Instructor Seiki Nakamura （ M08W0043 中村 誠希） Module ３ Campaign of the artists ～ Fine Art ～
In this lesson you will learn:
What is the campaign ?
Getting Attention !
Theory of Advertising
Campaign of Fine Art
After you finish learning this module, you can join the management section of our company.
Furthermore, you can be the person who is in charge of campaign of the artists of Fine Art in the management section of our company.
Introduction Hi ! I am the Instructor Seiki Nakamura. Let’s enjoy learning the campaign of the artists in this module.
What is the campaign ? ■ The definition of campaign■ In this section, you need to know the word “campaign”. Firstly, you will experience the three campaign set by three famous enterprises. Secondly, you will know the definition of the word “campaign”.
What is the campaign ? ■ Experience what the campaign is. ■ Pictures cited ： http://www.maxiro.com/blog/archives/2006/01/maxiro_meets_ap.html http://logostock.jp/logostock/007fashion/nike.php http://logolog.exblog.jp/3409888/ You need to experience three campaign set by three famous company. Apple computer NIKE Adidas
“ Think Different” is an advertising slogan created for Apple computer in 1997. It only took 60 seconds to reestablish Apple's counter-culture image that it had lost during the 90s. After this campaign, brand of Apple became at least one of the most valuable things in the world. Pictures cited ： http://www.d4.dion.ne.jp/~motohiko/thinkposter.htm “ Think different” campaign http://jp.youtube.com/watch?v=4oAB83Z1ydE Watch this.
With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998. ― Mini-case Study: Nike’s “Just Do It” Advertising Campaign http://www.cfar.com/Documents/nikecmp.pdf “ Pictures cited ： http://aidal.net/wp-content/uploads/2008/03/117.jpg “ Just Do It” campaign http://jp.youtube.com/watch?v=vPpLeYwBP2o
The aim of their campaign is to make the adidas‘s Impossible is Nothing brand even more universal, building on the success of the rousing tag coined in 2004 and centered on boxing legend Muhammad Ali. Pictures cited ： www.utahsaint.com/date/2007/12 “ Impossible is nothing” campaign http://jp.youtube.com/watch?v=HYOIv6m3gsI
The definition of Campaign① By Free online dictionary http://www.thefreedictionary.com/campaign In this module, we will study the definition 2.
Advertising campaign or marketing campaign, a series of advertisements and other marketing efforts sharing a common element or theme. More information is bellow. http://en.wikipedia.org/wiki/Campaign Cited by Wikipedia The definition of Campaign② Campaign Campaign is between promotion and branding. We studied before about promotion and branding.
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication . Advertising campaigns appear in different media across a specific time frame. The critical part of making an advertising campaign is determining a champion theme , as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. More information is bellow. http://en.wikipedia.org/wiki/Advertising_campaign Cited by Wikipedia The definition of Campaign③ Advertising Campaign
Getting Attention ! ■ How to get the attention by campaign■ In this section, you need to know how to get the attention by campaign. Firstly, you will know the word “tagline”. Secondly, you will know the word “image”. Both of them is very crucial for the campaign.
Getting Attention :Tagline Cited ： http://www.gettingattention.org/my_weblog/2008/07/12-nonprofits-h.html 12 Nonprofits Honored for Exceptional Taglines: 2008 Getting Attention Nonprofits Tagline Awards The 12 winning taglines in the 2008 Nonprofit Tagline Award Competition emphasize how powerfully taglines can work as a first step in branding and campaign or as a highly-effective tool to refresh a nonprofit’s messaging.
Cited ： http://en.wikipedia.org/wiki/Tagline Tagline A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience's memory of a product. Some taglines are successful enough to warrant inclusion in popular culture, often becoming snow clones. Cited by Wikipedia Getting Attention :Tagline
Cited ： http://en.wikipedia.org/wiki/Tagline Examples of famous movie/television taglines are: In space no one can hear you scream. – Alien A long time ago in a galaxy far, far away... – Star Wars Love means never having to say you're sorry – Love Story To boldly go where no man has gone before – Star Trek The truth is out there. – The X-Files Cited by Wikipedia Getting Attention :Tagline
Cited ： http://www.gettingattention.org/my_weblog/2008/07/12-nonprofits-h.html Taglines in the 2008 Nonprofit Tagline Award Civic Benefit: Stand Up for a Child —CASA of Southwest Missouri/CASA’s tagline provokes anger, compassion and a desire to help, in just five words. Education: Stay Close...Go Far. —East Stroudsburg University of Pennsylvania/This simple yet distinctive tagline from East Stroudsburg cuts through the clutter. Its straightforward character mirrors that of the school. Grant making: Make the most of your givin g. —The Greater Cincinnati Foundation/ This clear tagline articulates the value of the foundation for donors considering an alternative way to give. Getting Attention :Tagline
Pictures cited ： http://www.ne.jp/asahi/box/kuro/report/benettonad.htm Getting Attention :Image Campaign of BENNETON Hearts 1996 This image show us that heart of human is same, it not depend on the human races. The image of the heart of human has huge impact.
Pictures cited ： http://www.ne.jp/asahi/box/kuro/report/benettonad.htm Getting Attention :Image Campaign of BENNETON AIDS - David Kirby 1992 This image shows that the patient of AIDS is not an impure person.
Pictures cited ： http://www.ne.jp/asahi/box/kuro/report/benettonad.htm Getting Attention :Image Campaign of BENNETON Condoms 1991 This image shows that AIDS can be prevented by condoms. The aim of image is to be against the prejudice of Aids.
Pictures cited ： http://www.ne.jp/asahi/box/kuro/report/benettonad.htm Getting Attention :Image Campaign of BENNETON Death Row 2000 This image claims the abolition of capital punishment. A condemned criminal was appointed.
Getting Attention :Image Pictures cited ： http://www.ne.jp/asahi/box/kuro/report/benettonad.htm Campaign of BENNETON Oliviero Toscani lunched the Campaign of BENNETON "I still can't understand why people are shocked by something that obviously exists. It's like in a family that always avoids talking about its real problems.“ ― Interview of Time http://www.time.com/time/arts/article/0,8599,1673663,00.html
Getting Attention :Image Cited ： http://en.wikipedia.org/wiki/Oliviero_Toscani Oliviero Toscani Oliviero Toscani (born 1942) is an Italian photographer, best-known worldwide for designing controversial advertising campaigns for Italian brand Benetton, from 1982 to 2000. Most of these advertising campaigns were actually institutionals for the brand, always composed of rather controversial photography , usually with only the company logo "United Colors of Benetton" as caption. One of his most famous campaigns included a photo (by Therese Frare) of a man dying of AIDS, lying in a hospital bed, surrounded by his grieving relatives. That picture was controversial due to its similarity to a pieta painting. Others include allusions to racism (notably one with three almost identical human hearts, which were actually pig hearts, with the words 'white', 'black', and 'yellow' as captions), war, religion and even capital punishment. Cited by Wikipedia
Getting Attention :Image Cited ： http://www.ne.jp/asahi/box/kuro/report/benetton.htm Focal Pont ： Campaign of BENNETON
● The criticism of unrealistic images that advertisements show.
Advertisement of fashion that beautiful women who has unrealistically perfect bodies appear.
A commercial message of cars on TV that famous model smiles
● The advertisement should show attitude toward a social problem
● The advertisement should face real world.
Don’t show the fantasy.
Cited by Advertisements of BENNETONE
Theory of Advertising ■ How advertising works■
In this section, you need to know how advertising works.
You will study three points;
Consumer’s decision making process
Memory based model of information
Priming of needs
① Consumer’s decision making process Cited ： http://www.ciadvertising.org/student_account/spring_01/adv391k/hjy/adv382j/3rd/frame_assumption.html First, consumers interact with the environment around them. The environment includes from the immediate environment an individual encounters to the social system that generally controls each individual whether s/he is conscious of its existence or not. While interacting with the environment, consumers interpret or make sense of information in the environment. Of course, this interpretation process includes exposure and attention to the information, and comprehension of it. As a result, consumers determine the subjective meanings of information, and thus, create personal knowledge and beliefs. And with these meanings, knowledge and beliefs, consumers form overall attitudes toward a variety of products, objects, other persons and behaviors, and then, make choices among available alternatives. While doing all of these things, consumers restore the outcomes of interpretation/integration processes and the results of behaviors in their memories. And then, the restored outcomes are retrieved from memory, and influence on each step in consumers’ decision-making process.
② Memory-based model of information Cited ： http://www.ciadvertising.org/student_account/spring_01/adv391k/hjy/adv382j/3rd/frame_how.html
② Memory-based model of information Cited ： http://www.ciadvertising.org/student_account/spring_01/adv391k/hjy/adv382j/3rd/frame_how.html Memory-based model of information processing assumes that judgments and attitude formation are directly correlated with the ease in which instances or associations could be brought to mind. That is, when faced with a judgment or choice, people ordinarily do not take all plausible considerations into account, carefully examine and weigh all their implications, and then integrate them all into a summary decision. People typically forgo such exhaustive analysis and instead employ intuitive shortcuts and simple rules of thumb. One such heuristic is to rely on information that comes to mind spontaneously and effortlessly when judgment must be made. I think that, whenever a consumer should make a decision among the alternatives, s/he activates a set of needs from his or her memory. Some needs may be activated because the consumer thinks they are very important. Some needs may be activated because they are frequently activated from the memory. Or some needs may be activated because they are recently activated from the memory. Once a unique set of needs is activated from the memory, they are used as the standards by which the consumer evaluates the alternatives and makes his or her decision.
③ Priming of needs Cited ： http://www.ciadvertising.org/student_account/spring_01/adv391k/hjy/adv382j/3rd/frame_how.html The primary function of advertising is to influence on the degree of activation or accessibility of needs from consumers’ memory that an advertised product or service can satisfy better than its competitors. ― The Center for Interactive Advertising
③ Priming of needs ： Example Pictures Cited ： http://www.ez-entertainment.net/features/absolut.htm http://farm3.static.flickr.com/2397/2449786723_197fdb9e9d.jpg?v=0 http://www.blairbradshaw.com/press/absolut.html http://www.ciadvertising.org/sa/spring_06/adv391k/berlingo/Paper/AbsolutAd.jpg － Example of Absolut －
③ Priming of needs ： Example Cited ： http://www.ciadvertising.org/student_account/spring_01/adv391k/hjy/adv382j/3rd/frame_how.html － Example of Absolut － We have multiple needs when we are about to buy vodka. It could be needs for good taste. Or it could be needs to save more money. Or we may want to look like a member of the upper class by consuming some product. Advertising strategy of Absolut comes from the certainty that exclusivity and premium status would come from the drinkers rather than from its product. Absolut advertisements always seek to flirt with the intelligence of the target group. By repeatedly associating its product and the young, intelligent and urban image, consumers can activate the social needs to belong to this group when they are about to buy a bottle of vodka. ― The Center for Interactive Advertising
Campaign of Fine Art ■ Campaign of Takashi Murakami■
In this section, you need to know how Takashi Murakami set his campaign.
You will study three points;
Tagline and Images he used.
Media he used.
Theme he set.
Cited ： http://www.tokyopop.com/hitmanreborn/article/984984.html Campaign of Takashi Murakami ： － Tokyo Pop ： Tagline － An art movement started by Takashi Murakami that combined Japanese pop-culture with postmodern art called Superflat came began around this time. Murakami asserts that the movement is an analysis of post-war Japanese culture through the eyes of the otaku subculture. His desire is also to get rid of the categories of 'high' and 'low' art making a flat continuum, hence the term ‘Superflat'. In contrast to these experimental trends the same time period has also been characterized by a trend towards extreme emphasis on otaku subculture. More information is bellow. http://www.tokyopop.com/hitmanreborn/article/984984.html
Tokyo Pop is “the contemporary chaos of Tokyo as a Japanese version of Pop” Campaign of Takashi Murakami ： － Tokyo Pop ： Images － Pictured Cited ： http://www.mni.ne.jp/~buzzgarage/japan.html
Pictured Cited ： http://hikosaka.blog.so-net.ne.jp/2008-04-30-3 Campaign of Takashi Murakami ： － Tokyo Pop ： Media － “ Murakami asserted that this new creative position can form a unique artistic genre, ‘Made in Japan’, in response to Tokyo’s chaos and emptiness.” At the Magazine 『 Criticism of Advertisements 』 Feature article on TOKYO POP