Naughty... but Nice!

In this particular advertisement, (which happens to be from Britain), it uses a twisted comedic approach in order to grasp peoples attention. It is marketing cream cakes and using two heavy, and old cross dressing men to do so. The slogan they use, (“Naughty…but Nice!”) is used referring to both the “men” and of course the cream cakes that the company is advertising. The scene is set in what seems to be a nicely furnished room with a beautifully set table, making the cakes particularly appetizing. They do this in order to appeal to a classy middle class crowd. Throughout the commercial the two “women” are looking through a picture album and commenting on pictures while stuffing themselves, one of which was a picture of the heavier ones birth. They refer back to this probably in order to allude to the fact that “she” is a cross dresser, which ties into the naughty… but nice slogan. The same “woman” is also constantly adjusting herself inappropriately, playing into the similar idea of naughty… but nice. At the end of the commercial the camera focuses in on the appealing spread of cream cakes while one of the “women” recites the company’s slogan, which we all know is “Naughty… but Nice!” It’s clever humor and pleasant display leaves a vivid memory in its viewers’ minds, which the company hopes will drive them to go out and purchase this product. Although it was a bit crass, I enjoyed the commercial and it certainly made me laugh. I know that if I was to see this product in the supermarket one day, (instead of just walking by it, probably without it even grabbing my attention), I would recognize it due to the ad and perhaps be more inclined to buy it. Overall it was a witty ad which was really due to its catchy slogan.

Myths in ads

Myths in commercials are commonly used to "trick" people into believing what they hear or see. Often in ads you'll see an exaggeration of a certain place or event, used to create an image in the viewers’ minds that they will relate the product with. An example of such would be Burger King’s commercial wherein the company uses the myth that “real men” are meat eaters and can not be satisfied by simple “chic food,” like quiche for example. If you’re a man you need meat and if you really want to be satisfied you need Burgers (from Burger King of course). The ad plays on the assumption that all men love meat. It creates this world for men by incorporating a body builder into the ad and tipping over a mini van, (because those are only for soccer moms). It makes you feel that in order to be a “real man,” you must eat meat. By creating this myth it targets male viewers who due to this commercial feel obligated (in a sense) to be meat eaters; because they feel that if they don’t, they may be looked upon as a weak, effeminate, and often cowardly man, otherwise know as a pansy.

Pringles (Jingle & Slogan)

Just felt like posting this.

Garnier Frutis commercial

The ad opens up with a girl who has lifeless hair. She looks dull and somewhat depressing, until she discovers Garnier Fructis shampoo. Once she used the shampoo the picture changed from grey to color and the atmosphere became more lively. The company is trying to convince their customers or portray an image to them, saying that your hair will be more “lively” due to their shampoo and therefore your life will be happier and more “lively”. The commercial takes place on the beach once she had used the shampoo, probably because the beach generates feelings of happiness and excitement. They are implying that if you enrich your hair with their shampoo, you’ll also be enriching your life. Basically if you have nice hair you’re more likely to have friends, be the life of the party, be more upbeat, happier, etc. If your in a slump Garnier Fructis is what you need.

POP TARTS!

In this Pop Tart commercial, they company uses a jingle throughout the ad. It most likely does this, in order to catch the attention of the children who this ad is targeting. The catchy tune resonates within the minds of the children even after the ad is over. They do this so that they will remember to ask their mom to buy them delicious Pop Tarts, which according to the commercial do not even need to be refrigerated. The ad also has a man’s voice in the background, which is probably more directed to the adults who may come across the ad while watching TV. It also uses caricatures of children with Pop Tarts making it a “cute” and friendly ad, while once again catching the children’s attention. It makes the Pop Tart experience look warm, fun and delicious. By the end of the commercial children are probably craving the “crispy” and “delicious,” anytime treat.

Race in ads

Race in ads can be and is an effective method of advertising. It has been used in different forms over the years. Back in the old days, many used race connotations in ads in negative ways (by bashing certain races). However in our days it is used more positively or respectively, by perhaps suggesting certain products compliment particular races or by using people from an array of different backgrounds in an ad to show that their product is not bias and suits all. The companies advertising their products hope that by doing this they will attract people from across the spectrum (so to speak). In the old days companies may have come off a bit racist in many of their ads (Uncle Ben’s Rice for example), but that is what attracted the customer base they wanted at the time. Times however have changed and if they were to produce ads today like the ones they did back then, they probably would have a difficult time selling their products and get a mouth full from the public due to how racist their ads come off. If used properly race in ads can prove effective for companies and has over time.

Cap'n Crunch. Early 70's cereal commercial, with a JINGLE!

In this ad, Quakers is trying to promote their new product (of the time) - Cap’n Crunch cereal. They are clearly targeting children in this commercial. You can tell that children are their main target due to the fact that they use cartoon imagery in the form of children in order to catch their attention. They make it a fun, “silly”, and playful cartoon as a way to make the children relate that product with fun and silliness. They also have a jingle at the end of the commercial, which tells them that they can find the cereal at the grocery store. The jingle makes it easy for the children to remember the product’s name a where to find it so that they can ask their parents to pick it up for them on their next trip to the store. It also keeps showing pictures of the cereal throughout the ad as a means to stimulate the children’s appetites and get them excited about the taste. It’s a fun commercial which brought back memories of the old days.

"Reassuringly Expensive"

In this ad for Stella Artois, they use humor (in a sketch) to draw viewers into watching the commercial. It’s set in an old village scene, with an elderly man lying down on his death bed. His son asks him if he has any last requests and after fulfilling a couple his father asks for a Stella. They do this as a comedic approach to a depressing tale, however the message they are trying to convey, is that their beer is so good that you’ll people even want one while on their death bed (obviously as a joke). They end the ad with their well known slogan, “reassuringly expensive.” They use this slogan to rationalize for their high prices. They’re suggesting that quality comes hand in hand with price; if you want quality you have to pay. They are telling their potential customers that Stella Artois is worth the price and if you appreciate a good beer, then theirs is the one. It was a clever ad and a unique slogan which caught my attention and left me craving a drink.

Patriotic Ads vs. Fear Ads.

I find that the theme of patriotism in the candidates’ ads is a very effective way of grasping people’s attention and trust. It portrays a sense of pride and love for ones country. It evokes trust in each candidate from their fellow Americans. It gives Americans some ease with their potential president. I believe that a patriotic ad comes off better than fear ads. People generally like to hear positive news. They want to hear of pride and strength, not negative attacks on their opponents. They like some degree of respect for each other portrayed in the all around campaign. That’s not to say that fear ads aren’t effective; they are important as well, but if they are used to often people tent to become skeptical and turned off by them. There is a place for them in campaigning; however patriotism is generally a more appreciated and valuable means of getting the peoples respect and interest. At different times people want different things and at this particular time is seems that people are looking more to patriotism than to fear.

"Think Different"

http://www.youtube.com/watch?v=jULUGHJCCj4
Apple’s ad slogan, for a very long time has been “Think Different.” This is a very widely interpretable slogan that everyone, on his or her own level can relate to. This particular ad comes to show you how “different” people throughout “different” times in history have changed the world by “thinking differently.” They want their customers or potential customers, to believe that their product is a gateway for them to “think different” and change the world. They filled the ad with pictures of influential people, who are very well known, as a way to relate their accomplishments at the time with new potential accomplishments that can be explored through Apple’s products. It brought you back through history as a way to show that as time progressed so did technology and with newer technology the more can be done to further advance. They also want to say that they too have thought “differently,” and as a result they’ve revolutionized the world with their products. It was a really nice ad, which leaves its viewers with positive vibes.

Fear Attacks

Fear attacks in ads, are a commonly used form of campaigning. They have their place in the campaigning process and have been an extremely effective aspect of it as well. Although you can't always believe what your being told, it's important to be exposed to the possible outcomes of each candidate before you vote; whether positive or negative. Sometimes the approach the opposing candidate may take, will seem harsh or overindulged; so you have to analyze and filter where you feel is necessary. By the looks of it, people are becoming less and less interested with that aspect of the campaign. They are focusing more on the issues posed to each candidate upon election, than the fears each pose (lack of experience or age, for example). It is still a commonly used practice and probably will be for years to come. It is definitely a useful and important tactic, and should not be overlooked under any circumstances. It should not be the focus of one's campaign; however it definitely should play a role in both the candidates campaign and the voter's decision.

Chevy's Slogan - "Like a Rock"

Chevy hopes that by using a catchy slogan (“Like a Rock”), not only will you have their analogy at the tip of your tongue; but that whenever you see one of their vehicles you will relate them with the strength and longevity of a rock. They use this technique in order to help their product stick out in the ad viewers’ minds. They’re hoping that when you are looking for your next car, Chevy’s strong; “Like a Rock” vehicles will be at the forefronts of your mind and at the top of your list. They put the slogan in the emblem so that, when people see the emblem they will be reminded of the phrase and the first thoughts that come to mind will hopefully be strong long lasting ones. It’s a great and effective way to catch people’s attention and leave a long lasting impression on all potential customers.

Summary of - "The Early Word"

Although attacks have proven to be a useful and effective way to campaign, it seems that McCain and Palin may have taken it overboard. According to Michael Falcone, (from the NYT), six out of ten voters believe McCain has focused more on attacking Obama then on explaining what he will do as president. The article also stated that according to a poll taken, 53% of probable voters would vote for Obama whereas only 39% said that they would vote McCain if the election was held today. It appears that people are tired of the attack approach and would rather hear about relevant issues, which Obama seems to be providing. In the past the fear tactic and the more conservative approach appeased the people, but times have changed.
We can’t completely attribute the current polls to the negative attacks made by McCain. Obama has way outspent McCain on advertisements; currently by almost $100 million. Many are done in with the style of campaigning that McCain has been using, but others realize its purpose and appreciate its importance.