Reflection: Chapters 1,2,3, and 4 in Advertising by Design

Chapter 1: What is Advertising?: Figure 1-1: Print "One Vaccine Doesn't Fit All Cats Either"

• The first thing I noticed about this advertisment is that the book has mislabeled the text of the advertisment as "Our Vaccine Doesn't Fit All Cats Either" when the advertisment actually says "One Vaccine Doesn't Fit All Cats Either." One simple mistake like this can change an advertising completly and reminds one to always double check their work and make sure that the text fits the context of the advertisment and is spelled right. This advertismenrt was done for Pfizer Animal Health to advicate the fact that most people do not know that different cats may require different vaccines for their health. Instead by saying our the messages carries a negative connotation to the clienet instead of an informative one.

Chapter 2: The Project Process: Case Study: Behind the Scenes: MoMA: Tim Burton Exhibition / Big Spaceship, Brooklyn

• I particularly like the approach taken by Big Spaceship in this project. As a fan of Tim Burton myself his work can get messy quickly because of his art style and take over a piece. The fact that they were able to take ideas from the artist and turn it into an engaging yet clean and simple vehicle to showcase his work is intriguing. I also admire the focus they had while making their concepts. Instead of making a piece that incorporated all of the elements each idea has a specific theme. The first playing off of his use of patterns the second off of contrast and the final one working off of his use of stop-motion. The stop-motion approach also provides a unique element of movement for how the non moving material is incorporated in the moving set. 

Chapter 3: Creative Thinking: Figure 3-3: TV: Ideal Woman

• Lynx is the European name for Axe in America while the commercial holds up and seems fine what struck me about it is that when select slates are taken from the commercial the advertisement suddenly seems even more sexist and reliant on the appeal of appealing and having women go gaga over the man than before. It makes you realize how with media that is in motion because of that motion it is easier to skim over some things but when we take it and make it into something on paper and not in motion it can take on a whole new meaning or have an even deeper effect on a consumer positive or negative. This can even be compared to the Dove commercial we saw in our previous class while effect in motion media when seen as just the sketches in a print advertisement the message loses weight.

Chapter 4: The Brand Idea: Figure 4-5: TV: Videogame

• This advertisement is a bit odd to me I understand that it is trying to be like a video game but considering that the client is Coca-Cola the perceived "family friendly" brand. The graphics mimic the popular game Grand Theft Auto which whenever there is a young shooting is automatically put under scrutiny and the finger is pointed to it for corrupting the youth. There is an irony "give a little love" being put into an environment known for not having rules and destructive tendencies.