Analysis of Project in the Real World

"Advertising is a mass media leveler, the pop culture vehicle—from outdoor boards to Web banners to television commercials—with which we all come into contact."(Landa 2) Everyone sees advertisements and the hardest part is getting them to focus and want to read yours. I think that my pictures create interest and draw viewers into the ad. "Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action." (Landa 4) My ad shows footwear that looks nothing like any of its competitors. It sells my product because it shows the lines unique style and shoes. My demographic is younger people ranging from 15-35. My audience will enjoy this ad and by understanding the brand, they will understand the advertisement. "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)." (Landa 49) I want my advertisements to create both of these things. it will create value because it shows the brand and basically what its worth. The quality and identity are already known if you know the brand, if not the ad should help the audience understand the identity of the brand. "Attribute: a defining property or characteristic." (Landa 49) I think the best attributes we have is the Unique Style of the brand itself and also the slogan. the slogan is what creates the image of the brand as a whole. 

Creative Content

"Two to three seconds is all someone will give to a print advertisement. Can you grab someone's attention? Can you keep it?" (Landa 208) This exactly the questions I asked myself when creating my ad. I think the content of my ad really draws people in and would make them want to purchase my ad. There are many ways I would want this ad to be seen. "Any brand or group can offer people opportunities to engage with them and can create something that will make people want to come back to their Web site again and again." (Landa 226) I want my ad to be shown in many different forms. I think it would be very versatile and able to be shown in many ways. My main intention would be a magazine ad but that could change easily. A billboard would be a really good way to showcase the brand to a variety of people. if i did a commercial i would keep the slogan but change up the content. "As with creating concepts and visuals for television commercials, screen-based media can involve narrative or storytelling forms (linear, nonlinear, realistic, abstract, or experimental), sequencing of images and events, composition, and visual and motion variables (characteristics, attributes, or qualities)." (Landa 220) this is exactly what i would do to switch up my content. i would create a story of the women "stepping outside the box."it would be a very easy change because it would be the same concept as the advertisements. "There are advertising professionals who advocate starting the commercial with a big splash, a captivating beginning. That way, you're capturing someone's attention right off. "(Landa 222) This is how I would go about creating my commercial. I would want to get the attention of the viewer as soon as possible.

Promotion

"In print, words and images alone must convey the idea." This is exactly what I am seeking to create in my promotion for Jeffrey Campbell. I decided to use a magazine ad as my way of promotion. I think print is the easiest way to get my message across. It’s blunt and straightforward. It tells you exactly how it is and shows exactly what I’m promoting. "Considerations for print: Grab attention, Keep attention, be relevant, and Serve as a call to action" My plan is to do all four. The shoes themselves will grab and most likely keep the attention. My slogan is what will draw in my viewers and want them to buy my product. “Make sure the idea is on strategy. Make sure you have generated a valid idea based on insights for the brand and audience.” This is my main goal. I know the audience and my brand very well. Everything about both of them is unique. The audience wants to an individual and is different than anyone they know. Granted that never happens when a company is in the public, but that is their mindset. “When a brand or group hampers someone's pursuit, it is not good for anyone. When a brand enhances or helps someone's online experience that is called smart marketing. To the surprise of many, people become brand fans when they can relate to what a brand or group is doing in their social space.” want my ad to run in magazines and online. The best way to show off a product is by reaching people over the Internet. I wouldn’t want my ad to send to everyone I would want my audience to be profiled. First off, women who love shoes would be sent these ads. Second would be a younger demographic and women who seem to like to be different. "Relevant: it demonstrates an understanding of its target audience based on insights into the audience, brand, or group, and the product, service, or group category"

The Big Idea

"Often, when we are relaxed and not working at idea generation—perhaps while driving, cooking, exercising, showering, or doodling—a concept comes to us." (Landa 75) My advertisements will be completely original and will make people feel the same way. “Formulating a concept necessitates analysis, interpretation, inference, and reflective thinking. Generating ad ideas is the most challenging stage in the creative process. The ad idea is expressively communicated to an audience through the visual design and cooperative action between design and copy; therefore, it is essential to create clear and interesting communication." (Landa 75) Everyone nowadays wants to be different and unique, so that’s how I will make him or her feel. My slogan will convince people that by wearing Jeffrey Campbell shoes that it will make them stand apart from others. Step outside the box will make people believe that to be different they need to start dressing outside the box. These shoes definitely are original and too wear them you must have serious confidence. They are so amazing when worn with the right outfits. “Visual metaphors can invite the reader to work a little bit, to interact with the ad; the reader is engaged by thinking. If the visual metaphor is interesting, on strategy, and accessible (but not clichéd), the reader is more likely to notice the ad, be engaged, and interact” (Landa 81)

If worn wrong they can look ridiculous and give a wrong idea, so my ad will portray a perfect outfit and perfect shoes. It’s going to be simple and straight to the point. Every girl wants to look better than any other girl so that will be the feel of my whole ad. It will be a strong photo and strong shoes. It will grab the attention of any fashionista or girl with a shoe obsession, so 99% of us. "Essentially, advertising strategy is considering the brand's or group's positioning and aiming your advertising application (the type of design problem) in the marketplace to achieve differentiation, relevance, and resonance."(Landa, 18) I really took all of this into consideration when thinking up my big idea. 

Competitive Analyses

"Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services." (Landa 2) Jeffrey Campbell has many competitors. Any high heel shoe brand can be considered competition. The only difference is that he has his own unique style. Many brands copy his style. For example Steve Madden came out with shoes that look just like Jeffrey Campbell's Litas. If I had no idea whom Jeffrey Campbell was I would never know the difference and just think it was Steve Madden who invented that style. Also Aldo is copying some of his styles. The most copied style of his would definitely be the Litas because they have become so popular. Steve Madden calls there style Carnby, they are priced from anywhere to one hundred and fifty dollars to one hundred and ninety dollars. "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)."(Landa 49) People believe that Steve Madden is cheaper than Jeffrey Campbell so they buy those instead but really they are about equal. Jeffrey Campbell’s Litas range from one hundred and sixty two dollars to one hundred and seventy five dollars. Forever 21 would be considered competition because they have been creating knock offs of his footwear. They copy him and sell his product for at least a hundred dollars less. Any one who wants his footwear but can’t afford could just go to forever 21. In May 2011, He sued Forever 21 for creating knockoff shoes. I think this was a great idea because it’s not far that they can just steal his ideas and sell them for half the price. His high end competitors would be Christian Louboutin, Giuseppe Zanotti and Yves Saint Laurent. They have a way higher price point ,but their shoes, like Jeffrey Campbells, are very unique and have a lot of embellishments. They have established a higher end customer base, but all the women buying Jeffrey Campbells are dreaming of the day they can wear a two thousand dollar Louboutin. "Effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Landa 2)

Jeffrey Campbell: Step Outside the Box

My slogan was chosen because I think that many designers lately havent thought of anything new and fun. Jeffrey Campbell is unique and unlike any other shoe designer i have seen. the first thing I thought was that in order to wear his shoes you also must have a unique style. At first I thought thinking outside the box was necessary if you plan on wearing his shoes. That is how I came up with my slogan "step outside the box." Since it is shoes you walk so you can use you feet to step outside the box and be wearing way better shoes than your average shoe. This shoe has revolutionized the shoe trends in 2011.

Week 8 EOC: Slogan

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Step Outside the Box

Week 8 BOC: Font Project

Kreayshawn- BUMPIN’ bumpin’

Bumpin' bumpin' bumpin', it's 1015
If you looking for me, I'll let you know where I'll be
A swagged up chick in the VIP
Don't come around playing got that chopper on me
These clubs fulfill all my wishes
One big room full of bad b***hes
This girl want me she constantly taunt me
And in my club dreams, she always used to haunt me

Week 7 EOC: Project

Project, the fashion trade show, was in Las Vegas this week. The show went from August 22-24, but I also worked August 21. It was such a great opportunity and I wouldn’t have traded that experience for anything. I was part of the Front of House team. We worked the Information booth and both books and bags locations. Also we were greeters and would answer any questions that were asked. On Tuesday the 23, I got the chance to work with the fashion shows. There were three fashions shows that day and I was involved in all three. I was one of the dressers for the models during the show. We each had to dress two models in about thirty seconds. The outfits were so cute but not the easiest things to come off. It was a very fast paced and difficult situation, but I loved it. My models were also very sweet and understood that I had never done that before. They helped a lot and I’m so happy I got assigned to them. On the last day, we still did all the information stuff, but we had to check bags. That was such a process. All the exhibitors wanted to take their empty bags to the booths so that they could pack up as soon as possible. We were told that wasn’t allowed and had to stop every person with a bag. Everyone was getting irritated and wanted to talk to some sort of supervisor. It was a mad house but we got it all finished and everything was checked. Then the show closed at five so at four thirty they started taking all the bags out and of course everyone was going to miss their flight or so they said. That was also quite a hassle because people were asking for supervisors, but in the end we got them all out and finished the show with a bang. 

Week 6 EOC: The Pitch

My product will be Jeffrey Campbell footwear. The slogan will be "Step outside the box." Jeffrey Campbell is a designer that creates unique shoes. He is a new and upcoming designer. He was featured at Pool Tradeshow that was recently in Las Vegas. His booth was absolutely packed with fashionistas. He had many shoes on display. At least 500 shoes were on display.  The picture above is just one of the thousand designs he has. Many of the heels resemble the picture but he also does wedges, oxfords, and sandals. Also the shoe above is called Lita and he has all different types of those. Some may be sparkly, suede or leather. Whenever I see girls in his shoes I definitely know what type of style they have. Its not that they are unique, but they like to dress differently and have a certain swag. These women are completely fashion forward and these shoes are completely blowing up in the fashion world. I am absolutely in love with them and cant wait to buy a pair of them for my own shoe collection. My favorite shoes are his sparkly shoes. They are so amazing. I saw many girls wearing them and I was so jealous. The shoes run from $100 to around $400, depending on the style you purchase. They are pretty affordable for high fashion shoes. I compare their quality and design to big name designers like Chanel. I personally prefer a lot of his shoes to theirs. I want my ad to show people that it’s allowed to be a little bit weird and try something new with their fashion. I want to inspire people to be different or at least current on their fashion. I chose this brand because it is my new favorite. 

Week 6 EOC: Allen Sherman Chim Chim Cheree

Pic-O-Pay-

Fluoristan- another word for flouride

Hexachlorophene- face wash

GL-70- ingredient in tooth paste

Dermasil- skin cleanser

Vitrol-D- hair product

Lanolin wave- hair

Boo-boop- razor

Tufsyn- rubber

Retsyn- certs mints

Acrylan- disinfectant

Marfac-

Melmac- brand of dinnerware in the 1950s

Orlon-a crease-resistant acrylic fibre or fabric used for clothing, furnishings, etc

Korlan- fruit scent

Accutron- a watch

Teflon- a material used to coat cooking utensils and in industrial applications where sticking is to be avoided

Ban-Lon- A trademark used for knitted and woven fabrics made from artificially crimped yarns.

Blue Magic whitener- Cheer Clothes soap

Fastback- A car with a roofline that slopes continuously down at the back

Wide-Track- wheels

Autronic Eye- automatic headlight dimming systems  

Platformate- Shell gasoline

It goes two miles more-

Nasograph-

Naugahyde- brand of artificial leather

The giant who lives in my washing machine

Jolly and green- green giant green beans

Tiger who causes my gas tank to flood-Esso

Handsome white knight- Ajax commercial

Man with the eyepatch- Hathaway shirts

That nut who flies into the front seat for Hertz- you

Week 5 EOC: Superbowl Ad

http://www.youtube.com/watch?v=r0EVSP_6XZA

My favorite commercial from the super bowl is definitely the Doritos commercial with the little boy and his mom. The reason it’s my favorite is because it makes me laugh and puts a smile on my face. Everything about this commercial is humorous and there is no way someone couldn’t enjoy such a commercial. The little boy is definitely my favorite part of it. He is so adorable and the line they give him couldn’t be anymore perfect. His whole part when he drops the remote controller and how he gets in the guys face is so funny. Also the look on the guys face is priceless, he doesn’t even know what just happened. The little boy baffles him. Also the mom in the back asking if he’s playing nice really ties the whole commercial together. It instantly makes me happy.

They create certain emotions when they use little kids. Mainly its happiness but in commercials like the charity ones they show sad and malnutrition little kids and that’s what really draws people in to donate to that charity. I obviously prefer the happy children because it’s sad watching the other commercials. I think it’s a very good advertising move because it draws in all kinds of audiences. Almost everyone likes kids in comparison to just men liking cars and women liking makeup. All the Doritos commercials were funny this year but this one stood out the most. I also like the E*TRADE ones so I must have a preference for commercials with babies in them. The super bowl has the most amazing commercials so this was a tough decision, but I chose this one because no matter how many times I see it, it makes me laugh just as hard as the first time. I give major props to the creators of this ad.

Week 4 EOC: Jerry Della Famina

“I honestly believe that advertising is the most fun you can have with your clothes on.” – Jerry Della Famina
Jerry Della Famina started out in the advertising business in 1961 as a junior copywriter. He worked for a short time at an agency called Ted Bates and after that ventured off and co-founded Della Famina Travisano & Partners. Jerry said, “I was hard-core unemployable. I could never really work for anybody -- and so in 1967 I started my own agency and became, as my assistant told me, a publicity slut.” He is much known for being blunt and really shocked people in the ad world. He came up with campaigns like, “Before Hitler could kill six million Jews, he had to burn six million books." For the publishing house McGraw-Hill.  He is also the “alleged inspiration for the popular AMC Television show, Mad Men.” He also wrote a book titled From Those Wonderful Folks Who Brought You Pearl Harbor that made it onto the best seller list after he went onto the Today Show and went crazy. He eventually sold his company. He said, “I sold the agency to the English for a lot more than it was worth.” I really think the company would be worth anything if this advertising genius came with it. After selling his company he opened up some restaurants in East Hampton. He really was never completely through with the business and one night a man from Newsweek was in his restaurant and offered him the Newsweek account. Obviously he didn’t walk away from such an opportunity and as he said it, “is I started putting it back together.” He has a true passion for advertising and would be such an inspiration to anyone I the business. He really changed advertising as a whole.

http://www.dellafemina.com/jerry.html

http://billionaires.forbes.com/article/0dNcfu05jndIu

http://nymag.com/nymetro/news/people/features/2439/

Week 4 EOC: Interview with Kevin Roberts

Kevin Roberts is a very inspirational man in the advertising world. From what I read he really focuses on inspiring his workers and clients. In the interview he said the five ideas he believed in are “Nothing is impossible. One team one dream. Think with your heart. Be an inspirational player. Never give the customer what she wants; give her what she never dreamed possible.” Those are amazing ideas and to work for someone with those beliefs would be amazing. He is a published author and a very successful man at what he does. his industry has really been changed since he came around.