Potential parodies

This is really interesting:

http://www.thefinanceconcept.com/2011/03/creative-ways-used-to-increase-sales.html

Especially the point about adverts without words - just an image can take longer to decode what the advert is about, meaning the person looks at it for longer and is more likely to remember the product etc.

Coca Cola - one of the most recognisable companies with very recognisable adverts.

Sometimes, though, what were they thinking?

Maybe it's not about adverts that didn't do anything for the company, maybe it could be more interesting to look at (or also look at) adverts that were complained about, and why?

Would these adverts still make you want to the buy the product, or would they turn you off it because of "animal cruelty" or "overtly sexual animal" animations?

Or because it featured two men kissing?!

http://www.utalkmarketing.com/pages/article.aspx?articleid=13792&title=most_complained_about_adverts_-_5_of_the_best_from_2008


The Old Spice advert campaign was notoriously successful.
Here are some others:

Watching all of these has made me really want some Cadburys chocolate :(
http://www.utalkmarketing.com/pages/creativeshowcase.aspx?articleid=13241&filter=0&keywords=&order=latest&page=1&title=the_best_of_the_best_-_cadbury_adverts

Gifs, practices and ideas.

Some (very rough!) practice animations we made!

We took photographs then cut them out individually in photoshop, put them on a timeline, added in a background and saved them as Gifs!







Ok, so the main thing we need to decide on is what advert campaigns we are going to focus on:

1 to highlight the power of advertising

1to show how they can be unsuccessful: how the campaign the company has chosen has not helped the company or improved sales, etc.


Once we have chosen these, we are going to mix

-the advert
-peoples reactions*
-our own parody (animated)


*peoples reactions: we are going to show people the advert and record their reactions, and interview them to see if they think that the campaign was successful in promoting the product, if it was influential, if it persuaded them to buy the product etc.

I think this will be an interesting experiment to see how people will react to advert campaigns, whether they feel that they are not affected by advertising, or whether they can tell if they are subconsciously, or subtly influenced by the advert.

The animation:

in the animation, a parody of the advert, we could use this to deconstruct and analyse the advert.

For example, if we were parodying this Old Spice advert:

We could add labels, notes, speech bubbles etc at different points which question why the writers have chosen to say a certain line, or use a certain image etc.

E.g. 

"Does your man look like me? No. 

Could he smell like me? Yes." 

why have they chosen to say this?

Perhaps because he is a symbol of masculinity, and smelling like him is ideal. So this is used to sell the product - it would make your man smell masculine and this is what you -the buyer - want.

Perhaps maybe a little bit in this style?

But mostly, just because this is a good video.

dragons den and where to go from here

Feedback from the "Dragon's Den" style pitching today
What we learnt from today is that we need start making work so we can focus our idea.

We have decided that we are going have integrate peoples responses from our market research about which advert campaigns are successful and which are not.

We are going to storyboard image ideas and decide on advert campaigns to explore, research and parody in an attempt to show how persuasive adverts can be.


Today we made some gifs by taking several photographs in rapid suvcession then we cut them away from their backgrounds on photoshop and made a moving sequence in timeline on photoshop.

Sweet Brown - Ain't nobody got time fo dat.

Everybody knows who she is, you've all seen the video, but now it's not just a viral internet hit, she is in an advert.

Doesn't this say something about advertising's keen interest to capitalise on anything that makes money.

Ads vs Reality

this http://www.stumbleupon.com/su/2rUCpr/:3rJViTi:TdYY0Zjp/www.thewvsr.com/adsvsreality.htm/

This shows how much advertising can be mis-informing, or unrealistic of the actual product.

Sometime adverts have to do this, as their purpose is to PERSUADE the customer to BUY the product, or to WANT the product, therefore making it look as APPEALING as possible.

Less effective advert campaigns.

Skittles

This is just depressing.
This advert suggests that Skittles have ruined this mans life, so if I buy them will bad things happen to me to? Obviously this is unreal, but it doesn't show the product in a good light, or make me want to buy it.


McDonalds
Circa 2005

Wow, classy, this guy would "hit it" because it's only a dollar. How cheap. Somehow I don't that McDonalds quite understood what the phrase "I'd hit it" ("I'd hit that" , "I'd tap that") means. Or, they did know, and didn't have a moral problem with endorsing a sexist way of referring to a girl, which has connotations of violence and men "owning" women, or not respecting them.
Or is it just telling me to have sex with that burger?!


Casa Sanchez

"Casa Sanchez Tattoos

Marketing experts agree that the San Francisco eatery Casa Sanchez would have lost millions of dollars had they not capped off the craziness surrounding their 1999 tattoos promotion. According to the campaign, if a customer got a tattoo of the Casa Sanchez logo, they could eat there for free for the rest of their lives. Co-owner Martha Sanchez didn’t expect there to be a huge response, but in an April 1, 2010, Wall Street Journal article, she revealed that they quickly had to cap the number at 50. The promotion was recently revamped by Casa Sanchez, though wisely, with new restrictions. The tattoo must be a certain size. The meal is only one per day. And prospects must be interviewed by Ms. Sanchez herself to make sure they are a good fit."

Source:

http://karakullake.blogspot.co.uk/2010/04/casa-sanchez-tattoo-free-burritos.html

http://www.usdatacorporation.com/info/2011/08/15-worst-marketing-blunders/

Calvin Klein

An ad campaign that uses barely legal models, on what is fairly obviously a porn set, is dubious to say the least. What are they saying here, that porn is okay? That they endorse an exploitative, illegal, and ethically questionable industry?

This, lets be honest, is just creepy. Reportedly these adverts were banned 24 hours after they were released.

Effective advert campaigns.

United Colours of Benetton:

The clothing brand was most successful in the 1980's and the 1990's.
This case study suggests that their "shock" advertising campaign, linking to their "shock" factor of introducing colours into a fairly bland coloured clothing market, was the reason behind their success.

http://andreiadis.net/files/Marketing_UCB.pdf (page 18)

It also suggests that the company lost momentum and its sales plummeted when they could no longer sell the "shock" factor - they had introduced colours so there was nothing much left to do. Their advertising campaigns could only reintroduce the "shock" factor so many times before the novelty wore off.

Some examples of their "shocking" adverts:

Their adverts seem to be carrying the idea of skin colour not mattering, thus let the colour of clothes matter instead. Or spreading and joining colour across the world, with their international brand, encouraging colourful clothes, and colourful, international communities/friendships/families?





Old Spice:

In 2010 Old Spice rebranded themselves with a brand new ad campaign.
Until then, a lot of young people probably didn't know what is was.

Now, this face, and this mans voice are well associated with Old Spice aftershave and related mens shower products.
















Not only did Old Spice release several video adverts using the same character, with amusing, memorable catch phrases, they also have interactive websites that fit in with the character.

Such as: http://oldspice.com/explosion/

The adverts are also known for how they are filmed - usually with just one take and no fancy CGI editing after.

And the making of:

The adverts, with their somewhat ridiculously over-the-top manliness, has inspired many spinoffs, showing just how well the advert campaign has launched the product. 

http://mashable.com/2010/07/27/old-spice-sales/ - Articles from 2010 reporting on rapid sales boosts for Old Spice.


Nike - Just Do It.

Back in the late 1980's Reebok dominated the sports clothing market, and Nike wanted in. They redesigned their advertising campaign, getting sports personalities, and celebrities to push the idea "Just Do It" - to go out and do it, but you can only do this when wearing Nike clothing. Nike clothing helps you go out and be who you want to be.
And it worked.

Here are some other successful adverts:

http://inspirationfeed.com/inspiration/advertising-inspiration/50-creative-effective-advertising-examples/

Jeremy Deller - The Battle of Orgreave

Artist Jeremy Deller's documentary about the Miners strike, in 1984, known as the Battle of Orgreave.


http://www.jeremydeller.org/orgreave/orgreave_menu.htm

Here is a documentary about the strike:

Not only was a one of the most brutal strikes in history, the trail that followed went on for 48 days, and highlighted the politcal and social struggle between the working classes, miners and the government.


The miners were charged with Rioting at Orgreave, and when the footage was first shown by the news it was edited, and only certain footage was used which implied that the miners were in the wrong, and wrongfully hurting police officers.

This clip from the BBC, first shown in 1984 shows some of the picketing, and shows an injured police officer, and a close up of some of the "missiles" being thrown at the police.

http://www.bbc.co.uk/learningzone/clips/the-miners-strike-orgreave-colliery/7590.html

This news clip is bias towards the Police, and suggests that they are innocently doing their jobs, and are being unlawfully attacked by violent picketers.
The interviewer hints that the police presence is inciting the violence, and perhaps by proxy he is implying that the Police are also being violent, or as not as innocent as this footage makes them out to be.

This is an example of the news manipulating media to support a particular idea or group, instead of being fair and having no opinion and reporting only the truth.


Does the NEWS always just tell the truth?

Media Bias - The choice of phrases, terminology and choice of events and stories to report on suggests a media outlet is bias in some way.

http://www.fairpress.org/identify.htm

This website explains how to spot media bias, whether it is used as a form of control or a way to influence its consumers, or whether the media outlets consumer base is because of the bias.
Media bias can be because of an omission of facts, an unbalanced argument if the journalist is not clear on the arguments from both sides, a deliberate choice to only present/present more facts from one argument than other(s) or by what sources are used, or by endorsing a certain product, or persons belief.


In simpler terms, like when someone says that Gay Marriage should be illegal because it's against God, they often support their arguments with quotes from the Bible that they have specifically seleected to support their argument, while ignoring quotes that say that it's okay to be gay such as "love thy neighbour" or "treat others as you wish to be treated". What part of those say that it's wrong to marry someone you love just because they are the same sex as you?

Tutorial #1 - Research

Where to go from here - things to research:

- questionnaire and questionnaire methods

- existing research on the power of advertising/media effects

*scientific ideas and psychological ideas within advertising

- Jeremy Deller Battle of Orgreave --> videos edited a certain way give out a certain message

- other examples of media manipulation

- examples of effective and non effective adverts.

- adverts that have been banned or censored

- history of tv/visual advertising






***hopefully this research will give us clues to the kind of information we want to put in our questionnaire***

(Questionnaire is designed to give us data on how the public feel about the power of adverts.)