Reflection of Advertising by Design Chapters 1-4

Chapter 1: What is Advertising?: Figure 1-2 "Girl's" p. 5

    I chose this poster because I enjoy the energy and movement in the image.  I found placing the era or time period in which the image was taken a bit challenging.  At first glance, I thought it could have been women in London during the 1960s.  After a second look, I decided the image had to be more modern, perhaps some time in the 1990s.  The copy simply reads "be here" which is short, sweet, and fitting to the image. 

    The text says that this poster's target is potential authors and is for Penguin Group, a prominent publisher of books.  I do not really understand what the image has to do with with Penguin.  I do not associate publishing, especially Penguin, with a young girls in short skirts going ballistic.  Perhaps the ad agency was trying to make Penguin a bit more sexy but they definitely missed the mark.  This ad does not translate Penguin's brand essence and that is where it fails.  The image itself and the copy are good, just not for this client.

Chapter 2: The Project Process: Figure 2-1 "Shop Vogue.TV" p. 16

    I chose the Shop Vogue.TV because the concept is very interesting and works very well for any publication, especially Vogue.  I can think of countless times that I have flipped through the pages of magazine, fallen in love with something, and wondered where I could find it.  Having a feature like this gives Vogue readers instant access to products straight from the magazine and off the runway.  This concept is very innovative and smart.  Never before have readers had such unprecedented access to fashion.  This concept reinforces Vogue as the leader and innovator of fashion publications.  Shop Vogue Tv is also great for designers because readers can become more familiar with their products and can be exposed to more of their product, not just items featured on the website.  This is especially good for young up and coming designers trying to make a name for themselves.

Chapter 3: Creative Thinking: Figure 3-3 "The Ideal Woman" p.44
    Lynx is the European version of Axe.  The European ads are pretty much similar to their American counterparts; "hot" women playing up to the  stereotype of women being completely passive without any opinions or real feelings.  This chapter is about the organization of the creative process with a focus on creativity.  That being said, I do not understand what is creative about sexy European models trying to sale a fragrance.  The idea that sex sales is not a new one.  This approach is tired and lazy and whoever thought this commercial was creative should probably quit their job.

Chapter 4: The Brand Idea: Figure 4-4 "Go Forth": "America" p. 58
    I remember when I first saw the "Go Forth (O Pioneers!)" spot several years ago.  The folks over at Widen + Kennedy really did a great job at creating imagery that is intriguing and in line with Levi's brand.  Images of well styled, multi-ethnic young models running through the woods and driving on empty roads in the middle of where are romantic with an air of freedom.  The rough, scratchy sound of Walt Whitman's voice echoing on vinyl adds ruggedness.  This spirit of this ad is young, rugged, America.