So, what is the difference between Graphic Designers/ Architects and Advertisers?
Originally I thought it was simply based in philosophies. Artists want to entertain and Advertisers want to sell.
However, life, nor this concept, are quite that simple.
3 Advertisers being looked at: Bernays, Reeves, and Ogilvy, have different ideas, but all of them with similar characteristics.
Reeves:
Reeves is known for hard selling. He finds, exploits, and commands a presence to a particular part of a product and sells it in some of the most memorable ways possible. (Example is his Anacin commercial that gave the example of a pounding headache and used Anacin as the cure)
Ogilvy:
Ogilvy is known for a softer approach. His approach was subtle and story telling. Instead of pummeling our minds with a harsh idea, Ogilvy made a product memorable over time because it propositioned us, and brought us in gently.
Bernays:
(To be honest, I thought his blatant use of his Uncle Freud's work was disrespectful, but I digress)
Bernays used the principles set down by his Uncle Sigmund Freud in attempt to control the human psyche. Freud proposed that human beings have 3 bases (ever feuding) in our consciousness. There are primal urges that are battling our logical human sensibility and there is our neutral go-between. Bernays thought he could exploit our primal "ID" so that we would be more apt to buy things we didn't need, but that luxury is what we wanted.
Artists:
Their goal is to entertain. Sure they want you to buy their things, but instead of being flashy, they appeal from being 'flashy' or 'overdone'.
*I will continue this at a later date when I have a connection again.
We were asked to look at three (3) signifiers and what they signified. For my first ad, I looked at Cory's. His ad was witty, straight forward and his symbolism hit you in the face at times.
1. Signifier: Barack Obama standing in a picture with Fidel Castro (?) Hitler, and Mussolini (?). All of them raising their hands for support of gun control.
1. Signifies that Obama is trying to place regimes in similar to the world's former tyrants, and that he may be a Communist or Nazi. The fact that they're all raising their hands signifies they all agree (allegedly) on the same thing.
2. Signifier: Knife in your face and the person wielding it being dressed in black wearing a ski mask to cover his face.
2. Signifies that you should fear for your life if you don't have a gun in your home. People like this man will come to rob you of your home, children, and dignity.
3. Signifier: Barack Obama using his middle finger scratch his head while nonchalantly closing his eyes and turning his head in the opposite way.
3. Signifies that Obama doesn't care and that he's going to do what he wants to do. He's basically giving everyone "the finger" to parlay that message.
tyler_moore_gun_control_candidate.mov
This campaign is for Ron Paul, and here are the three (3) signifiers I have chosen.
1. Music.
1. Within the music there are highs and lows that make the scene feel like a battlefield. This battlefield is for our Second Amendment Right to Bear Arms, and Ron Paul is our "soldier" fighting to keep our Right to Bear Arms.
2. First thing you see in the ad is Ron Paul signing a document next to a sign that reads "Campaign for Liberty".
2. He is signing a document that may possibly be giving us some our basic freedoms back. He is concentrating to make sure there are no loopholes (possibly) and clearly made a decision to sign it.
3. The sign that says "The Ron Paul R-evol-ution Continues".
3. The music turns noble and the parting of the words in such a way signifies that not only is Ron Paul fighting and standing up for us, but that he loves the people. (Evol spelled backwards is Love). Not only has it started, but this sign says that he is continuing his fight for the people.
Unfortunately the ad I wanted to use for the last one was made to be private, and I cannot post it on my blog. However, if those in class are interested it is the Basil Marceaux ad.
Although you cannot see the ad, here is the basic description. Violins are playing in the background in a serious tone, drops of rain on dark glass are foregrounded by the words "Where are we headed?" which goes into looking off the side of a military plane that says "Our Soldiers are fighting..." "and we don't support them". Following this is a parking meter with the word "Expired" inside. Words trailing over the picture state "The people in office" "have had their chance" "Their term has expired". Fade over to a picture of a podium where a man is standing off center near a microphone, the words here are "It's time for a Leader." "One who upholds the law." Then a sniper rifle is shown and yellow text appears to say "All firearms permits need to be revoked." "We need a leader who can do it". The serious music stops and some guitar music is playing as the American flag is revealed and the words "America has such a leader...". Fade over to a photo of a man talking to a female. Words "Basil Marceaux is that man." "Firearms permits will be revoked if we elect Basil Marceaux." "That's a promise" as we zoom in on his face. As the transition begins "It's time for someone who can keep a promise. Vote Basil Marceaux for governor." The background relaying that same message. This was done by N. Guice.
Okay, signifiers and what they mean.
1. The meter with the "Expired" sign. 1. This signifies that there are people that need to get out of office and let the 'new' blood in. We need a change and whoever this candidate is, is the new blood that we need.
2. The sniper rifle with yellow text in front of it. 2. All gun permits will be revoked, therefore you can go out and get the sniper rifle of whatever gun back into your hands without having to fear having a permit.
3. The American Flag waving in the background as words scroll over it. 3. Apparently America has the man for a job. One such man who supports: life, liberty and the pursuit of happiness.
**Thank you to all of the creators for your videos, glad I could use them. Well done, at least from me on this because there was way more I could have written about.**
Looking at commercials from Song and from Dwight D. Eisenhower, I have come to a conclusion. Sometimes, it is a catchy jingle mixed in with some credibility and a dash of logic that makes all of the sense to a commercial.
SONG:
First off, I would like to start with Song's advertisement. They are trying to get at the core of our Pathos (emotions) but there is no logic to selling an airline with people running at a gate while they're in the middle of a field. They aren't telling me at all what they offer or why they are offering it. They just expect the public to "get it" and quite frankly, I don't. If you were to give me an ad that had say "Come Fly With Me" by Sinatra and a waitress handing me a martini, while the seat looked like it was from first class and not coach, and your header is stating something like "High Class Luxury for the cost of Coach" then I will definitely get it. It's short, sweet and very much to the point. Not some logo that says "Song" and people running in a field from all directions to a gate. If I'm confused, I'm pretty sure more than enough people are.
I won't lie to you. I got caught up in a catchy jingle that was used during this man's campaign, and it's no wonder that he was elected. It gets stuck in your head and all you can think of is "I like Ike" and it was a brilliant move. All of his other ads were involved with issues surrounding the country at the time, including: corruption, cleaning 'house' at all government levels, the Korean 'Conflict' and the cost of living. He addressed different people and made logical points to all questions. This worked on both Pathos and Logos. The fact that he was a Five Star General in the Army probably didn't hurt his Ethos much either. He came to the public, said "here it is" and left it at that. Straightforward answers and well to the point when it came to what he wanted done. Rosser Reeves was ahead of his time when he thought to put Eisenhower in front of the camera like that. I just wish more politicians would go back to the old school and stop the mud-slinging.
Cracked dot com is usually a happy, crazy, twisted world of ingenious ways to make people laugh and think all at the same time. Articles range from the likely straight into the world of the absurd. Articles such as 5 Deleted Bible Scenes in Which Jesus Kicked Some Ass and I Want to Put My Book Inside You: A Message to New Kindles to some "cutesy" ones like 5 Inspiring Act of Kindness by Terrifying Crime Syndicates and 5 Real Animal Friendships Right Out of a Disney Movie have shown that the site has some range, but not a ton of it. It may be obscure and inviting, but a fellow in a class that I attend found one that made the obscure have some sense.
I'll be honest, I was surprised by this article:Can We Change Bullies?When I looked at it, yes, it did take on a more serious approach than what Cracked is known for. Do I feel that was appropriate for a site that has been based on laughters? Sure, it's like a band that's all heavy metal suddenly hitting you in the side of the face with something surprisingly romantic and soft. (Example, Slipknot's "All Hope Is Gone" album with soft ballads like "Snuff" and "Vermillion Pt. 2".)
Another question asked is "Was this done appropriately or was there another approach that could be taken?" Sure, there are plenty of ways to take this, but I think that the Cracked Writer did it in a way that has some humor, but a very serious tone behind it. I don't think this turned people off of the site, but perhaps it has helped the general populous realize that dealing with a bully can be possible, but there are a lot of options that won't work.
The examples they use are pop culture references that most people know of, and there is some light warmheartedness, so the article keeps up to some standards, but puts forth more effort to convey a more meaningful message. If people think that the writers of Cracked are getting too depressing over one article, then those few people that aren't deep fans of the site may be lost if they're in it for the laughs. Again, a comparison to music: it would be like fans leaving a musician, say Rhianna, because they decided to try a new direction. I feel that in this case, if they do lose fans, they will gain even more for doing something out of their shell.
Conclusion
Although a single Cracked Writer went outside of the box, I don't feel as though the repercussions will be too severe, if there will be any at all. There may be a few fans lost, but there are several to be gained through this serious article. The approach was a viable one, and rather smart option to be lighthearted but also serious. It's addressing an issue that a lot of people have, had, or are putting up with. To that, I say kudos Cracked for taking a shot in the dark and hopefully it turns out for the better.
Below, you will find Disturbed's "Inside the Fire" video. I will warn you in text, and the lead singer, David, will warn you vocally, that this video is very graphic, and if you are squeamish, do not watch it. They also let you know that if there is someone or you are someone hurting and in need of help because you are suicidal, that there is help at both the beginning and end of this. However, those of you brave at heart and willing to see why this was chosen for the portrayal of women, I wish you nothing but good tidings. For those not willing to watch, continue reading.
I'm going to start off by saying that I had to watch this video several times to make sure I had this right. For the first time in several videos I have found one where women are not pictured as sexual beings, objects, or crazy.
First, you see David, the lead singer, recognizing what this video is and what it means to him. For him, the portrayal is not sexual. This woman is meant to be treated with love, respect, and a certain sense of empathy. She is not an object, she is someone he cared for. He takes her limp corpse into the bathroom and begins to bathe her, not for sexual pleasure, but as the final act of respect.
Later and all throughout this video you see this woman as a bloody corpse to represent the haunting he feels for the rest of his life. There are constant referrals to how he will take his life to be with her. He wants to die so that their souls can be reunited. So, instead of Sut Jhally's idea that women go crazy and depressed when men are no longer around, Disturbed force it to be the exact opposite. The only minutely "sexual" appeals are where the female is being bathed (but as a corpse I think that was more from the respect aspect) and the times where you see her dancing in blood, but considering the rest of the band is seen doing the same, it's hard to say that it's her sexuality being presented or the fact that she's dead and they are all in this crazy land of insanity together.
Speaking of the female being a corpse, there are a few instances where someone could argue that she is being manipulative and trying to force him to stick the gun in his mouth, but she does not manipulate him with her sexuality as Jhally would point out as "manipulative sexual behavior". She just tries to mess with his mind enough so that he will do one of 2 things. He will either take the AK 47 off the wall and shoot himself or he will go complete unhinged and be forced into an Asylum. Huh, come to think of it, that was their very next album.... NOW I see why they did that...
Anyway, back on topic. In the end, you do see him put the gun in his mouth and "pull" the trigger which forces us back into reality and we see him in a straight jacket where at the end he pulls his hand free at the last second.
So, was this a real occurrence where his girlfriend/lover/best friend/fiance/possible wife committed suicide? Well, he explains that suicide has touched him personally, so reasonably, yes, this could have happened, and he may have been locked up for mental unhinging, sure. The dancing in blood part, not so much, but the answer to Sut Jhally's idea of rock video portrayal of women, I believe has been sidetracked, even for just one video.
The idea of objectivity makes this woman into a person that needs taken care of, love, and respect. Not for her to serve any purpose but to be taken care of because someone loved her and felt bad that she died.
As a side note, I would like to say that the way Disturbed handled this with both starting and ending the video with regard to others' safety was a responsible thing to do, and their lead singer was very upfront about it. I say kudos to Disturbed, personally.
Surface Meaning: Cute(ish) heterosexual couple wearing nice clothes, smiling and looking happy. Female has her hand on male's chest. She is looking away from him and he is looking down at her. There are rings in the foreground with information about the couple. The background is blurry but appears to be a street with trees and bushes and a sign. At the top of the page that states the company name and "real moments".
Advertiser's Meaning: They want you to believe that if you propose with their rings, you are going to have a wonderful and excited "Yes" as this ad implies. They also make the ring stand out in 2 ways. The first way is putting them right in your face to the right. Then, they show you how it looks on her hand. It actually looks pretty big comparatively. The couple looks extremely happy, but for some reason her face is giving off another expression outside of the happiness. (I'll discuss this later in the blog). The rings are sparkly, and that also helps them to attract customers (or maybe it's just me) that get distracted by shiny things.
Cultural/Ideological: These people are suppose to represent the perfect couple, but there are "perfect" looking couples in every race. The look on her face looks faked almost. Either that or she's excited to show it off. It looks like the agenda they are pushing is "buy this ring, she'll say yes, and you'll get the girl" but the ideological ideas suggest that she's even more excited about how big it is because she is keeping it within her peripheral vision, and she isn't even looking at him. He is dominant in this picture if you look at the hand placement. She has her hands on his chest, but his arms are wrapped around her. Reminiscent of protection, saving, and not letting go any time soon. He's the hero, he has saved her from a life time of single-hood. Also, this is directed at people that can actually afford this designer's rings. I did a little digging on Ritani's website and found that the bare minimum for a ring from them is around 1,440 dollars. (Nearly passed out at that price) and their bands, just a BAND was over a thousand dollars. Quite frankly, most people can't spend that kind of cash on a ring. The one in ad, by the way, was over 2 thousand dollars and that was EXCLUDING the center stone price. A stone made to fit that setting is at least a carat diamond and don't let me get started on those prices.
Problems I had with this ad: Well, first off, these people are white. They look like an All American type, but see, this is where my advertising instincts kick in... Wouldn't the ring look even bigger on a contrast of darker skin? Sure, she's bronzed but not really enough to make the ring "pop". Anyway, they say that this is a real moment, but it looks way to posed. Also, the look on her face seems too strained. She's looking like "I can not wait to brag about this huge rock on my finger" and he's got this look of "Ha ha, now I've got you. You're pretty, and I finally snagged you" either that or something a little more racy than what I would say on here. Another thing, if this is such a "real moment" why do these people look like the ideological perfect couple. Sorry to be blunt, but give me a real couple. Something a little more diverse than the former linebacker for the High School/College football team and his cheerleader girlfriend. Hell, I will take the dorky looking nerd and his pimply faced fiance over this.
Okay, so let's review: I'm distracted by shiny things, this advertisement is directed at Upper Middle-Middle Class White America who can afford to spend over a couple grand on rings for their women. Their motive is to show a "real couple" having a "real moment" which may have happened, but it looks far too posed. The male is still dominant even though the female's hand is what is selling the ring. That about covers it.
Photo by: Kae
The commercial "Nutri-Grain Bars Feel Great" is amazing. It is hilarious and makes most people watching it (at least me and a few others) really want a Nutri-Grain Bar. Not only is it unbelievably funny, but it has a way to get its message across."I feel great" is repeated so many times, you nearly forget why you are watching the commercial, but then it brings you straight back at the end to say "Nutri-Grain, Feel Great".
Bingo, you are right there in the action, and instead of being boring and saying why Nutri-Grain is healthy, or giving us some long statistics; they give us the most ridiculous scenarios and make you feel like you can conquer the world after you eat one.
So as I looked at the commercial, I noticed something else. They used not one, but several appeals to make the viewer get interested. The first, of course, being the appeal that it will make you feel better. "Hey... I feel great" is the first line, and cuts right to the chase. The second use is of comedy when you see a man holding a pair of panties (may also be seen as sex appeal) and then very quickly putting them away and talking about how great the guy is. Then you see the main character walk up to a woman, tell her she's hot and that they were going to get married. Mainly satirical, looking at how many couples start on basis of looks alone, and then even going in as to how they're going to have lots of babies. (Another comment on the World condition?)
The "group" meets up with another guy, and the appeal of wellness is shown again where the main character tells the man to hit him. The guy hits him and looks happy that he has just shattered his hand on the main character's ribs. The group meets the owner, who ends up being a miserable guy even though he "always has a tan, and a fantastic ass", but his marriage sucks.
In conclusion, I think it's a fantastic ad, and it is beyond hilarious. It appeals to Middle Americans working 9-5s in a cubicle. So, they need a way to feel great, and Nutrigrain can help you with that. It's short, sweet and to the point. What's not to love?
Currently I should be writing about an advertisement, but quite frankly, I have no idea as to what I'm going to write about yet. Therefore, I am writing this gobbledygook. So, for all of those who may be wondering, I love the name Blix as it is one of my "alters". More or less, I use this name for nerdy things like MMROPGs and the like. Any questions? Good deal, so if there is a particular topic (other than the assigned) that you would like to write on, feel free to ask, and I may or may not (pending mood) post something on said topic.
That being said, good night to you all, pleasant dreams and catch you on the flip side of the pillow!
