Advertising


We currently live in a society where it seems that everywhere we look we are bombarded by advertisements whether they are television commercials, advertisements within movies, billboards or even plain old press advertisements. Clearly, the main purpose of advertisements is to get the consumer to purchase the product in question, the message within the advertisement has to be as persuasive as possible and ensure that feelings and certain emotions are stimulated in the consumer. Print advertisements are an extremely effective way to reach a mass audience. Obviously because the advertisements are in print, to ensure a successful campaign the use of colour, text and photography are all key factors. Advertisements cannot simply attempt to sell the product in question, they must make it appeal to the consumer. Often, subliminal messages are conveyed through advertising tactics to generate the greatest extent of appeal to the audience. Advertisements not only sell products but sell the concept of ideology.


The internet has been a great channel for corporations to advertise and sell their products to the customers. Unlike the traditional media, the internet is less expensive and allows interactivity among users; it is able to reach a large number of people in a cost-efficient manner. Online advertising is a general term that include all advertising on website, delivering advertising electronically through email, mobile phones or personal digital assistants (PDA). Similar to traditional media advertising, obviously online advertising is trying to ehance the brand’s image, creating the “impulse” that buyers would made purchase. It can also be used to increase customer services and communications between customers and the company.



Internet Advertisements



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Advertising has been growing in the same pace as technology in the mass media. With the invention of the computer and the internet, advertisers can now built databases and store user information, so that personalized messages can be sent through the internet and to the receiver directly. This form of database marketing help advertisers build relationships with consumers as they are more interactive then the conventional ways of advertising. For example, “Hallmark” sends reminders to their customers to remind them about their families or friends birthday. Also, online shopping and even grocery shopping venues have been created to facilitate people who are too busy to get to the mall; this benefits many groups such as stay-at-home moms, or even business executives who may not have the time in their hectic schedule to get out into the real world. The world is slowly becoming dependent on technology and mass media as a means of getting things done, through the vast impact of advertisements.

In addition, the data taken from the users of the internet provides detailed profiles of consumer behaviour, which allows the companies to track what the user likes or dislikes. Although this is an efficient way to target customers, but at the same time it also threatens the privacy of users.


Word of Mouth Advertising

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Word of mouth advertising is a form of conscious promotion which occurs in the transition of communication among individuals. WOM advertising can be a collaboration of shared opinions and thoughts about a product or service. Any honest collaboration about a product or service may be considered a form WOM advertising.
An example of WOM is BuzzAgent. <http://www.bzzagent.com/index.jsp> The company was founded in 2002.

What is Bzz?

The Era of TV: When Marketing Owned People
The last era of marketing started with the TV screen. It was all about watching advertisements and marching to the beat of Corporate America. Advertising quickly flowed from television into the rest of our lives. Everywhere we looked, from restroom urinals to the names of our favorite ballparks, we were surrounded by corporations shouting messages at us. Some companies were even paying individuals to "act" normal while pulling stunts such as wearing logos shaved into their heads. We naturally began to "tune out" and ignore the messages. Enough was enough!
Then something happened that none of us predicted. The Internet.
In the beginning, the Internet was supposed to be the new all-powerful marketing channel ("television for the next generation"), but that didn't happen! Instead, the Internet became a giant chat room for all of us. The Internet changed how the world communicates. It opened the door for people to share opinions with each other quicker, more effectively and more honestly than ever before.
That's bad news for traditional advertisers ... but good news for all of us!
The new flow of information between people means a new phase in the history of marketing. To put it simply, we're living in a new era.
The Word-of-Mouth Revolution: Where People Own Marketing
In the past few years, BzzAgents and other word-of-mouth advocates have proven that honest opinions are more powerful than interruptive marketing messages. BzzAgents have the opportunity to be at the very edge of marketing. But it's bigger than that. Members of the BzzAgent network are making history by participating in the most important "reality marketing" experiment ever conducted. Fifty years from now, there might be shelves of books about the word-of-mouth revolution, including chapters on the BzzAgent network. By Bzzing, we're all changing the rules of the game. Word-of-mouth has long been considered the most effective form of connecting people to products, but, until now, nobody has really captured its essence and power. (<http://www.bzzagent.com/index.jsp>)


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Real Beauty Dove Campaign


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In its most recent advertising promotion Dove launched its campaign that focused on celebrating its clients/target market natural form/beauty regardless of body size or age. By steering away from the stereotypical size 0 model, Dove cornered the market in promoting the 'real beauty' concept that appeals to all.

The campaign that originated from England features stout women dressed in bra/underwear talking about likes/dislikes of their curves. This commercial promotes natural beauty, brilliantly defying the trends in advertising while racking in the profits.
Furthermore, This advertising picture refers to "halo effect" theory in psychology. Psychology and advertising are closely related. Halo effect refers to the fact that good looking people especially women with real curve are perceived as intelligent, successful, famous, and higher status in society.

It is interesting to note that while promoting the idea of "real curves" the women in the campaign still fit "ideal" proportions. The women are still quite attractive. It is evident that when one tries to be more inclusive, it's easier to see more specific examples of exclusion.

The advertising of Dove has successfully attracted the public attention. The main reason is because it is very unique – no advertisers have really used “nobody is perfect” as a campaign in the past. The advertising strategy that Dove is using in this advertising is the “campaign for real beauty” that tries to connect the brand to the normal consumers. The strategy is to help consumers build confidence upon using Dove’s products. A successfully advertising is important to convey some kind of messages (communicate with consumers). The main message that is conveyed through the Dove’s ad is that you don’t have to be a supermodel, a superstar to use Dove’s products (like the other commercials). Everyone should be equal, reveal their true selves and should feel confident and beauty of themselves.

For more information, go to www.dove.com



Absolut Vodka Campaign



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Absolut obsession.
The Absolut Vodka bottle over the years has become conventional sign in advertising. It has been branded so well that shape of the bottle itself has become an iconic symbol for designers as well as the general public.

Absoluts main emphasis in their ads has focused on symbolic images and ideas that sometimes contain a double meaning. The decoding of the meaning most of the time is rather simple but pleasant enough for an audience to enjoy as the meaning differs through out each ad but the idea stays the same.

The ads often relate to ideologies within the society, following common trends, politics and art. Through this, the advertisements don’t necessarily focus on one target audience but rather expended their boarders to reach different kinds of demographics.

By manipulating the bottle Absolut has been able to clearly convey the meaning of the message with symbols and language we are surrounded with every day. For example, Absolut introduced the slogan ‘Absolut Brrr!’ that was visually tied with a bottle covered in snow. Through this we are able to see the strong relationship that Absolut Vodka ads have with iconicity and how over the years successfully branded the product.

www.absolut.com

Givenchy




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Givenchy for Women


Givenchy is an English line of cosmetics, perfumes, accessories, and clothing. The designer who found this line of product is Hubert de Givenchy and he is currently retired. The new perfume line that they are offeing for women is called Very Irresistible Givenchy and the tag line for this new line of perfume is called very fun, very elegant, very you. This new brand line is the mix of french and American elegance called twist.The advertise clip on the website shows that by wearing this perfume , you will have much more fun, you look elegant in front of others, have a high self confidence in you and can attract anyone to you by just walking by them. Here is the site info: http://www.parfumsgivenchy.com/

Givenchy for Men

This new product line advertisng clip stats with a woman walking down the street and sees a man walking toward her. As soon as she looks at him, her eyes starts imagining him as a very elegant, very strong and powerful, very mature and self confident and she becomes so happy that she gets to meet the man of her dream. This new product line is a mixture of French elegant and American style and is called " Very Irresistible Givenchy" for men and the tag line includes; Very Intense, Very Elegant, and Very You. Here is the picture of the new product line.


Very Irresistible Givenchy

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Got Milk? Campaign



Got Milk is an advertising campaign in United States that encourage consumers to purchase milk created for the California Milk Board. The first Got Milk advertising was launched on radio on October, 1993. The Got Milk ad was voted as one of the ten best commercials of all time by a poll ran on USA Today.com in 2002. As the ad becomes more famous and accepted by the general public, Got Milk then revolved the ad to more modern. The new version often includes celebrities from entertainments and sports. Sometimes, fictional characters from television and movies would also be included. No matter whoever is in the ad, the character always poses in the print advertising with a “milk mustache”. According to the website GotMilk.com, the campaign has an overall 90% of public awareness in the United States.

The advertisements of Got Milk are fairly consistent over the years. The main message conveyed through the ad is to encourage consumers to purchase and consume milk. At first, promotions heavily rely on the benefits that milk brings to customers but later changed to just simple Got Milk slogan as the common public already has a clear image and understanding of the advertisement.

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www.gotmilk.com



Louis Vuitton Fall/Winter 2003 Advertising Campaign



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As mentioned before, advertisements do not sell products only, they also sell the concept of ideology. Louis Vuitton (LV), for example, sells the idea of luxury, wealth and high social class in addition to its products. Here, Jennifer Lopez is the new poster girl for Louis Vuitton's Fall 2003 ad campaign. Marc Jacobs, an American fashion designer, designed this ad campaign. In March 2002, the fashion press described the collection that was shown in Paris as 'lady-like chic'. In explanation, many of the ads in this campaign present long gloves worn over almost everything; the clothes and accessories shown subconsciously suggest glamour and wealth. Marc Jacobs chose Jennifer Lopez because she was one of the most popular stars in Hollywood and the music industry. Also, she loves fashion as she designs her own clothing line under the label JLo.

Moreover, it is obvious that big famous brands like Louis Vuitton like to use star power to promote its products. For example, Jennifer Lopez is posed as the model in this campaign because she is famous and recognized by many individuals. People relate glamour and fashion immediately after seeing the ads. Star power is used profoundly here as people who admire Jennifer Lopez may consider purchasing a Louis Vuitton bag just to be like her---high class, attractive and stunning. Also, Louis Vuitton uses more star power in the following years, for example, the 2005 ads include Diane Kruger, Christina Ricci, Scarlett Johansson and Chloe Sevigny. In addition, not only a product is sold through various advertisements, a lifestyle is sold as well. Because of the higher-level prices and great qualities, Louis Vuitton clearly target high social class and wealthy individuals. All LV ads are of high qualities with strong color contrasts, few models and creative poses and scene shots.

All brands want to create their own identities because there are so many similar products in the same marketplace. Every brand wants to be unique. It is important for brands to have different characteristics in order to be recognized by consumers. Promoting through advertising on television, magazines, billboards and so on can do this. In addition, brands communicate their concepts and messages through advertising. These advertisements are shown in different media to target consumers in a range of different social classes.


Sources:
http://www.multimediary.com/newsletter_jul_28_2003.htm
http://toronto.fashion-monitor.com/news.php/toronto_design/2004122905louis_vuitton
Images taken from http://www.bellalopez.com/jlo-louisvuittonad.htm
<http://www.bzzagent.com/index.jsp>