Week 11 EOC: Evaluation

From taking this class, I have learned what is necessary to manage and write a blog and also how to run a twitter account. These things I had never done before and will be able to continue doing into the future. I have learned the basics of advertising and have showed what I have learned through my blogs and advertising plan for the final project.

I have also learned somewhat about what advertising was like in the 60’s from watching a few Mad Men episodes. This helped understand where it all took off and was neat to be able to see the way that they used created advertisements in that decade.

Most of the class I felt unsure of my work, but now finally being at the end I know I have a much better understanding of what goes in to an advertising plan, how to relay messages through advertisements, how to brainstorm ideas for advertisements, how different typography can affect the image of your advertisement, and many other tools that will be used throughout my career. 

Week 10 EOC: What Makes A Great Advertisement?

Analysis of Project in the Real World

Real Testimonials:

-I once read in "Real Simple" magazine that when it comes to saving your money or splurging, it's best to save when buying mascara. Brand to brand, the formula for mascara doesn't vary much and Maybelline is as good as anything else out there. They're right!

-This is the only make up product that I apply daily. I don't put anything else on my face. My eyes used to water constantly with other mascaras and the problem stopped as soon as I switched to this waterproof brand. It does start to smudge under my eyes after a long day or hot afternoon, but overall it lasts all day long.

-I have been using this product for years, have tried others but always come back to this one.

-I have been using this product for a lot of years! I use it ALWAYS I love that it keeps and does not flake, smudge, run, etc. Yes I stated that it is hard to get off. To me that is a PLUS. Because if it was easy to get off then it WOULD, smudge/ run, etc. The only product that I use to get it off is baby oil. I've never come across a cream or anything other product that has taken it off. AND AGAIN THAT IS A PLUS!!

Creative Content

The print advertisements will be full-page magazine ads in full color. Part of the theme of this campaign is to be more creative than standard cosmetic ads, “Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy.”(Advertising by Design, John Wiley & Sons, Page 18) Using the visual of the mascara smudging, and showing the solution tube of Maybelline New York Great Lash Waterproof Mascara next to it shows the consumer why they should use the product. “Providing a rationale for a functional benefit can turn consumers into believers.” (Advertising by Design, John Wiley & Sons, Page 84) I choose to promote the mascara with out even showing what it look like when worn so it would stand out from traditional cosmetic ads. Although the original Maybelline New York Great Lash Mascara formula is not waterproof, it won’t affect the image that it currently holds, still while communicating that non-waterproof mascara could be disastrous, “A brand or group can even compare its new and improved self to its former self.”(Advertising by Design, John Wiley & Sons, Page 112)

The photography style will allow the viewer to identify the location setting, what the women in the ad is doing, and clearly that she had encountered messy mascara, “When you determine what to emphasize and to de-emphasize, you are establishing a focal point.” (Advertising by Design, John Wiley & Sons, Page 159) The model will have exaggerated runny mascara so it will be obvious what the facial point will be. The typography will be consistent throughout the campaign but can be different colors to match the different scenario ads. “Selecting a typeface, hand making type, or using found type for its aesthetic value and the impact it will have on screen or in print is as important as the attention paid to imagery.” (Advertising by Design, John Wiley & Sons, Page 130) The photos will be edited and digitally adjusted in adobe Photoshop program so they can be enhanced for a professional finish. The layout and final advertisement will also be created in Photoshop.


Below you can see my one of my ideas in an 8.5" x 11" print advertisement.

Promotion

I decided to create a print magazine advertisement, because a picture is worth a thousand words. I feel that the concept ides of showing what happens when your not wearing Maybelline New York Great Lash Waterproof Mascara will be well represented using print advertisements. The advertisements will be in the magazines In Style, Lucky, Cosmopolitan, Seventeen, Elle, and People Style Watch. The magazines listed all reach out to a wide range of women. All magazines listed currently run Maybelline Cosmetics advertisements. They reach to women of different ages, income, education, and lifestyles. “Carried through the campaign, there must be a distinct core idea, an underlying central concept or related ideas – one could call it a theme or story.” (Advertising by Design, John Wiley & Sons, Page 193) All of the different scenarios in the advertisements will be part of the same theme and have consistency throughout the campaign in elements such as typography, photography style, and relevance. “In any media, visuals and words together communicate a whole message that is greater than the sum of the parts.” (Advertising by Design, John Wiley & Sons, Page 96) All of the advertisements will be asymmetrical, which will better display the photo of a messy mascara situation and the solution tube of Great Lash Waterproof mascara. Keeping consistent with all of these elements through all of the ads will bring the campaign cohesiveness.

The print advertisement will have the visual of what can happen when you don’t wear Great Lash Waterproof Mascara, along with words to describe the situation and introduce the solution. “In any media, visuals and words together communicate a whole message that is greater than the sin of the parts.” (Advertising by Design, John Wiley & Sons, Page 96)

Another way to promote Maybelline New York Great Lash Waterproof Mascara would be to hold a contest. “Realizing that the tools to create and share graphic or audiovisual messages are increasingly available to the average person, some brands have turned soliciting consumer generated content by sponsoring contests.” (Advertising by Design, John Wiley & Sons, Page 7) The contest would consist of any consumer who wanted to create an idea for an ad for this campaign. The winner would have their advertisement brought to life and have it a features commercial and print advertisement.

The Big Idea

The main idea of concept for this campaign is to promote Maybelline New York Great Lash Waterproof Mascara and giving the message that it doesn’t melt off your face and that it still thickens and conditions like the regular Maybelline New York Great Lash Mascara. To come up the idea to make a campaign that stands out from normal cosmetics advertisements we changed the frame of what is usually expected from these types of advertisements. “Changing a frame allows you to explore possibilities, to imagine what brand or organization could be beyond its current personality or how it is commonly perceived.” (Advertising by Design, John Wiley & Sons, Page 34) Using this technique will stop the readers of Cosmopolitan or In Style magazines from just flipping by the ad’s and catch their eye. “One way to make a brand relevant is to provide something useful to appeal to people and earn their attention, based in their special interests or needs.” (Advertising by Design, John Wiley & Sons, Page 52)

To find the situations that all women run in to that leads to mascara messes we looked at the lifestyles of Maybelline’s consumers. To explore different aspects of these situations “Look at things differently, from below, above, askew, and at an extreme angle.” (Advertising by Design, John Wiley & Sons, Page 82) This will allow the campaign advertisements to stand out and bring something new to advertising cosmetics. We want the message to be clear in the advertisement that wearing Maybelline New York Great Lash Waterproof Mascara will prevent these nightmarish situations from happening. The message of the advertisement isn’t to bash other mascara competitors, but to show that Maybelline New York offers America’s favorite mascara in a waterproof formula. “The style of writing contributes to the message, just as the choice of typeface contributes to the voice.” (Advertising by Design, John Wiley & Sons, Page 103) The basic layout of the print advertisement will consist of a photo of a girl that has been caught in the rain with mascara running down her face and wording saying “what can happen when your not wearing Maybelline New York Great Lash Waterproof Mascara”. The Product, Maybelline New York Great Lash Waterproof Mascara will be shown in a graphic bubble beside the picture with the slogan – Laugh. Love. Cry. Live Life. Will be in the same area. 

Competitive Analyses

Maybelline New York Great Lash Mascara is already America’s favorite mascara and we already have a general knowledge of what the product is, so the product doesn’t necessarily have to be worn to get the consumers attention – we already know what it looks like. We are going to take advantage of that by showing a different perspective on cosmetics for commercials and pointing out the advantages of using Maybelline New York Great Lash Waterproof Mascara. “Once competition is introduced in the form of another brand, then a brand or group has to “own” benefits, differentiate, or make grander claims than others.” (Advertising by Design, John Wiley & Sons, Page 108) Doing so, will make the advertisement message clearer that using Maybelline New York Great Lash Waterproof Mascara will prevent what is happening in the image of the advertisement.  

The scenarios that will be reenacted in this advertising campaign will allow female consumers to be able to relate to what is going on in the advertisement, which will gain the interest of more consumers and grow product popularity and sales. “It must exemplify something tangible or intangible that people find compellingly relevant to their lives.” (Advertising by Design, John Wiley & Sons, Page 52) The scenarios that will be used in the waterproof mascara campaign for Maybelline New York will be every day situations like getting caught in the rain, a hot and humid day, crying over a break up, and getting a little sweaty from working out. “How you visualize and compose your ides hinges on what you want to say, how you want to communicate it, to whom you are saying it, and with what nuance.” (Advertising by Design, John Wiley & Sons, Page 135) To make this advertisement successful and draw in new customers with all types of lifestyles using the situations discussed earlier will target multiple markets of women.

One of the main competitors of Maybelline is Cover Girl Cosmetics. Their advertisements are of the typical for cosmetic ad’s, consisting of a pretty face and a flawless complexion, as seen in the Cover Girl ad below. To be unique and stand out from the “normal” world of cosmetics we are approaching this campaign with a creative aspect. “Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible.” (Advertising by Design, John Wiley & Sons, Page 32). To stand out from the ordinary, the advertisements in this campaign will show the mess you can get yourself into when wearing mascara that is not waterproof. 

Maybelline NY Great Lash Waterproof Mascara: Laugh. Love. Cry. Live Life.

Product: Maybelline New York Great Lash Waterproof Mascara

Slogan For Campaign: Laugh. Love. Cry. Live Life.

Maybelline New York Great Lash Waterproof Mascara allows women to make it through everyday gracefully and flawlessly. Wearing America’s favorite mascara in its waterproof formula prevents eye makeup messes from sweating, crying, and other natural disasters. By using a little bit of creativity and mixing it with everyday situations women are faced with will lead to the creation of eye catching advertisements, “An effective ad is driven by the underlying concept.” (Advertising by Design, John Wiley & Sons, Page 66) The concept of the advertisement campaign is to show women in real life situations where their mascara has started to run down their face.

This is going to be a commercial advertising campaign to reach out to female consumers. “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers.” (Advertising by Design, John Wiley & Sons, Page 5) using situations women are familiar with will help them relate to the advertisement, “A critical component is learning about the audience.” (Advertising by Design, John Wiley & Sons, Page 15) Learning about the audience helps us understand how to best reach out to women with different lifestyles.

This advertising campaign is unique to all other makeup advertisements currently out because we will be promoting the mascara differently than traditional cosmetic advertisements for consumers. Traditional makeup advertisements are usually the same, showing models wearing the makeup flawlessly. In this campaign “Laugh. Love. Cry. Live Life.” For Maybelline New York Great Lash Waterproof Mascara, we are showing the opposite of flawless. Instead, we are going to be showing what can happen when your not using Great Lash Waterproof Mascara. 

Week 9 EOC: For Those Who Think Young

Is advertising today aimed at younger people more than in the past?

In 1961 Pepsi Cola had a commercial and advertising campaign called For Those Who Think Young. This campaign targeted a younger crowd as well as young families, based on the people in the advertisements and the lyrics of the commercial song. They targeted the younger crowd because it was a sugar filled carbonated drink that was fun.

Today, there are a lot of advertisements that are targeted at a younger market crowd as well as many other types of consumers and consumers that have different incomes, who are different races, consumers who have different interest, and other variables that marketing can be broken down into for different categories.

I think that a younger aged market is being targeted more than ever. Weather the young consumer had an income or not, their parents most likely do. This leads to products being bought that were aimed at the younger consumer, reasons for being that maybe the parents wanted their children to have the things that they never got, or that the targeted younger crowd had worked hard to save money to get the product that they wanted. Another reason that there is so many products aimed at younger people could be that they don’t full understand the difference of needs and wants, therefore they might be under the impression that they need everything.

There is also a lot of advertising that targets other ages as well. Cars, jewelry, medications and supplements, food and beverages, and vacations are all targeted to people 30 years of age and up.

Today, there is more advertising going on than there has ever been. I think it is fair to say that there is advertising aimed at all different ages from toddlers to seniors and of all different lifestyles. People are more individualistic than ever creating thousands of different markets, pretty much a market for every interest. There is no one-way to market everyone through one strategy or visual in advertising.

Week 9 BOC: Chocolate

Chocolate has been becoming more and more popular due to the growing fad of trying to be healthier. Chocolate has flavonoids, which act as antioxidants, which help to protect the body from ageing caused by free radicals, which can lead to heart disease.

Many chocolate brands and manufacturers highly advertised chocolate this year for Black Friday, Cyber Monday, and for other Holiday shopping days. I did a Google search for chocolate sales and the first brand I found under the news articles for the company setting record sales for their company for Cyber Monday this year.  

Here are a few things the article said about Moonstruck Chocolate Co. “Around 3 p.m. on so-called CyberMonday, Moonstruck Chocolate blew past last year's salesfigures for the day that's become the online version of Black Friday. With a herd of white chocolate snowmen welcoming shoppersto its website, the Portland-based retailer predicted Monday would set a salesrecord. That's sweet news for Moonstruck, which hasseen the Monday after Thanksgiving -- a shopping event created by an onlineretail trade group in 2005 -- grow from its fifth busiest in 2009 to a topselling day last year.”

One of Moonstruck’s advertisements, full of these delicious looking sugar coated white chocolate snowmen is a good representation of the winter holidays to come. It is fun and cute with a great headline saying holiday party, which already gives you ideas of how you can use these chocolates. The sale it’s self isn’t the greatest sale ever, but you get an additional 10% percent off an order of $60.00 or more plus free standard shipping to one address. The advertisement doesn’t specify if you can’t use this CYBERMONDAY11 10% off plus free shipping. So in the case that you can use this discount code on top of other sale prices and discounts this would be a good deal

Week 8: Typography

Font for Maybelline Mascara 

Laugh, Love, and Cry.

Billo

Laugh, Love, and Cry.

Alba Super

Laugh, Love, and Cry.

Snell Roundhand Black

Laugh, Love, and Cry.

Modern No. 20 Bold

Laugh, Love, and Cry.

Handwriting - Dakota

Laugh, Love, and Cry.

Jazz LET

Laugh, Love, and Cry.

Giddyup Std

Laugh, Love, and Cry.

American Typewriter

Laugh, Love, and Cry.

Academy Engraved LET

Laugh, Love, and Cry.

Rosebud Antique

Laugh, Love, and Cry.

Diamante

Laugh, Love, and Cry.

Vintage

Laugh, Love, and Cry.

Philosopher Bold

Laugh, Love, and Cry.

olivia

Laugh   Love   and Cry.

Ashby Medium

Week 7 EOC: The Pitch

Product: Maybelline New York Great Lash Waterproof Mascara.

Maybelline New York Great Lash Mascara is known as America’s favorite mascara and a tube is sold every 1.7 seconds. Although it doesn’t seem like they have any problems selling the mascara, from my researches I think that the product could form a more appealing and creative image. From the Maybelline website I found this description for their Great Lash waterproof mascara.

“AMERICA'SFAVORITE MASCARA CONDITIONS AS IT THICKENS WATERPROOF”

That was all that the page displayed about the product, which is a great product that I think needs a better slogan behind it. They need to be more creative with their advertisements and work on targeting more consumers. Their competitors Cover Girl and L'Oréal both have commercials that really grab my attention so I know that Maybelline's Great Lash Waterproof Mascara can compete with their advertisements. My pitch for this product is this:

Whether you are crying from breaking up with your boyfriend or laughing so heard your eyes start to water, Maybelline New York Great Lash Waterproof Mascara stays on your lashes and doesn’t run down your face, helping you keep your cool.

The advertisement for this product will show a young woman that has been crying with black eye makeup and mascara running down her face and then will show her again after she has applied Maybelline New York Great Lash Waterproof Mascara without eye makeup running her face. There can be many different variations of this advertisement such as showing a before and after of a woman that is in the rain, a woman that is laughing so hard she is crying, and a woman that is sweating from the heat of a hot summer day.

New Slogan: Laugh, Love, and Cry. Maybelline New York Great Lash Waterproof Mascara.

Week 6 EOC: Copywriting

The Got Milk? Campaign caught my interest because it is such a short slogan. The print ad’s and television commercials I have seen up until now have always led me to believe that the advertisements were to show that drinking milk is good for your health and bones. While doing more research on the Got Milk campaign I have learned that the first got milk commercial (below) is suggesting that if the guy in the commercial had a full carton of milk he could have gotten the answer right because he would have washed down his peanut and butter sandwich faster than without it. I also found in my researches of this campaign that they aren’t really advertising milk to make people healthy, they are promoting it for the sole purpose to sell more milk. “This is our objective statement today: Sell More Milk. Everything that we do, every moment that I spend, gets filtered through this objective. If it doesn't sell more milk or have the potential to sell more milk, we won't do it - it's that simple.”

Wendy’s Where’s the Beef? Advertisements are also a good example of a short and simple slogan that attracted attention. Wendy’s wanted to stand out from the thin beef patties from Burger King and McDonalds so they advertised their thick patties and in a way to attract the fast food eaters of the United States. I found in a blog at americamthinker.com “We were red blooded Americans, by God, proud and vigorous, with hearty appetites for red blooded all American beef!” This is true, but it also stirred up some negative thoughts from vegans and vegetarians and people who are just against eating cow and slaughterhouses. This led Wendy’s to lay off their Where’s the Beef commercials but who ever said that bad publicity wasn’t good publicity.

Week 6 BOC: Chim Chim Cheree

Pic-O-Pay – Brand of toothpaste

Fluoristan - The original name for crest. A white powder, SnF₂, used to fluoridate toothpaste.

Hexachlorophene - A commercial preparation of the drug, pHisoHex, was widely used as a very effective antibacterial skin cleanser in the treatment of acne. also known as Nabac, is a disinfectant. The compound occurs as a white to light-tan crystalline powder, which either is odorless or produces a slightly phenolic odor.

GL-70 - An additive in Gleem toothpaste in the 1950s, and was advertised as its unique decay and mouth-odor fighting ingredient. Whether or not GL-70 was a genuine ingredient is unknown.

Dermasil - Medicated lotion.

Vitrol-D - Vitamins added to hair products Calcium Citrate 1000mg +Vitamin D3 200 I.U + Zinc Sulphate 4mg + Magnesium 100mg

Lanolin wave - A yellow waxy substance secreted by the sebaceous glands of wool-bearing animals. Lanolin and its many derivatives are used extensively in both the personal care and health care sectors.

Boo-boop - Type of razor used to shave

Tufsyn – Used to strengthen the rubber in tires made by Goodyear

Retsyn - Green flecks added to breath mints to absorber bad breath

Acrylan - Acrylic yarn fiber similar to nylon

Marfac - Vintage oil and gas ad marfak, or marine facility

Melmac - Inexpensive dinnerware made from melamine resin

Orlon - Acrylic fiber, crease resistant

Korlan – A type of tree that grows tropical fruit

Accutron – A type of watch that uses vibrations to keep time

Teflon – Used on cookware for non-stick cooking under high heat

Ban-Lon - Pullover shirt made of artificial fiber.

Blue Magic whitener - Cheer Blue, white magic laundry detergent

Fastback - Ford Mustang that has a solid curve from the roof of to the car to the end of the trunk.

Wide-Track  - Type of racing tires with a fatter area that drives on the ground.

Autronic Eye - An automatic headlight dimming system

Platformate - An additive in gasoline to make the vehicle drive better, made by shell

It goes two miles more - Super Shell company ad

Nasograph – A device made for the breath better ad to show that using their product makes them breathe better.

Naugahyde - An American brand of artificial leather

The giant who lives in my washing machine - Salvo laundry detergent, who promised to "Put a giant in your washer!"

Jolly and Green - The Jolly Green Giant, the face of a canned vegetable company.

tiger who causes my gas tank to flood – ESSO power in your tank

handsome white knight - Ajax white knight mascot, cleaning products, ad targeted house wives

Man with the eyepatch – Mascot for Hathaway button down shirts

That nut who flies into the front seat for Hertz - Hertz (Let Hertz Put You in the Driver's Seat)

Volkswagen Slug Bug Super Bowl Commercial

Owning a Volkswagen Beetle myself I found this commercial funny and real. I have always liked Volkswagens and their commercials. When I drive my beetle down the street and I pass people walking I can always rely on looking back in my rearview mirror to see someone getting slugged. This commercial advertisement showed that there are a lot of people out there that play the slug bug game. The most important thing in this super bowl commercial is that Volkswagen opened up the game of slug bug. They are now saying to give the person next to you a punch whenever you see a Volkswagen, and not just the beetle but also any one of the 13 models that they have to offer. They didn’t focus on just one Volkswagen model, but all of them. Doing so opened up a larger market for the advertisement verses other Volkswagen commercials that tend to focus on just one model. For example there is a commercial for the VW Touareg model, which focuses on targeting expecting mothers or women who want to get pregnant just so they can get the new Touareg. This was a good advertisement for Volkswagen to show during the famous super bowl commercials because a lot of people can relate to it. There are many different types of people in the commercial such as young and old, men and women, and different ethnicities and cultures. They also showed hummer in the characters that were giving the punches. They showed a little boy slugging his grandpa in an area that shouldn’t be punched, and also a pregnant woman in labor out of nowhere punched her husband who is driving them to the hospital. There is always time to play slug bug and now the game has opened up to more Volkswagen lovers.

Women's Role in Advertisements

Women are in advertisements for all different types of products and services. A big role that women play in advertisements is to influence the consumer on many different levels, needs, and wants. ABC news said, “Woman's domesticity was implicit in the whole genre of 1950s ads.” In the 1950s, women were wanted by society to be kept at home and be housewives and mothers. It was not uncommon to see women in advertisements for cleaning products during that time, because women were being influenced to be happy housewives. As time progressed the social revolution if the 1960s made women step out of the house and start to fight for what they wanted to pursue. Advertisements during this time showed women with an outgoing and fun attitude or personality. Some common uses of women in advertising that can still be seen is ads to day for example could be an advertisement for a women’s beauty product will show an attractive women looking flawless, happy, and sexy to make the women who are looking at those advertisements want to be that women, which influences the purchase of the product, which is called “femalecommunicating to female.” Women are also used in advertisements that are targeting men, for example an ad for beer may feature a sexy woman along side the guy drinking, to make the men who are seeing the ad think if they drink that beer they can have beautiful women. Today the use of women in advertisements where the women is playing the role of a housewife or mother are not quite as popular as they were but “Traditional sex role model, however,still dominate the pages of most women’s magazines.” A good example of a sex role model influence in women and advertisement would be Victoria’s Secret. If you think about it they are selling sexy not just undergarments.