Complete pop journal 2010

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Pop Culture Journal
ADV303 -Thomas
Advertising and Pop Culture
by Sarah Erlandson

see383

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Complete pop journal 2010

  1. 1. Pop Journal 2010 Sarah Erlandson – see383 ADV305 – Kevin Thomas
  2. 2. Separation into categories Visual Display Analysis of elements and audiences Effectiveness conclusion
  3. 3. Category 1: Product Utility
  4. 4. Lynx Twist: The Fragrance That Changes
  5. 5. Lynx Twist: The Fragrance That Changes <ul><li>http://www.youtube.com/watch?v=V3aQWK1s2EY </li></ul><ul><li>Audience: Men attracting women Strategy: Sex Appeal & Utility, product symbol, representation </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The tv commercial attends to a guys interest in keeping up with a girl’s desires (sex appeal), particularly beautiful women. This commercial visualizes the changes of a man in order to keep a girl from getting bored, all done with the help of their male fragrance product (utility). </li></ul></ul><ul><ul><li>This commercial suggests that men need to be flexible in their physical appearance in order to interest beautiful women of today’s culture. Using ideal images of different kinds of men in society, the poet, the cowboy, the goofball, etc – the image constantly changes. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>Lynx Twist uses a very similar approach that Axe Body Spray uses. “use our product and you’ll get women’s attention.” (utility) Because of brand awareness – the similar style commercial will attract the Axe audience as well. </li></ul></ul><ul><ul><li>The commercial also uses humor appeal because the machine (the Lynx Twist) is able to change the date’s appearance without the woman catching on to the trickery. </li></ul></ul><ul><ul><li>The ultimate end of the commercial is in the bedroom – hinting that use of the spray can even get you all the way to the bedroom, this underlying benefit will improve the male audience’s outlook on the product. </li></ul></ul><ul><ul><li>The idea that men need to change themselves to attract women may cause discomfort with the brand. </li></ul></ul>Entry 1
  6. 6. Gillette Odor Shield Body Wash
  7. 7. Gillette Odor Shield Body Wash <ul><li>http://www.youtube.com/watch?v=97b13MGbPN8 </li></ul><ul><li>Audience: Men Strategy: Utility & Product Symbol, Structure, representation, discourse, language based technique (like A MAN) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial reaffirms the definition (Product symbol) of what it is to BE a man (representation) by dropping masculine objects, objects that relate to common jobs tasked to a man such as auto mechanic tools, lawn work, athletics, handy work, etc. (structure) Rugged, Talented, Multi-faceted, and hardworking is how this typical male is portrayed. “Like a MAN” (discourse). (Patriarchy) (Male Gender roles) </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The commercial is humorous and gets the attention of the viewers by having this take place in the shower and neglecting to show the man above the knees so there is strict anonymity. The items being dropped don’t belong there but have instant connections to the male and the male community at large (Structure)(Product Symbol – “to be a man”) (Gender roles) </li></ul></ul><ul><ul><li>The comparative choice of the Gillette brand over the other and the following success of the Gillette Body Wash successfully forms a bond between men who perform such tasks portrayed and want to smell clean after doing so with the product advertised (Utility) </li></ul></ul><ul><ul><li>The product is presented as a very strong & effective soap that can clean all the daily smells from a man’s body to leave it fresh and clean , therefore I believe it will be more specific due to it’s simple sell kind of technique </li></ul></ul>Entry 2
  8. 8. Daihatsu Mini van
  9. 9. Daihatsu Mini van <ul><li>Audience: primarily to men, car buyers, Europeans Strategy: Utility, comparison, humor, product symbol? </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The Daihatsu challenges the popularity of sports cars and luxury cars with its inexpensive and economical alternative. It uses humor appeal by suggesting that having this economic car will help a man have “5 times more women than a Lamborghini.” This challenges the notion that having money and expensive things will increase your cultural capital, or popularity (structure). </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><li>- This particular foreign ad addresses the typical challenges generation X poses for marketers today. The Daihatsu counters them by using: </li></ul><ul><ul><li>images of shared values and ideology (make fun of their own/other ads) </li></ul></ul><ul><ul><li>images project belongingness (social aspect of product) </li></ul></ul><ul><ul><li>addresses audience with cynicicm w/humor, irony & reflexivity </li></ul></ul><ul><ul><li>The ad is successful because it is humorous and economically favorable. The imagery of the happy man inside the car with lots of women is also a reinforcement of the successful allure of the far more affordable Daihatsu Mini Van. </li></ul></ul>Entry 3
  10. 10. Orbitz Gum
  11. 11. Orbitz Gum <ul><li>Audience: people who want beautiful teeth and like gum Strategy: Utility – at least you can have good teeth – humor, nostaliga (high school pictures) (old school glasses/outfit) context (teeth stand out moreso than all else) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This ad reinforces the stereotype “Nerd” during high school years, due to the large glasses, vest, and posed smile. (representation) The ad only states that the boy has a “beautiful smile” – as if that is all going for him at that age. </li></ul></ul><ul><ul><li>It pokes fun at high school days and creates a nostalgic image that most everyone can relate to when looking back in yearbooks and old pictures etc. </li></ul></ul><ul><ul><li>Orbitz gum successfully keeps the past as the past and shows that Orbitz made a difference ‘then’ and can continue to give you beautiful teeth after you have grown up and bettered yourself in other areas. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The humor appeal of the ad helps to leave an impression on the audience </li></ul></ul><ul><ul><li>The quirky picture creates nostalgia from high school days and yearbook photos, which develops a history and relationship with the brand. </li></ul></ul><ul><ul><li>The ad does not, however, share any information about flavors or prices etc, just a final result of ‘beautiful teeth’ and therefore may not be enough to get someone to buy the product </li></ul></ul>Entry 4
  12. 12. Category 1: Product Symbol
  13. 13. Kid Porsche Commercial
  14. 14. Kid Porsche Commercial <ul><li>http://www.youtube.com/watch?v=x1EoNaZpPzI </li></ul><ul><li>Audience: Men Strategy : Nostalgia, Product Symbolism, Lifestyle, Narcissism, Popularity Appeal, gender roles, narrative (follows boy through thought process) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial taps into modern day’s expectations of image and success. (Structure) To be successful is to own expensive things. (Narcissism, Popularity)The boy is bored in class and is captivated by the style/luxury of the Porsche. He then idolizes it and sets a goal to own one in the next few decades.(Nostalgia – “when I grow up”) Wealth and luxury is therefore prioritized in his life at a young age as he will strive to achieve the “Porsche status” (Lifestyle) (Product Symbolism) </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>I believe this was successful because it amounts the purchase of a Porsche to “fulfilling a childhood dream” (Nostalgia) and idealizes the meaning and influence of owning the car. (Lifestyle, Popularity, Product Image) </li></ul></ul><ul><ul><li>It successfully separates the Porsche brand from all other cars by showing the boy’s infatuation and obsession over the car. (Lifestyle) </li></ul></ul><ul><ul><li>It also encourages that the owner would be a source of envy by others as they drool over them when they drive past. (Popularity Appeal, Narcissism) </li></ul></ul>Entry 5
  15. 15. Category 1: Demassify
  16. 16. Febreze Home Collection
  17. 17. Febreze Home Collection <ul><li>Audience: women, decorators Strategy: utility, demassify, </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The ad stresses flexibility and interior decorations as a common and ever-changing occurrence. The various styles allow the febreze candle to appeal to many kinds of families and styles. </li></ul></ul><ul><ul><li>This ad shows that it isn’t enough to simply have a candle anymore, there is more than just the scent, there is the aesthetic appeal of the candle. </li></ul></ul><ul><ul><li>This appeals to women and moms who try to maintain an impressive looking household and keep up with the fads. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>To women – the changeable covers are very useful and add quality and flexibility to the product. The product will have more a lasting appeal because it is able to move with the changing times and styles of the household. </li></ul></ul><ul><ul><li>The repetition of the word “change” encourages an evolving sense of expression and individuality (demassify) </li></ul></ul>Entry 6
  18. 18. Category 1: Targeting Kids
  19. 19. MyScene Barbie: Shopping Spree
  20. 20. MyScene Barbie: Shopping Spree <ul><li>http://www.youtube.com/watch?v=PDoenyZztgg </li></ul><ul><li>Audience: young girls, all races Strategy: structure, discourse, popularity appeal, gender roles, representation, lifestyle, culture industry </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial reinforces that girls are the shoppers and spenders of society. It teaches girls to enjoy and gather to go shopping and buy clothes/perfume/shoes. (representation) No longer is quality the focus of the sale, but it’s more the image and meaning of the brand. </li></ul></ul><ul><ul><li>The girls also turn down boys for shopping, showing that girl time and shopping sprees are higher priorities than socializing with boys. (gender roles) (representation) (lifestyle) </li></ul></ul><ul><ul><li>*I noticed the use of the black boy and girl in the front of the groups, both acting more forward and outspoken towards each other as leaders. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The interracial mingling of the girls is a positive endorsement for all races. Using cartoons also allows the Barbies to have a more personified and interactive image, which in turn is more relatable. </li></ul></ul><ul><ul><li>The amount of accessories included encourages “more for your money” and also having “more” increases your popularity as a kid, so I believe this would be successful in selling this product to young girls </li></ul></ul>Entry 7
  21. 21. Category 1: Female Gender Roles
  22. 22. Skechers shoes
  23. 23. Skechers shoes <ul><li>Audience: Girls – all ages Strategy : Sex appeal, gender roles, representation, celebrity __ </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>Current female culture, in the age range 17-late mid 20s, supports midriffs and promiscuity, these ads encourage and continue that representation of girls and women. </li></ul></ul><ul><ul><li>However, because this product is marketed to girls younger than 17, to as young as 10. by using the cartoonish colors, pop out style, and over-dramatized roles the ads attract younger audiences than what is appropriate for this seductive appeal. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The sex appeal in this ad may possibly appeal to girls as a way to attract men. It has the ability to portray what “kind” of woman attracts men, or how they should act in society – all very much sexualized and act in roles. </li></ul></ul><ul><ul><li>The shoe itself has great potential to apply to a role that girls relate to and therefore use the shoe to incorporate the image they want to portray. </li></ul></ul>Entry 8
  24. 24. Dolce & Gabbana
  25. 25. Dolce & Gabbana <ul><li>Audience : Men and women, above average income Patriarchy, masogony, sex appeal, lifestyle, representation </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The Dolce and Gabbana ad uses attractive 20-something yr old men, and an attractive 20-something woman, all tan and all shiny – with sweat perhaps. This portrayal represents young men of a higher class as in shape, toned, and sexually dominant. </li></ul></ul><ul><ul><li>The positioning of the models as hovering over the submissive female encourage a masogonistic view of the lifestyle they hold, as well as a male-dominated culture (patriarchy). </li></ul></ul><ul><ul><li>It influences male dominance and sexuality as common themes in society, the product itself helps to portray and represent a sexual tone with it’s dark jean and masculine attire. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The name of the brand itself is strewn across the bottom of the ad, but the focus is really on the man hovering over the woman. The jeans therefore represent some form of domination, but also some form of class because of the high heels and attire of the woman – In my opinion the ad would be successful for a high class men and women who want to live a promiscuous lifestyle. </li></ul></ul>Entry 9
  26. 26. Candies for Juniors
  27. 27. Candies for Juniors <ul><li>Audience: girls, Juniors (teens) Strategy: sex appeal, representation, celebrity product character, status, gender roles, </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The ad reinforces women as sexual objects for men. The motorcycle, lingerie on the couch and provocatively open legs all highlight Britney Spears’s body and availability to men. </li></ul></ul><ul><ul><li>Because the clothing line is targeted to girls under 18 – the ad threatens to support the objectification of women as sexual objects (structure, sex appeal, representation, gender roles) </li></ul></ul><ul><ul><li>Using Britney Spears attracts her fan base of millions of girls, of all ages. Which in turn makes her a role model. As a celebrity promoter of the clothing brand, little girls will look to her for how to act, pose, dress, and represent themselves. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The pull factor drawing Britney Spears fans towards the advertised brand may be enough to sell the clothes or shoes etc. </li></ul></ul><ul><ul><li>The image of the clothing line is sexy, alluring, feminine, and attractive. The image with the teddy bear attracts the attention of younger audiences and the look of a younger teen – portraying innocence and childhood – where the youth is a sign of beauty and resilience. </li></ul></ul>Entry 10
  28. 28. Category 1: Targeting Parents
  29. 29. To Their Moms Olympic Commercial
  30. 30. To Their Moms Olympic Commercial <ul><li>http://www.youtube.com/watch?v=VSn5Z7EC4ME </li></ul><ul><li>Audience: Mothers Strategy: fear appeal, nostalgia, gender roles </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>At the time of the commercial – the winter Olympics were on television. The commercial speaks to parents and specifically mothers who understand the dangers of having their children in competitive sports. </li></ul></ul><ul><ul><li>The visualizations of the children in intense Olympic competition is stressful and eye opening when comparing their size and the task at hand (fear appeal). The memory of the kids in their younger more vulnerable days is nostalgic for the mothers and reaffirms that the mothers are the care-takers and upbringers of the family. (gender roles) </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>By connecting with the mothers, P&G creates a more intimate relationship with their customers by not only selling their products but proving that they understand some of a mother’s deepest fears for her children. </li></ul></ul><ul><ul><li>For the audience that enjoys the olympics and feel an emotional attachment to the competitive events, this commercial will form a relationship between the fans and the product being advertised (P&G) </li></ul></ul>Entry 11
  31. 31. Goodnights
  32. 32. Goodnights Night Diapers <ul><li>Audience: Parents, Mothers Strategy: Fear appeal, context (wetting the bed is shown through picture) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This ad uses fear appeal to reach out to parents of young children with bed-wetting problems. It presents the solution to a very sensitive topic that parents sometimes feel helpless to deal with. It puts the responsibility in the hands of the parents (context), and mostly the mothers who deal with the upbringing. </li></ul></ul><ul><ul><li>The context has the opportunity to create a nostalgic image for parents to their younger days at sleepovers and how they would feel in a situation described as such. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The fear appeal is strong enough to cause a parent to take precautions to prevent their child from being in the depicted situation. </li></ul></ul><ul><ul><li>The lighting and look on the child’s face appeals to mothers and caretakers </li></ul></ul><ul><ul><li>The comparative story of a) being alone and b) being at a friend’s house helps to stress the severity of the different situations and effects on a child. </li></ul></ul>Entry 12
  33. 33. Category 1: Sex Appeal
  34. 34. Candies Perfume
  35. 35. Candies Perfume <ul><li>Audience: Men and Women, Under 40, Strategy: sex appeal, non-explicit, lifestyle, language based technique (“candy” could also be the woman) gender roles, partriarchy </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial uses a provocative image of a woman, legs spread wide, and a seductive glance (sex appeal) to draw in the male audience as well as appeal to girls as what the image of a pretty woman is (representation). She is a Midriff, as the guy looks back at the camera as if he is anticipating something to happen with the girl. The spaceship launching is a sexual innuendo that the boy could be hinting at. All of the above reasons show that this ad uses a non-explicit form of sex-appeal to hook both the male and female audience. </li></ul></ul><ul><ul><li>The context also objectfies the woman as a sexual object, by showing what is on his mind and what he plans to do with her, while showing nothing that has to do with her desires or individual personality. (gender roles)(patriarchy) </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>For selling the perfume, participants who like the ad for its sexual undertones and provocative lifestyle, may perhaps buy the perfume for what it symbolizes (sex appeal). Midriff lifestyle – control over men’s desires through sex. </li></ul></ul><ul><ul><li>For brand awareness I believe this ad would be remembered and recalled once the innuendo is realized. This multi-faceted style of advertisement requires an active analysis of the ad’s context, which encourages more participation by the audience. </li></ul></ul>Entry 13
  36. 36. Calvin Klein Jeans
  37. 37. Calvin Klein Jeans <ul><li>Audience: Men and women under 40’s, primarily white Strategy: sex appeal, Explicit, Gender roles, product symbol, lifestyle </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>These ads attempt to normalize/accustom the public to overtly sexual ads. It doesn’t try to sell it’s product as much as it tries to maintain a sensual symbolic nature to its Brand Image, often with overly racy and controversial depictions of sexual situations. </li></ul></ul><ul><ul><li>Calvin Klein’s ads use exaggerated amounts of sex appeal and little emphasis on the actual product, but more on the lifestyle their customers live. The focus of their ads are on Sex – mostly one man one woman. The Brand symbolizes sexuality, beauty, lust, and ecstasy. The magazines these ads are shown in can be exposed to youth as young as 14, and therefore affect their feelings on society and relationships (structure) (representation). </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The product image that is portrayed by Calvin Klein Jeans may successfully draw in male audiences who want to live the lustful lifestyle shown in the ads. </li></ul></ul><ul><ul><li>The lack of words makes this ad very readable to many audiences. The use of caucasian models aims the majority of the market towards upper class white consumers. </li></ul></ul><ul><ul><li>The Nudity and extreme depictions may affect public opinion of the brand – specifically that of parents, older generations, and conservatives. </li></ul></ul>Entry 14
  38. 38. Category 1: Fear Appeal
  39. 39. Anti-Smoking Ad The cigarette is a mortal trap 1 out of 2 habitual smokers will die prematurely due to smoking. But you don’t have to be one of them. Escape the trap.
  40. 40. Anti-Smoking Ad <ul><li>Audience: smokers, spanish speaking population Strategy: fear appeal, narrative (you don’t have to be one of them) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This advertisement challenges the choice of smoking by presenting disadvantages to people’s health. While people have the full capability of choosing to buy and smoke cigarettes, and their popularity used to be enormous in Popular culture, this ad moves to remove the popular aspects of smoking and reveal the dangers. </li></ul></ul><ul><ul><li>It uses Fear appeal with the depictions of different people trapped inside cigarettes while they burn closer to them – eventually killing them/suffocating them. </li></ul></ul><ul><ul><li>By having the advertisement printed in Spanish, the ad targets Spanish Speakers/minorities, which can also suggest that more smokers are Spanish than not (representation) </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The Fear appeal is very powerful because of the visual depiction of trapped smokers and the burning ends creeping closer threatening to kill them. Because the ad gives a way out of this danger, I believe the ad can be effective. </li></ul></ul><ul><ul><li>Because the ad is in Spanish, it is limited to only Spanish-speakers, but the interpretation is still available to non-Spanish speakers due to the picture. </li></ul></ul>Entry 15
  41. 41. Drunk Driving Buzzed Driving
  42. 42. Drunk Driving Buzzed Driving <ul><li>Audience: people who consume alcohol Strategy: fear appeal, comparison, context (both are bad because pictures are same) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This ad is targeted to the larger public, specifically those who drink alcohol. The ads anonymity gives it a voice to all genders and races. It uses Fear appeal – the fear of hitting a pole while driving and sustaining injuries – is used to caution against driving after drinking. It uses comparison to show that driving drunk and driving buzzed can cause the same result. </li></ul></ul><ul><ul><li>The ad doesn’t advertise a product or encourage an activity, It instead increases awareness and shows there is no difference between buzzed & drunk driving. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The dramatic image being used twice in a comparison successfully communicates that there is no difference between drunk driving and buzzed driving. The Ad’s anonymity allows it to reach all genders and races and effectively share its message in the context it’s put. </li></ul></ul><ul><ul><li>The positioning of this ad on a billboard allows it to be shared with it’s most effective audience – drivers, and drivers who drink. </li></ul></ul>Entry 16
  43. 43. Zazoo Condoms
  44. 44. Zazoo Condoms <ul><li>http://www.youtube.com/watch?v=nojWJ6-XmeQ </li></ul><ul><li>Audience: sexually active men and women who don’t want kids Strategy: fear appeal, representation, context (the kid is acting up = condom is a preventative) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial speaks to sexually active males and females. The commercial tries to persuade men to use condoms to prevent unwanted pregnancy and responsibility. By doing so it doesn’t challenge premarital sex, but cautions couples to be aware of the consequences of having sex without contraceptives. Therefore the commercial condones sex, only if it is safe. </li></ul></ul><ul><ul><li>Fear appeal is used by showing extreme social embarrassment, and lack of control in a situation. The faces of disapproval reinforce that people judge parents who cannot control their children and kids who aren’t brought up appropriately. </li></ul></ul><ul><ul><li>The commercial shows the ‘preventable mistake’ of a young male who chose not to use condoms and consequently had a child he wasn’t ready for. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The commercial uses a white male in his 20s and mostly white actors, however an older black women is also shown, this aspect of the commercial may not attract the attention of minorities and therefore fail to share its message. </li></ul></ul><ul><ul><li>The text at the end of the commercial adds humor appeal because condoms haven’t been mentioned in the commercial at all and the meaning is implied that the kid wouldn’t exist if he had used a condom. The Humor appeal will help with the recall of the condom brand name. </li></ul></ul>Entry 17
  45. 45. Category 1: Language-Based Techniques
  46. 46. HeadOn
  47. 47. HeadOn <ul><li>Audience: people with headaches/migraines Strategy : utility, language-based technique, repetition, </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This ad rejects popular ad styles by using an oversimplified type of advertisment featuring a woman, a background, the name, and simple directions. There is no story or appeal or gimmicks. </li></ul></ul><ul><ul><li>This product uses a language-based technique by naming the product with it’s own directions. HeadOn goes on your head “apply directly to the forehead” to remove headaches.” </li></ul></ul><ul><ul><li>The ad uses utility to show that headaches can be removed simply by applying HeadOn. By using repetition the Brand Name is more easily recalled. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>Repetition makes the brand name “HeadOn” more recognizable. </li></ul></ul><ul><ul><li>The language-based technique of the brand name helps the name be more recallable, because it makes sense with the product’s usage. </li></ul></ul><ul><ul><li>The inexpensive style in which the commercial was made, no gimmicks, or storyline – may do 1 of 2 things: not catch the audience’s attention, or stick out because it is different from the others </li></ul></ul>Entry 18
  48. 48. Caress Body Wash
  49. 49. Caress Body Wash <ul><li>Audience: women Strategy: language based technique, utility </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The ad uses a language-based technique by naming the product Caress, and comparing it to a type of clothing, ‘skin wear’. This gives the product a satiny, smooth, and ‘wearable’ appeal. </li></ul></ul><ul><ul><li>The ad uses utility by saying the product will make your skin soft enough to caress and enjoyable to wash with. It also has three varieties of scent. “One Collection, Three looks”. </li></ul></ul><ul><ul><li>Caress Body wash could mean different things in various contexts. In this context, the image of the woman alone by herself suggests that the softness of the skin is enjoyable by the woman who uses it, whereas in another context it could mean it is enjoyable to others, such as men. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The variety of “looks” give more options for the body wash and therefore may appeal to more women. </li></ul></ul><ul><ul><li>The name Caress is very appealing and suggests a quality product and desirable result by using the brand. </li></ul></ul>Entry 19
  50. 50. Clinique Smoothie Lip Gloss
  51. 51. Clinique Smoothie Lip Gloss <ul><li>Audience: women Strategy: utility, language-based technique </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The Clinique ad uses certain words to imply that the lip gloss is healthier and more organic than other competitive brands. “A Healthy dose” and the imagery of actual raw fruits aid in persuading the viewer that the lip gloss is as close to natural as one can get. </li></ul></ul><ul><ul><li>By appealing to an organic and green-friendly audience, Clinique can improve its brand image and reputation towards being more environmentally friendly and conscious while getting fans to purchase the lip gloss and feel good about their purchases. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The environmental and organic approach to the product advertisement is very popular in today’s society and will be well-looked upon by customers. Women are more likely to pay more for a product if it is organic or natural. </li></ul></ul><ul><ul><li>The advertisement is colorful and shows sweet and popular fruits that can attract the attention of many women. </li></ul></ul>Entry 20
  52. 52. Camel Snus
  53. 53. Camel Snus <ul><li>Audience: 18+ men or women Strategy: language-based technique, demassify? Product symbolism </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This tobacco ad attempts to persuade non-smokers that smoking Camel Snus will make them different from everyone else. It doesn’t mention the product or benefits, but merely the symbolism of what it means to smoke Camel. </li></ul></ul><ul><ul><li>Using the word individuality and shared, as well as everyone, united the ad with the viewer and the rest of the population as substantially different groups. (1) The population at large is NOT individualized, (2) the product is a means of differentiating yourself, and (3) you have the ability to stand out because you know this information we’re sharing with you. “break free” in the top right empowers the reader. </li></ul></ul><ul><ul><li>The ad supports smoking, a dangerous habit that is proven to cause cancer – there is even a warning on this ad in the lower left. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The ambiguity of the ad makes the ad unsuccessful – other than the camel, the product is not mentioned and is left unknown until the viewer searches the ad if it is read at all </li></ul></ul><ul><ul><li>The color and text size, differences in sizes of font may successfully attract the reader to the middle of the sentence where it says “is not a” and then get the reader to read the rest of the ad, but overall – the ad is not appealing. </li></ul></ul>Entry 21
  54. 54. Category 1: Minority Ads
  55. 55. Wamu Joint Checking Wamu.com/pride
  56. 56. Wamu Joint Checking <ul><li>Audience: male life partners Strategy: gay and lesbian/advocacy (depiction), narrative, context </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This Wamu Bank ad challenges popular culture by depicting a gay couple creating a joint checking account as if they have been married. The ad also advocates gay marriage by showing two male figures holding hands. </li></ul></ul><ul><ul><li>The main focus of the ad is on the combination of the couples assets, even in their differences, the banking account is made to fit their lifestyle – gay or straight. </li></ul></ul><ul><ul><li>The bank shows that it supports gay marriages and will not discriminate between banking accounts. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The visual depiction of two men is a powerful symbolic taboo that sticks out against the light background. Additionally the anonymity allows the ad to target all races and interacial couples. </li></ul></ul><ul><ul><li>The bank risks losing conservative clients and its image to certain customers by supporting gay rights – in that sense it could be unsuccessful </li></ul></ul><ul><ul><li>The use of His multiple times and in the end the use of “Their” helps to add emphasis to the support of Gay union and marriage rights. </li></ul></ul>Entry 22
  57. 57. Absolut Vodka
  58. 58. Absolut Vodka <ul><li>Audience: alcohol consumers, sports fans, gay men, Strategy: advocacy, opposition to norm, context, narrative (gay proposal, sports fan cheer/support), </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial by Absolut Vodka challenges popular culture by mixing gay rights with athletics, an overwhelmingly macho pasttime that has been known to look down upon homosexuality and gay rights. The ad shows a drastically different image of men openly cheering on a gay couple’s marriage proposal. </li></ul></ul><ul><ul><li>“ In an Absolute World” states that things could be better and that the way things are could improve. Absolut expresses its support of change and equal rights by mixing the two extremes – Sports and Gay Rights. </li></ul></ul><ul><ul><li>The second ad is an explicit advocacy ad that encourages “letting your true colors shine” </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>Humor appeal would be successful for audiences that support gay rights and understand the discrepancy between the macho sports fans and gay rights opinions. But to viewers who do not support gay rights, the ad would negatively affect their opinion of the Absolut Vodka brand. </li></ul></ul><ul><ul><li>The ad successfully displays something that the brand supports, therefore adding depth to the Brand Image. By purchasing and consuming Absolut vodka, a person can identify with what the brand stands for. </li></ul></ul>Entry 23
  59. 59. Category 1: Carnival
  60. 60. Juicy Couture Perfume
  61. 61. Juicy Couture Perfume <ul><li>Audience: eccentric, rebellious, young men and women Strategy: lifestyle, product symbol, carnival, </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>The Juicy Couture ad stresses opposition to the norm with exaggerated sizes and elaborate body tattoos. This ad doesn’t appeal to the masses but more to the niche audiences through use of “Carnival” appeal. </li></ul></ul><ul><ul><li>Juicy uses the perfume to represent this image of the eccentric and the young, being different, and being noticeable. It encourages exaggerated fashion and expressive lifestyles. </li></ul></ul><ul><ul><li>Juicy Couture tries to incorporate high cultural capital in its products by using asian and european themes in the ad’s style </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>Juicy Couture as an image of the extreme and the cultural exotic successfully appeals to a younger more radical audience. The cartoonish and colorful style of the clothing and tattoos attract a younger audience. </li></ul></ul><ul><ul><li>However, for the same reasons, the eccentricity and radical style also repulses more conservative crowds. </li></ul></ul>Entry 24
  62. 62. Sisley Fashions
  63. 63. Sisley Fashions <ul><li>Audience: Women who love shopping/fashion Strategy: carnival, obsession? </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial uses a social taboo to compare the obsession with fashion with an addiction to drugs. </li></ul></ul><ul><ul><li>The ad therefore uses a carnival approach – something against normality and what is expected of society. To generation X this may be a successful approach to catch their attention through the flooded market of advertising </li></ul></ul><ul><ul><li>This allusion to such a dangerous illegal activity only softens the taboo aspect of drugs and consequently creates an “okayness” with drugs overtime as it is compared to everyday activities such as shopping etc. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The shock value will cause this ad to either (1)repulse viewers or (2) remain in one’s memory and perhaps draw a connection between an interest and an obession with shopping that they can compatre to a drug addiction </li></ul></ul><ul><ul><li>The sisley fashion line is not shown or positively shared in the advertisement. </li></ul></ul>Entry 25
  64. 64. Rockaholic Hair Products
  65. 65. Rockaholic Hair Products <ul><li>Audience: younger men and women with extreme hair/interest in hair styling Strategy: demassify, lifestyle, utility, carnival </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This ad utilizes street slang to try to attract a younger and more hip audience. The use of young models, tattood and shirtless, also attempts to relate to the rebellious generation X teens who express themselves through clothing, accessories, and hair styles. (demassify) </li></ul></ul><ul><ul><li>The ad encourages expression through hairstyles and boasts that Rockaholic Hair products can help deliver the “sickest haircare on the street”. </li></ul></ul><ul><ul><li>The name Rockaholic markets specifically to teens who like rock music and the grunge scene. There is a hint of vintage in the glasses and clothing/colors of the ad as well to create a slight bit of nostalgia </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The ad’s usage of language is almost comical when “sickest” is used – an older term. Perhaps it is meant to create nostalgia, but I see it as preventing the product from being taken seriously </li></ul></ul><ul><ul><li>For younger teens into rock and the lifestyle portrayed AS WELL AS hair styling and expression, Rockaholic (the name and product) could be enough </li></ul></ul>Entry 26
  66. 66. Category 1: Other
  67. 67. Amy Michelson Bridal Gowns
  68. 68. Amy Michelson Bridal Gowns <ul><li>Audience: Brides to be Strategy : Interactive ad, viral marketing (actual designer talks to you), demassify (she’s talking to you) </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This ad is one of the most advanced forms of interactive ads to date – the advertisement actually pops up as a human being speaking to you about the product. This creates a very personal connection between the website viewer and the designer. </li></ul></ul><ul><ul><li>The ad is a type of viral marketing that speaks strictly to the buyers/searchers on the website. This kind of ad raises the bar for other designers and vendors that fail to create the personal connection through internet and viral media. </li></ul></ul><ul><ul><li>Having the designer speak to the bride to be helps to individualize the sale (demassifying). </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>The unobtrusive aspect of the ad helps it to be successful while a viewer is on the website </li></ul></ul><ul><ul><li>The interactive and personal appeal of the woman encourages the bride to be to listen to her as she speaks to you about her designs and styles. </li></ul></ul><ul><ul><li>Her authority, as designer, also encourages a successful hook on the browser </li></ul></ul>Entry 27
  69. 69. Ashley Madison Affair Service
  70. 70. Ashley Madison Affair Service <ul><li>Audience: Married couples/married individuals Strategy : Carnival, sex appeal, Language based technique </li></ul><ul><li>How does this commercial utilize or influence pop culture? </li></ul><ul><ul><li>This commercial challenges pop culture by suggesting and encouraging having an affair on wives or husbands. Society usually looks down upon and shuns cheaters and adulturers, but Ashley Madison goes against the grain (carnival) by having a dating service strictly for married persons and those who will cheat with married persons. </li></ul></ul><ul><ul><li>The slogan itself challenges the sanctity of marriage by saying “Life is short, have an affair.” (language-based) </li></ul></ul><ul><ul><li>Additionally the ad shows a man holding a woman seductively and mysteriously, with his identity kept anonymous (sex appeal) which emphasizes the excitement and risk involved is for a physical benefit. </li></ul></ul><ul><li>What elements of this message make this message a successful or unsuccessful form of persuasion? </li></ul><ul><ul><li>Because the ad is so radical and taboo, the ad may contain a lot of shock value, but may not be enough to persuade married persons to stray from their marital bounds. However, the slogan is powerful and may hook men or women who feel they are missing some risk or change in their lives. </li></ul></ul><ul><ul><li>The imagery may attract non married persons, and turn off conservatives or people who dislike the thought of cheating </li></ul></ul><ul><ul><li>The overall Image of the website will most likely be negative because marriage is sacred to many people and couples. </li></ul></ul>Entry 28
  71. 72. The End

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