Chapter 1
The Teva multimedia ad on page 6 does an excellent job of evoking the outdoor, adventure focused lifestyle the brand represents. The rugged, nature themed visuals connect well with Teva's intended demographic and communicate the emphasis Teva places on performance and durability when creating its products. In addition, the implementation of the advertisement adds another layer of depth because the touchscreen feature allows potential customers to interact. Interaction is definitely a positive feature in advertising because it not only allows advertisers to include more information and products but also gives users a more satisfying and memorable experience (assuming the interaction is designed well). Finally, this ad is successful because in addition to emulating the lifestyle led by the users of Teva's products it also does an effective job of showcasing and detailing their products.
Chapter 2
The ad campaign for Taneff Law titled "I Know This Stuff" on page 20 provides a fresh, eye-catching take on law advertisements. This advertising campaign relies on bold, distinctive copy to assure potential customers that the lawyers at Taneff Law are average Americans just like they are. This is especially effective in the world of law advertising because many use professional jargon and other technical terms to convince customers they are intelligent and efficient. However, as this campaign points out, these ads can often feel confusing or intimidating and end up alienating customers. Instead, "I Know This Stuff" relies on language everyone can understand and utilizes relate-able, clever copy to get the customers attention. In addition, it's minimalist graphic design brings immediate attention to the copy while also setting it apart from other law advertisements.
Chapter 3
Rosie Arnold's TV commercial entitled "Getting Dressed" for Lynx (page 45) utilizes storytelling to not only sell the product but also to engage the potential consumer. The story itself is effective because of its structure as well as the idea it communicates. The story constantly develops over the short commercial and intrigues viewers because the circumstances are strange and makes them wonder what the final reveal will be. The concept of the story works well for the intended demographic, teens and younger adult males, because it connects to sex and sexual appeal. The interesting story combined with the relate-able (or desirable) message combine to create an effective ad, especially when aimed at Lynx's target audience.
Chapter 4
OfficeMax's "ElfYourself" series of annual advertisements is a great example of advertising that takes full advantage of the internet and it's benefits. The advertisement itself relies on humor combined with clever interaction design. By allowing potential customers to personalize the dancing elves using pictures of their friends or family it not only provides a humorous outcome but also promotes the sharing of these personalized videos. By helping users share these videos with options like post to facebook or send as an e-card OfficeMax is able to spread it's brand even further by reaching people who may not visit the ElfYourself website. In addition, the annual nature of this ad combined with it's memorable visuals makes sure that people visit the site every year once they start seeing other people's ElfYourself videos appear on their Facebook feeds or in their inbox.
Chapter 7
Saatchi & Saatchi's "Hand" print ad for Sony (page 111) utilizes visual imagery to communicate its message rather than bold taglines or storytelling. However, for the message it communicates visual imagery is a clever and concise way to express the idea that Sony's new digital camera is the world's smallest. Rather than explain it with copy "Hand" showcases this quality by simply showing that the camera is smaller than the palm of a person's hand. This not only effectively illustrates this quality, it also communicates this idea with a high level of credibility because the customer can literally see the hand is larger than the camera. Finally, "Hand" does a good job of using the instantly recognizable Sony logo by showing it on the camera strap, a decision which further adds credibility to the advertisement.
Chapter 8
The two Infiniti ads on page 139 entitled "Tickets" and "Keys" aim to showcase Infiniti's new Q45 and its increased horsepower and performance. Both print ads rely on the same concept, showing that the Q45 is incredibly fast, yet both do this in subtle and different ways. Part of this subtly comes from the background present in both ads. The luxurious interior shots of the Q45 juxtapose nicely with the elements of speed that are indicated by both the tickets and the keys and help create a desirable identify for the Q45 as a vehicle both luxurious and powerful rather than a vehicle that sacrifices one for the other. Finally, the indications of speed in both ads are subtle and clever enough to allow the viewer to interact with the ad while they analyze it. For example, when viewing "Tickets" I had to take a brief moment to realize that both tickets were from the same day despite being from opposite coasts. Upon realizing this I felt a sense of satisfaction that will make the ad more memorable when compared to other, more generic car ads.
Chapter 9
DeVito/Verdi's print add for eCampus.com entitled "Condiment/Spaghetti Sauce" is a great example of an ad that knows its intended market and smartly capitalizes on the nuances and experiences present in that audience. By playing on the idea of broke college students and their creative, often humorous solutions to their lack of money DeVito/Verdi created a clever yet straightforward print ad that speaks directly to eCampus' college demographic. As a student who has resorted to very similar culinary substitutions I can say this ad is very relate-able and indicates to me that eCampus.com is not only a helpful solution but also a brand that understands and empathizes with the situations of broke college students.
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