Week 11: Final Evaluation

I think I did excellent in this class. The only class I missed was for good reason. I was working a fashion trade show to get the experience required to work in this industry. Other than that I was here on time every class. I tweeted everyday and made sure they were the correct 150 characters. I also did my EOCs on time every class period and made sure they were up to par with his standards. The final project was an amazing experience and I really learned a lot. I have all of my blog posts and they were all done by the beginning of this class. I made sure to use the right amount of quotes and made sure that they were a different color so you could tell them apart. I ended up with over 1500 words and my blog posts are very detailed. I put up two different advertisements because I like variety and wanted to show my concept in more than one way. I think you will love my take on Jeffrey Campbell shoes and really understand my concept. My blog is completely up to date and is exactly how you asked for it to be. I really learned a lot from this class and in fact have brought my knowledge with in other classes. I am doing a presentation on Mad Men and the advertising it showed in the series. Also I will be talking about the first ad we ever saw in this class, VW Lemon. I can truly say I have taken more from your class than any other class I am taking this semester. So thank you for actually caring that we learned something in your class and taking the time to help everyone excel in your classes. I think I deserve an A.

Week 10 EOC: Art and Copy

Weiden and Kennedy Ad Agency

http://www.youtube.com/watch?v=XFdBK4gdYcA

This ad was created in the New York office of Weiden& Kennedy. They have many offices throughout the world. I was looking on the website and there is no specific creative director. they have a huge creative team that works together. The creative directors would most likely be Dan Weiden and David Kennedy. They do not explain very much about the creative process and how they team up. I now that the two owners oversee all the ads and most likely make the final decisions on the ads. Especially with the customers like Nike and Coca-Cola. They are an internationally known company that does some of the most recognized brands and ads in the whole world. The ad I chose was for Heineken Light. the ad is hilarious and does its own take on the popular handlebar mustache. Heineken is also a well known brand in many countries besides the United States.  They were founded in the eighties and have been going strong ever since. They also created the Old Spice ads with the slogan "The Man Your Man Could Smell Like." Those commercials are hilarious and they are a huge hit all over television.

Week 9 EOC: Frank O'Hara and Mad Men

This poem is very deep. I interpret it to be talking about ageing.
The line, "I’ll stare down at my wounded beauty, which at best is
only a talent for poetry”, is what leads me to believe the poet is
talking about ageing. He is saying that he is no longer at his most
beautiful point in life. As everyone ages they go through battles that
leave us all wounded, which is where I think his phrase comes
from. “Now I am quietly waiting for the catastrophe of my
personality to seem beautiful again, and interesting, and modern.” I
believe the line is about being replaced. I think that
someone of youth is replacing him and it’s tearing him apart. no matter what when you become older there is people younger and stronger then you. its how life works you are meant to be replaced at your job as times change because they are looking for new minds or your not strong enough for the tasks at hand. He thinks his personality is not as modern as the people are now. This poem has so much meaning to it and most of it is hard to understand.

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.