Extra Credit- Ethics

The topic of this presentation was ethics in advertising. I was not sure of what to expect, but I was pleasantly surprised. One speaker began by explaining that neither advertising or ethics is black and white. This was something that I had never considered before. I thought this was a great way to open up the discussion, as it got the audience members to think. Another speaker explained that it is not the ad that is being ethical or unethical, but the person creating the ad. For example, he explained that he had been offered an opportunity to create an ad for a cigarette brand. This went against his moral values, so he turned it down. Is it right to promote something that you do not agree in? Knowing that cigarettes kills people, it seems unethical to create promotional advertisements for it. Although the whole discussion was interesting, it was these two topics that stood out to me most.

Interruptive Advertisements- Pandora, YouTube, and Radio.

The most annoying interruptive advertisement are the ads on Pandora! I can not stand it when I am listening to my favorite songs and an ad that I do not care about comes on. What is even worse is that I do not have the option of skipping the ad. The same goes for YouTube videos. I am a big fan of youtube but I hate it when an advertisement comes on before I can watch my next video. It actually makes me completely uninterested in whatever product or service they are trying to push on me. Radio stations also have interruptive advertising. For example, my boyfriend and I were listening to Slow Jams on our way home from visiting my parents. We were singing along and after two songs, a commercial came on. Literally 10 minutes passed before another song came on. I could not believe that the radio commercials were longer than the actual music. By that point, we were already half way home.

Poop Shy-Toilet Roll Ipod Docking Station

My group decided to use the Toilet Roll Ipod Docking Station. We chose this item because we felt it was a gift that a busy mom would buy as a gag gift for a friend or perhaps child going off to live on their own. This product allows poop shy people the opportunity to poop without the discomfort of others listening in. 

Less Conversation
SFX: Elvis - A Little Less Conversation slowly fades in. Music cuts quickly during toilet flush.

Announcer: (Mr. Moviephone Deep Voice)
Claim your porcelain throne,
Be the King of your Bathroom,
with the Toilet Roll iPod Docking Station.

SFX: Song cuts back in to guitar solo.

Innovative Ads

Everyday we see tons of advertisements, whether it be television, internet, billboards, etc. Half of the time, we do not even realize that we are trying to be sold something. It has gotten to the point where advertisements do not catch my eye unless they are something out of the ordinary. When a consumer comes across something like this, it is likely that they will notice it and remember it. 

I really love this ad! Typically, the witch would be handing a poisonous apple to Snow White. However in this ad, the witch is handing Snow White a pack of cigarettes. This is definitely more eye catching than the typical anti cigarette ads.

I have never seen an ad like this. They used their environment to show case their trimmers. They are using the plants as long nose hairs. This is definitely eye catching! Not only is it eye catching, but amusing as well. I would love to come across an ad like this. 

This last ad is of an oversized LG refrigerator in Spain. An ad like this is NOT something that you can miss. It is creative and innovative!

The Typewriter, Where Brilliance Begins

The typewriter is not something that a lot of young college students can identify with. In order to make it something nostalgic for them, my group and I had to turn it into something they can understand. We decided to promote the typewriter as the starting point for everything they know today: media, literature, films, music, and todays computers/laptops.

Our main forms of advertisement would be radio, internet, and billboards. For radio advertisement, we wanted to focus on pandora. We felt that this would reach our target audience, as Pandora is very popular with College students. Our outdoor advertisements would focus on how the typewriter is the starting point for everything that people know today. For example, one billboard would show how typewriters were the starting point for popular magazines, literature, comic books, etc. Our slogan for this campaign is "where brilliance begins".

Nostalgia-Snow White

Using nostalgia as a marketing tool can be extremely useful. Nostalgia describes a sentimentality for the past, typically for a happier place or time. If a certain product can remind a consumer of a happier place, it is more likely that the consumer will want to purchase the product. For example, if a person spent their childhood summers on a particular type of boat, they would be likely to buy that same brand of boat in the future.

In the past couple of years, a lot of Disney movies have been remade. Alice in Wonderland and Snow White, to name a few. I spent my childhood watching these movies. I can still remember watching these films in my grandmothers den or at my parents house sitting on my pink bean bag chair. These nostalgic moments are memories that I cherish from my childhood.

When I first heard that these movies were going to be remade, I was thrilled. What could be better than an updated version of my favorite films? When I finally saw the movie trailers, I was not impressed. The story lines were altered and the characters were not as I had imagined. There were no singing and the princesses or main characters were not sweet and beautiful. The movies had been completely altered, it was nothing like I had remembered. I was so turned off by the vast differences that I did not watch these movies. This is a perfect example of how nostalgia can be unsuccessful. The advertising for the new films did not draw in viewers from past generations.

It's never been so simple to live the jeep life...

The Jeep we chose for our commercial is the Jeep Cherokee. Our target audience is people age 50-70. Our theme is, "its never been so simple to live the jeep life". Elderly people do not want to feel as if they are aging. We wanted to chose a car and commercial that would make people in this age range feel young, but still be age appropriate. We decided to use Chevy Chase as our spokesperson. We chose him because we felt that he was someone that people in this age group would recognize, and appreciate for his humor. The commercial would be of Chevy Chase exploring mountain ranges, beaches, etc with his friends. He would be showing his passengers how easy it is to use the technology in the jeep,  such as the GPS or turn dial shifter. At the end of the commercial, Chevy would get pulled over by a police officer. He would act like the "typical old man", sweet yet confused. What officer would want to give a cute grandpa a ticket? After avoiding the ticket, Chevy would drive off to his next adventure.

Harley Davidson

Harley Davidson is much more than a motorcycle. It is a lifestyle, a sense of community. Someone who purchases a Harley is not just purchasing a bike, but a way of life. The Harley community is wide spread throughout the country. Regardless of whether two Harley riders know each other or not, they are still "family".
The Posse Ride definitely enhances the meaning of the brand. This is a place where Harley riders gather to bond over their common interests. The Posse Ride is a way for consumers to build relationships with other die hard Harley riders, while giving the brand an opportunity to promote itself. Happy customers who feel a sense of belonging are much more likely to promote the brand and continue to purchase their merchandise.
If the company became too involved, it would ruin the brand. Typically, people ride motorcycles for a sense of freedom. Some might say that people who ride bikes are "rebellious" or people who "bend the rules". Consumers want to feel as if it is their choice to be a part of the brand, not that they are being forced into something. If Harley became too commercialized, that would ruin the brand. The dynamics would completely change and Harley would loose thousands of their customers.
If the company were to become more involved, they could create more Harley Routes or gatherings for their riders. Something secretive or something created by consumers for consumers. The most important part is to make the riders feel like they are the ones in control. Something similar to the Nike Run video that was shown in class, Harley riders could map out different routes for other riders to travel as well.

The Life of Tide

Susan wakes up at 5 am. She begins her day with a cup of tea and her morning yoga routine. At 6 am, she begins preparing breakfast for her family. A delicious fruit salad made of organic fruit from the farmers market and a green smoothie. She wakes her children and husband and they eat at the table together. She dresses her two children in their Macys brand clothing and prepares their lunch. Today, lunch consists of fresh veggies, hummus, pretzel sticks, grilled chicken, and water. Her husband kisses her, then their children, and drives to work in his white Prius. Susan gathers up the children and walks them 3 blocks to their school.

When Susan gets home, she seperates her families dirty laundry by color. She grabs her Tide laundry detergent and begins to wash a load of darks. She walks over to her ipod dock and puts on Adele Pandora. She then cleans up the mess from todays breakfast and uses greenworks dish soap. Autum then gets into the shower. She uses all Aveeno products. Once she is out of the shower, she changes into her Lululemons yoga gear. She air dries her hair and uses bare mineral powder on her face. She grabs a snack of celery sticks and reads a book on her couch.

Susan walks the three blocks to pick up her children. On their way home, they stop at Trader Joes to pick up some groceries for dinner. Once home, the children begin their homework at the kitchen table. Susan begins preparing dinner of fresh spinach and salmon. Her husband arrives with a bouqet of white daises for his wife. She gets her favorite vase from Macys and places the flowers at the center of the dinner table. The children help set the table, and the family eats together.

After dinner, the family watches a few episodes of American Idol. Susan bathes her children, using the same Aveeno products, then her husband tuck the children into bed. The two of them then get into their bed to read their favorite novels. By 10, the couple turns off the lights and go to bed.

World Wildlife Fund

The World Wildlife Fund logo is something that I have seen for the past few years. I noticed the little panda with the WWF text in sticker form on peoples cars. I never knew what this logo stood for until I did some research. WWF fights to secure a future for animals and strives to keep habitats thriving. WWF campaigns are extremely simple and straight to the point. Even without text or any background information, it is clear to understand what message they are portraying. WWF advertisements do not use stereotypes or gimicky ads to make their point.
This image although simple, is extremely powerful. This ad shows a depleting forest in the form of human lungs. The text reads, "Before its too late". This advertisement does not target just one type of person. It speaks to all human beings by using something that they all have in common, a need for fresh air.

This next image is of a paper towel dispenser with a cut out shape of South America. Each time a person removes a paper towl from the dispenser, we see the green forest of South America being drained. Once again, this is something that can speak to ALL people. If this advertisement was placed in every bathroom, people would be more aware of the importance of conserving the rain forests. 

Advertisments such as these use images that they know will play with peoples emotions.

Sexism

Much like racial stereotyping, sexist stereotyping is portrayed in advertisements. A stereotype is a generalization about a group of people whereby we attribute a defined set of characteristics to this group. When people stereotype women, they are typically portrayed as either weak or sexual beings. Men on the other hand, are seen as strong, masculine, and heroic figures.

For example, this ad shows a woman with a surprised look on her face. Her fingers are placed just above a ketchup bottle. The text reads, "you mean a woman can open it...?" This ad is saying that this ketchup bottle is so easy to use, even a woman can do it. This ad is depicting women as weak beings, in need of a strong man for help. While I understand the humor behind it, I can see how some people can find this offensive.

This advertisement pretty much speaks for itself. It is clear that this playing up the idea that "sex sells". If women are not playing the victim role, they are seen as sex objects. As a woman, this would not make me want to purchase this product. However, a male audience might find the humor in this.

This ad is the most disturbing in my opinion. Although it is in another language, it appears to be a cigarette ad. Again, this is playing up the fact that "sex sells". This ad is sending a similar message as the one I posted above. The woman is beneath the man, looking up at him. His hand is on her head as if he is guiding her. Just by looking at this ad, it is clear that the man in this image is in control. The placement of the cigarette on the mans crotch region is completely inappropriate. It is my guess that this ad was not used.

Stereoytypes

Racial stereotyping has been around for ages. I do not believe stereotyping is necessarily okay, but I do believe that things have happened that make people believe that certain races fall into certain stereotypes.
Although racial stereotyping is not going anywhere any time soon, it appears that advertisements have gotten more subtle in their portrayal of it. Comparing the advertisements shown in class to the ones typically seen today, I can see a big difference in how blatantly stereotypical advertisements used to be. In times that racism was the norm, it probably would not have been unusual to see advertisements suggesting superiority of the white man vs. the black man. Today, although many advertisements may connote the same message, they are done so in a less blatantly racist way.
One of the stereotypes most people know about is that asian people can not drive. My roommates who are asian themselves often admit that most asian people are terrible drivers. Unfortunately in my own life experiences, I have to say that the bad drivers I encounter most on the road tend to be of asian decent. Now, this is not to say that ALL asian people are bad drivers. But this is a typical racial stereotype that has been made up because people choose to accept it.
This clip is a scene from the popular Television Series Family Guy. It shows their version of a "stereotypical asian driver". While this show is meant to be humorous, I can understand why people could take offense to a lot of the racial stereotyping mentioned in this series.

Semiotics

Print Advertisement Denotation:  This ad shows an image of a woman with brown hair. She has a slight smirk on her face and is running one of her hands through her hair. Her hair is extremely shiny and soft looking. There are two bottles of pantene hair products. "Erase the damage of 100 blow drys" is written between the woman and the bottles.

Print Advertisement Connotation: This advertisement gives women the impression that if they use these particular pantene products, their hair will look like hers. Not only will their hair look nice and shiny, but they will cary the same confidence that this woman does. The advertisement also states that this product will erase the damage of 100 blow drys. This leaves women with the impression that this product can heal your hair in ways that other products can not.

Outdoor Advertisement Denotation: This is a diamond shaped sign posted outdoors. The background of the sign is yellow and has an image of a deer.

Connotation: The meaning behind this sign is to be careful while driving because it is a deer crossing zone.

http://www.youtube.com/watch?v=B1Vcbm-XWtg

Television Advertisement Denotation: An animated baby and dog are sitting on a couch. They are talking about the wheat thin crackers. The dog is trying to correct the way the baby pronounces the word wheat. An outside voice asks to join in on the commercial and the baby and dog unanimously say "no".

Television Advertisement Connotation: The baby and dog are characters from a popular comedy show known as Family Guy. People who watch the show know that the baby, Stewie, pronounces words that start with "wh" wrong. Since these characters like to eat wheat things, people who watch the show should eat them too. Maybe people who eat wheat thins will develop a sense of humor similar to these characters.

Brands

Brands say a lot about who you are as a person. Are you more willing to spend that extra cash on a name brand product or are you happier saving a few bucks and buying the generic version? Would you cash out and buy an ipod or buy a cheaper version that works just as good. When I think about the purchases I make, a lot of them are name brand items. However, there are many reasons why I choose name brand products. Sometimes, it may be because I want to look good. Other times, it is because I trust the quality of one brand over another. I feel that if I have worked hard for my money, I should be able to spend it on what I want, regardless of how little or how much it costs.
I would personally much rather save up and buy the $150 steve madden boots over a pair of target brand boots. In my opinion, certain items are worth spending the extra money on. I would rather purchase a pair of high end boots that will last me several years, over a pair of boots that are more likely to wear out. When it comes to food, I will usually spend the extra money on name brands that I am familiar with. My friend decided to save some money and purchase cheese from the dollar store rather than her usual supermarket. When she took the cheese home and tried to make a grilled cheese sandwich, the cheese never melted. After hearing this story, I have no desire to purchase cheese from brands that I am not familiar with. However, there are some generic brand products that work just as well as name brand products! I actually prefer the taste of Safeway brand water over brands such as fiji or crystal geyser.
To conclude, brands allow products to have superiority over other products. People are more likely to purchase products from brands that they are familiar with, whether it be because they care about the opinions of others, or because they trust it.

Guest Speaker

I usually like when a guest speaker comes to my classroom because it means that I can just relax. I typically zone out and just think about other things, work on homework, or play with my phone. However, when Dietmar Dahmen came to our class, I was intrigued by what he had to say. From start to finish, he was full of energy. The statistics that he used were all relevant, and I was surprised by a lot of the information he shared with us. When he stated that more people have smart phones than toothbrushes and clean water, I was completely shocked! It is sad to think that more people have access to technology than basic necessities for healthy living.
It is both exciting and scary to think about what the future will be like. I remember when I got my first cell phone in 6th grade. I pretty much only used it for emergency situations. There were no rules in my classes about cell phone use because at the time, phones were not even an issue. Now with smart phones, we have access to the internet and millions of apps. It is so hard for me to go throughout my day without pulling out my phone. I am literally glued to it. Its sad because I realize that it is a problem, but I have no intention of changing it. Dahmen explained that the cell phone requires low mental cost and low access cost. It is so easy to stay connected any place and any time. I use my phone for nearly EVERYTHING. While I love my phone, I think that it is important to learn how to function without it.