Communications 353

Life Cereal Ad

2009-05-09T23:01:00.000-07:00

The visual: Two boys are fighting over who is going to try the cereal while pushing the cereal bowl back and forth in front of them.

Neither of them want to try the heathy cereal until one of the boys comes up with the idea to have

their little brother eat the cereal first.

In the commercial the little brother eats the life cereal and

mikey likes it. Well it must be good then if mikey likes it cause he hates every thing.

That gets you to wonder what the cereal taste like. The two boys are shocked he is eating it so of course they will now eat try the cereal too.

The meaning of the commercial is to get parents and kids to like the commercial. Most or all kids want sugar cereals. Since this commercial has kids doing the acting and making the statement that the little brother will not eat it cause he hate everything  but mikey eats the cereal and likes it sells the cereal to parents too because parents have problems with kids eating whats good for them.

The voice-over tells the parents this cereal is good for your kids and they will like eating heathy food for breakfast.

Target consumer: Is kids around 8 years old and also parents who have to fight with their kids that eat the sugar cereals and will not try heathy cereal. This ad will get the parents to buy the cereal because they can say mikey likes it and he hates every thing. The commercial is targeted toward parents and kids.

Product Benefits: Are heathy morning breakfast cereal choice and a great snack to put into plastic bags for a snack with out the milk because it still is great tasting cereal without milk. The box has the big word life on the cereal box in bold colors and the box has mikey eating the cereal on the front of the box to remind the kids and parents of the commercial on t.v(That was it had after the commercial was seen on TV.

Consumer benefits: Well, as mentioned before since parents do the most of the buying its a heathy food to feed your kids or any one. It is a great teasting cereal. Kids benifit is that they can relate to a commercial and say they like it just like mikey. The kids and people who eat the cereal will be eating heathy

The tone of the ad: Was shock at first, then surprise and excitement. The tone of surprise was two kids fighting over and who was going to eat what was in  the cereal bowl and who was going to try it first. Then the next tone was surprise because they got their little brother to eat the cereal. The final tone the excitement was just getting to the store to buy the cereal and trying the cereal at home to see if you liked it too.

Yes, The cereal is great and still is sold in some stores today.

First Date Commercial

2009-05-04T12:06:00.002-07:00

Visual Description: The commercial begins with a man and a woman about to go on a blind date. The man starts to explain how he has never been on one before, while the woman states she does this all the time. He opens the car door letting her to her seat. As he goes around the car to get on the drivers side she passes gas quickly without him noticing. As he gets in the car he lets out a sigh motioning to the back seat and asking her if she has met his friends who will join them on their date. With a mortified look on her face she settles in her seat. One of the man’s friends who are sitting in the back seat and with a disgusted look states that yes indeed they have met. The description of the beepers service flashes across the screen reading their deals. Finally it flashes back to the scene and the man asks the woman if she felt the connection. The friend in the back replies that she definitely felt it!

Meaning of Ad:
The ad gives humor in an unexpected way. By presenting the audience with a mortifying situation it gives you a sense of empathy for the girl, while at the same time laughing at her expense. This causes the audience to feel light hearted and open towards the company whom which is presenting the ad. Along with a justification as to what is stupid and what is smart, they reinstate that signing up for this company’s alphanumeric paging service plan is what they call smart.

Target Consumer:
This ad targets a middle class Caucasian consumer from the ages of 25-40. It is geared towards a working and dating individual who can relate to this situation. Having their target audience as well become their customer is their ultimate goal.

Product Benefit:
The company offers a great deal of $7.99 a month for alphanumeric paging service.

Consumer Benefit:
It is an easy and affordable service for those who use beepers. Whether it may be for personal or a working environment they can offer a great package with a great price makingProxy-Connection: keep-alive
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our life easier.

Tone and Voice:
The ad presents a humorous tone that brings a connection to the audience. It allows one to reminisce on their own dating stories and to draw a connection with the brand. It leaves you with the lingering question to call and inquire as to what this company’s great deal is about.

First Date Commercial

2009-05-04T12:06:00.000-07:00

Visual Description: The commercial begins with a man and a woman about to go on a blind date. The man starts to explain how he has never been on one before, while the woman states she does this all the time. He opens the car door letting her to her seat. As he goes around the car to get on the drivers side she passes gas quickly without him noticing. As he gets in the car he lets out a sigh motioning to the back seat and asking her if she has met his friends who will join them on their date. With a mortified look on her face she settles in her seat. One of the man’s friends who are sitting in the back seat and with a disgusted look states that yes indeed they have met. The description of the beepers service flashes across the screen reading their deals. Finally it flashes back to the scene and the man asks the woman if she felt the connection. The friend in the back replies that she definitely felt it!

Meaning of Ad:
The ad gives humor in an unexpected way. By presenting the audience with a mortifying situation it gives you a sense of empathy for the girl, while at the same time laughing at her expense. This causes the audience to feel light hearted and open towards the company whom which is presenting the ad. Along with a justification as to what is stupid and what is smart, they reinstate that signing up for this company’s alphanumeric paging service plan is what they call smart.

Target Consumer:
This ad targets a middle class Caucasian consumer from the ages of 25-40. It is geared towards a working and dating individual who can relate to this situation. Having their target audience as well become their customer is their ultimate goal.

Product Benefit:
The company offers a great deal of $7.99 a month for alphanumeric paging service.

Consumer Benefit:
It is an easy and affordable service for those who use beepers. Whether it may be for personal or a working environment they can offer a great package with a great price making your life easierProxy-Connection: keep-alive
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Tone and Voice:
The ad presents a humorous tone that brings a connection to the audience. It allows one to reminisce on their own dating stories and to draw a connection with the brand. It leaves you with the lingering question to call and inquire as to what this company’s great deal is about.

First Date Commercial

2009-05-04T11:59:00.000-07:00

2009-04-26T23:21:00.000-07:00

Visual description: This commercial takes place in the kitchen at a family’s home. The dad seems as though he has just gotten home from the gym and his daughters’ begin questioning him on his internet dating activity. The first daughter is on the phone with her friend and says, “Daisy wants to know how your internet dating is going”, the daughter then explains to her dad that with T-mobile unlimited minutes to your faves things come up. The dad reacts by telling his kids “just because we have unlimited minutes doesn’t mean that you have to tell everyone, everything.” The next daughter proceeds to tell him that she told her friends’ grandma that he was available. The youngster daughter then tells the dad that the friends’ grandma thinks he is” super delicious”, the dad then pauses for a second and then says,” what does she look like”.

Meaning of Ad: This Advertisement is a clear exaggeration of “over sharing.” T-mobile is promoting their unlimited minutes to family and favorites plan. This commercial is showing consumers in a comical way that the kids have so many minutes they are talking to their friends about their dads’ personal life and trying to set him up on dates.

Target Consumer: This target audience for this particular T-mobile commercial is families. T-mobile is promoting their unlimited minutes to family and favorites plan. It is a commercial that parents and teenagers can not only laugh at, but also relate to.

Product Benefit: With this new plan from T-mobile, not only do you get unlimited minutes to your family but each individual family members gets unlimited minutes to their favorites as well.

Consumer Benefit: With the unlimited minutes to your family and favorites not only can parents make sure that they have unlimited minutes to their kids, but also their kids can have unlimited minutes to their favorites.

Tone and Voice: The tone of this commercial is humorous. They have clearly exaggerated on the fact that with this unlimited minutes plan you can tell everyone, everything.

Coca-Cola Zero Commercial

2009-04-22T21:33:00.000-07:00

Visual description: The commercial is filmed at a drive-through theater and begins by showing a scene from a romantic movie to set the mood of the commercial. They show a young couple sitting in a car and guy reaches over to unbutton his girlfriend's shirt. She grins giving him the okay to keep going. When the shirt is unbuttoned he reaches back to unhook her bra; the bra bursts open and two coca-cola zero's pop out. His girlfriend had stuffed her bra with two coke zero's. He's surprised by what he sees and seems to be confused yet amazed. At the end of the commercial, although the guy was given an unexpected surprise by his girlfriend, it does not stop him from cracking the two sodas open and pouring them in to his mouth (which he seems to really be enjoying).

Meaning of the ad: The coke zero represents both a young woman's secret and a new surprise to young men. At the end of the commercial is says, "the same coca-cola as always, with zero sugar," leading to the idea that this is a young woman's new secret, she can drink coke without feeling guilty or having to hide that she is breaking her diet. Its almost saying it gives a young woman what shes been missing in her life (if you want to really look in to the message of her using the coke zero to stuff her bra). On the other hand, with men, it's a new surprise that although it is a diet soda, men can enjoy it and get the same "satisfaction" as the original from it. The commercial says it, "its what they didn't expect."

Target consumer: The focus seems to be placed on both consumers who are loyal to coca-cola brand and do not drink it because they are health conscious. The commercial starts off with a scene at a drive-in theater with a black and white movie (targeting an older generation), it then shows a young couple as the actors , the humor behind it is also geared more towards a younger audience. At the end of the commercial is says, "the same coca-cola as always," meaning, that it is also targeting consumers who are already familiar with the taste of coke.

Product Benefit: The traditional taste of coca-cola was not jeopardized due to the absence of sugar. The taste of coke remains the same.

Consumer Benefit: The taste that people love is still there but now it is there in a healthier form for those who are health conscious. Women can drink it without feeling guilty and men can enjoy it even though it is a diet soda. Its just a healthier form of coke, consumers wont taste the difference.

Tone and Voice: The commercial starts off with a romantic tone but takes a sudden twist into a humorous tone. Its funny and the message is clear for both men and women.It is intended to be what the viewer didn't expect (carries on the idea that coke zero is what the consumer didn't expect).

Jack in the Box

2009-04-18T16:04:00.000-07:00

Visual description: The commercial begins with a rural scene and a man sitting on a horse. Then a small man riding a small horse (Pony) passes in front of him herding cows. But there not regular cows, they are mini cows. Not mini like a baby cow, mini like a full grown adult cow shrunken down a few sizes. The small man continues herding his cattle as the commercial progress; two scenes are shown to stress the size of the characters in the commercial. First the little man on the horse salutes the camera the camera as he is standing next to a dog that he is only slightly taller than. Then one of the “mini cows” is shown next to a gofer, a gofer that does not look as small as it should when compared to a cow. There are also English words, to the Spanish song that is playing, scrolling across t the bottom of the screen during the entire commercial. Three mini burgers are shown on the screen and as the song continues to play. The commercial ends with a jack and a bunch of little cowboys around a campfire singing. Then the burgers and Jack in the Box logo is shown.

Meaning of the ad: This ad was basically an unrealistic explanation of how Jack and the Box got their new mini burgers. Their mini burgers come from mini cows that are raised by mini cowboys.

Target consumer: The target consumer seems to be people who are already eat Jack in the Box food. The mini burgers are a new addition to the menu, offering more variety but they are not pushing the idea that the mini burgers are the reason to start eating at Jack in the Box

Product Benefit: The burgers are smaller and can now be eaten as more of a snack instead of just as the main course of a meal.

Consumer Benefit: The consumer gains an additional menu option. The burgers are also very tasty. Jack in the Box has consistently introduced new menu options so these new sirloin mini burgers may also make the consumer feel as if there is always something new for them to try so it is not a bad idea to keep coming back to the same fast food place because they won’t get stuck with the same old thing.

Tone and Voice: The tone is humorous and fun. Although the commercial is slightly informative, it serves primarily to entertain and to bring to your attention that Jack in the box now has mini sirloin burgers.

McNuggets Love

2009-04-13T10:46:00.000-07:00

Visual Description
The commercial plays out like an R&B music video as a man expresses his feelings of “McNuggets Love.” The commercial starts off with a car pulling into a driveway and then focuses on Don Lee (of N2U) singing to an empty bed. A woman exits her car, slightly hiding her McDonalds bag and heads inside. The screen then focuses on the woman eating her McNuggets while Lee serenades and tries to persuade her to give him a piece. The environment is dark and rainy, to emphasize how sad and jealous Lee is for not getting “any love.”

Meaning of the Ad
The ad is about a secret, selfish McNugget affair de coeur. A woman sneaks out in the middle of the night and gets herself Chicken McNuggets, while her boyfriend stays at home. After realizing where she went, he goes off into a solemn state and starts singing an R&B song about McNuggets. The lyrics that start the song makes it seem like the woman is sleeping around, using words like “girl I saw you creeping,” and then makes a comedic turn as he asks her to share her McNuggets love with him, ending with a classic line, "Girl You Got A 10 Piece Please Don’t Be Stingayyy!"

Target Consumer
This ad targets the urban consumer, ranging between 15-25. These consumers live a fast-paced lifestyle that are diverse and value independence. Music, fashion, and language are central to their identity, and are driven by the environment where they live.

Product Benefit
McNuggets have 0 grams trans fat. They are made entirely of white meat and are crispy on the outside, juicy and tender on the inside.

Consumer Benefit
McNuggets taste good and are easy to chew. Just like the product benefit, they have 0 grams of trans fat, which means it’s healthier than most fast food. Also, McNuggets can be eaten any time of day, as seen in the commercial, where she snuck out in the middle of the night to get some.

Tone and Voice
The tone of the ad is humorous and parody-worthy. The ad plays off of pop culture and the R&B genre. It is intended to be funny and is a clever way to advertise to the younger, urban audience.

NBA - Richard Hamilton's Tour

2009-04-13T09:55:00.000-07:00

This commercial is one of the many in the new NBA campaign for "Where amazing happens.".

Description:
Our mini tour bus, which brings its tourists ( as well as ourselves), on an up - close and personal look at a number of important players in the NBA, now finds a spot on the free throw line alongside Richard Hamilton. Our tour guide begins to describe the incredible pressures Rick might have to endure as the fate of the score relies on his ability to make his free throws while facing the distractions of the crowds. The tour guide begins to find it difficult himself, to find words to describe the situation as he too is faced with distractions from an excited tourist.

Meaning of the Advertisement:
This ad does a good job of describing what any basketball afficionado longs to see during a great game. It brings the game to one's living room and in a way that only the NBA can bring you to your favorite players. Uses humor in an informative way to reach even those who aren't specifically well informed of the Rick Hamilton or of basketball.

Target Consumers:
Basketball aficionados or even sport fans in general. Mostly males ranging from young adults (19) to older adult males (35). Does not exclude others such as women or non- basketball followers because of their informative manner and relatable use of humor.

Product Benefit:
By following the NBA one can enjoy the many exciting moments that can occur during a game.

Consumer Belief:
By finding and relating to some incredible qualities in NBA's finest players, one can enjoy the excitement of becoming a fan and sitting in to see where something amazing can happen. The consumer can relate and feel empathy towards a specific athlete and feels informed and active when watching basketball.

Tone of Voice:
Humorous and informative. The use of the tour guide allows the character to inform you of the specific player. However, his appearance as well his witty comments and actions make the ad funny and relatable.

2009-04-05T22:34:00.000-07:00

Visual Description: The commercial I have chosen for my blog is a Heineken commercial that I found funny. The commercial starts off with a woman showing her house to her friends during a party and then goes into her room to show her newly remodeled closet to her friends when they are interrupted by screaming from a different room of the house and the commercial changes shots to find the guys in the “guys ultimate closet”, a closet imbedded with Heineken beer.

Meaning of the Advertisement: The purpose of the Ad is to get the point across that Heineken beer to a guy is like a woman’s closet of clothes to her. The Ad uses a humorous way to show a comparison of the two different worlds of men and women and their different likes.

Target Consumer: The target consumer is 21-35 year old males who enjoy drinking Heineken beer and having a good time with their other friends. Although the commercial contains women, they are not the target consumer for this particular product commercial. The typical people that will watch this commercial and understand the purpose of it are men in this particular age range who enjoy higher class beer such as Heineken.

Product Benefit: The benefit of this product is to create a party like atmosphere for those who enjoy the taste of Heineken beer. Consumers of Heineken beer benefit a relaxing fun effect from this beer that can be enjoyed after a long day at work or on a special occasion. In this commercial the Product Benefit is compared to a woman’s closet and the clothes in it.

Consumer Benefit: The consumer benefit is simple … enjoying a beer with the guys and like the product benefit enhances a fun time with friends.

Tone and Voice: The tone of the commercial is funny comparison of two different situations. The commercial may start out in a certain way but ends in a light, funny, entertaining commercial that gets a good comparison across to the audience in less than a minute.

BMW

2009-04-05T22:00:00.000-07:00

Visual Description
This is a commercial for the BMW 5 series. The commercial mostly has the car ripping around in the dessert, drifting and throwing up dust. There are two cars in the commercial one of them white and one of them black. In the end of the advertisement they both drift to a stop and make up either the white dot or the black dot in a huge Yin-Yang symbol in the dessert.

Meaning of the Ad
This ad wants to stress all of the features of the new BMW 5 series. The most important one being that the car has a near perfect fifty-fifty weight distribution. Whenever they show the white BMW it's all about luxury and when they show the black it's all about performance. In the end the announcer states that the car has a perfect balance between the two, hence the Yin-Yang.

Target Consumer
This ad targets well off potential car buyers. It is a luxury car and they are definitely aiming for the professional set of all ages. It also does a nice mix of highlighting features that might be traditionally liked by either male or female customers. For instance both enjoy power and pampering.

Product Benefit
The benefit of a BMW is the fact that the car is luxurious. They also have a reputation for being enjoyable and somewhat sporty cars to drive.

Consumer benefit
It seems that the commercial wants to stress balance as a benefit to the consumer. It makes it seem like if you buy this car you're life will be balanced and complete. The commercial might also be saying that if you can afford a BMW certain aspects of your life must already be balanced and that's why you can afford this car. It makes it seem like a symbol of a rich balanced life. Of course BMW comes with an added benefit of status.

Tone & Voice
The tone is very stylish. I love the way this commercial was shot and I watch it every time it comes on even though I have absolutely no interest in the car at all(I have no interest not because the ad is bad, I'm just not their target). The commercial also takes on a sophisticated and professional tone which I believe is reflected in how well the spot was shot.

BABY COME BACK!

2009-03-23T15:17:00.000-07:00

Visual Description
An ongoing comical Swiffer Sweeper campaign has tickled the funny bone of many Americans. The commercial starts off with an average looking woman in her late twenties to early thirties shopping at a local grocery store. She looks like she could be a regular working woman or a stay at home mom. She is reaching for a giant Swiffer Sweeper kiosk stocked with Swiffer Sweeper cleaning supplies. "Swiffer starter kit..." she announces skeptically. The Swiffer seems to be a new product to her. The bright colors in the background accents her cheery attitude. A mop and broom suddenly pops out of no where as the old popular song, "BABY COME BACK!" plays in the background. They then proceed on informing the audience why the Swiffer Sweeper is better and newer in advanced technology than your old mop and broom. They close the commercial with a final slapstick bit of the mop and broom riding a shopping cart across the parking lot.

Meaning of the Ad
The ad, although is very silly and unrealistic, gets the point across clear and 'clean.' They are promoting a new cleaning technique using new static cling mopping and sweeping cloths. They tell you that it works better than your mop and broom, or your money back. Cue the dancing mop and broom 'pleading to be taken back'. Silly, yet very affective. Money back guarantee, that's an offer that nobody can refuse!

Target Consumer
This Proctor and Gamble product has a primary target market of women ages 25-50. This market ranges from your average nine to five working woman to a mini-van driving soccer mom with four kids. She could be sweeping and mopping during the day while her kids are at school. She could also be coming home from a long day at work to sweeping and mopping made simple by using the Swiffer Sweeper. The secondary target market are men and women ages 18-28. This includes your college students (men and women), new home owners, etc. The slapstick comedy appeals to the younger markets while still maintaining a serious, get-down-to-business attitude. Basically anyone who owns a mop and broom is able to replace it with an upgraded version, a two in one Swiffer Sweeper starter kit.

Product Benefit
The product benefit is clear and in plain view. From top to bottom, the Swiffer sweeper is more efficient, more effective, and more progressive. The handle is manuverable, easy to grip, and comfortable. The static cling cloth is able to pick up dirt, dust, and dander much easier with less mess. Add a little water and you are able to mop the floor with the same cleaning cloth. This is where the two-in-one is sufficiently implemented. After you finish with one cleaning cloth, you are able to toss it in the trash and replace it with a brand new cloth when ready. Swiffer provides you with the fastest, easiest, and most efficient mop and broom.

Consumer Benefit
The consumer benefit is that you get to save time, energy, and most importantly money. With the easy cloth dispense, mop and broom two-in-one attribute, you will not only feel more satisfied with your money spent, but it will allow you to move on with your busy day as fast as possible.

Tone and Voice
The Tone of the commercial is light, bright, cheery, and silly. The bright decor and atmosphere of the grocery store sets an immediate tone for the commercial. Right away, the audience knows its not a serious, heavy, or dramatic product. They bring a mop and broom to life giving it human characteristics such as humor and heartbreak. This twist catches the consumers attention making it seemingly fun and amiable to sweep and mop your floors. The commercial makes it seem so easy to do that you would be a fool not to upgrade!

2009-03-23T12:51:00.000-07:00

description:the setting of the commercial starts in the room of a toddler, sitting in his crib with one of his friends on his side. They are both sitting in front of a computer. It is a sarcastic commercial due to the voice over of the babies talking and singing towards the computer. The baby on the left is talking about E-Trade and the benefits of trading online, while his buddy to the right begins to sing a song. Both begin to joke back and forth and the commercial ends with the baby on the right, " flexing his golden pipes."
Meaning of the Ad:The E-Trade baby commercial is only one commercial in a series of Baby ads, although this is the only commercial with 2 babies present. In the commercial the baby to the left states that E-trade can help people re-plan their investments in this rough economy. The overall meaning of the ad was to state the E-trade is the place to aid you with the tools you need to make proper investments.
Target Consumer:In this commercial, the target market is pretty broad and wide. With the babies, it opens it up the target market to anyone that invests and likes kids. Men and women are equally targeted and even future investors I believe are targeted as well. With the clever cuteness and witty humor men and women are targeted the same.
product benefit:The product benefit is the E-trade has the tools to aid the investor into making the right decisions and rise up in this rough economy. With the tools it will aid you into becoming a better investor.
Consumer benefit:The consumer benefit would be the use of the website, and tools that could help aide you into becoming a better investor.
Tone and Voice:The tone of this commercial is both informative and comedic, with the baby on the left stating the factual information in a very casual tone, as if he were talking to a friend. The comedic side is the fact that these babies are actually talking, as well as the baby on the left belting out his song-bird like voice

PEPSI-Refresh Everything

2009-03-22T13:36:00.000-07:00

Visual Description:
The ad is a comparison between the past and present. Political and social philosophies of each generation are presented in the form of iconic people and images. Bob Dylan and Will.I.Am begin the list of celebrities in this montage of American pop-culture. Simultaneously, a version of Bob Dylan’s “Forever Young” featuring Will.I.Am begins to play throughout the ad. Their profile shots are paused and compared in a split screen as Pepsi’s logo for the new “Refresh” campaign subtly appears between them. The collection of single shots that shortly follow is not only comprised of celebrities but also of historic moments in comparison to current events. The final shot is a split screen of two teenage girls sitting in a diner and drinking a Pepsi. The one on the left is dressed in 50’s attire drinking out of a glass bottle while the one on the right is dressed in contemporary clothes drinking out of an aluminum can. The “Refresh” logo appears once more with a voice over reciting, “Every generation refreshes the world.” The ad concludes with the campaign’s web address above the product.

Meaning of the ad:
Pepsi’s “Refresh Everything” campaign is distinguished as a social and political movement for a generation saturated by pop-culture. This particular ad features different individuals who are unified through similar philosophies. The montage of iconic celebrities gives appreciation to the roots of our contemporary world. It is a story glorifying youth and their impact on society. Pepsi’s omnipresence makes it a functioning and necessary part of generations to come. It is not just a product but a timeless necessity of pop-culture.

Target Consumer:
This ad targets males and females, 18-25, and speaks strongly to artists of different skills and backgrounds. Their “Refresh Everything” interactive website specifically targets an audience most likely to be in college. It has links to their Facebook and Youtube pages, interview videos with endorsed celebrities, and even videos uploaded from ordinary consumers.

Product Benefit:
It’s an enjoyable beverage that is part of an active lifestyle. In this case, an active lifestyle encompasses all the different niches in music, sports, arts, etc. Pepsi is a symbol of youth with nostalgic value.

Consumer Benefit:
Drinking a Pepsi makes the consumer a part of something bigger than just someone who enjoys carbonated beverages. They become part of the “Refresh” movement. It shows others that the consumer is not just a mindless cola drinker but an individual who is interested in making the world a better a place.

Tone and Voice:
The ad uses a nostalgic tone when comparing the past with the present. The images are positive reminders that the young generations will always be united.

The Quest for G : Part IV

2009-03-15T12:10:00.000-07:00

Visual Description
In ‘The Quest for G: Part IV’ we see a spoof of the 70’s classic Monty Python and the Holy Grail. It this latter part of the series we see Usain Bolt’s character (Sir Bolt the Gutsy) having to confront his pet ‘Ego’ who has become quite large over the course of the series. Kevin Garnett (King Garnett the Glorious) confronts Bolt to tell him that Ego is too big and is going to sink their boat and something must be done. Bolt, who won 2 gold medals at the Beijing Olympic Games, has a reputation of having a big ego from the win. We see Bolt address his pet, and remove a gold medal from around his neck to throw overboard, telling Ego to “fetch”, saving the boat.

Meaning of the Ad
‘The Quest for G :Part IV ‘ is the fourth part of a five part campaign made by Gatorade. The full series coming off the back of Gatorades last campaign with the tagline ‘Is it in you?’. The series plays off the same meaning of ‘it’, or in this case ‘G’, being both the Gatorade product, and the ‘spirit of athleticism’. In this particular episode the commercial delivers the message that having a big ego is not going to help you be a better athlete, and can bring down the efforts of your team. The greater message of the Quest for G campaign delivers is one that states, athleticism and the desire to win is not something that can be purchased in a product or sought after, but rather is something inside each person that needs to be discovered.

Target Consumer
TBWA\Chiat\Day in this campaign were hoping to target men 18-34, with a further emphasis on all athletes male and female, along with sport drink and bottled water buyers. I think that the target was well selected although the younger part of the demographic may not be familiar with the Monty Python movies or comedy and the parody may be lost. However the execution is good enough where it does not rely too heavily on the reference.

Product Benefit
The product benefit is that it allows top athletes to perform at their best. In the series of ads the entire group drinks ‘G’ before and after any confrontation, which implies that it is helping them through their quest.

Consumer Benefit
The consumer benefit as represented by the ad would be that with use of the product, you too can hope to unlock your true potential as an athlete.

Tone and Voice
The Tone of the commercial is both comedic and inspirational. The subject matter presented is rife with the comedic parody of the famed Monty Python movie, but the greater message of finding true athleticism and realizing what aspects will bring you closer to victory is one of a serious and inspirational nature. The second part to the campaigns tone is to get the viewer to look for the rest of the ad. By labeling your ad Part IV they are hoping that people will look for the rest on their own, and in this case visit the missiong.com website and Gatorade’s expansive online community.

T-Mobile Blackberry Pearl

2009-03-08T16:37:00.000-07:00

DESCRIPTION
The video shows a couple hanging out at their house (girlfriend in the kitchen and the boyfriend watching TV sitting on the couch) and the boyfriend accidentally calls his girlfriend from his pants pocket. She mocks him by answering the call he accidentally made by telling him to get the new T-Mobile Blackberry Pearl Flip-Phone to avoid “butt-dialing.” Realizing what he has done, the boyfriend sits on the phone to hang up on her.

MEANING
The meaning of the ad is to show how men accidentally “butt dial” because they keep their phone in their back pocket. Since the usual Blackberry phone isn’t a flip-phone, the buttons on the outside make it easier for men to “butt dial.”

TARGET CONSUMER
The target consumer for the T-Mobile Blackberry Pearl Flip-Phone is males ranging from 25-40. People who own a Blackberry use email and internet often, and use the phone for business. The Blackberry is for the guy on the go and has his media with him at all times. The Flip-Phone feature is convenient to keep in your back pocket without accidentally pushing buttons or dialing someone.

PRODUCT BENEFIT
You still enjoy the features of a Blackberry phone while keeping the habit of storing your phone in your back pocket. Since the average male keeps their phone in their back pocket, the T-Mobile Blackberry Pearl is a realistic phone.

CONSUMER BENEFIT
You still have your media with you at all times and don’t have to worry about accidentally dialing numbers.

VOICE/TONE
The tone of the commercial is sarcastic and humorous and effectively gets its message across. T-Mobile gives the consumer access to the features they love in a Blackberry with the convenience of portability.

Stride Gum - Supermarket

2009-03-08T13:04:00.000-07:00

Visual Description
The commercial starts out with an average guy walking out of a grocery store and chewing his Stride gum. He's about to reach for his car keys when a giant, random, foreign stranger in a bright red wrestling suit approaches him and says "Hey!" The strange man acts super friendly and begins talking in a foreign language (Swedish, Finnish, something of the sort) as if he's complimenting the guy who's chewing the gum to trick him into coming closer. The wrestler pats his arms for a job well done, and then spreads his arms wide to go in for a hug. At this point, you can see the gum chewer feeling pretty awkward. He slowly tries to back out, but before you know it he's being held in the air and thrown up against the soda machine without anyone in or around the store noticing. Finally the wrestler gets him to spit out his gum, and the screen freezes to make the message clear via bold text and the sound of a serious narrator: "SPIT OUT YOUR STRIDE GUM AND CHEW ANOTHER PIECE, ALREADY! OR WE'LL FIND YOU." Now that the mission's accomplished the wrestler drops the man on the floor, and two nerdy guys in business suits quickly run out to confiscate the chewed up piece. The man in glasses yells "Get his gum!" and "Let's get out of here." The three mean nervously look around to make sure no one in the area had noticed what just happened and then run to the orange Stride getaway van.

Meaning of the Ad
The message in the ad is that Stride's gum is "the ridiculously long-lasting gum." It lasts so long that the company has its own headhunter team to force users to spit out their piece and chew another. Stride's customers pose a threat to the company because if all customers pulled a "Violet Beauregarde" and only chewed one piece forever, they wouldn't be able to sell more. This ad encourages you to spit out your gum and try the new flavor, Sweet Cinnamon, or they'll take matters into their own hands. They usually only create new commercials to introduce new flavors because if your old flavor lasts long, a new taste would be the main reason to buy a new pack.

Target Consumer
Stride is marketed towards young adult male gum chewers within the 18-30 age range . Its series of commercials feature regular guys just walking through normal settings: in the office, across the street, or in this case, out of a store with a few groceries. The commercials use a twist/misdirection method in presenting the slapstick comedy that appeals to men. After all, guys just seem to love watching other men get ridiculously hurt.

Product Benefit
Stride's flavors last long. According to Drew, the executive VP of marketing at Stride, "The No. 1 complaint of [gum] chewers is that flavor doesn't last long enough" and that "Stride was born out of that fact (USA TODAY)." The gum is also sugar-free and contains less than 5 calories per piece.

Consumer Benefit
Nobody wants a dry mouth or a piece of gum where the flavor lasts for only a couple of seconds, so the product benefit is also the consumer benefit. Gum with lasting flavor is satisfying, leaves mouths fresh and moistened, and in a way, can help the users save money since they won't go through the pack as fast as the average gum. The argument/benefit is more logic based (the gum lasts long) than mnemonic. It's also healthy, and a great alternative to constant snacking. The "Sweet Cinnamon" flavor is exactly what it is. There's a sweetness to the flavor that doesn't burn with the spiciness that other Cinnamon flavored gums have.

Tone and Voice
The tone could be taken as serious and semi-threatening because of the direct message: spit it out, OR ELSE! However, its meant to be humorous and like the gum, ridiculous. The idea that mysterious men would beat you up to kidnap your gum is far-fetched, something that would never happen. This ad is just one of many in the "ridiculously long lasting" campaign, and the sitcom like ads work in appealing to its target male audience. It's a great campaign that presents the message clearly, entertains, and calls for action.

PEPSI MAX- I'm good

2009-03-02T12:17:00.000-08:00

Description: The video portrays a series of men experiencing painful physical damage. Each occurrence happens while the different men are doing, what would be considered, manly things. (Ex: doing woodwork with buddies in the garage, playing golf, doing labor work on the outside of a house, bowling, etc) During each clip the men are harmed or injured, and it doesn't seem to faze them, and at the end of each clip, they simply say, "I'm good". At the very end of the video the narrator states that men can endure all of these painful things, but still are not able to endure the pain of drinking diet cola.

Meaning: The meaning of this ad is to portray how men are very strong, and can endure even the most excruciating pain, and that diet cola is so "painful" for them to drink, that it is the one thing they are not able to handle. Diet cola is also more seemingly a feminine drink for women, so they are giving off the impression that men should be able to drink a diet drink that is made for men that are strong, and masculine, and this drink is pepsi max.

Target Consumer: The target consumer for this particular ad is adult males. It portrays a series of different men in each clip, and the men are seemingly normal men, somewhere between the ages of 21 and 45. It is appealing to men who feel as though they are masculine and strong, and men that do not drink "diet" drinks, or diet cola to be more specific.

Product benefit: The product benefit of pepsi max is that it is in fact a diet beverage. Also not only is pepsi suppose to taste better than cola in this ad, but it is also refreshing and cold, as you can see in the very end of the video. ( where the man who gets electrocuted drinks a sip of pepsi max, and blows out a foggy substance, then decides to put the cold can on his head to cool himself off. )

Consumer benefit: The consumer benefit is that men are able to drink a diet drink while still being able to hold on to their manliness. A lot of the time a diet drink is associated with women, because they are notorious for always trying to watch their weight, therefore it is associated with femininity. Pepsi max, is the mens version of a diet drink, and is opening up to the option that men can drink diet drinks too.

Voice or tone: The tone of this ad is manliness. It conveys the idea that men are strong and invincible.

Guitar Hero World Tour

2009-03-02T10:04:00.000-08:00

Visual Description- This ad starts out with four well known athletes sliding out of the hallway in their underwear and socks, paying tribute to the well known scene of Risky Business. Tony Hawk, Michael Phelps, Alex Rodriguez, and Kobe Bryant are each on a different instrument, to portray a “rock band.” Even though they are one band, they still have individual accessories tying them to the sport they are famous for. Tony Hawk has a skateboard and helmet, and Kobe Bryant is wearing basketball shorts instead of underwear. When they first slide out of the hallway, the cheering and camera angle lets the audience feel like they are at a rock band concert.

Meaning of the Ad- This parody is designed to let the audience visualize themselves as “rock stars” in their own living room. Seeing four professional athletes lip synch not only provides humor, but also portrays them as every day people who like to have fun and play a video game. Guitar Hero’s brand statement “unleash your inner rock star” is represented with the four famous athletes having fun on the instruments. Other commercials in this Guitar Hero campaign include Heidi Klum, David Cook, and David Archuletta, showing that even the most famous of people want their own rock star moment.

Target Consumer- Even though most video games are for children to teenagers, this commercial mainly appeals to males between the ages of 15-25. Because of the famous athletes and the iconic scene used, this ad can be recognized and appealed to by many generations. Guitar Hero is less a video game and more of an experience, which is another reason for the wide range of fans.

Product Benefit- Not only will Guitar Hero provide entertainment, it also improves hand-eye coordination.

Consumer Benefit- Guitar Hero World Tour will bring friends and family together for entertainment and fun. Normal people will have a chance to become a temporary “rock star.”

Tone and Voice- The tone of this commercial is humorous, but still lets the audience understand the message. It reaches and emotional level with the audience because most people want to become famous during at least one point in their lives, and this game comes close to that. While playing these instruments, the audience can step outside of their daily routine and let loose.

Bridgestone Tires

2009-02-23T10:33:00.000-08:00

Visual Description
Mr. Potato Head is speeding along a curvy mountain roadway in a bright yellow convertible care while Mrs. Potato Head sits in the passenger seat next to him. In an annoying voice, she nags at him saying, “Slow down! Slow down! What’s the hurry? You’re driving like a maniac! Are you listening…are you listening? I can’t stand it when you ignore me! This wind is messing up my hair! Oh don’t give me that look, watch the road!” She screams as Mr. Potato Head approaches a herd of lambs in the road and comes to a screeching halt. Her lips then fly off of her face and out of the car over an embankment. The lips continue to move, nagging and complaining, as they tumble down the rocky mountain side. Unable to continue yelling at Mr. Potato Head, she takes off her eyes and puts on mean eyes instead. He chuckles, pushes his foot back onto the gas pedal and takes off.

Meaning of the Ad
The comical visual appeal of Mr. and Mrs. Potato Head quickly catch your attention. Mrs. Potato Head’s constant nagging becomes interactive and when her mouth flies off, as the viewer, you too are relieved. The visual of her face with just a hole where her mouth used to be creates the funny realization that she can no longer talk. Mr. Potato Head laughs along with you and puts his foot back on the accelerator. Mocking the relationship between a man and his wife or girlfriend, the situation is relatable. Bridgestone’s brand statement: “For drivers who want to get the most out of their cars, it’s Bridgestone or nothing”, is clearly conveyed by paralleling it with the idea that “getting the most out of your car” is getting Mrs. Potato Head to finally shut up.

Target Consumer
The target consumer for Bridgestone tires are adult males who own or lease a vehicle. This particular commercial directly addresses male audiences who are old enough to have been in a relationship such as Mr. and Mrs. Potato Head. Using such classic figures such as Mr. and Mrs. Potato Head, it is assumed the consumer knows who they are. The comical approach helps to reach the younger adult male demographic as well.

Product Benefit
Bridgestone tires will help your car maneuver more effectively.

Consumer Benefit
In order to get the most out of your car, Bridgestone tires are the only option.

Tone and Voice
The brand experience Bridgestone creates is all about the consumer. Having Bridgestone tires gives the consumer the control they want. Bridgestone serves as an assitant or aid to the consumer's vehicle. It is more than a tire, it is a service.

Mr. Potato Head used Bridgestone tires to get Mrs. Potato Head to stop nagging at him. The tires did more than keep his car from slamming into a herd of animals, they helped knock Mrs. Potato Head's lips right off. As Mr. Potato Head laughs and proceeds to accelerate, this time in silence, Bridgestone tires has served its purpose.

I'm Paulina and I'm a PC

2009-02-22T21:13:00.000-08:00

Kylie is a 4-and-a-half-year-old PC. This ad is part of the “I’m a PC” campaign that Microsoft has launched to counter-act the PC vs. Mac commercials where Mac shines in comparison to the PC.
The ad shows how easy a PC is to use… it’s so easy, an almost 5-year-old can do it! It does a good job catching attention with a beyond-adorable child that wants to communicate something important to her family. Ease is the only product benefit that the commercial focuses on. The consumer benefit can be interpreted by the viewer: with an easy-to-use PC, the consumer has more time to spend doing other things like spending time with the family, the consumer can create projects faster, or the consumer can just navigate through the technology faster. Although the product benefit focuses on one aspect of the computer, the consumer benefit can be adapted to numerous people, widening the target demographic.
The target demographic for this ad is anyone and everyone that has even thought about buying a computer. When something is marketed as “easy,” especially so easy that a four-and-a-half-year-old could do it, it’s meant for everyone. If a child so young can do it, a baby boomer who has only ever seen a computer can do it.
The PC tone is a welcoming one. Its campaign says that anyone can use a PC and invites everyone to do so. This works off of the HP campaign that asks “What Do You Have to Say?” In that campaign, HP used celebrities to show the variety of ways the HP could be used. Here, the PC offers various characters to show diversity, allowing it to fit into various lifestyles.
However, although this commercial offers more personality to Microsoft, it seems as though this campaign was launched to counter-act Mac’s campaign. In a way, it’s trying to save face and rebuild the brand. Although the company should be supporting its latest pushes into the future, taking a step back and trying to reaffirm itself in the market is probably a good idea for the time being.

Paulina Swiatkowski

Music that Makes You: Grammy Awards

2009-02-04T21:55:00.000-08:00

Visual

The 30 second TV ad begins with a multicolor picture of the iconic phonograph trophy issued to Grammy winners. Then in a split second the phonograph explodes into many different titles of songs. As the song titles fall, flutter, and twirl from many different perspectives, Thom Yorke's voice, of the critically acclaimed rock band Radiohead, begins to talk about David Bowie's Ashes to Ashes video being, "the craziest thing he had ever seen". As he continues describing the event in which had inspired him to become what he is today, a portrait of his visage is created out by flying titles of previous songs that have influenced him throughout his career. Throughout the 30 second slot a soft melody of Radiohead's own song is playing in the background. Next to the portrait of Yorke is the phrase "celebrate the music that makes us". Ending the visually stimulating commercial is the date, time and place reminder of where the Grammy celebration will be showing.

Target Audience

Due to the fact that music is such a broad spectrum, the target audience in this case would be a wide rage of music listeners and followers between the ages of 18-34.

Product Benefit/Emotional Benefit:

The Grammy Awards have always been a critically acclaimed association dedicated in recognizing the utmost outstanding in the recording business. Instead of the commercial focusing on the ability of the musician to create good music, the commercial flips the idea around and focuses on the music that creates a great musician. In a sense, giving the understanding that anyone can have influences that make them who they are today. This way humanizing the idol portrayed on the screen.

The commercial in a simplistic way reaches out to its audience by associating them to the idealistic musician on the screen (Thom Yorke). In a sense creating the idea that the musician (Thom Yorke) is like any other person that can have those "remembered times" when music influenced them. In the end, not only are the Grammy's going to just recognize unattainable musical idols, but also regular people who where impacted by the music that people like you and I heard and where influenced as well. The audience believes that they can connect to the musical artist that will be at the Grammy event, due to the understanding that they too have been molded into the person they are today by music they have listed to.

Tone/ Voice :

In this case the commercials nostalgic interpretation of the musicians experience to explain the music that made him, builds on the brands (The Grammy's) already established mission statement of continuing to "positively impact the lives of musicians, industry members and our society at large."

Geico Car Insurance

2008-12-08T17:13:00.000-08:00

By: Christina Rowitz

Target Market-

This commercial is targeted toward customers who are looking to purchase car insurance. This could be males and females with an age range of 16-60. The age range starts at 16 due to the United States License age. Also in order to drive a vehicle you have to have car insurance coverage.

What Geico offers-

Geico offers a car insurance that gives a competitive edge compared to other insurance companies. Geico uses real customers in this ad to represent the average Geico Customer. They are selling a car insurance at a low rate and will aim to beat other car insurance rates out there.

Tone-

The tone of this ad represents humor by using Don Lafontaine’s voice in the background. Don Lafontain is a well-known voice for up-in-coming film trailers. Having him in this ad gives a humorous yet relaxed commercial to watch.

Competition-

Geico’s competitors are you average insurance companies such as mercury, progressive, and all state. These companies all offer something different in their ads compared to Geico. Where they are focused on safety, and a good price, Geico is fixed on real life situations as well as a low price.

Consumer Benefits

The consumer benefits include a customer that wants a good deal on car insurance instead of paying more.

Product Benefits-

The product benefits include consumers that trust Geico to find them a low competitive rate there for gaining more customers.

Sony's "Tumble" Commercial

2008-12-01T18:56:00.000-08:00

http://www.youtube.com/watch?v=v1u_d0NGKpM

Product
SONY’s “Tumble” Commercial: OLED
(“Tumble” means to Sony’s new line of HD products)

Visual
The 60-second commercial, “Tumble,” is a mini-movie. It opens on a set in the mountains where one of the Sony CineAlta professional cameras shooting the scene takes an unexpected tumble down the mountain. Except the fragments are actually Sony Blu-Ray player, which go flying through the woods and morph into Hanycams, which skaters across a frozen lake and onto the bed of a passing truck, whereupon they once again splinter and once again rematerialize as Vaio laptops and soon through a couple of transmogrifications until they finally settle on a kitchen counter as the world’s thinnest OLED(Organic Light Emitting Diode )TV.

Target Consumer
Targeted consumers would be anyone who are interested in digital imaging products and want to have a high-definition experience with Sony’s product.

Design and Flow
This commercial is a Sony “Tumble” campaign to introduce their new line of HD products. It is very memorable commercial to consumers because they used a great visual surprise-turn. Unexpected flows in its commercial makes consumers wonder and imagine what would happen after each product gets shattered and transforms into another Sony’s HD product. They want the consumers to recognize all of Sony’s new High Definition products through this commercial.

Product benefit and Consumer benefit.
Sony’s key benefits to consumers are the high-quality HD products with affordable price. Consumers will have a great experience for their special moments with Sony’s high-definition products.

Competition
The main competitor for Sony’s HD products is South Korea’s Samsung and other competitors are Toshiba, Panasonic, and LG by providing thinner, use less energy, fancy design in digital imaging products.

MasterCard: Macgyver

2008-11-17T18:53:00.000-08:00

MasterCard: MacGyver
By: Tommy Walsh
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Product:
MasterCard

Visual Description:
The commercial starts off with MacGyver tied to a chair and a bomb counting down. The MasterCard logo is also in the bottom right corner. This scenario represents a stereotypical action movie scene. MacGyver is known for being resourceful and using random objects to get out of tough situations. It flashes to a shot from behind the chair and shows him using an air freshener to escape the rope. The price of the air freshener is displayed. MacGyver then proceeds to use a tube sock which helps him zip line down from the building. The price of the tube sock is displayed. After he gets down from the building he fixes a truck with an assortment of small objects that are displayed and the bottom then drives to safety before the building explodes. After the commercial cuts to a MasterCard logo it shows MacGyver shopping in a grocery store buying all of his gadgets with a MasterCard.

Target Audience:
The target audience would be anyone old enough to have a credit card. It does not target any specific race or sex.

Design and Flow:
This commercial is a play on the MasterCard “Priceless” campaign. In the past MasterCard used more of an emotional and loving tone in its commercials. This one goes in a different direction by using humor. The commercial partly relies on the viewer being familiar with the early 90’s show called “MacGyver.” MacGyver often found himself in terrible situations and always relied on his resourcefulness to alleviate the problem. The commercial flows well and is easily understood because it is narrated and the prices of the objects being used are displayed at the bottom of the screen. This makes the commercial easily understood for all individuals, even those with no prior knowledge of who MacGyver is. At the end of the commercial it ties itself into the “Priceless” campaign by saying “The little things that get you through the day: Priceless.”

Consumer Benefit:
MasterCard allows you to have a more fulfilling and enjoyable life by giving you the ability to purchase what you need at any given moment.

Competition:
The main competition for MasterCard would be other credit card companies. Another competitor would be banks because they offer debit cards that provide the same conveinence as credit cards.

Christy Bechtel

2008-11-10T15:01:00.000-08:00

Holiday Inn Express Commercial

VISUAL
This 60 second commercial spot starts by putting the consumer in a downtown setting. Where there are three African Americans hanging around a local deli where they appeared to be rapping to each other. Than a businessman, dress in slacks and carrying his dry cleaning, walks by the men. One of the men finds the businessman as a perfect target to rap about. So, he begins rapping and dissing the businessman square attire. The businessman just stands there listening to the rap. Once he's done you don't know what's going to happen next.
Than, to your surprise the white businessman hands the rapper his dry cleaning and proceeds to rap back. Unexpectedly, he is the next Eminem and raps fast and disses the other rapper stating rhymes such as: "how you gonna let a marketing rep rip your rep..."
He finishes his rap by saying, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night."
Then the man grabs his dry cleaning and walks away leaving the three African Americans in utter shock.
The commercial ends with a voice over saying "Stay Smart, stay at a Holiday Inn Express"

MEANING OF AD
Holiday Inn Express is introducing more advertising to reinforce its value message among consumer. They use the slogan "Stay Smart, Stay at a Holiday Inn Express." All of their ads are based on this statement. Therefore, in the beginning of the commercial the audience thinks that the black rapper is going to eat the businessman alive. But, to the contrary the businessman makes a fool out of the black rapper. His statement at the end, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night" is meant to show the consumer that if you stay at a Holiday Inn Express you will be smarter and on top of things. They want the consumer to think that if they stay at this hotel they will ultimately be smarter.
The tone of this ad is humorous.

STRATEGY
Product Benefit- Having a place to stay.

Consumer Benefit- Having a place to stay that is faster and easier than other hotels.

COMPETITION
Best Western, Comfort Inn, Best Value Inn, Hilton, and Motel 6.
The face of a slumping economy that has affected the hospitality market.
"While other hotel brands are pulling back, it presents an advantage to us and affords us the opportunity to talk to our target in a less cluttered environment," said Steve Ekdahl, director of brand marketing for Holiday Inn Express.

TARGET MARKET
18 years old and up, someone who is looking for a fast, and easy hotel to stay at.

Absolut Vodka

2008-11-03T17:36:00.000-08:00

Product: Absolut Vodka

Visual Description: The Absolut\Spielberg ad contains his film reels neatly stacked upon one another to create the shape of a vodka bottle. A roll of film, creatively, serves as the top of the bottle. The tagline of the ad reads, “Absolut Achievement.” The secondary copy states, “Absolut Vodka is proud to underwrite the American Film Institute Life Achievement Award dinner, honoring Steven Spielberg. The ad displays a charcoal colored background enhanced with a highlighted symbol of a vodka bottle.

Target Audience: Target audiences for this advertisement include consumers from 21 to 50 years old with middle class incomes. Lifestyles that include pop culture are also targeted in this ad. It peaks the interest of people interested in films directed by Spielberg. Because that audience is so extensive, overall, this advertisement successfully addresses a broad target audience.

Design & Flow: The ad uses the credibility of a respected director to promote Absolut Vodka. The ad assumes that the reader is aware of the accomplishments of Spielberg. This ad works because it gets enough of the viewer’s attention to keep them intrigued. The ad promotes a product as credible based on a particular consumer.

Consumer Benefit: You too can drink the premium vodka, like the premium of consumers. If it’s good enough for Spielberg, it’s good enough for me.

Competition: There are many vodka competitors. Smirnoff, Kettle One and Grey Goose, just to name a few. The ultimate goal of Absolut is to prove that it is superior to all other vodkas. By using a well-known and credible film director, Absolut strives to prove itself superior to all other vodka brands. Absolut Vodka has been marketing to consumers for almost 30 years. The brand is well-known and can virtually sell itself. Their long standing history is appealing to consumers because it provides a sense of trust and reliability.

Honda Ridgeline Matt Mahar

2008-11-02T13:35:00.001-08:00

Visual: The ad consists of what appears to be a commercial shipping boat during a very violent storm. They pan across the boat to a jazz saxophonist playing a smooth jazz riff, while maintain the storm around him. The phrase, complete with voice over, says rough meets smooth, after which a Honda Ridgeline drops into the picture, alone. The voice over concludes saying the Ridgeline has four wheel independent suspension.

Target Market: Those in the market for a full size truck but who may want some of the comforts typical asssociated with sedan type cars, such as a smooth ride.

Design and Flow: The ad uses humor and misdirection whereby the beginning of the ad shows a very violent storm, indicating a very rough time then swerves the audience by showing the "smooth" jazz player. This works because the advertising assumes the audience is familiar with what a storm at sea is like, and further assumes the audience recognize the jazz musician is playing a "smooth" riff of music. This is tied to the product by stating the Ridgeline, while maintaining the roughness and durability truck users desire, also has the smooth quality of a comfortable ride, as opposed to many full size trucks. The ad is more emotional by using humor and misdirection to get the audience to associate the Ridgeline with the "best of both worlds" concept.

Product Benefit: The four wheel independent suspension is put forth to give the product superior riding comfort while still remaining a full size, durable truck.

Consumer Benefit: The ride of the consumer is more comfortable than a normal truck, which means it can be used for things outside of work purposes, like running errands and use and an everyday vehicle.

Competition: Ford, Chevy, and Toyota all feature full size trucks but while those products may emphasize safety, workload, power, or pure size, this product focuses on comfort.

Matt Mahar

T-Mobile G1

2008-10-27T17:07:00.000-07:00

Visual Description- The Advertisement uses a full white background so that your eyes are not distracted and focused on the phone (G1). Throughout the advertisement the G1 rotates and spins around in different directions to show the viewer all the angels of the phone along with how slim it is. Instead of having someone’s voice narrating the features of the G1, fragment sentences in bold black letters were used. While viewing the advertisement the screen of the G1 would give you a visual of what it can do different menus and features. An example would be when using Google maps you can move the G1 around and view the here you plain to travel to.

Target Market- This Advertisement targets males and females ages 16 to 29. I believe this because the music that is played in the background is appealing to this age group not so much to people that are middle age and older. Also showing that the phone can instant message and has an icon to takes you right to Youtube illustrates two forms of entertainment that 16-29 year olds take part in frequently.

Design and Flow- The way that the black G1 stands out by having a white background is a great design because there is nothing else that can distract the viewers’ eyes. Having the G1's screen slide to show its easy to use keyboard along with moving it around to show its buttons and how slim it is, flowed well visually and along with the music being played.

Consumer Benefit- Having a peace of mind when you are traveling.

Product Benefit- One device that offers almost everything someone would want and need when they are away from home.

Competition- The iPhone is the main competitor of the G1 because of its ability to use Youtube, Google maps, and having an advanced touch screen. Other competitors include phones with entertaining features from AT&T, Verizon Wireless, Sprint, and others Companies.

Verizon: LG Dare

2008-10-24T19:58:00.000-07:00

Visual Description: The ad has a solid black background with a black snake in the center surrounding the LG Dare cell phone. There is also a subtle grey V-shaped shadow at the top of the page, which is used as Verizon's logo. Contrasting red and white text is also used for the headline that reads: "DARE you to touch one." The red and white text is also used for Verizon's logo since they are well known for their red and white colors. The use of dark colors and an uncommon model such as a snake, is what makes this ad different form the other ones found in the same magazine.

Target Market: The target market for the phone is male or female of all ethnicities who have higher disposable incomes are between the ages of 18-35. Because the ad was found in Elle, a women's fashion magazine, the target audience can be narrowed down to females or those who like fashion.

Design and Flow: The ad uses a headline that reads:"DARE you to touch one" which presents a challenge to the audience. The word "dare" is in red which brings some emotion and stands out more than any other word. Those who like challenges are more likely to do something if they are told not to do it or if they're dared to. This ad uses that reverse psychology to persuade a purchase without sounding too direct.

Consumer Benefit: By purchasing this phone, the consumer will have access to do just about everything form the palm of thier hands because it has the latest features. The consumer will also have the satisfaction of knowing they took on the dare.

Product Benefit: This phone has the latest features and is so technologically advanced that it's considered a "dare" to own one.

Competition: The iphone or any other cell phone with similar features could be its competition. Any other cell phone provider could be its competiton as well because not only does Verizon want to be known for their phones but for having the best network for their phones.

Coke Zero

2008-10-20T16:09:00.000-07:00

Posted by: Allison Autera

Product: Coke Zero

Visual: The billboard is simple with a black background, white font, and two cans of soda. The soda in the background is Coke Classic and the can in the foreground is Coke Zero, putting the focus on Coke Zero. The tagline reads “A Clear Case of Taste Infringement” On the top right of the Coke Zero can it reads “Great Coke Taste, Zero Calories”

Target Market: This product is targeted toward coke drinkers who want a diet drink that tastes like a regular coke. Ultimately, this could be anyone, male or female.

Design and flow: The coke ad uses wit in suggesting that since Coke Zero tastes so much like regular Coke, that Coke Zero is in fact committing infringement on the original taste. The main emphasis is on the word “Taste” to reinforce the same taste idea to the audience. It also uses emotional appeal in the way that most Coke drinkers would prefer a diet soda that mirrors the taste of a regular Coca Cola as there are definite taste differences in Coke Classic and Diet Coke. This ad also goes along with the Coke Zero TV Campaign in which representatives for Coke Classic try to sue Coke Zero for stealing the Coke taste.

The product benefit is also the consumer benefit in that Coke Zero provides the classic Coke taste with fewer calories.

Competition: The obvious competition for Coca Cola is Pepsi Cola. Specifically Diet Pepsi Max which strives to provide the same taste as regular Pepsi with more caffeine and zero calories.

Armstrong Hardwood Floors TV Commercial

2008-10-13T17:01:00.000-07:00

To view the ad, copy & paste the following link into your web browser:
http://www.youtube.com/watch?v=crpKtW3iXuk

Product: Armstrong Hardwood Floors

Visual Description – The commercial depicts a family watching a scary movie in their family room. The family dog is also present and, like the family, engrossed in the film. So engrossed, in fact, that when am unexpected scary scene occurs, the dog becomes so frightened that he closes his eyes in fear, pees himself, and then quietly exits the room. The family looks in unison to the mess the dog has left behind but quickly returns to the movie knowing that no damage has been done because they have Armstrong hardwood floors.

Target Market – Homeowners; this commercial, however, specifically targets homeowners with pets.

Design and Flow- The commercial is humorous and exaggerates an everyday household mishap. The tagline “tested to withstand the unexpected” is exemplified in the “unexpected” horror scene and the “unexpected” accident made by the family dog. Emotional and visual appeals are used in the strategy to effectively portray the message. By doing this, the audience is able to relate to the situation and quickly recognize the benefits of having Armstrong hardwood floors in their home.

Consumer benefit – The ability to “live” on your floors and make light of everyday accidents.

Product benefit- Although the implied product benefit is added home value and home beautification, the commercial focuses on the easy cleaning and durability benefits of the product.

Competition – Numerous hardwood brands that are often advertised through hardwood floor supply chains such as Lowes and Home Depot.

Posted by:
Brittany Lawson

Sprite Commercial

2008-10-11T10:08:00.000-07:00

The advertisement that I chose was the Sprite pool commercial. The ad shows a group of younger men, (and two women if you look closely), who are tired and dehydrated from playing basketball in an inner city during a summer day. The group of racially integrated men look at each other, while one of them drinks a sprite. Another one of the men, then proceeds to take his shirt off and run into the middle of the court (which becomes a pool) and do a cannonball. The rest of the men all follow and jump into the pool. The people no longer look tired and thirsty, instead they look happy, hydrated and full of energy. At the end of the commercial, there is writing in the water that says "Freedom from Thirst," and a sprite bottle rises to the surface.

The commercial uses emotional and visual appeals in the strategy to effectively portray the message. The connection between water/being wet, and thirst creates an image that everyone in the target can relate to. Along with the image that people who drink sprite are "cool," and love to have fun. Another strategy that Sprite used in the commercial was a racially integrated cast, proving that anyone can drink Sprite.

The target for this commercial is men and women ages 15-30. Active and fun people, that need to quench their thirst and revive their energy.

The competition for Sprite (which is owned by Coke), includes other lemon-lime sodas (Mountain Dew, 7-Up, Sierra Mist, etc.), Dr. Pepper, and Pepsi.

The benefit of drinking Sprite is that you will be able to be "free from thirst," and regain your energy, all while having fun and being "cool." All of this is opposed to drinking cola (Pepsi products) which does not quench your thirst." However, since Sprite is owned by Coke (which also owns Dasani water), the ad only portrays how effective Sprite is at quenching thirst, opposed to attacking other brands or types of drinks.

FreeCreditReport.com "Rock Star"

2008-10-06T16:35:00.000-07:00

Visual Description- A scene reminiscent of a “Rock” or “Rap” video. Enters our favorite Garage band from the previous “freecreditreport.com” advertisements, now famous! As the band enjoys the luxuries of being rock stars we find that they are in fact the hired help. The real “Rock Stars” (persons employing there services) send the guys back to work.

Target Market- Youth from 16-25 both male and female. People with an understanding of “Bling” and material wealth in regards to the music industry. People exposed to or interested by the MTV material generation. I would consider this the VIP, Cribs, Las Vegas club generation. Also targeted here would be anyone who has ever been the victim of credit fraud or interested in preventing it.

Design and flow- The ad looks like a rock/rap video, very in touch with youth popular culture. The ad features a catchy short song that complements the visual to deliver the message. The ad’s for “free credit report” have gradually become more complex through their 5 ad’s and all build on the original car ad. The premise in the first ad was built around a song which delivered the message. This TV ad relies more on the visual for delivery.

Consumer benefit – You will not have to woory about credit fraud

Product benefit- Allows you to continue partying like a “Rock Star” uninterrupted. They (Free credit report) know how credit works and they send email alerts and online access (monitor your credit activity).

Competition- “Annual Credit Report” provides access to credit reports much like “free credit report.com”. Annual credit report does not appear to direct its services towards the age demographic that “free credit report does” (age 16-25)

Strategy- It appears that there are no other companies that target the age group targeted in this advertisement. Psychographics and demographics targeted are not generally targeted for products relating to credit fraud.

by,

Josh Christman

-Additional Information gathered on FreeCreditReport.com-
"About FreeCreditReport.comSM FreeCreditReport.com part of a family of online consumer credit reporting sites belonging to ConsumerInfo.com, Inc., an Experian® company. ConsumerInfo was founded in 1995 to give consumers quick, easy, and inexpensive access to their credit histories. It is now the leading provider of online consumer credit reports, credit scores, credit monitoring, and other credit-related information. Consumer Info provides credit monitoring to its more than 3.1 million members and has delivered more than 20 million credit reports on the web. As part of the Experian family, it continues to grow its membership base and develop innovative products to help consumers better understand their credit." FreeCreditReport.com

http://finance.yahoo.com/banking-budgeting/article/105514/The-High-Cost-of-a-'

I Am Man- Burger King Ad

2008-09-29T12:55:00.000-07:00

Nikki McHale
Blog #3

I chose the Burger King ad for the Texas Double Whopper. The ad shows a man leave an upscale restaurant with his date still at the table to go eat a “real” meal. He sings, “I am man” as a group of other men form behind him and join in the singing. They portray stereotypical man actions such as flexing their muscles and hit each other in the stomach. There is also a part where the men get so riled up they toss a car over a bridge into a dumpster truck while another man in chains strapped to the truck pulls it in order to reach the burger. Also, the only women seen in the ad are in the background and also acting out stereotypical things such as cheerleaders and display girls.

The theme of the ad is very apparent: real men eat real food, meat. And that meat comes from Burger King. The ad is directly targeting men, not women. However, I don’t believe they are saying women don’t eat at Burger King, they are implying that their new burger, the Texas Double Whopper, is specifically for men. They disregard the other competition by saying “chick food” and “keesh” could never fill a man, they need this burger. The ad uses a humorous tone in order to intrigue the audience and keep them watching. The ad also uses music to hook the listener. The song describes what’s in the burger, the name of the burger, and who should eat the burger, and by putting it to music; the audience doesn’t loose attention to that information. If the ad had just listed off the dialogue, the listener might have tuned out, however the song helps keep the interest.

Macy's Commercial

2008-09-28T18:09:00.000-07:00

Advertisement: Macy’s Commercial

The advertisement that I chose is a Macy’s commercial that shows several lines created by celebrities. However, the main focal point is model Gabriel Aubry. It depicts new hire Gabriel being led through a Macy’s store. He passes by celebs such as Martha Stewart and Mariah Carey. They ogle him as he walks by.

The commercial continues as Gabriel arrives in the Calvin Klein mens section featuring himself as the model for the line. He turns to see a group of women staring at him. The camera pans to Donald Trump in his own section saying “So very shallow”. The irony is that Donald Trump is standing in front of a life size picture of himself, surrounded by his own line.

This advertisement uses Gabriel Aubry’s physical attractiveness as its attention grabber. Macy’s decision to feature several celebrity lines in this single commercial is also effective. The target audience varies. It appeals to young women with the use of Gabriel Aubry and Mariah Carey. Martha Stewart's collection is associated with mature women. Young and older men are targeted as well with the Calvin Klein and Donald Trump lines. It is also generous in its use of the Macy’s star logo. It begins and ends with it, and shows it four additional times.

The tag line used at the end is "Bringing the stars together - That's the magic of Macy's".

Nike Hyperdunk Commercial

2008-09-22T15:17:00.000-07:00

Ian Gulbransen
Blog #2

The advertisement I chose to dissect is for a basketball shoe made by Nike, the Hyperdunk. It starts off by introducing us to Terry (The victim) and we learn that he is at a “Hyperdunk Recovery Center.” He is asked to tell the story of why he is at the center and as he does the commercial begins to flash back and forth from the story being told to the actual event taking place. We are then introduced to Leroy Sharpstein, a young man who Terry had picked on and knew well. Leroy wanted to challenge Terry at a game of street basketball and Terry had no problem with that because he felt Leroy would put up no real fight and that the game was his to win. Minutes into the match however he took notice to the shoes (Nike Hyperdunks) that Leroy was wearing and that the game wasn’t going quite as easy as he had expected. He begun to get distracted by his hunger and fatigue and it happened, Terry got posterized (Dunked on) by Leroy. The most degrading thing that can happen to you on a basketball court took place and Leroy had gotten his revenge on the bully. The Hyperdunks were the difference maker and now Terry is being treated at the center for the humiliation.

This television ad plays to a target market who would understand the humor they use and the reasons they use it. Basketball players understand what it means to be dunked on and anyone who can relate to a guy standing up to a bully and getting his redemption can take away something from this ad as well. The Hyperdunks are front and center for maybe three seconds, but it doesn’t matter because this ad is showing you what these shoes can do for you. The message being that when wearing the Nike Hyperdunks you too can stand up to the bully and win or play basketball on another level than you’re accustomed to. The results are clear, but the strategy Nike is using makes this ad campaign unique.

Nike’s target consumer for the Hyperdunk is basketball players who purchase basketball apparel and footwear. They compete in that market with a number of companies like Adidas and they always stand out because they not only use superstar athletes, but they also tell stories and create a brand experience that basketball junkies get excited about. Nike’s Hyperdunk shoe is the lightest basketball shoe ever made and the R&D that went into it is really amazing, but instead of focusing on these points they decided to concentrate on just giving the consumer a reason why. They delivered on this front and by creating a creative story that infused humor and their product they were able to speak directly with the target market for their shoe. Nike created a campaign around the Hyperdunk that involved many mediums. They used Kobe Bryant in viral videos, created magazine and billboard ads showing the Hyperdunk flying by someone’s shoulders and TV commercials of “real” people using the product. The result of this advertising effort being that they were able to create an overall brand character centered on this shoe and all of the consumer benefits of buying it. This is something that their competitors can rarely duplicate and is what propels Nike’s business.

Nike advertises the brand over the product and the style in which they do so is usually both entertaining and original. This TV spot was no different, plus having it banned from TV didn’t hurt the buzz either.

Fresh Step Scope able Kitty Litter

2008-09-21T20:07:00.000-07:00

Blog Assignment #2

Nina Martin

Advertisement: Fresh Step Scope able Kitty Litter

Visual Description of Ad: Background very plain. You can tell it’s supposed to be inside a house. The cat is standing on top of a carpet and in the background is a wood-paneled wall. The only real visual element in the ad is the main character, the cat.

Meaning of the Ad: Your cat, like you, has bodily functions. But unlike you they cannot flush the odors their feces make down the toilet; instead you can use Fresh Step to erase the odor. Main Message: It works so well your cat won’t even be able to smell it.

This item is a low involvement product. It involves little thought, and no emotional feelings as well. But through creative advertising, like Fresh step, a customer is more likely to remember their brand.

Target Market: Cat owner, who uses an indoor cat box

Strategy: Address the issues of a smelly cat box by promising to dismiss odors. Fresh Step has though t about their product in practical terms. It catches the attention and interest of the person reading a magazine, hopefully leading the customer to take action, by purchasing the product. A litter box is a place for a cat to deposit bodily fluids. The actual purpose of the kitty litter is to mask odors and smells while being up to scoop up feces in one clump, erasing the cause of a mess.

Product Benefit & Consumer Benefit: The Product benefit becomes the consumer benefit. No mess, no odor.

Tone: A comical way to look a purchasing an uneventful, everyday product, like kitty litter.

Blog Assignment #1

2008-09-15T10:33:00.000-07:00

Justine Salvador
CWID# 805575388

Advertisement: Wrigley's 5 Gum, Mouthwatering Berry

This advertisement is for a new flavor of gum by Wrigley's. Their slogan is "stimulating your senses." The basis of this ad is a woman walking onto a pipe in some type of factory manufacturer place. She is holding a remote and then presses a button and pink juices come flowing out of all of the barrels and come rushing towards her.

This ad is supposed to capture their slogan. Their gum is to stimulate the senses. If you have ever seen any of the other 5 gum ads, all of them have one thing in common. Each one has a main character that is bombarded with some type of stimulation to their senses. This one in particular, the sense that is shown is touch with the rush of the liquid all around her. The strategy to this ad is to create a sensation about how good their product is. All of their commercials convey a similar style and structure. Which is sort of a dark and grungy feeling. They want to make it known that their product is different.

Welcome

2008-09-08T14:07:00.000-07:00

Hello and welcome to the blog for Comm 353 at Cal State Fullerton. All semester, students will be blogging about their favorite ads they've found, and talking about why they're successful.