Friday 21 October 2011

children in advirtising.

 Children are the future and therefore I am going to research the effects that adverts have on them. When talking about children there are so many factors to explore.


I will make this blog post better when I have time, promise.

Thursday 13 October 2011

self directed study.

Brainstorming idea result.


Speaking to my boyfriend I realised that a lot of men listen to the radio whilst working, traders are always listening to the radio whilst working. The radio is very often on in the studio in university and in local cafes and shops. Driving in the car is relaxtion is for a lot of people. Chill out time. Listening to the radio this morning I heard two adverts for women to take their children to the health care center. Could we have a play on words and make women take their men?
After Jonathon showed us his idea in the lecture about a poster you could read, I thought well why not just have it on the radio? A catchty jingle? "here come the men, men, men."

(what the audience thinks is a child, in a whiney voice) MAN: Whaaaaaaaaat? Im not sick. Please. Noooooo.
WOMAN: (stern voice) Yes, you have to, it could be really serious. It wont hurt. We will only be there a minute and when we get I will make you a nice, tasty dinner.
MAN: My faverite? Really?
WOMAN: Yes, promise.
MAN: Fine then I'll drive.

TAGLINE:  "for your favourite meal the doctor's a good deal."

Using humour should connect with both sexes, that is why we wanted the advert to be funny. From a womens point of view this is just another daily argument she has to have with her children and should not be carried on unto adult life. Males will hopefully talk about this with their friends and take it has a dig that they need to grow up and go to the doctors independantly. This is still aimed at women as it connects with thier emotional and caring side, but men will also get the message because of the humour used. Food is also a very good way of getting to a mans heart and women know this and often abuse this fact.

"Just call me a female primary caregiver."

Mothers dont want to be called mothers. Today I perchased a Guadian and inside was a fustrating article on The Modern Woman. Mothercare brought out a survey this week that two thirds of mothers dislike the title 'housewife' and would rather be called 'stay at home mums'. I can imagine that being a 'stay at home mum' is very difficult and hard work and should not be looked down on by those with "proper job". The word housewife used to make people think of gin and tonic and valium but no longer is the stigma attacted so cant people just be people and stop stressing about titles so much.

Saturday 8 October 2011

gorgeous.

GORGEOUS, is not a general word anyoone would use to describe a car. Sexy? Yes. Gorgeous? No.
http://www.youtube.com/watch?v=4UBRm23qPhI
I was looking up adverts for cars after Skoda was mentioned in a lecture recently and then I remembered the Jaguar advert 'gorgeous'.
 Are they trying to sell this car to women? Fashionistas?
I think that Jaguar is trying to create an elite group of people. If you own a Jaguar you are gorgeous and all your friends are beautiful, you life is full and perfect. You drive through the mundane everyday traffic and turn heads, you are gorgeous and have no frivolous worry's like the gas bill. 
The car business is as vain as the fashion one is, what you drive, is who you are. 


"Fashion was one of the reasons I wanted to chat with Marti Eulberg, Jaguar of North America's executive vice president of marketing and sales. Her rapid rise through Ford domestically and then at Volvo in Sweden as vice president of sales seemed interesting for someone from America's heartland. Next, was her take on Jag's initial Gorgeous' advertising I really didn't like it and the other was her first name, which is the same as my wife's Marti.

MB: Good things are happening at Jaguar. Congratulations on the recent awards for that gorgeous (oops word) C-XF concept car. What have your customers said about it?
ME: Customers tell me how sexy the car is and I of course agree.
MB: Your recent promotion from Volvo to Jag is a dramatic shift in vehicle perceptions and personalities. How has it affected you personally and professionally?
ME: After coming back to the states for Jaguar and living in Southern California, I naturally drive an XF convertible. So, when you have to run errands on a Saturday, you throw on a pair of shorts, put your hair in a ponytail, right? Not in this car! I made sure that I'm dressed right and look good. Everybody wants to talk about the car. You get in that car and everyone wants to have a conversation with you.
MB: When will XF in some form be in showrooms?
ME: It's a concept car with design cues for the future. There is no specific date, but as one looks at the XF they see the start of the new lines of the family of Jaguar cars. It's absolutely beautiful.
MB: The 1960s E Type Jag, for me, has always been the styling design icon for Jaguar. It was my aspiration to someday own one. What's today's perception for Jaguar?
ME: I'd only been on the job at Jaguar a day or two and I was sitting on an airplane … any where you go drive-up in the car and I hear, "I've always wanted a Jaguar!" You start to talk to them, and in their minds it's the old E type Jag.
MB: It's the iconic vehicle.
ME: Yes, it is and that's what is so great about the brand. It is an iconic brand and an iconic model. People start looking at our vehicles today and see what's happening as our iconic brand evolution accelerates. People are going with us.
MB: We know about the auto industry press' opinion of the C-XF concept car. What has been the consumer reaction to the concept?
ME: The consumer reaction to this car has been absolutely fabulous. And not polarizing at all, which is interesting too."


OneDayBrief. part two.



Early morning starts. It was difficult to find everyone but when we were all together ideas formed easily, creativity moved quickly. 


Laura Turock quickly became the group leader and she directed people into groups. 


Three of the team went out,first they brainstormed questions and and printed off questionnaires to look more professional and not like crazys on the hunt for medical advice. They interviewed the public, getting personas and lots of honest research effectively. 




The rest of the team split into two groups one for research and one for brainstorming. We created a mess, post its and posters were soon scattered everywhere. We put are ideas on the wall and then came together to disscuss potential plans.


Beth and myself visited the local health center to have a snoop about. Inside four women and one man waited for their appointments, outside a man waited, it was biter cold, men really must hate the health center. We picked up local leaflets and found that a lot of the leaflets had male figures on the front but most of them were distant campaigns and used fear factors rather than humour. Which from our research is the best angle to use.


I personally found it quite difficult to work in such a big group, different conversations were happening when disussing ideas and not everyone could hear each other. To combat this problem we moved to a more secluded area and all sat round a large table like we were at a board meeting. 


We split into two groups after lunch and came up with two separate ideas. When we came back together we clashed, we then tried to combine them so that the whole group had produced something as a team this did not work out as well as we hoped but I am still proud of what we created. 




One Day Brief.


Untitled-1
October 6th, 2011
 | 
Research methods:
Questionnaire – Pressure from mothers more than girlfriends.
Brainstorming – Why men don’t want to go to the doctor
‘Desk Research’ – Research through existing media – lance armstrong
race for life/rachel stevens ad
Problem is:
Men not going for regular health checkups.
Proposal:
Targeting Women to encourage men aged 14 – 45, to go visit the doctor for regular check ups.  We’re approaching this in a humorous way in order to appeal to men more.  Steering clear of the fear factor.
Why humour will work:
- Men won’t do anything if they’re nagged
- More lighthearted approach
- Less intimidating
- Something easy to discuss if a common joke is shared
- Social media could carry the campaign, appeals to younger generation aswell.
Target market:
Women in relationships, in different generations
To narrow it down:
Came up with sketches of proposed ideas, then took a vote between the group to decide on an overall winner using sticky stars & pens.  A choice of 2 were then decided & we split the group in half as we were split on what idea was the best choice.
As a smaller group we bounced ideas off one another in terms of taglines and imagery, coming up with preliminary sketches & then eventually joining forces with the other half of our team and deciding on a final idea to then pursue into the last stages of this process.  As a team we both pitched our ideas to each other and came to a conclusion to combine both our ideas into one ad campaign.  Half of our team came up with a plan for ‘trapping’ your man, whereas the other half followed the ‘superhero’ idea of ‘saving your superhero’, reversing the roles of women as damsels in distress and men as superheroes, all the meanwhile keeping the appeal to women in mind.  We selected one team member to draw out the storyboard, another to design the poster campaign and the rest of us contributed all of our ideas towards it.
We believe the strapline “The doctor doesn’t know your superhero’s weakness but you do” worked best with the message we were trying to put forth.  The visuals resembled a ‘comic book’ style with a lighthearted approach, this will be carried through the tv advertisements as well as print media.
Media:
TV/Print


Wednesday 5 October 2011

logo.

A logo is a very powerful thing. It should emulate What the company is about, describe it in one simple image. A logo can make or break a company. Over the years companies change their logos for different reasons. Some become successful and others fall and roll into the large pile of already dying businesses. 

For instance Coke Cola has never changed there logo. Pepsi on the other hand changes there logo about every decade, this is a sign that the company is not doing well, not that it is innovative and wants to rejuvenate its look.



I personally think that Pepsi should have stopped in 1973.
From the 1930s through the late 1950s, "Pepsi-Cola Hits The Spot" was the most commonly used slogan in the days of old radio, classic motion pictures, and later television. Its jingle (conceived in the days when Pepsi cost only five cents) was used in many different forms with different lyrics.

In the 1970's there was the 'Cola Wars' and all across the UK, supermarkets where having challenges. Customers did blind tests and people in general preferred Pepsi. Still to this day Coke outsells Pepsi worldwide. Only in Russia did Pepsi outsell Coke but it was undercut once the cold war ended. In 1972 PepsiCo struck an agreement with the Soviet Union and was allowed marketing rights and exportation on Stolichnaya vodka in exchange for the Soviet to market Pepsi. This exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U.S.S.R. Pepsi-Cola and its relation to the Soviet system turned it into an icon.