The Persuaders

1. When watching the program The Persuaders, I was surprised at Spade's strategy for Song Airlines to appeal more their target audience's heart vs. head and instead of pushing the company's low cost, better organic food (product benefits), he wants to be more of a lifestyle brand. After viewing the commercials, I have to say that I would never associate his romantic images as images supporting a new airline company. I think it is hard for new companies to start wanting to be a lifestyle brand before anyone even knows their name. It sounds like a huge risk to me.

One new thing I learned about marketing is that, often times to avoid television viewers from skipping their commercials, marketers integrate their products into the shows viewers are already watching. I have seen several examples of product placement in movies however, when shown examples of product placement in shows like Sex and the City and Survivor, I realized how common product placement is. It seems very hard to keep the product subtle enough to not make the show seem like an infomercial yet still appeal to viewers.

One new thing I learned about myself is that I face a very challenging future as an advertising major. Breaking through the clutter as a future creative in the business will be extremely difficult with new norms being established everyday. It will be a struggle to be innovative and effective. I will have to learn to think more out of the box and accept the fact that no idea is completely out of this world as long as there is support.

2. I would say I see an average amount of advertising. I do not watch a lot of television but I am frequently online and see advertising in magazines as well. I do not feel completely bombarded in my everyday life by advertising but I can see how many people do feel that way. Twenty or thirty years ago, people most likely watched less advertising on t.v. and did not see as many ads along the road during their everyday commute. We have become a very flashy, urban society that endorses advertising that grabs our attention. This feeds advertisers' need for finding bigger and better ideas. All of a sudden, we can see a snowball effect rolling towards the need for visual and audio stimulation. Hence, the amount of clutter in the industry.

Myth of the Photographic Truth Assignment

Cropped image of attractive young woman with what looks like beer

Original photo taken from a NON-ALCOHOLIC beer ad of attractive young PREGNANT woman

This photo has been completely altered by cropping out the woman's pregnant stomach and the words "non-alcoholic nova schin." When cropped and taken out of context, the photograph has no shock value, it is simply an image of a young attractive woman with a beverage that looks like beer. If the viewer never sees the original then they might pass by this ad due to lack of creativity. This comparison relates to the myth of photographic truth because the meaning of the image completely changes when cropped. The original ad is unusual and eye-catching because it puts two very opposite concepts together (being able to drink, although non-alcoholically, while pregnant). The cropped version is not presenting any innovative ideas at all because many alcohol ads feature young attractive women. Context greatly affects how viewers respond to advertising. In this case, even the target audience of the ad will most likely change. The original ad tries to convince pregnant women that may enjoy social drinking that they can still enjoy Nova Schin without harming their unborn babies. The cropped ad will most likely appeal to a younger target audience of male beer-drinkers who are drawn in based on the image of the young woman.

Here's another cropped image that I did not alter but found to be very context sensitive:

Clearly you can not always trust a photograph!

Photoshop Assignment Revised

Photoshop as a Medium

Photoshop is a widely used medium whose content includes templates and tools used to "doctor" photographs or other images. Photos or images can be created, combined, embellished, transformed, and, in many ways, improved. The message that comes from this content is very important.

In an age where photos and images can be so easily changed it makes it hard for one to believe what he or she sees. This gives the media both an advantage and power over its consumers. In a way, it decides what people see. How people see media is an individual endeavor yet it is much easier and quicker (and more common) to take photos at face value.

In a more positive light, Photoshop allows for a much broader range of creativity and can serve as an outlet for those who are more visually motivated. This program presents endless possibilities and, when given the same image, two people are very unlikely to produce the same end result.

Photoshop allows users the freedom to take images they may have taken from other sources or their own images and make them their own. In some ways that might imply its message is the power to manipulate media however, it is the way it is manipulated that is most significant. Photoshop is a window of opportunity for amateurs as well as professionals. From Facebook pictures to corporate advertising campaigns, Photoshop provides the content to create powerful imagery, or simply cool default pictures.

Photoshop Assignment Follow-up

I think the biggest problem I had with the Photoshop Assignment was trying to use the program on my housemate's Mac. I am used to a PC and I currently do not have Photoshop on my computer so trying to use a new program on a new system definitely presented a challenge. There are a number of things I would change about my image if I was more familiar with both.
Instead of simply placing the pictures around each other I would much rather create one picture that incorporates all of the smaller images. My housemate tried to teach me to feather and use some of the other basic controls however I had more issues trying to find what layer I was on and just be able to move the single images without deleting them entirely and replacing them.
I have used photoshop before but in a very limited setting for my high school's yearbook. In that situation I was working with one picture and not doing much more than inverting it occasionally or cropping out elements. If I could just spend enough time exploring Photoshop I think I could regain a better feel for it.

Photoshop Assignment 1

I chose radio as my medium and the message I wanted to convey was how radio transmits messages and music to its listeners. Radio transcends age groups and incorporates countless genres. It began as more of a way of bringing people together as they listened to certain programs like the news. Ads reach listeners as well as their favorite music and the best part about the radio is its portability, which is why I chose the car pictures.

Medium Assignment

1. AOL/Yahoo/MSN Instant Messenger- allows friends and family to communicate in real time online for free. There are no long distance rates and the delays of email do not apply. If two people are online at the same time they are able to chat, share pictures and links, post information about themselves in their "Buddy Info" and personalize their settings. With the use of screen names, users are able to communicate freely under unique aliases. Instant Messenger allows people to stay in contact without the time lapse and difficulty of calculating phone usage.



2. Craigslist- allows people to find jobs, housing, personal ads, services, discussion forums, and many other items for sale by city, state or country. It is a free way to advertise that transcends the audience of a regular local or state newspaper. The site also provides guidelines for posters to abide by in order to cut down/filter out false advertising.



3. Radio- the radio is a paid form of audio advertising that not only plays music particular to the station it represents but also shares information like national and local news, entertainment updates, and much more. It is a portable form of communication, able to be heard online, at home, in the car, and even on some people's cellphones. Radiowaves have also been used for communicating back and forth with the use of portable walkie-talkies.