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.