Week 11: Final Evaluation

I have learned a lot about advertising and how it exists everywhere, even as I sit here in this classroom looking at the posters on the bulletin board. I read a lot of magazines from Web Design, Parenthood, People, and Cosmopolitan. They are flooded with ads. They have made an impact on the things I purchase and the things I do enjoy. It is a bigger industry than I thought. Being a web designer, I didn’t think advertising would play a big role in my field as much as it does for graphic designers, but it does. There is a lot of advertising done on-line through banners, on-line commercials, search results, etc. Although we did not discuss its’ placement on the web in class I was able to see it and recognize it (especially when searching through content developing our blogs). The big thing that I enjoyed learning about is copy. In many successful ad campaigns, the copy is what sells the product. In my final, I focused a lot on the copy and did a lot of brainstorming. There was a section in the book titled “How Many Words Are Too Many?” Sometimes copy as short and simple as three lines (”Just Do it”) works.
In the end of it all, I honestly enjoyed taking a dip in the advertising realm. It would be a nice idea to have a class on advertising done on the web. On the other hand, I missed a class and missed a few tweets (some weeks I only had 4-5 tweets). But, I was up to date on my relevant EOC’s for the weeks and completed them all but one (for the class that I had missed). Taking into consideration the work that I’ve done, my participation in class, my progress as a student in class I deserve a B.

Analysis of Project in the Real World

I believe that having this advertising campaign would help the company to put taro chips on the map. It might make people weary about what the product is because it is different, but it does get the consumer thinking and bit curious. An ad campaign ultimately gets the audiences attention and in the end purchasing the product. Our ad campaing for the taro chips will definitely get the audience wondering what is it? where can I get is so I can find out what this new hype is about.

“Advertising has no rules – what it always needs more than “rules” is unconstipated thinking.” (Landa, 136)

Creative Content

Here are two ideas we would like to have in our ad campaign. We want our audience to wonder if it's not potato chips, then what is it? By emphasizing the unique look of chip to intrigue the audience.

In this part of the ad campaign we are introducing the simple taro root plant. It looks similar to a potato but it's not. What is it?

“When something is emphatically stated, we tend to believe it.” (Landa,  83) “A declarations believability is affected by the tone and the origin of the voice.” (Landa,95)

In the first, the image is more dominate, where in the second image the copy is of dominance. The copy is what makes the ad campaign work.

EOC: Week 10 Art Serving Capitalism

In advertising, art is always going to be involved in the idea of making money, in addition to selling a product. How does one define art? In Dictionary.com the first definition states "the quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance." The key words involved with are in advertising in this definition are "the expression according to the aesthetic principles of what is more than ordinary significance."

When we create an ad campaign there should always be reason of why we chose to do something and pick something out. For a lot of effective ad campaigns it is to create an emotion or engage in the viewer of the ad, the consumer. This is what makes money. Most people spend their money on something based on their emotions. One great example that we talked about in class is McDonald's. In comparison to Burger King, McDonald's doesn't sell the better tasting food, but they do sell more customers. The other day I was deciding on what to eat for breakfast on my way to work. I opted for a McDonald's pancakes and sausage. Why? It was the emotion and nostalgic feeling I get when I eat at McDonald's. It's what my mom bought Saturday mornings when she didn't feel like cooking. It's what they have instilled in me through the simple art of their ad campaigns. "I'm loving it."

Art is not just the images you conjure up on a billboard or a one-page spread. It's the collaboration of the images, the copy (words), and the emotion it gives the viewer. Creating art should be fun or at least enjoyable. All of it in advertising serves to make you and/or the client money: "Art Serving Capitalism." That is the beauty of advertising.

Promotion

In ou ad campaign we'd like to target our audience through commercial messages in print work. Primarily because the company already has a great website, and several local commercials, but rarely any print work. "Commercial advertising sells brands by informing consumers about brands, endearing brands to consumers, promoting brands, and brand building" (Advertising by Design, Robin Landa, pg. 41) Our main source of promotion would be to have a single page ad in several health, food, and family living magazines. It would only make sense to place our ad in these types of magazines as we would like to target the number one group who would buy our products, the women of the house who does the grocery shopping. "Whoever is on the receiving end of a commercial or public service communication, either a group or an individual, is the audience." (Landa, 35) "In today's complex marketplace, advertisers often choose to target groups of people whether the group's are defined by age, interests, or ethnicity." (Landa, 37)

Our other means of promotion would be to place several billboards in highly populated cities.In those cites we would hold promotional social gathering in the community introducing the product. Letting the consumers finally get a taste and find out what the chips are, taro chips.

The Big Idea

The big idea would be to introduce the taro plant. Most chips are made from potato. So when we recognize a "chip" we automatically assume it's a potato chip. Why not introduce something unique that people wonder what is that? Let me try it. What's the hype about?

Who knew, but guess what the President of the United States of America likes to snack on when vacationing to Hawaii? Last winter in preparation of the rental property (on Oahu) where his family stayed for 10 days David Zimel, owner of Paradise Points Estates, found out otherwise.

"We brought some things in last year -- what we found out, what he really loves, is the sweet potato chips and the taro chips," said Zimel of the local Hawaiian chips, a presidential favorite. (http://abcnews.go.com/GMA/Politics/obama-christmas-first-family-heads-hawaii/story?id=9402011)

A lot of people don't like to try knew things, but will if a reputable person did (such as a famous actor/actresss or a political figure as big as the President of the United States. Taro chips are different from a potato chip on many different levels from it's look, it's taste, the way it's cooked, and more. The unique look is what steers some people away. We want to use the way it looks to grab the audiences attention and wonder "What is that?"

Competitive Analysis

The competition for this brand would be other chip companies such as Frito-Lay, Terra Chips, HAWAIIAN® Kettle Style Potato Chips. Taro chips is not a popularized product, because there hasn't been much advertising done for it. Frito Lay is one of the only chip companies that have done a great deal in advertising their products.

"For more than 75 years, we have enjoyed making the best snacks on earth, starting with simple, farm-grown ingredients." -Frito Lay (http://www.fritolay.com/about-us/our-company-vision.html)

"At the beginning of the twentieth century, many American brands [...] were advertised. Many more brands would appear in the coming century." (Advertising by Design, Robin Landa, pg. 4)

Frito Lay, a division of PepsiCo Inc. that produces a variety of snacks ranging in corn and potato chips, as well as other snacks. They are the most popular for their Lay's and Ruffles potato chips, Doritos, Cheetos, Tostitos, and Sunchips. Being such a big and popularized company, the produce their products in several states throughout the United States, Canada, and Indonesia with subsidiaries in seven countries including the United Kingdom and Mexico. Our goal is not to be bigger or better than this company, but to develop an advertising plan that set our product on the map.

We want it to be known nationally as the snack of Hawaii. When most people think Hawaiian snacks, their thinking of products that contain macadamia nuts, pineapples, or rice crackers. We want the Hawaiian Chip Company's Taro Chips to be on top. Basically sell more of the product through product awareness in a national advertising campaign. There is a lot of unique attributes about the snack product that will help make it easier to have it stand out from the rest.

Another direct competitor would be the Terra Chips from the Hain Celestial Group. They produce many similar products including taro chips.

HAWAIIAN® Kettle Style Potato Chips is another product that may be a big competitor for the product. They currently aren't as popular as most chip products, and as a result we can learn from their mistakes.

An innovative move that has put Frito-Lay on top of the map is their current green movement to improve the earth and creating healthier products through energy efficient processes.

“Comparing a product or service to something different from it can be a strong premise; it has the potential to be extremely effective and memorable.” (Landa, 79)

Hawaiian Chip Company Taro Chips: Not all chips are potatoes.

Why stick to your ordinary potato chips during snack time, when you can snack on gourmet sweet potato and taro chips made in the place of paradise, Hawaii. The quality picked taro plants used to make this delightful snack are all grown in the islands and are ensured to be fresh before cooking. This unique colored chip (with purple grains) takes you and your mouth on a mini Hawaiian getaway with its bold and unique flavors. This chip mix has a unique earthy taste, is all natural, and has 0% trans fat. This snack is healthier than most ordinary potato chips. Why?
"With the market currently demanding healthier foods, we strive to keep our chips as natural as possible. Without compromising the quality and taking our customers health concerns to heart, we switched our cooking oil from partially hydrogenated soy bean oil to canola oil, which is trans-fat free. In addition, our cooking process allows us to minimize the amount of sodium without sacrificing flavor, and it also allows us to keep our product preservative free. We don’t want you to worry about your health when you “inadvertently” munch away a whole bag." (http://www.hawaiianchipcompany.com/v/aboutus.asp)

"Each ad depends upon a specific idea. The idea, which is also called a concept, is the underlying unique creative thought; it is the thinking behind an as or an ad campaign that distinguishes a brand or social clausel communicates a message about the brand or social clause; brands it in the mind of the consumer; and motivates the consumer to purchase the product [...]" (Advertising by Design, Robin Landa, pg. 58)
In the end, "Not all chips are potatoes." They can be taro too. After brainstorming several ideas for our copy this is what we came up with to get the consumer asking "What is it?"

“Shocking, interesting, little-known facts can be the basis of any idea.” (Landa, 85)

By placing a few ads in magazines and on several billboards revolved around our slogan, the product would hit the chip market on a more national rather than just a local level. It worked for many other companies why wouldn't it work for us. "Advertising, unquestionably, drew people's interest."(Landa, 4)

EOC Week 8: Really Good Example Chapter 8

Featured in San Francisco's 7X7, Insider's Guide to the Best of San Francisco, was this full-page photographed ad by SKYY Vodka's SKYY Infusions. The only difference between the one I've posted and the one in the magazine is the sans-serif uppercase text stating "GO NATURAL" as the headline, and "SAN FRANCISCO'S ORIGINAL VODKA NOW MADE WITH REAL FRUIT." underneath it. This ad was much tailored to the primary viewers of the magazine, those visiting San Francisco and/or those living or doing business there.

"Using the product as the main visual usually puts the potential consumer on alert." "[I]f you see an ad where the most dominant visual element is a striking metaphor for something [...] then you might be more likely to look at it." (Advertising by Design, Robin Landa, pg. 143)

In the ad to the left, the product is there, tucked away behind the sexy heels of a woman squeezing a lemon. We see the product, but it does not steer us away from looking at the other elements. A lot of times in ads for alcoholic beverages, they are not trying to sell the product but rather the experience you were to receive when buying the product.

"As (Kevin) Roberts (CEO of Saatchi & Saatchi) notes, an ad must make a strong emotional connection and be relevant to the viewer's life and needs. Using the product as the main visual is not a likely way to make an emotional connection or demonstrate relevance. Certainly there are always exceptions in which prominently displayed products work well." (Advertising by Design, Robin Landa, pg. 144)

This ad is one of those exceptions. The image of the heel squeezing the lemon with it's juices dripping onto the floor, give the feeling of fun, sexiness, and seductiveness. It's the experience that the SKYY Vodka infused with a touch of fruit will give you if you buy their product. Who doesn't want that in the city streets of San Francisco?

In addition, although it may seem like there is no textual info on the ad, hidden in fine white print on a yellow background are the words "SKYY Infusions All Natural Citrus Flavors. 35% alc/vol (70 prrf). (c)2009 Skyy Spirits, LLC. San Francisco, CA. Enjoy Responsibly. Learn more at slyyinfusions.com" I didn't notice this part until I gave a final look at the print ad.

EOC Week 8: Authority

Deborah M. Rivera of Alexander & Richardson in New Jersey says about designing with type that "1. Type does not need to be big to be noticed or meaningful. 2. Do your font research!"
Carlos Segura of Segura Inc. in New York says "1. Use the appropriate font for the job, not the best one installed in your computer. Typography is the single most important element that contributes to the "body language" and "tone" of a piece of work."

For my Hawaiian Chip Company ad campaign, this has inspired me to use less text in my ad campaign and focus on the product itself. They are not like your ordinary chip by the way the product looks (being of different colors other than the traditional golden chips). I also want to focus on the fact that the product is made of the taro root, which many people don't know about and are hesitant to try.

Any text would simply be there just to say the name of product I'm featuring in the ad spread. Any headline text would try to incorporate the feel of the product by being in either a tribal or Hawaiian themed typeface.

In addition, the company does pride in their products being:
• Made in Hawaii
• All Natural
• 0% Trans Fat

EOC Week 7: Impacting Ad

Composition is a very critical principle of design in any ad. There is a specific reason why something was done, why it was placed here, why you chose a certain color scheme and many more. This ad for Dove's Campaign for beauty were of many. All with a similar and distinct feel and positioning.

In terms balance, this ad uses asymmetry with the image of the person on the left and textual content to the right in white space. This ties in with visual hierarchy, where our eyes are first captured by the image of an everyday woman (not some actress or famous singer). This image ties in with the words to the right, wrinkled or wonderful. Obviously she's both and not obligated to just one. In this ad we get it. One (the image or the text) will not work without the other in this ad.

Final Project: First Thoughts

For my final project I am thinking about planning and designing an ad campaign for one of my two favorites which are for the Hawaiian Chip Company products or a brand of Guilt-Free Raw Cookies that I purchase occasionally at Whole food Market.

For the Hawaiian Chip Company, they are popular within Hawaii, and are trying to expand outside of the islands. The taro chips are known for being a Presidential favorite and well as the feature chip on Hawaiian Airlines. This past year, 2009, the company has been very successful, but by no means of an ad campaign.

For the Guilt-Free Raw Cookies, I have a vision in my mind of how I like to present them. In the beginning, my boyfriend had often purchased these cookies, but I was very hesitant to try it because of the nontraditional way it was conjured up (as described on its packaging). But after the first bite, I couldn’t stop myself from eating just one, and “Hey they are Guilt-Free!”

EOC Week 6: Make 'Em Laugh

Humor is a great tool in advertising. It’s a great way to stick that ad in the minds of our viewers because it has created some type of emotion. The primary goal is to make 'em laugh. AT&T Mobility, previously known as Cingular Wireless, put out several ads revolving around the fact that they are the network with the fewest dropped calls. There were several commercials, print, and billboard ads put out as part of their campaign. This ad, was one I had remembered seeing. The reason i had remembered this ad is because it honestly did make my boyfriend and I laugh and spark conversation about the piece. This billboard was posted out the Marriott Marquis in Times Square. Through the creativity put into the ad by BBDO New York, it caught a lot of attention.

This two-piece advertisement uses irony in conveying a dropped call. It does so by simply cutting out the "CALLS" portion of the ad, and dropping it on the floors of New York. From afar, if you were not in a position to see the "CALLS" piece, you would wonder what had happened. The feeling is a lot similar to the feeling you would get if you had experienced a dropped call.

EOC Week 5: Ad Categories: T-mobile's myTouch in Several Ad Categories

This ad demonstrates a DECLARATION in that is states it is "100% you." It declares 100 percent of something. This ad was seen on both television and print.

This ad demonstrates ENDORSEMENT. The Got Milk? campaign has always used athletes, actors, and other famous figures as ad endorsements.

This ad demonstrates SLICE OF LIFE. This Oxyclean ad shows an actual life experience of a child playing in the mud. Oxyclean helps get all the stains out. Most children have played in the mud once int their lives.

EOC Week 4: Who is Bob Isherwood? Why is he important?

Bob Isherwood is responsible for many creative advertising ideas associated with several companies we are familiar with such as Stella Artois, Procter & Gamble, and Toyota. He was most prominent for his role as the Worldwide Creative Director for Saatchi & Saatchi. He has a distinct way of advertising and getting people to notice what he is trying to get the viewer to notice, making his work more effective and cost-efficient. Why would any creative designer want to do the same thing over and over again? We see a lot of ads that are predictable and just like any other ad of the same kind of product. He has created originality in advertising. Isherwood is the co-author of the book ‘World Changing Ideas’, based on 41 innovations that have either won or been shortlisted for the Saatchi & Saatchi Award for World Changing Ideas.
During his interview in Robin Landa's book, Advertising by Design, he states that the way he convinces his client to take a chance on a daring concept is to help them understand the context of which their ad will appear. Your ad must having striking ideas to cut through and grab the attention of the viewers. Like he said, risk is reduced by research. I think that's the best way to understand your client, the product, and the target audience, making your idea a great idea. For Isherwood, simplicity in concept and design is the key think for him, because it reduces advertising clutter. It should be for most. His concepts on the way he designs in very intricate. He understand the way designs and why.
"At Saatchi & Saatchi, we've taken advertising out of our name; our focus is on building an ideas company. We see our role as transforming our clients' brands business, or reputation through highly valued ideas, and those may not be traditional in advertising." -Bob Isherwood

()http://www.abeopartners.com/bob_isherwood/

BOC Week 4: Jerry Della Femina, the Big Idea

Jerry Della Femina, straight out of Brooklyn, a man some have never heard of and others won't forget. When I Google his name, there were several articles that referred to him and his works. I see him as being the one in the advertising realm who used more of his right brain for anything other than creativity. He was ruthless, being in such a competitive industry since 1961. He had currently inspired the creation of AMC's Madmen, an Emmy and Golden Globe-winning series, already in its fourth season (I haven't seen it yet but have heard a lot about. I bought the first season and am very interested in seeing more of it). Having fun in the industry is where a lot of great ideas spawn from. This is in addition to a lot of bad ones that don't end up in next month's magazine. Companies will pay ad agencies big bucks to "have fun". On the other hand, ethically speaking, does "having fun" consist anything to with drugs, sex, and alcohol? But why stress over your job? It should be something you enjoy doing. Advertising is more than just a job for most, it's a passion.
In 1971, Della Femina's book From Those Wonderful Folks Who Gave You Pearl Harbor was a best-seller. It was titled after a slogan he had created during a brainstorming session for Panasonic, which was proposed but not happily accepted. He was very successful in the industry, and has even been named by Advertising Age, one of the "100 most influential advertising people of the century."

“There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.”
-Jerry Della Femina
(http://www.dellafemina.com/jerry.html)

EOC Week 3: Tobacco Ads

Camel is an American brand of prepackaged cigarettes that consist of a blend of Turkish and Virginia Tobacco. Facts like this are not what sell the product. This ad for Camel No. 9 cigarettes ran in magazines such as Cosmopolitan and Vogue. As a result of such ads, the product became a big hit with teenage girls (not of legal age to smoke tobacco). Did Camel get it right when coming up with this advertising concept? I would say so
Like any tobacco ad, the main problem seems to be: How are the tobacco companies are going to sell more products? There are a lot of tobacco ads that are aimed towards the male population. The problem they must have is how are we going to get grab the attention of female customers. Whoever designed this ad knew who their audience was, especially since the ad was being placed in Cosmopolitan, Vogue, and Glamour. This ad solves it by simply attracting the female customers with a feminine color scheme, flowers, and convincing verbiage written in script. The simplistic and unordinary camel packaging of the product also plays a role in the advertisement.
Although this as was targeted for adults, it did catch the eyes of many younger consumers, which to the tobacco companies might not be such a bad thing. The creative brief of the ad is to go feminine. This ad tells me that Camel No.9 is light and luscious. It's straight to the point. Being a female, I'd want something light and luscious. When I think cigarettes, I think dark, nasty, and harsh, nothing close to light and luscious. "In 2008, a year after the ads debuted, 22 percent of teen girls said Camel had their favorite cigarette ads -- twice the number of those who answered Camel in other interviews ." (http://www.momlogic.com/2010/03/study_says_cigarette_ads_appealed_to_teen_girls_camel_no_9.php#ixzz0v7Oc4O24)

About Me

The most efficient way to share your thoughts, ideas, art, products, & business is on the web. I am more than just a web designer. I display images & words in forms of pixels using several languages only a web designer would understand. I breathe life and color into a mere “www .com, .net, .org” (and any other domains. There is a fine line between white & black. #FFF is white, and #000 if black. In most cases, you call a painter to paint your family portrait. In my case, you would call me to develop your site. Call me a computer geek, but call me what you want, I am a web artist. There is more to a website than its visual design.

As I further my career I will work with the best of the best, as I already do with my peers. My goal as a web designer is to create web applications that not only make the clients happy, but capture the interest of their target audience. When someone visits your site, if it isn’t user friendly or doesn’t spark interest in the viewer, what does that say about your business? or your web designer?

I am Reyna Quemado, a 23 year old mother, sister, friend, & web designer. Not only do I want to travel the world, but I want my thoughts and ideas to do the same.

EOC Week 2: Ethics in Commercials

The company manufactured by Procter and Gamble, Old Spice has put out products of male antiperspirant, deodorant, fragrances, and other grooming products. Although, many don’t know that their first products were for females. Their products have been around for so long that most people know what they are when they hear their brand name. Many of the commercials they’ve put out for the company has been very traditional, depicting the American man in need of smelling like a man. There are a series of commercials that they had recently put out featuring comedic actor, Terry Crews (who starred in Friday after Next and as our future president in Idiocracy). In comparison to other Old Spice commercials they've put out, this series has got me wondering what this guy is on. Not only will Old Spice block body odor, but if my husband uses it he’ll have an uncontrollable sense of power. In my eyes that might not be such a good thing. The result of this is he’ll think he has power, go crazy, and beat things up. In my opinion and many others who I have shown these commercials to, Terry Crews seems to be portraying a guy on steroids or any other type of illegal substance. In my view Old Spice, is selling itself as either something of that sort or even a product a male could use that will cover up the scent of an illegal substance. That idea, in no way, shape, or form, should be put in my head in a commercial shown on national TV. I’m sure if it were a product I was trying to sell, it’s not what I would want either. On the other hand, that might be the reason why I haven't seen a lot of these commercials played, only a few times since April. Watch them and see for yourself.