Week Ten EOC: Advertising Channels

The main channels of advertisement for my Nissan GT-R will be mainly through print.
I believe that print ads in high end or automotive magazines will be the best attention grabbers and the best sellers for this high end sports car.
Currently Nissan is sponsoring YouTubers with the GT-R. I believe this campaign is very successful because social media is a huge platform.
Press releases are also a great way to show product. Press conferences attract high profile customers and many journalists to report about the event.
Advertisement through video games are also a big seller for these higher end cars. With a racing simulator that has the feeling of a real GT-R, you are more likely to go out and potentially test drive one with the option of leasing.
Lastly, creating a hashtag on twitter for the GT-R is a great way for a lot of people to see this wonderful car. Twitter has millions of active users.

Week Ten EOC: Guido Heffels

"Guido Heffels is owner, creative director and one of the co-founders of HEIMAT. In the second year of its existence, the advertising agency established at the end of 1999 was named Newcomer Agency of the Year. In all the latest German creative rankings the 150+ agency reaches 3rd place. Clients include Swisscom, Hornbach DIY, Adidas, Der Stern, Volksbanken Raiffeisenbanken, CNN International, McKinsey, REWE, Burger King,OTTO and Fonic (O2). Guido has judged all international advertising shows. He is member of the German ADC and the D&AD. Since 2012 HEIMAT has an additional office located in Hamburg. Guido Heffels lives in Berlin. He has a son, but not a dog." "Guido Heffels, born in 1965, is founder and CCO of German communication agency HEIMAT with offices in Berlin, Hamburg, Vienna and Zürich. HEIMAT is part of TBWA since 2014. Their clients roster includes Swisscom, european DIY chain stores Hornbach, Adidas, Airbnb, Google, Pattex, Loctide, CNN, OTTO, Siemens amongst others. Guido has judged at CLIO, LIAA, NY Festivals several times." “Heffels studied Visual Communication at the University of Applied Sciences in Düsseldorf and entered the field of “creative business” with the “Hesse Design Agency” in Düsseldorf. After a stopover at Baader, Lang, and Behnken in Hambur he switched to the local competitor Springer & Jacoby. He stayed there for seven years and was responsible for campaigns for Levi’s, Panasonic and the Hamburg Police. In 1999, he and three colleagues founded the advertising agency “Heimat Berlin”, which in 2001 was named “Newcomer Agency of the Year”. In the meantime, fifty members of staff are working on campaigns for Audi, Hornbach, CNN, McFit and the publisher Bauer. Since 1998 Guido Heffels is a member of the Art Directors Club in Germany.” He also apparently does not golf.  

https://www.creative.nrw.de/index.php?id=280

http://advertising.newyorkfestivals.com/jury/executive/439/

https://www.dandad.org/profiles/person/988611/guido-heffels/

Week Nine EOC: Creative Content

For my final project on the 2017 Nissan GT-R, I am planning on creating a single paged advertisement designed for a magazine. I hope to achieve the affect of  a classy clean advertisement that entices people to go to a dealership and look at or test drive the legendary GT-R.

Week Nine EOC: Art and Copy Person

Mary Wells Lawrence:

"Mary Wells Lawrence was born Mary Georgene Berg in Youngstown, Ohio, in 1928" http://adage.com/article/adage-encyclopedia/lawrence-mary-wells-1928/98743/. She moved to New York at 17 years old to Study acting at Neighborhood Playhouse School but then switched to Carnegie Institute of Technology. That is where she met her future husband Burt Wells. They were married on December 2, 1949. Wells worked in a few different department stores in New York before landing a job as Macy's advertising manager. Years later Wells moved to Lennon &  Newwell for a 20 person "brain Trust". But because of changes in management the trust fell through and the 20 person were paid a huge amount. With this money Wells decided to take a trip to Europe. After returning back from Europe she landed a job as a copywriter at Doyle Dane Bernbach. 1964 she was offered a major salary and more creative freedom over at Jack Tinker &a Partners. But in 1966 she left the agency and opened up her own one with others which was widely successful. "By the end of its first year, Wells Rich Greene had 100 employees and $39 million in billings. Later, it was responsible for helping resurrect the city’s deteriorating image with song, slogan and ethos: “I ♥ New York.” http://www.nytimes.com/2012/06/10/fashion/mary-wells-lawrence-took-on-the-mad-men.html

Week Nine EOC: Trends in TV

Modern Trends in Television
1. Constant Mobility

"The future of content creation will soon hinge on building a social experience around a program that enables viewers to be a part of a broader event experience that reaches well beyond the television and living room. The key will be to create event windows to drive relationships with content franchises that are DVR proof."

2. Binge Watching

"Blu-ray box sets, DVRs, digital media libraries and players and on-demand internet streaming media providers, among others, enable viewers to sit down and watch an entire series in a single day or weekend. This growing form of content consumption may make content delivery optimization more difficult. Yet, with the right content strategy, M&E companies can take advantage of the different behavior patterns to create more customized experiences."

https://www.wired.com/insights/2013/12/six-trends-directing-future-television/

3. Young People Are Watching Less TV

According to the website, Markingchatrts.com, young people are watching less TV due to smartphone technology.

http://www.marketingcharts.com/television/are-young-people-watching-less-tv-24817/

4. 4k to Immerse Viewing

Television has moved way beyond its years of electro-mechanical rotating mirror-drum scanners and Cathode Ray Tubes (CRT). With multiple transformations since then, the latest to enrapture the box is Ultra HD. Ultra HD refers to two different resolutions: 4K Ultra HD (3840 ×2160px) and 8K Ultra HD (7680 × 4320 px). Today, 75% of households in the United States have at least one HDTV (Leichtman Research Group). 

5. Social TV and the Multi Screens

Multi screen viewership facilitates connectivity and sharing. Social conversations around television shows and programs, have become a key to ratings, viewership and audience engagements. Nielsen shows that more than half of global respondents (58%) say they browse the Internet while watching video programming. 'Cross-Screen Engagement' has transformed the relationship between television viewing and the audience, resulting in distinct viewing patterns. Second and third screens are becoming an extension of the viewing experience.

http://www.mediaguru.com/television-2020-top-predictions-on-technology-trends-shaping-the-television-broadcast-industry/

Week Eight EOC: Slogans and Fonts

Week Eight EOC: Super Bowl vs Oscar Ads

The super bowl ad and the Oscars were very similar. Many of the ads took a subtle political approach, some were more focused on humor and paying tribute to the actors and actresses nominated for an academy award. One of the most notable tribute ads was the Rolex ad showcasing famous showings of a Rolex watch in movies that have been nominated. “When you can demonstrate Marlon Brandon, Paul Newman, Faye Dunaway and many more wearing your product in films, on a night that celebrates that medium, you’ve scored a victory.” Another one the similar ads to the Super Bowl comes from the New York Times in which the discuss the current divided America. “What I saw, though, was a powerful statement about what good journalism tries to do. In black and white, of course, the words “The truth is” appear onscreen, a sentence first completed by “our nation is more divided than ever,” and then by a barrage of other statements: ‘... hard to find … the media is dishonest … alternative facts are lies … we need a full investigation of Russian ties … leaking classified information is the real scandal.’”

On the other side of the fence, there were a lot of different ads than the Super Bowl. One such ad by Wal-Mart created a short film directed by Seth Rogan in which a short film is produced based on a 6 item receipt. “Wal-Mart tried to go big, employing real filmmakers to craft short films... including paper towels and a baby monitor, from the sundries megachain. It's a version of a classic writing-class assignment, but none of the films worked particularly well. Seth Rogen’s was the least effective: Instead of trying to tie the items together into a narrative, it simply jumped from one product scenario to the next.” Overall, these ads are quite different but they all end up on the same spectrum of usefulness when it comes to selling a product. The reason the ads are different in terms of presentation is strictly based on the intended audience. 

Week Seven EOC: The Pitch

The GT-R is one of the greatest modern supercars. It affordable, unlike a Lamborghini, and it is considerably fast. Over 500 horsepower delivered to all four wheels fast. I chose this car because I like imports and I’m a Nissan guy at heart. I currently driver a 1986 300zx turbo and I love it to death.
The slogan I chose, “A monster? No, a God.”, is actually a quote from the 2014 film. The reason I chose this quote is because the GT-R is often referred to as Godzilla. This happened in 1990 when the R32 GT-R was introduced in Australia. “The Australian auto press began to call the car “Godzilla” because it was a new monster from Japan, and the name quickly spread. The car had such an enormous winning potential, that it actually broke apart Group A Racing in Australia because of its dominance, much like the original Audi Quattro did in Group B Rallying.” (https://torquepost.com/2012/06/13/how-the-nissan-skyline-gt-r-came-to-be-called-godzilla/)
This 2017 GT-R is unique because of the craftsmanship that it takes to build one of these cars. “Each Nissan GT-R engine is hand-assembled by a single technician—and proudly bears a plaque carrying their signature – in a dust-and-temperature controlled clean room much like those used for Formula One racing engines.” (https://www.nissanusa.com/sportscars/gt-r/features) This new 2017 GT-R is unique because of the records that it holds. “The Nissan GT-R can accelerate from 0-60 in just 2.8sec, placing it alongside hypercar royalty such as the McLaren P1 and Ferrari LaFerrari. It even matches the ultra-lightweight Caterham 620R despite weighing three times as much. And on an open stretch of tarmac the Nissan would have the clear advantage, with its 193mph top speed helping it easily blast away from a 155mph 620R.” Not only is this car fast in a straight line, it is fast around one of the most world renowned race tracks in history, The Nurburgring. “Incredibly, the GT-R recently lapped the Ring in 7m18.6s, which is 1.3sec quicker than Chevrolet’s fastest production Corvette, the C6 ZR1. This also means that amazingly, the GT-R is one of the fastest production cars to ever lap the Nordschleife, placing it at the sharp end of a list that includes both exotic two-seater supercars and stripped out track-spec machinery.” (http://www.evo.co.uk/nissan/gtr/13489/nissan-gt-r-top-ten-facts)
This amazing car is the beginning of an entirely new era of Japanese supercars returning. Since the R35 went into production, Toyota announced the return of their legendary sports car, the Supra. Honda also released their sports car revival in the new NSX. The question is if these other companies can truly hold up the status of their previous cars and if they can, will they be able to top the GT-R? 

Week Six EOC: Fake News

Almost every astronomy claims in recent years, if not sourced by NASA, have turned out to be false. One of the most recent claims that continues to reappear in the double moon. The claim, which was spread all over Facebook, Twitter, and other social media claimed, "SEE MARS AS LARGE AS THE FULL MOON ON 27TH AUGUST 2016. Should be spectacular! Truly a once in a lifetime experience!" The posted photo as well as the quote was shared over 620,000 times according to IFLScience.com. The real answer to this hoax happened in 2003. Phil Plait explained, “On that date, through a telescope that magnifies an image 75x, Mars would look as big as the Moon does to the naked eye. ... But this being the Internet, that got all mished and mashed up, and somehow became this idea that if you went outside Mars would look huge in the sky, looming over the world like something out of an H. G. Wells novel." Lisa on IFLScience.com also states, “Just for kicks, how close would Mars need to be to appear as large as the full moon in the night sky? About 780,000 kilometers (485,000 miles), which is approximately 118 times closer than it will ever be. Heck, the Moon’s average distance is about 363,100 kilometers (225,600 miles), so we’d all be in pretty big trouble if Mars got that close.” Something as simple as fake astronomy can be spread like wild fire, just as the current worlds politics get spread. The average Facebooker does not fact check and this allows for fearmongering. This article and claim are just one example of a debunked social media statement. As a society, we need to fact check and debunk false claims more often to prevent the social plague that is currently spreading.

http://www.iflscience.com/space/no-mars-will-not-appear-large-full-moon-night-sky/

Week Five EOC: Super Bowl Advertiesment

Who: The main star of this commercial is Terry Bradshaw, former NFL player and current announcer for NFL games.

What: Prior to the commercial airing, Bradshaw got a stain on his white shirt which then went trending on Twitter. This trending hashtag led into the showing of the commercial above.

When and Where: Literally 5 minutes prior to the actual ad showing during the game, this all takes place. This will absolutely go down in history as one of the greatest Super Bowl commercials of all time due to the seamless transition and context of the situation.

How: Weeks prior to the actual airing of the commercial, the entire ad was filmed. The production team recreated the stadium as well as the Fox Studio to make the situation as realistic as possible.

Why: This ad was done to be a viral sensation. Not only does it sell Tide's product through humor, it sells the product through sheer creativity and the influence of one of the greatest NFL players of all time.

Sources:
http://ftw.usatoday.com/2017/02/super-bowl-51-commercial-ads-tide-terry-bradshaw-stain-bradshawstain-video

http://www.sbnation.com/lookit/2017/2/5/14517618/terry-bradshaw-super-bowl-stain-on-shirt-patriots-vs-falcons

http://creativity-online.com/work/tide-bradshaw-stain/50827

Week Four EOC: Role of Women In Contemporary Advertisement

This is a positive ad from the National Gun Rights Organization for women because typically we don't recognize guns in the hands of women as a social normality. This ad is also empowering because it shows that women no longer have to be a victim and that guns are for everyone. Bearing arms is one of our constitutional rights and there is no reason that someone should not be allowed to defend themselves in any situation. Especially a group of people such as women who are often the targets of sexual assaults and burglary.

This positive ad shows Serena Williams, a professional tennis player, training and practicing for an upcoming event. This ad for Nike has a simple quote from Serena. It states, "I will stay on top of my game." Just that alone is powerful and empowering for women all across the world as it encourages them to do the things that they want rather than the things that they are told to do.

This simple ad by Covergirl displays the simple text of #GirlsCan. It's true, girls can do whatever they wish to do. Your gender does not define and limit the abilities of your person. To the right person, this ad means the world to them. This is the ad that potentially inspired the creation of a new exciting invention or discovery. 

Week Four EOC: Jerry Della Femina

http://www.npr.org/templates/story/story.php?storyId=128695927 "The increased creative role of women in the office isn't the only change Della Femina noticed over the years. These days, he says, 'It's a different world. It's all about images, art direction. Words really don't count that much.' But it was words that won Della Femina the coveted Advertising Writers Club award for best newspaper ad in 1968. Working for the publishing house McGraw-Hill, he came up with the slogan, 'Before Hitler could kill six million Jews, he had to burn six million books.' Della Femina looks back on the campaign with pride, saying it was 'by far' the best ad he ever wrote."

http://adage.com/article/special-report-the-advertising-century/jerry-della-femina/140250/ "As the post-World War II creative revolution got under way, this 'street kid from Brooklyn' got the itch. His early copy gained widespread recognition and after eight years he and three associates opened Della Femina, Travisano & Partners, the first of his agency start-ups." https://www.theguardian.com/tv-and-radio/2010/jul/17/jerry-della-femina-mad-men "In 1970, Della Femina, the then 34-year-old chairman of his own ad agency, wrote one of the defining books about advertising, the cult bestseller From Those Wonderful Folks Who Gave You Pearl Harbor." 

Della Femina is one of the greatest advertisers in modern history. He was the front runner in what it meant to be edgy and different in advertisement. 

Week Three EOC: Burnbach Advertisement

Burnbach's Ad, "Poached Oysters", for Alka Seltzer is an ad about a newly wed couple sharing their first home cooked meal together. In the ad, the woman asks the man if he enjoyed their first dinner together. He makes some jokes implying that it did not sit well. He is trying not to hurt her feelings. Then the man drops the Alka Seltzer tablet into a glass of water and it begins its signature fizz. The man then attempts to cover up the towel so that the woman will not hear it fizzing in the water. This is because if she knows that he took one, she would think her meal was bad. The man takes the drink and feels instant relief as the woman is reading of recipes from a book. When the man gets into bed, the woman's final words and the final words of the ad are "Poached oysters", which are known for causing bad heartburn. Overall this ad is very successful in selling this product because it captures the viewers attention with a funny skit. This skit resonates with people who have a common problem with bad meals giving them heartburn.

The advertisement is a great demonstration of visual communication because while it does not implicitly say that the man is having heartburn and is instantly relived by the tablet, it is implied by his physical actions. This advertisement is also part of Burnbach's great creative revolution. The revolution implied that advertisements and products don't need have their features implicitly said, rather, they need to be shown in a relateable scenario that is captivating and thought provoking. Being relatable is far more important and sells more product than just outright showing it.

https://www.youtube.com/watch?v=NLQYKCJ9zQ8

Week Three EOC: Creative Thinking

In todays society, being creative is seen as something that is not normal. Creativity is no longer a focus on growing kids. Modern school and ideas have come to the conclusion that everyone needs to learn the same content. "Creativity, as has been said, consists largely of rearranging what we know in order to find out what we do not know. Hence, to think creatively, we must be able to look afresh at what we normally take for granted." "When the 'weaker' of the two brains (right and left) is stimulated and encouraged to work in cooperation with the stronger side, the end result is a great increase in overall ability and ... often five to ten times more effectiveness." http://www.leadershipnow.com/creativityquotes.html Creativity and being creative are skills. You can train yourself to be more creative than another person who doesn't make an attempt to learn new skills. “People who refer to out-of-the-box see the box ... People who don't know the box even exists are the innovative thinkers.” http://www.goodreads.com/quotes/tag/creative-thinking Not only does creative thinking add skills to your resume, but it has the potential to improve your overall character, as said, "creative thinking is a stable, defining characteristic in some personalities, but it may also change based on situation and context." http://www.huffingtonpost.com/2014/03/04/creativity-habits_n_4859769.html And finally, being creative is important to becoming and individual. "The constant emphasis we see in society is toward the ruthlessly practical and conformist. Even the wild fashions, from those in Vogue to punk rock, are narrowly defined, and to deviate from them is considered wrong or ridiculous. Some peoples' herd instinct is so strong that they make sheep look like radical individualists." http://www.virtualsalt.com/crebook1.htm Overall, individualism and creativity should be a major focus on many lives. Without being an individual the world becomes mundane.

Week Three EOC: Ethics in Tobacco HOW TO FRAME A SCENARIO

1. Determine the scenario: What happens in this frame? In this frame, there is a Dentist, which can be inferred by the frame, who is speaking.

2. What is the setting? What are the conditions? The setting is not clear and the condition seems to be in a studio.

3. Who are the people or groups? The only person in this setting is the Dentist.

4. What is their point of view around this specific experience? The Dentist supports smoking claiming that it is good for you.

5. What are their goals? His goal is to be a credible source.

6. What are their assumptions? What are their perceptions? Their assumptions is that smoking is good for your teeth or non harmful.

7. Are there conflicts? Is there cooperation? 
The conflict in the frame is that we know smoking makes your teeth yellow.

8. What are the outcomes? The overall outcome is a convincing ad using "filters the smoke" and a credible source to know that smoking is okay for you.

The entirety of this ad is about smoking Viceroys is non-harming to your teeth. This information is known because of the Dentist being a credible source and saying that he recommends Viceroys because they filter the smoke. As of today, we know this is not true and most likely in the day that this was printed, they also knew that smoking yellows teeth. Overall, the ad is successful strictly because of showing a reliable and credible source.  

Week Two EOC: Questionable Ethics

Both of these ads are very questionable due to the fact that it talks about scolding a child and instead having a cigarette. This ad at the time is not very unethical and in fact, probably very normal. However, in the current year, people would not be very happy with the "tongue-in-cheek" way of talking about abuse.



Dealing with domestic abuse can be a touchy subject. This particular advertisement may look very touchy on the surface, however, this ad is to provoke thought and get people talking particularly about the Elimination of Violence Against Women.




This ad caused quite a stir; clearly it is depicting a sexual situation. Personally I don't mind the ad but there are quite a few people who don't like any sort of sexual innuendo. The ad is one of the better of the questionable ads because it's everyone's favorite things, Food and sex.

Week One EOC: My Voice

Zac is the name, advertisement is my game. I love working with graphic design as well researching the human nature of what causes products to sell and how to sell them. My whole life has been spent being a consumer and being around advertisements; growing up in Las Vegas, you are unable to avoid them. I've studied Photoshop and believe my graphic design and my eye for it is top notch. That is why I believe this is the career for me and a great career is something you wake up and get excited about. I'm motivated and willing to do what it takes to get the job done with standards that are above and beyond most other people. My other interests are mostly cars and Magic: The Gathering. Two of the most expensive hobbies but two of the most fun. Join me on my adventure through the world of advertisement!

Week One EOC: Volkswagen Lemon Ad

The Volkswagen “Lemon” advertisement is one of the greatest ads of the modern era. It made fun of the product that was being displayed. This was not normal at the time. Most advertisements were made only to show positives. “The word lemon for substandard cars gained popularity in the 1950s with one of Volkswagen’s ad campaigns. Volkswagen used the term lemon to denote any car that did not pass their thorough inspections. This campaign was considered a huge success and because of this campaign the use of the term lemon for cars became popular…” (Letourneau)

           

            This document brings us into the next point, how was the “Lemon” ad so successful? In fact, it is because it is thought provoking. “Beetle ads, though, connected with consumers on an emotional level, while conveying a product benefit in a way consumers could relate to. Plus, the ads were breathtakingly simple….” (Bizjournals.com) No one wants their car called lemon. But in this case, it says that a “lemon” is a car that gets sent back to the factor because of an imperfection. After reading the whole ad, it almost seems like you’d be convinced to buy one! That’s exactly what the ad did.

            I do truly believe that this advertisement brought us into the modern day era of parody and almost questionable ads. This ad single handily changed the social normality of what was acceptable. “It was shocking, to say the least, for an auto brand to call their car a lemon. What made the ad even more appealing than the shock value, was that the Bug was in fact (and still is) shaped like a lemon” (“All The Great Mad Men…)

Letourneau, Justin. "Lemon." Lemon. N.p., 01 Jan. 1970. Web. 18 Jan. 2017.

Bizjournals.com. N.p., n.d. Web. 18 Jan. 2017.

"All The Great Mad Men Era Volkswagen Ads." BuzzFeed. N.p., n.d. Web. 18 Jan. 2017.