The book states, "Advertising communication depends on a synergy of visual and verbal components. In other words, the visual-verbal ad equation is: 1 + 1 = 3. Nowhere is this more evident than in print. Whether it is a magazine or newspaper ad, an outdoor poster or billboard, there is no motion or sound to dazzle. In print, words and images alone must convey the idea." (Advertising By Design, Robin Landa, Pg. 210) My advertising works in the real world because it does convey my idea. My words and images evoke emotions out of my audience. My audience of women will want to feel glamorous because of what the picture shows. The the group of friends gathering around the woman getting all the attention make my audience want to BE the girl getting all the attention.
The book also states, "When the line and visual work off one another, together they create greater meaning. Just like a good comedy team or a musical duet, the total effect is greater than the sum of the separate parts; it is seamless." (Advertising By Design, Robin Landa, Pg. 210) My advertisement is good balance of imagery and words. My picture has more meaning than what meets the eye. The words play on a different situation that works well with my advertisement. The advertisement I have for this project engages my audience through words and imagery.
Wednesday, March 20, 2013
Promotion
The book states, "An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign also can stand on its own." (Advertising By Design, Robin Landa, Pg. 192) The promotion of my advertisement connects look and feel, voice, tone, style, imagery, and tagline. The look evokes emotions. The style is simple enough to relate to those emotions. The tone is perfect for the demographic. The imagery and the tagline connect with each other creating a great advertisement to evoke feeling.
The book also states, "Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities." (Advertising By Design, Robin Landa, Pg. 7) Promotion for my brand will be done through magazine advertisements. Sally Hansen does a pretty good job of showcasing their advertisements in magazines such as Seventeen or Teen Vogue. However, like I've stated before, the advertisements are straight to the point and kind of boring. Along with my idea for my advertisement, I want to be able to give my viewers a little something. To promote my product even further I would attach a coupon on the advertisement. The coupon would be a $5.00 coupon for Sally Hansen Salon Gel Polish Starter Kit. The starter kit is more expensive than the gel polish itself, but it'll give my viewers a chance to try the whole kit and not buy just the gel polish. My advertisement's attention grabbing idea will not only engage my viewers, but give them even more of a possibility to buy my product because there's a coupon for it. Although the idea may seem cheesy and cheap for some people, I know that my audience are women, and almost all of them are women on a budget. I'm sure every woman is looking for a way to save money, so why not provide a coupon in my advertisement for them?
The book also states, "Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities." (Advertising By Design, Robin Landa, Pg. 7) Promotion for my brand will be done through magazine advertisements. Sally Hansen does a pretty good job of showcasing their advertisements in magazines such as Seventeen or Teen Vogue. However, like I've stated before, the advertisements are straight to the point and kind of boring. Along with my idea for my advertisement, I want to be able to give my viewers a little something. To promote my product even further I would attach a coupon on the advertisement. The coupon would be a $5.00 coupon for Sally Hansen Salon Gel Polish Starter Kit. The starter kit is more expensive than the gel polish itself, but it'll give my viewers a chance to try the whole kit and not buy just the gel polish. My advertisement's attention grabbing idea will not only engage my viewers, but give them even more of a possibility to buy my product because there's a coupon for it. Although the idea may seem cheesy and cheap for some people, I know that my audience are women, and almost all of them are women on a budget. I'm sure every woman is looking for a way to save money, so why not provide a coupon in my advertisement for them?
Creative Content
The book states, "To create something fresh, you need to know what has already been done. You've seen millions of ads in your lifetime and probably know what looks, feels, and sounds stale by now. The ability to deconstruct and categorize ads is a useful skill for those who aspire to do creative work." (Advertising By Deisgn, Robin Landa, 107) for my advertisement, which is shown above, the idea behind the picture is pretty fresh. Usual Sally Hansen advertisements show pictures of just hands and nails. That idea isn't far off from what the brand is, but it seems over played and boring. The idea for this advertisement is to make my viewers think more about what Sally Hansen Salon Gel Polish can do for them. I want my audience to think more about the fact that if they use Sally Hansen Salon Gel Polish, not only will they like the look of it, they'll like how they'll feel because people will notice how great they're nails look.
There's this great quote from the book. It states, "Writing about publicity in Ways of Seeing, John Berger states: “It proposes to each of us that we transform ourselves, or our lives, by buying something more. This more, it proposes, will make us in some way richer—even though we will be poorer by having spent our money. Publicity persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour. And publicity is the process of manufacturing glamour.”(Advertising By Design, Robin Landa, Page 108) My target audience for my brand ranges from women the ages of 18 and up. Women of those ages want to look great and they want people to notice. Whether if it's the color of their hair, or the shoes on their feet, women want other women to notice how they look when they make the effort. With this advertisements, I want to play off that emotion. My advertisement is basically saying, "With Sally Hansen Salon Gel Polish, your female friends will marvel at how great your nails look!". If my advertisement is successful with delivering that message, my audiences will feel glamorous at the envy they receive from how great their nails will look when using Sally Hansen Salon Gel Polish.
The Big Idea
According to the book, "An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." (Advertising By Deisgn, Robin Landa, 68) This quote from the book makes such a great point. Advertisements aren't about what you see in front of you, but the idea behind the ad, behind the brand, behind what the picture is. However, if not done correctly, the idea behind the advertisement can burst into flames. I refuse to do that.
I need to gain more insight on my audience's emotions when it comes to advertising. In the book, it states, "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Advertising By Design, Robin Landa, 68) For my advertisement for Sally Hansen Salon Gel Polish, I want my viewers to think more than just polish. I want my viewers to feel something when using the product. So the idea I have for my ad for the woman being surrounded by her friends who are in awe of how marvelous her hand looks, will give viewers of the advertisement an impression. I was them to think, "Wow! Gel Polish will make my hands more pretty and noticeable. I want to try it!" I want to evoke an emotion out of my audience, the emotion of desire. And with that desire, I want my advertisement to attract my audience in that way.
I need to gain more insight on my audience's emotions when it comes to advertising. In the book, it states, "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Advertising By Design, Robin Landa, 68) For my advertisement for Sally Hansen Salon Gel Polish, I want my viewers to think more than just polish. I want my viewers to feel something when using the product. So the idea I have for my ad for the woman being surrounded by her friends who are in awe of how marvelous her hand looks, will give viewers of the advertisement an impression. I was them to think, "Wow! Gel Polish will make my hands more pretty and noticeable. I want to try it!" I want to evoke an emotion out of my audience, the emotion of desire. And with that desire, I want my advertisement to attract my audience in that way.
Competitive Analysis
For my competitive analysis, aside from researching who my competitors are, I need to take a look at something else as well: the audience. Our book states, "A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution. The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand."(Advertising By Design, Robin Landa, Pg.16) In order to successfully beat out the competition, I need to see why my audience would be so engaged in looking at another competitors advertisement. What do they see that thrills them to want to buy the product? What technique does my competition use in order to reel in a great fan base for their company? There's a great quote from the textbook that states, “It's one thing to capture someone's attention, but another thing to hold them for three minutes,” Smith said. “And on the Internet, you're competing against everything else on the Internet, which is one finger-click away, so engagement becomes a critical element.” (Advertising By Design, Robin Landa, Pg. 108) I don't want my audience to be turned away by a nail advertisement. Most nail advertisements are straight to the point and don't really have any meaning behind them. In print ads for nail polish brands, a lot of them are straight to the point, picturing only a woman's hands and the color of her nails. I want my idea to surpass the obviousness of what nail polish is and evoke emotion. The idea for my advertisement will hold attention because that's how different it is.
One competitor for Sally Hansen Salon Gel Polish is called Sensationail. Sensationail doesn't have a whole lot of advertisements for their company unless it's in a nail magazine, but they do market themselves well enough. The packaging for their product is sleek, clean, and noticeable. The packaging is black with a picture of half a nail polished with a nice color on it. On the side of the picture shows their name. It's simple, it's noticeable because of the black colored packaging, and it the image is big enough to grab someone's attention. Most of Sally Hansen's packaging is white with bold colored writing on it. However, even though the black packaging for Sensationail is attention getting, Sally Hansen's simple white packaging makes them recognizable because those who use Sally Hansen know it's them.
The books states, "Certainly, everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention. (Advertising By Design, Robin Landa, Pg. 107). I think the company Sally Hansen are better than Sensationail because it has a strong fan base due to how many years they've been a brand. In that way, Sally Hansen has some seniority over Sensationail. I also think it's because Sally Hansen markets themselves more through advertisements in different magazines, versus Sensationail who probably only advertises in nail maagzines.
One competitor for Sally Hansen Salon Gel Polish is called Sensationail. Sensationail doesn't have a whole lot of advertisements for their company unless it's in a nail magazine, but they do market themselves well enough. The packaging for their product is sleek, clean, and noticeable. The packaging is black with a picture of half a nail polished with a nice color on it. On the side of the picture shows their name. It's simple, it's noticeable because of the black colored packaging, and it the image is big enough to grab someone's attention. Most of Sally Hansen's packaging is white with bold colored writing on it. However, even though the black packaging for Sensationail is attention getting, Sally Hansen's simple white packaging makes them recognizable because those who use Sally Hansen know it's them.
The books states, "Certainly, everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention. (Advertising By Design, Robin Landa, Pg. 107). I think the company Sally Hansen are better than Sensationail because it has a strong fan base due to how many years they've been a brand. In that way, Sally Hansen has some seniority over Sensationail. I also think it's because Sally Hansen markets themselves more through advertisements in different magazines, versus Sensationail who probably only advertises in nail maagzines.
Wednesday, March 13, 2013
Week 10 EOC: What Makes a Good Campaign
Each individual ad unit will grab the viewer's attention.
My advertisement for Sally Hansen Salon Gel Polish will grab viewers' attentions because at first, the advertisement looks like it should be for a jewelers, but it's actually for nail polish. Those who view the ad will have to take a closer look at it. Once they read the caption, brand name, and slogan, they'll realize it's an advertisement for Gelish Soak Off Nail Polish. It'll make viewers take a double take.
It strikes a chord in its target audience.
My advertisement will strike a cord in my target audience because of how non-obvious it is. If the advertisement were to be obvious, it would not attract any interest to the viewers because they've seen it all before. The concept of my advertisement will strike a cord in women, potentially making them want to buy the product from what they've seen advertised about it.
Your core idea is elastic—you can create many ads based on the original theme.
The concept of this advertisement is elastic. The idea of having something very noticeable on a hand, whether it be a bunch of tattoos or a huge scar, along with having that nail polish on the finger nails is a elastic concept. There are many things people can do with the idea. There is room for growth in the idea.
My advertisement for Sally Hansen Salon Gel Polish will grab viewers' attentions because at first, the advertisement looks like it should be for a jewelers, but it's actually for nail polish. Those who view the ad will have to take a closer look at it. Once they read the caption, brand name, and slogan, they'll realize it's an advertisement for Gelish Soak Off Nail Polish. It'll make viewers take a double take.
It strikes a chord in its target audience.
My advertisement will strike a cord in my target audience because of how non-obvious it is. If the advertisement were to be obvious, it would not attract any interest to the viewers because they've seen it all before. The concept of my advertisement will strike a cord in women, potentially making them want to buy the product from what they've seen advertised about it.
Your core idea is elastic—you can create many ads based on the original theme.
The concept of this advertisement is elastic. The idea of having something very noticeable on a hand, whether it be a bunch of tattoos or a huge scar, along with having that nail polish on the finger nails is a elastic concept. There are many things people can do with the idea. There is room for growth in the idea.
Wednesday, February 27, 2013
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