SUPERBOWL COMMERCIAL

 Who? : This commercial is for everyone.  They are targeting the people that like the chips, and also it targets new consumers. Men, women, and kids is who they are targeting

What? : A man is walking down a side walk, and a little boy calls him out.  The boy is sitting on the lawn of a house with a tall brown box next to him.  The little boy persuades the man that the box is a time machine, and it runs on Doritos.  The man goes inside the box, and the child asks him if he can slip it in the shoot.  An older man comes out of the house and screams “get out of my lawn!” That is when the man in the box think the time machine worked.  He thought the little boy transformed into the old man.

Where? : This scene is taking place at the old man’s front lawn.

When? : This ad was shown on TV during the Super bowl; it is on YouTube and all over social media.

Where? : This ad was shown on TV during the Superbowl, it is on YouTube and all over social media.

Why? : The ad was created because it was football season, and Doritos is one of the top companys to create commercials.  It is essentially a super bowl tradition to have a super bowl party, and Doritos is always a snack at every party.     

How? : It definitely speaks to the viewer a lot.  Consumers like funny, and humor in their commercials.  When it comes to commercials, humor sticks.  

My Voice

The iconic designer Rachel Zoe said, “Style is a way to say who you are without having to speak.” These words became engrained in my mind, from the moment I heard them. Mainly, because they embody the manner in which I live my life. I moved to the United States with my immediate family visas to live in the United States. The Ethiopian culture is quite conservative in all respects, including the manner of speech, dress, and overall behavior. Although my family was amongst the more modern with our cultural approach, there were still many instances where I felt the need to limit my mannerisms for the sake of my culture. I began to use fashion as my escape. Fashion became my source of expression, rebellion, and escape. I found that through my wardrobe I could play any character in any given day. I could be the glamorous fashionista with the ball gown, the cute and flirty girl going to the movies, or even the casual nerd ready for a long day at the library. Whatever it was, I was able to create my look every morning. As fashion was my escape in my early years of high school, it continues to be so now. Now, I barley have to say anything, my style does all the talking for me.

ROLE OF WOMEN IN CONTEMPORARY ADVERTISMENT

Nowadays, commercials and ads regarding women give every woman such a negative light.  “While demeaning ads were more omnipresent in the '50s and '60s, their modern counterparts can give vintage ads a run for their money.  We've compiled some notoriously sexist vintage ads and put them side-by-side with their modern doppelgangers.”  I truly believe there has been a drastic change when it comes to women in advertisements from back then and now.  Women then were seen more conservative, put together, something like the “Betty Rocker” image that everyone has when they think of a mother or a grandmother.  Women in the 50s and 60s had to get a husband and children all by the time they reach early to mid-20s.  It was somewhat of a taboo conversation if a woman doesn’t have a husband with the 2.5 kids.  In today’s world, all those traditions are thrown out the window.  Women in advertisement today are either doing perfume, hair care, or showing their dominance on their lives and everything around it and some way or another most ads main focus is sex.  “Men are more often portrayed as the decision makers, the demonstrators of products, and the purchaser of big ticket items.”  It makes women targets to negative clues in their mind of how a woman should act and should be treated.  According to an article in the New York times,  “Imagery has become the communication medium of this generation, and that really means how people are portrayed visually is going to have more influence on how people are seen and perceived than anything else,” Mr. Klein said.  The new age with social media and technology right now it forces people to be very visual individuals.  People nowadays have to picture something or see it in social media, ads to give it a category in their minds.

1. http://www.nytimes.com/2014/02/10/business/leaninorg-and-getty-aim-to-change-womens-portrayal-in-stock-photos.html?_r=0

2.http://www.businessinsider.com/these-modern-ads-are-even-more-sexist-than-their-mad-men-era-counterparts-2012-4?op=1

3.https://www.mnsu.edu/urc/journal/2009/pelletiergender.pdf

WEEK 4 BOC: WHO IS JERRY DELLA FEMINA

"Jerry Della Femina came into the advertising business in 1961 as a junior copywriter.  It was in 1967, after a brief sojourn at one of the largest of the conservative old-line agencies, Ted Bates, that he co-founded Della Femina Travisano & Partners."  At a young age, Jerry came into the advertising agency and started his own company.  He was said to be one of the most influential people in advertising.  He created ads that were compelling and it forced people to form a dialogue.  I think if you get people talking about it, that when the real magic happens.   “Jerry sold his agency in 1986 and left it in June of 1992.  During his six-month sabbatical from the advertising industry, he opened two hugely successful restaurants and a popular food market in East Hampton, New York.”  According to the New York Times, they mentioned “Yesterday, the news was that Jerry's back and Newsweek's got him.” "It would be easy to put out a shingle and say 'I'm back,' " a flu-beset Mr. Della Femina said. "But to come back with an account like Newsweek, that's the real thrill."  I think what he meant was that he knew what he was doing, and he is very good at what he does.  Coming back with a bang was really important to him and he did exactly what he expected to do.

1. http://www.dellafemina.com/jerry.html

2.http://www.nytimes.com/1992/11/20/business/the-media-business-advertising-now-jerry-della-femina-redux.html

TOBACCO ADVERTISMENT

1. Determine the scenario: What happens in this frame?  A man and a woman are at a lake on a hot summer day they are both trying to cool off.  Man fills his boot full of water and dumps it on the woman. 

2. What is the setting? What are the conditions? In this ad, it appears to be a man and a woman at a beautiful lake on a hot day.  He fills up his boot full of water and dumbs it on her, for her to get a “refreshed” feeling.  So, Salem the cigarette company is presuming that their cigarettes will give a person that “refreshed” feeling.    

3. Who are the people or groups?  The people or groups are the man and the woman.  Who seem very innocent in every way.

4. What is their point of view around this specific experience?  The point of view featured in this ad regarding the company is that they want the public to smoke their cigarettes and feel refreshed after doing it.  So the consumer can buy their cigarettes over and over again.  Their mentality is if one girl or one guy smokes their cigarettes than their friends will want to try it too. The point of view for the people in the ad is that they want to feel refreshed all the time.  

5. What are their goals?  The cigarette company’s goal is to sell as many cigarettes as they can.  The more sales they have the more successful they will be amongst their competitors. 

6. What are their assumptions? What are their perceptions?  The company’s assumptions are a high volume of sales.  They are very optimistic.  Their perception is if they sell the luxury side of cigarettes than the consumers will most likely see it as a luxury.

7. Are there conflicts? Is there cooperation?  Their conflict is smoking is deadly.  They can’t bi-pass that big conflict they will always deal with.  There is cooperation in the company side and the actors in the ad.  They both are trying to pay the bills. 

8. What are the outcomes?  In my opinion, the outcome in a company like this it’s always half and half.

Ethics in Advertising

“Benetton is at it again. That Italian company that has become better known for its controversial advertising than for its colorful clothing has performed a miracle: It has turned Queen Elizabeth and Arnold Schwarzenegger into black people; Pope John Paul II into an Asian, and Spike Lee and Michael Jackson into white people.”  That is what the article said in the Chicago Tribune, when they saw this ad.  In my opinion, this ad a wrong message to people.  I feel like black or white, no matter the skin color we should all have freedom of speech.  We don’t have to be handcuffed together to on advertising commercial to get the message across.  I think this ad send a message such as, a white person will always be attached with a black person.  No one is going anywhere when it comes to our community and as a nation.  "We need more controversy," says Fressola, "and if these pieces in the magazine arouse lively discussion, that's what we're about."  In today’s age, controversy is what makes the world go round.  Or should I say what make the media and news go round.  I think Benetton want to be noticed, and start a conversation that is taboo.  But I think their deliverance is a bit irrational and insensitive.  There is always a way to say things appropriately.  Critics, naturally, say Benetton's ads simply make everybody more aware of the name Benetton, that the company isn't as altruistic or as noble as its company line implies.  I believe awareness and education is very important.  To be educated in something and then speaking about it is honorable.  That shows a person is not getting their information from a random place.  But what does an Italian brand know about racism. 



http://articles.chicagotribune.com/1993-04-14/entertainment/9304140361_1_benetton-peter-fressola-controversial-advertising