Analysis of Project in the Real World

"Integration is never an afterthought. Forcing together disparate parts and shoehorning creative doesn't make a campaign ‘integrated.’ Instead, strive for ideas that are integrated at the core and work gracefully together between platforms." Chapter 10, Page 192. After being revised through the same basic concept (and retouched by professionals), I believe the ad would get attention. It is one of the few around these days that touches on the emotions of owning a car that is different in design, performance, and overall ability for its price. The experience of finding a car that fits your and provide better service than the average and expensive car. Compared to how everyone looks for the right person.Being an ardent observer of human behavior, animal behavior, interpersonal dynamics, and other of life's everyday dramas can yield ideas. Basing ideas on personal life experience or observing others can help make your ad ideas relevant to others’ lives (figures 10-3 and 10-4). People should react: “Yep, that's how it is!”" Chapter 10, Page 195. For its price, it surprisingly has the standard features. Its stylish, practical, fun, lost-cost, and safe. The ad displays those qualities, giving a great view of what the KIA souls car are about. Give off the first impression that its a perfect practical car to buy, and it can be bought brand new because of the low price. In today's economy, low price is something to emphasize and to the attention of consumers."Integration is never an afterthought. Forcing together disparate parts and shoehorning creative doesn't make a campaign ‘integrated.’ Instead, strive for ideas that are integrated at the core and work gracefully together between platforms." Chapter 10, Page 193. Using those two forms of emotions relating to the product would be able to attract the attention of consumers. Owning something different and finding something that is right and fits the unique you. The product itself has already created enough positive reaction and hype, that I think it will be able to do great with this new ad. "If you are struggling with developing your story, heed the words of Mark Twain: “When in doubt, tell the truth.”" Chapter 10, Page 193.

Sources:
Advertising by Design, by Robina Landa

Creative Content

"That core idea is communicated through the visual and verbal relationship in each individual ad unit in each medium, where a part of the brand story is told in each medium. This core idea must be flexible enough to sustain a campaign, where every point of contact becomes a compelling experience." Chapter 10, Page 192. Through my research, I've analyzed from reviews what qualities of the car that past costumers liked. The common words they used was sleek, high-tech, roomy, and low price. They loved the fact that even if its a small sized car, they have enough room to place everything they needed inside. That for the price, they were provided with the features that are not usually standard features of other vehicles in the interior, such as the bluetooth. All for a low price. Those are the points that will be demonstrated in the ad. Especially to point out that this accessible car, for anyone. When the line and visual work off one another, together they create greater meaning. Just like a good comedy team or a musical duet, the total effect is greater than the sum of the separate parts; it is seamless." Chapter 11, Page 210. So for the ad, I'm going for a story. A story that is part of an everyday emotion for people. Love. Finding Love or finding the right person the way people always look for the right person.

Find your Soul Mate. The ad will focus on two people. Two KIA Soul car owner. Average people in their mid-twenties. Following them in throughout their day, starting their different styled KIA Souls. She works in a company where people dress and act the same. The girl is very busy and full of work, because she has a time consuming job living in an apartment with room mates. We see the girl packing the small car with items she needs for work, and there's still room for the room mates shes giving a ride to. As she backs out to the drive way, a car drives past too fast and almost hits her. She stops in time to miss it. You see her also uses the navigation feature to be able to easily get around. But even as things are fast and hectic, she looks happy in her KIA.

Meanwhile, you see the guy's day starts a more free and active lifestyle. For example, has a bicycle in the car. He is also working in a corporation, but he stands out too. We see him using his blue tooth to make calls while he's driving. Able to easily to get by their busy day smoothly with the help of their reliable car. At the end of the day, they both end up at a concert hall. The parking lot is completely full except for one spot they both try to go for. They stop in time from hitting in each other. They look at each other then smiles. The scene cuts to them driving the others car. The voice over then says "Fun, sleek, high-tech, secure, low cost- with personal touch." Then with the slogan "Find Your SOUL Mate" with a 2013 KIA Soul. Then a final shot of the usual 'Now at KIA. Price starting now at KIA'."Whether a brand or group sponsors a short film competition, or a cover competition, as with the cover of this book, or a competition for a TV spot to be aired during the World Series, it is a way to generate enthusiasm among people while acquiring creative solutions for the brand." Chapter 7, Page 127

Sources:
http://econsultancy.com/us/blog/62931-six-outstanding-automotive-marketing-campaigns-to-get-your-creative-motor-running
http://pressroom.toyota.com/releases/toyota+marketing+campaign+reinvented+2012+camry.htm
Advertising by Design, by Robina Landa

Promotion

"Advertising giant David Ogilvy once said, “If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular".  Chapter 6, Page 95. The only involvement for the promotion will through television advertising. Since this is a now old product with the new 2014 KIA Soul release in November, it would realistically be better to have one form of strong promotion for a short period of time before November. The advertisement shows the change that people want from their own cars or their form of transportation. The convenient and practicality of buying such an inexpensive car that has room, unique design and quality, with high tech-feature that are in the standard model alone. It will run through major television networks and channels, targeting various age groups and economic status. The video will also run on social networks. For example running the ad through YouTube on their most subscribed channels to again gain more awareness. "Social media can be described, informally, as all the conversations people are having online. It offers brands and groups the opportunity to talk to people … as well as listen!" Chapter 15, Page 243. The campaign will begin in a week and a half in case of final changes and preparation of ad placements.  Right now this product in ts growth stage, where it gave received acceptance in the market and sees increase in profits. From a real point of view, since the new 2014 version will be released on November, the ad will only be put up for 5 weeks max in order create awareness of the product series and the brand overall."The Web abounds with spoken jokes, comedy routines, comic books, interactive graphic novels, videos, and award-winning TV commercials. Find the best ones and study the stories they tell. Write down the structures. Narrate the tale. See how they work. Steal from the best." Chapter 10, Page 198.

Sources:
Advertising by Design, by Robina Landa

The Big Idea

"When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience. During brainstorming, once you identify a frame, a change of frame can be very useful. Changing a frame allows you to explore possibilities, to imagine what a brand or organization could be beyond its current personality or how it is commonly perceived." Chapter 3, Page 35. The big idea, or the concept for this campaign is to portray how effective, sleek, surprising, and low cost this car is. Displaying its key and important features with another shared experience of the need of a car in everyday life. The KIA Soul is convenient to most drivers (who drive on pavement most of their life) and open to your personal taste and preferences. While passing the information of the car to consumers, the ad is making to humorous connection between picking out the right car and the right partner. "A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." Chapter 5, Page 68. To attract costumers, the ad will have a familiar and recognizable setting with the unique design of the campaign and association to the brand itself. The need for emotional attachment. Something that is thrilling, reliable, memorable, and a representation of you. The need for emotional attachments isn't just on holidays but something part of our DNA. "To simply place an ad conceived for print in mobile media is not enough. One must understand what each medium can do and do well and what people want on that platform or device." Chapter 4, Page 49A car is not only a form of transportation, but something that is there for you throughout your lifetime. The average person goes through five cars in their lifetime, yet buying the right car can contradict that statistic."The ideas we generate will have to use media to build relationships and dialogue with people, allowing two-way conversations, offering utilities, with the understanding that each advertising message is an invited guest who can be tossed out at any moment if he or she does not bring something useful to the table." Chapter 4, Page 49

Sources:
 Advertising by Design, by Robina Landa

Competitive Anaglysis

 "Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy. Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking." Chapter 2, Page 20. For my competive analysis, I researched not only the competition but my clients company as well. Strengths for KIA was that it was in the top 5 largest Car Manufacturers based on sales recently. Especially their rising product of the KIA Soul cars. The company also has a good product portfolio and a strong brand presence. They have a unique brand slogan: “The Power to Surprise”. They offers various options for their different models. They have a positive image, winning 149 awards in design and quality. As well as proving their capability in those areas. Their weakness would be being a new and young brand, founded only since 1944. A young age compared to its competitors. The company has low global awareness level overall and low expansion in terms of geographic reach. Although they do have opportunities they can take advantage of with their improvement in their image as they entered the ranks of the world's top 100 global brand with a value of $4.1 billion. They've expressed a reliable and trustworthy image, and a great reputation as they've continued to break their own previous records of sales (recently selling 2.72 million vehicles). Now with this, the company has a solid base to improve and become top global automaker.
 It is important to learn as much as possible about the brand or group:

• What makes this brand or group (organization, company, any entity) unique?
• What are the functional and the emotional benefits of the brand or group?
• How does the brand or group compare to the competition? Is the brand or group a category or industry leader? In second place? A newcomer?" Chapter 2, Page 16

The company does face some threats, especially with its competition with bigger company such as Toyota and Honda. For example, Toyota is a company that strives and has able to successfully achieve global awareness and reach. The company created the first hybrid car, and were able to meet consumer demand when oil prices increased. They stations multiple factories all over the world. Toyota has manufacturing plants in America. This has enhanced the brand, and gave patriots the excuse to buy. The same in other countries. Although they has received some bad press from the floor mat/ accelerating cars. The company had to recall many vehicles and this negatively affected their brand. Its other competitor, Honda, is also a large and powerful company. It is known for their innovation in the car industry. The company also has the best market share leadership. Their products are known to be unique and different from competitors, which has increased in high popularity with consumers. Its weaknesses include high prices compared with other companies. Besides its competition, the company faces other threats such as running in a economic crisis environment (causing decrease in sales) and overall market instability that they will have to be able to manage through to stay on top.

"TOOL: FROM BENEFITS TO INSIGHT

• > Identify the functional benefit(s).
• > How can the benefit(s) best be explained?
• > Identify any unique selling point (USP). If there is no functional USP, is there anything that this brand or group does differently from the competition that could be highlighted?
• > Distinguish the emotional benefit in order to discover the relationship between the product and the consumer.
• > Couple the functional and emotional benefits to find an insight." Chapter 5, Page 71

Sources:
http://www.kia.com/worldwide/about-kia/company/ceo-message.aspx
http://www.kia.com/worldwide/about-kia/company/corporate-identity.aspx
http://www.hoovers.com/company-information/cs/competition.Kia_Motors_America_Inc.daba53c7be2430b1.html
http://www.franchisehelp.com/industry-reports/automotive-franchise-industry-report
http://www.interbrand.com/en/best-global-brands/2012/articles-and-interviews/kia-claire-chai.aspx
http://obvious-stock-picks.blogspot.com/2012/11/toyota-strengths-weaknesses.html
http://realswotanalysis.blogspot.com/2011/05/honda-swot-analysis.html
Advertising by Design, by Robina Landa

2013 Kia Soul: FIND YOUR SOUL MATE

Slogan: "FIND YOUR SOUL MATE"

"An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group." page 3. Finding the right car is like finding your soul mate. You try different cars wit the first impression that its going to last, but end up disappointed in the end. A car might look reliable and it might look it will give you less trouble than others. Then you end up with fines left and right, sucking the life out of you.The KIA Soul isn't the flashiest car around, but it is sleek car that will do the job and more for its price. It might not have the greatest looks around on the outside, but the inside provides an experience that will change your mind. The KIA Soul grows on you, not only giving you transportation but a unique driving experience. Surprising you with multiple choices for personal touch on your new ride, creating something that is a reflection of you and your personality. Your perfect match or your soul mate. " When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience." Chapter 3, Page 35. As I kept thinking of ideas, I tried to research the experience the consumers have had buying and using this car. They also have a few descriptions in common: sleek, simple, high-tech, unique, youthful, fun to drive, or beyond expectations for its price. That was I kept in my while coming up with the slogan.

The slogan that I decided to go with is unique yet known. Its unique because its a slogan never used before for car ads, but comparable with the commercials for various dating sites that guarantees a connection with your perfect match. It a humoring turn to that popular concept for online dating, and referring to the long search and commitment people make with cars (new and old) that don't match their owners.  "Effective advertising could persuade you that a particular brand is better or more appealing than the competition." page 3


Source:
Advertising by Design, by Robina Landa

Week 7 EOC: The Pitch

 2013 Kia Soul



The Car: This newly designed car that was first launched in 2009, is unique within itself. It has a stylish and youthful design to the car, obviously target the younger generation. This car includes an update with a Bluetooth wireless connectivity and steering wheel audio controls. An audio system with 350-watt system, and also includes speaker lights that light up with the beat of the music. The Kia Soul comes with three options in trims: base, plus, exclaim and two kids of 4-cylinder engines.
The driving experience of the car, has no race car with moderate speed and a 6-speed automatic transmission. This allows the driver to experience a more quiet ride that is also very fuel-efficient. The seats come with two tone leather seating, that gives off a sophisticated feel inside matching the exterior. The exterior is said give off an athletic stance with its box like shape.

The Kia’s equipment comes in two forms. The standard equipment comes with a 1.6 liter 4-cylinder engine and manual transmission. The door locks with remote keyless entry, and includes the Bluetooth connection with the steering wheel controls. The car can come with bigger engine, and a leather wrapped steering wheel. The optional equipment, one can add features such the heated front seats, HD radio, navigation, automatic climate control, and leather seating. There is also an eco package for environmentally conscious drivers. The eco package includes higher fuel economy.

Big Idea: Since this car targets mostly the younger generation, the idea would center activities and things that the youths would be attracted to. Especially to the features of its design, good fuel economy, lots of versatility, and that it comes at a low price. The sound system is also something that can’t be missed, as young people really look forward to their music. Or even include a celebrity that is really popular and influential among them. Making the design and features more desirable because its youthful, high-tech, yet sophisticated (somewhat like the image Apple gives to the public every time they release a product). All for the low cost of under $18,000.


Sources:
http://www.kbb.com/car-reviews-and-news/top-10/10-coolest-cars-under-18000-2013/2000009452-3/?r=354891023175259900
http://www.kbb.com/kia/soul/2013-kia-soul/

Week 6 BOC: Duck Dynasty Trends

The exploding show "Duck Dynasty", has done it once again by bringing in 11.8 million views on Wednesday's Season 4 premiere. The results have also broken records, beating other shows in total views but from past seasons as well. In the past, the show has beat American Idol, Modern Family in the nationals and winning during the night slots. Yet recently, with its premiere, numbers show that
Their hard core demographic are among adults 18-49, sometimes known as the ideal demographic to have. Looking back, the show's season 3 premier had a total of 6.3 million viewers ended with 9.6 million. Statistics are continuing to display how the show never seems to be losing attention and viewers, but gaining through every episode.

According to Facebook Statistics, the show's hardcore fan base lies here in the United States. The show's fans reach a total of 5,44,762 people with a 94.3% fan base. The statistics also displayed the fans in other countries, having no more than a million in total. This shows how the classic family perceived comedy reality show really hits home to American views and preferences. A reality show that is following a close knit family having success in their own business. And having a life where you enjoy what you're doing while being successful. Some people in other countries may understand (or try at least) the show, but won't create the same amount of hype of it has here in the US.

So what does all of this mean? As of now, it seems the show is creating real impact in not only fan base but the media and retail as well. As a couple of statistics I mentioned earlier, Duck Dynasty is currently beating almost every show in competition or in viewer records overall. Duck dynasty even overthrew the viewership that was once in the then intensely popular reality shows like "Jon & Kate Plus 8" that had brought in 10.6 million viewers at its most popular moment. Or how the season 5 premiere of the phenomenal show Mad Men, fell 8 million viewers short of Duck Dynasty. The show has and is affecting its competition in television and in the media. Duck Dynasty is the trend of the moment to follow, watch, and talk about. The same kind of popularity that came from the Jersey Shore and the trend that followed that.

How after the Shore gained so much attention, other reality shows soon followed such as Jerseylicious and The Real Housewives of New Jersey. Which brings me to my next point. This can also mean that it hasn't reached its peak just yet. It will continue to grow bigger, and reach more people. But as all reality shows that have taken the spotlight before, the show will decrease at some point. Perhaps it won't fall as low as others, and be completely forgotten. Others will take the fresh and original concept of the show, and bring up their own. The audience will get tired of seeing the same things and will eventually look another way. The only way to keep getting bigger is with surprising the audience in a way that is truly entertaining. Maybe Duck Dynasty can achieve that?

Sources:

&Pic:http://www.huffingtonpost.com/2013/08/15/11-shows-duck-dynasty-beat-ratings_n_3763436.html

http://www.theblaze.com/stories/2013/02/28/are-you-watching-yet-aes-duck-dynasty-scores-record-ratings-for-season-3-premiere/

http://www.nytimes.com/2013/08/16/business/media/duck-dynasty-season-opens-to-record-ratings.html?ref=realitytelevision&_r=0

Week 5 EOC: Fixing JC Penny

JC Penny's recently appointed CEO, Ron Johnson, was fired from his position for failing to do what he was hired to. Ron Johnson had not only failed, but he did it in a way that was obviously doomed to failed. He had taken a company that was already struggling with costumers and sales, and made the situation far worse. He attempted to makeover the how the store ran. He stop putting "fake" prices for more realistic ones, and stopped coupons and sales. Sales dangerously decreased in eary 2012, and overtime the mistake that was made was becoming more and more obvious to even Ron himself. Even after he realized his mistake, the damage was done. Fast foward to now, he had not only failed to attract more costumers but he lost most of the store's loyal and longest-standing costumers. Ironically during the time that he was hired in the fall of 2011, people thought that he would take the 'genius' creativity and innovation he had previously brought to two companies to success.

"By most accounts, Johnson was trying to accomplish the seemingly impossible with a radical reinvention of the JC Penney brand. Many thought that if anyone could do it, it was Johnson, the retail superstar credited for making Target hip and turning the Apple Store into a monster success story. His plans were bold—too bold, virtually everyone now agrees." http://business.time.com/2013/04/09/the-5-big-mistakes-that-led-to-ron-johnsons-ouster-at-jc-penney/#ixzz2bbmbcvp8 

"JC Penny operates in a competitive landscape that is much closer to the promotion-intensive, distribution-intensive consumer packaged goods world of P&G than the heavily price-controlled and limited distribution world of Apple from which Ron Johnson came. Consumers are used to promotions in the department store world, even more so in the segment of the market that JCP operates in. These are price-sensitive, budget-constrained consumers who are willing and able to go to the store next door for better deals." http://www.usnews.com/opinion/blogs/economic-intelligence/2013/04/12/why-jc-penny-failed-under-ron-johnson

 Even though Johnson did create a mess, JC Penny's wasn't stable even before they hired him (it was ultimately the reason why they scouted the man). JC Penny's main costumer were older women and men, it wasn't the place to shop for everyone else. Their advertisements didn't help either. Point is: if they want to surface from the bottom, they need to fix their mistakes but not head into unknown territory like the way did with Ron Johnson. Something they can do, in my opinion, what JC Penny can do is first is what are actually what they are currently doingwith the return of their old sales and sickout policy: attempting to bring back the loyal costumers that are willing to come back. The company released an apology ad, stating the company has learned from their mistake and basically want the costumer they lost back. It could at least buy them time to not only increase sales but bring in more costumers and keep them loyal. They could also begin to include moreroducts that are more on trend and able to attract more costumers. This way they'll attract new and returning costumers. At least for right now, this can be a solution to the bottom they fell through.

"In a tough economic environment where consumers have been pinching every penny, Johnson’s plan backfired and competitors pounced on the opportunity.Telsey said for JC Penney to succeed, it would have to lure its core customers back — a move that she said is possible." http://t.nbcnews.com/business/what-jc-penney-must-do-fix-itself-1C9284003

Sources:
http://business.time.com/2013/04/09/the-5-big-mistakes-that-led-to-ron-johnsons-ouster-at-jc-penney/#ixzz2bbmbcvp8
http://www.usnews.com/opinion/blogs/economic-intelligence/2013/04/12/why-jc-penny-failed-under-ron-johnson
http://t.nbcnews.com/business/what-jc-penney-must-do-fix-itself-1C9284003
http://www.forbes.com/sites/clareoconnor/2013/05/01/j-c-penney-releases-apology-ad-begging-shoppers-to-come-back/

Week 4 EOC: Women In Advertising

Traditional Ad

This 1960s ketchup bottle advertisement blankly represents the sexism that occurred in this time period. Displaying the common opinions men had of women. Women were seen as the housewives, that did the only the work they were supposed to in their homes and nothing else. Basically to only serve her husband and family. In this specific ad, they place an emphasis on how they saw women as weak, frail, simple-minded. So weak that women weren't able to even open a regular bottle of ketchup. Yet this particular product is different from all the others! This brand's ketchup bottle is less complicated and easier to open, that even a woman has the ability to open it! The actual graphic depicts a woman dressed in traditional fashion and hair, about to open the cap from the ketchup bottle with an astonished expression. Even she is giving the impression to other housewives of how great the product is.

Modern Ad

In this modern ad, the message is unfortunately the same. That this product is so simple to work that even a women has the ability to use it without a problem. That she can even turn on the DVD, a task that is easy in it by itself. The text in this ad isn' as blunt as the traditional ad, yet it has the same meaning overall. The main difference of course are the time period in which these advertisements were created in. As well as the products, are in different categories. Using tablet is more complicated than opening a ketchup bottle. It is really unnerving to see the similarities between the two ads, and then see the time period in which they were created. It gives the impression that the depiction if women in advertising hasn't evolved at all.

Sources:
http://www.businessinsider.com/these-modern-ads-are-even-more-sexist-than-their-mad-men-era-counterparts-2012-4?op=1

Week 4 BOC: Omnicom and Publicis

Biggest Merger In The Ad World

Publicis Groupe SA (PUB) and Omnicom Group Inc. (OMC) have merged together all-stock transaction to create the world's largest advertising company, bringing in $23 billion dollars in revenue and will be worth more than $35 billion. This has become instant news in the advertising industry, as the recent merger has risen above the company that used to be leader in the market until recently, WPP Plc. (WPP), and has taken the record of being the biggest deal in the industry.

"The alliance will bring under one roof agencies including Omnicom’s BBDO Worldwide and Publicis’s Leo Burnett and Saatchi & Saatchi, extending their presence in every major market. The merger will also give the owners more clout to negotiate for their clients better ad rates for media placements on television, the Internet and in print, as the global advertising industry has started to show signs of a recovery." (http://www.bloomberg.com/news/2013-07-28/publicis-to-merge-with-omnicom-to-form-biggest-advertising-firm.html)

 Opinions on the surprising decision have stated that such a change will be too much to handle for the merged companies. Specifically, concerns have fallen on to whether their client will benefit from this, and if the company will continue without laying the 130,000 employees (they now have combined) off. Yet its stated that it would become a way to create networks of agencies and PR firms withing the merger, and the two large top-rate company will work separately to avoid problems. Problems from having competitors under the same firm such as Coca-Cola Co., PepsiCo, McDonald's, Yum Brands' Taco Bell, Johnson & Johnson and Procter & Gamble. Other concerns have come up as to who will run this large ad firm, was answered when news stated that there will continue to be led by both originals CEOs' and rotate positions. 

"The combined company will be called Publicis Omnicom Group and be jointly led by Omnicom CEO John Wren and Publicis CEO Maurice Levy as co-chief executives. The move is designed to bolster the companies' focus on growing Asian and Latin American markets such as China and Brazil, where they each have ramped up operations to counter lackluster growth in weak European markets."http://www.stamfordadvocate.com/news/world/article/Omnicom-Publicis-merge-forming-biggest-ad-firm-4691675.php

How they ran will be have to be thoroughly reviewed, as these companies could also clash from the having based in different countries. Though the company will have its tough moments getting used to the new changes, it will obviously bring in benefits as well. Either way, the company will need to adapt and figure out how they will generate the $500 million dollars in profit they promised have to make from this merger.

"Omnicom will benefit from Publicis' strategic shift in the last few years toward digital operations, as the French company beefed up its digital marketing profile with the acquisitions of Digitas, Razorfish, Rosetta, Big Fuel and LBi. Publicis, which had revenue of $8.78 billion in 2012, had targeted generating 75 percent of its revenue in digital and fast-growing countries by 2018, according to a recent investor presentation."

Sources: 
http://www.bloomberg.com/news/2013-07-28/publicis-to-merge-with-omnicom-to-form-biggest-advertising-firm.html
http://www.timeslive.co.za/world/2013/07/28/omnicom-publicis-merge-forming-biggest-ad-firm
http://www.stamfordadvocate.com/news/world/article/Omnicom-Publicis-merge-forming-biggest-ad-firm-4691675.php

Week 3 EOC: Smoking In Advertisements

1946 Camels Cigarette Magazine Ad

1. Determine the scenario: What happens in this frame?
 The magazine ads mainly displays a doctor holding a cigarette. The text below reads: "According to a recent Nationwide surveys, more doctors smoke camels than any other cigarette.".

2. What is the setting? What are the conditions?
The setting is a physician looking happy while smoking the Camel cigarette. A doctor, in which the ad features as the best doctor in town smoking that brand. The condition is in a comfortable and secure conditions with a the smiling doctor holding the branded product.

3. Who are the people or groups?
The main person in the ad is a doctor holding a cigarette. The other is of a woman smiling with a cigarette in her hand as well selling people to try camels on their "T-Zone: T for Taste and T for Throat".

4. What is their point of view around this specific experience?
That since doctors, who are looking up to when it comes to being more knowledgeable about our choose that brand for a reason. They advertise that this brand is better, describing the cigarettes to having a blend of tobacco with rich and full flavor.

5. What are their goals?
They wanted to reassure the public that their product was so safe that even their doctors preferred to smoke it. Giving the consumers not only the reason of its great taste, but the non-health impacting factor with the the reassurance in the product's quality by professionals.

6. What are their assumptions? What are their perceptions?
They assume that by having that reassurance from certified professionals that people follow their lead, and choose to smoke Camel cigarettes.

7. Are there conflicts? Is there cooperation?
There is cooperation from the model representing how doctors prefer Camel cigarettes. Yet there are also conflicts because of the distortion of the true reality where smoking actually cause health issues.

8. What are the outcomes?
 An increase of consumer buying their product with certainty that its not only the best in flavor but non-harming to their health.

Sources:
http://www.time.com/time/photogallery/0,29307,1848212_1777633,00.html