Stereotypes will be undeniably around forever but it is up to the media to monitor it enough so that it entertains instead of offends.  

Will You Buy Into Stereotypes?

          As advertisers whose ads and commercials have potential to be widely viewed by the public of people of many diversities and backgrounds, I believe advertisers hold a unique responsibility when carrying out their ideas daily in their jobs. They hold ethical responsibilities when creating ads because while it is good to strongly promote an idea, this can and should be done without the cheap need of playing off of stereotypes. By ethically baring in mind that the audience can be offended from their advertisements, advertisers and companies not only will avoid major conflict and uproar, but they will also gain respect for creatively advertising without the use of stereotypes. While I admit some commercials that do play off strong stereotypes (such as Asians associated with being tech-savvy) can be entertaining and sometimes funny, they still have the potential for offending some. Yes, the media can’t shield individuals from every type of stereotyping or offensive remark, but that does not mean advertisers should reinforce it either.

            Unfortunately, racism in advertising is certainly not a thing of the past, because it still currently exists in commercials today. An example is a Verizon commercial below that plays on the tech expert being the stereotypical Asian who is wise in technology in comparison to the clueless Caucasian teenager.

            This commercial reinforces the racial stereotype that Asians are the wisest and have expertise in technology in comparison to others. I personally have never seen a commercial or ad with a clueless Asian buying a device or seeking technology advice from another race. Although this stereotype of Asians being tech-savvy isn’t necessarily a negative one, it can put unnecessary pressure on Asians to be highly sufficient in technology.

            Another advertisement that I found was a Chicago-Lake Liquor ad that used the racial stereotype of African Americans as hip hop gangsters. This commercial had Caucasian people acting out this stereotype by using slang, wearing grills, and doing fist pumps.

            While this commercial does have a humorous side to it since the people look pretty funny acting out this ridiculously over the top stereotype, it still is a stereotype nonetheless. I strongly believe that advertisers could have created a different idea to promote their product versus this approach that honestly doesn’t have strong connection to their own product. Why not promote the product more strongly instead of the poor stereotype? With our world becoming more diverse, it is shocking that advertising companies are still able to publicize these types of commercials and they are accepted and watched by the viewers. 

Live Wild, Young, and Free Like Me!

With so many different types of cultures existing in the world, advertisers have a difficult job on their hands in applying semiotics to convey their message correctly. Through using specific colors, symbols, images, textures, sounds, effects, and much more, one advertisement could create excitement in one person while the other individual is saddened by the approach of the ad. For example, one time my friend and I were watching a tv commercial in which it was raining throughout the entire ad for a fragrance. Personally, I viewed the rain as bothersome and distracting but my friend on the other hand viewed it as romantic and beautiful. These two distinctly different connotations could be due to our differing experiences and therefore this one ad created varied perceptions.

Fortunately, through semiotics the viewers and advertisers can associate meaning from the use of visual imagery. By creatively choosing from different types of texts, images and sounds to create a meaningful ad that will capture attention and hopefully promote the product or company is semiotics in a nutshell.

One outdoors ad that caught my eye was this billboard below:

          

               

Using semiotic analysis to depict this advertisement I concluded that:

Denotation: Shown on this billboard is half the ad is taken up by Beyonce’s face with her lips painted red, white, and blue, she has Feb 3 2013 stamped on her cheeks, her whole face is colored neutral except for her brightly painted lips, and the ad states, “HELP KICK OFF THE PEPSI SUPER BOWL HALFTIME SHOW,” all in caps lock with a super bowl logo stating Pepsi halftime show.

Connotation: From my own personal view, Beyonce is an amazing singer who symbolizes girl power, pride, fierce, determination and fashionista, so when I saw this ad with her lips painted to look like the Pepsi logo it conveyed to me that Pepsi symbolizes Beyonce’s fierceness and other qualities. Because of the qualities and personal attributes of Beyonce, I view Pepsi as an updated, youthful, dynamic, and fierce beverage. Plus this ad has the sentence about supporting the halftime show (consisting all of Beyonce performing) all in caps which to me promotes the image that Pepsi is just as bold and daring as Beyonce will be in the halftime show.

            A print ad that promoted one of my favorite stores is the picture below for Juicy Couture:

                  

Using semiotic analysis to depict this colorful ad:

Denotation: A white horse painted with black stripes and pink paint, the background is an ocean shore with medium brown soft sand and a clear sky, and there is a Juicy Couture banner on the top and right side of the ad. Standing in front of the horse is a lady with red lips and pale face with makeup wearing a little black hat, black gloves, peach colored coat, and pink and black striped leggings.

Connotation: The background of natural and calm-looking beach contrasts drastically with the spray painted horse that is trying to look like a hot pink zebra. Instead of using a real zebra, Juicy used a white horse that is smudged in painted stripes and paint, to me this shows that Juicy is out of the ordinary and unique while still being girly. The hot pink paint on the horse and the pale pink banner on the sides of the ad all contribute to the overall feminine feel of this ad. The model in the picture looks almost like a Barbie with her perfect makeup and daring choice of clothes that pop with the horse. This ad with all of its pink coloring, unique horse, and Barbie look alike model contribute to my connotation that Juicy Couture is feminine, daring, and always ready to be noticed.

            A t.v. ad that I found very entertaining and an interesting use of semiotics was a Taco Bell commercial below:

http://www.youtube.com/watch?v=KvxZcULxfKw0

Denotation: A group of elderly men and women dressed in elderly clothes, a Taco Bell restaurant, a party scene, retirement home, party scene, tattoo parlor, pool, the song, ‘We Are Young’ by Fun, and Taco Bell food.

Connotation: By having these elderly people who live in a retirement home go have a wild night out doing activities associated with teenagers (such as partying, swimming at night, getting a tattoo, and drifting), Taco Bell is showing that they are just as youthful and lively as elderly people can be. Instead of having this commercial be played out by a bunch of teenager or a younger crowd, they used a unique and comical strategy of having an out of the ordinary scene: elderly people living it up and ending the night with a satisfying meal of Taco Bell. This ad also uses the lighthearted and carefree song throughout most of the commercial which helps add to the atmosphere of a fun night out since it is a current song that is played on the radio. Taco Bell is giving off the impression that not only are they accepted by people of any age-group, but they complete a wild night with their tasty food.  

An outdoors billboard, a t.v. commercial, and a print ad all use a variety of semiotics but all three have the goal of transferring their idea to the audience through their creative use of visuals, font, colors, and sound. 

Advertising and Branding Through the Times

            From text heavy ads with not structure in the 1700s to bold-faced and

eye-catching advertisements in today’s time, it was interesting to see how advertising and branding have evolved to become such an important part of our lives. In the 1700s the ads’ purpose was to merely inform the public about an item that was selling. No fancy effects or strategies were put into play for these simple advertisements. Fast-forward to now and there are entertaining and extremely persuasive commercials, billboards, online ads, and radio catchy tunes everywhere. Along with advertising, the importance of branding has become part of an individual’s identity and plays a huge factor into deciding which brand of a product to buy. For one type of product there is an excessive amount of different brands all competing for you to buy their product.

For example, which brand of popcorn would you choose?

Personally, I would choose the Orville Redenbacher brand because I know it’s been around for awhile, there is comfort in that the box has remained the same red color (like the inside of a movie theater) with Orville on it, and the fact that there have been commercials of this particular brand, therefore it must be the best! Whereas, the brands Pop’s Corn and Organic Natural Popcorn I have never even heard, of so I would tend to stray away from these two (even though they might taste better than Orville’s).

Which brand of water would you choose?

Deciding between the five water bottle brands, I would easily go for the Fiji water because the brand Fiji has a pretty design with a tropical feel which makes me feel like I’m about to go on vacation and it gives shows my status that yes I am willing to spend a little extra money just to drink Fiji water instead of Crystal Geyser. Even more so, if I saw someone walking around with an off brand (like a few of the ones below), the unknown and unpopular brand gives off the impression that the individual isn’t willing to spend extra for a more known/accepted water bottle brand.

By having popular and expensive brands of products it gives me a sense of pride that I can buy items with a higher status and possibly better design. Drinking Starbucks, eating In n Out, carrying a Coach purse, and wearing a Tiffany’s necklace all make up who I am because when I use these brands I feel more empowered and confident since they are typical brands that are popular of people my age. By wearing a certain brand I have the possibility of connecting easier with others who share the same interest in a particular brand. Whether it’s buying a burger from Burger King or McDonalds, or buying Jordan or Reebok shoes, I pay attention to brand just as much as the next person because it truly does affect the way others and I view myself.