Analysis in the Real World

"The fact that I will be getting a free sample interests me in going to the store."
-Kristine Garcia

"The slogan is stuck in my head because it's cute, so I remember the product & might have to try it."
-Ione Moi Moi

"I have actually used this product & I love it. If other people pick up the packet, they would buy it for sure."
-Kelly O'Connor

"We are continuously in a make-up store or drug store so it's convenient to pick up a sample while your there & the fact that it's free, will make me remember it and think that it's risk-free."
-Kristina Cruz

"I love how the ad didn't feature a celebrity, it was just a normal woman like we are. It lets me relate to the ad more & make me want to feel the way she did because of the product."
Jerrica Etrata

These are the reactions I have received when I showed the ad. They were all positive and they seem to really enjoy the simplicity of it. They also liked the fact that they could relate to it and admit that they feel that way some times.

“Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers.”
-Text Book

I believe that this campaign, simply yet successfully promoted the brand and informed it's consumers.

“Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies.”
-Text Book

All the questions i've asked to test out the campaign led to feed back & possible additions or improvements to the campaign.

"An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution.”

This ad became effective because the theme and concept stayed in place and it was very consistent.

Creative Content

This image will be our magazine ad. It is clips taken from our commercial. These simple yet explanitory images show a hectic average women, troubled by work & everything she has to do. She is overloaded & looks like she is in a wreck. This ad explains that just by adding this smooth & luxurious lip butter, you can regain your confidence and composure. You can kiss your problems away.

“The best adverting works by attracting people to the benefit of a product or service with a story.”
-TEXT BOOK

This story relates to a lot of women & the fact that they can relate, will benefit the product & it's fame.

At the end of this commercial and at the bottom of the magazine ad, I will promote the free sample you can get at your local drug or cosmetic store by saying "kiss your problems away". This will keep the slogan in these womens head and also bring them out to the store where they can buy the product. These testers will prove the true high quality of this product and increase chances of these women buying them heavily.

“Technology is an enabler, it makes stuff possible faster. That's all. Technology facilitates, it doesn't replace the human imagination.”
-TEXT BOOK

By the internet, these ads will multiply by social media and "sharing", therefore more women will hear about it and want to try the product.

 “In a professional setting, various digital solutions involve interaction models, user testing, detailed wireframes, functional specifications, development activities, quality assurance, and exit criteria (once testing is complete).”
-TEXT BOOK

The testers of this product will bring these ladies to the store with the ability to try the product and love it.

“Since people do not spend much more than a few seconds glancing at an ad, the principle of visual hierarchy creates order and coherence, facilitating rapid message communication.”
-TEXT BOOK

Because of this ad's simplicity, it will be easier to read & to remember by it's audience. It also has a catchy slogan that readers will repeat & become a form of advertising.

Promotion

What sets this campaign apart from the rest is that our model is not a model. She is an average women who like most, work everyday and have hectic schedules.

“How you visualize and compose your idea hinges on what you want say, how you want to communicate it, to whom you are saying it, and with what nuance.”
-TEXT BOOK

I made the idea of the ad very clear and simple. The demographic is women from ages 18 & up that have work & need a boost of confidence to improve their day.


I will promote this product by giving away small packets with a tester of the lip butter inside. The best way to prove a product's worth is by testing it. With our commercials and magazine ads, I will mention that if you go to a local store near you and give the code: "Kiss your problems away", you will receive this Free tester and be able to feel it's magnificence.

In this way the ladies who try it will feel it's true quality and they would want to buy the product and obtain the confidence promised with it.

“How you present an image affects the ultimate communication.”
-TEXT BOOK

The image I have presented is a booster of confidence & less stress, something all women need in their life.

These small packets are single use and very low cost so they will be easy to get across. The main point is to attract them with something FREE to get them into the store, this will bring them one step closer to buying the product.

“To create something fresh, you need to know what has already been done.”
-TEXT BOOK

I strayed away from all these cosmetic's ads about being beautiful, i went towards being confident, because to me, everyone is beautiful.

"Providing a rationale for a functional benefit can turn consumers into believers."
-TEXT BOOK

This product is like a lip balm, which is something we use everyday to prevent chapped lips, but this certain product also has a color added to it that will bring out a stunning look and I have emphasized that a lot in my campaign.

The Big Idea

Commercial: The commercial I will use for this product will be of a regular woman (not a model) looking stressed out, with piled up work, nervous for a meeting, with zero confidence. She then will put on the product Revlon Colorburst Lip Butter and will look in the mirror with her newly gained confidence, look better, & conquer her meeting like the strong, intelligent, & beautiful woman she is. Then the slogan "Kiss your problems away" will slide across.

Magazine Ad: The magazine ad will be clippings from the commercial. It will show a the same lady before & after using the product. The before picture will show her stressed out with one hand on her hair and looking at her watch, nervous for her upcoming business meeting. The after picture will show her smiling, beautiful, hugging the folder of the deal she just closed.

“Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.”
-TEXT BOOK

I've shown that this is the best brand to buy, it is for every woman, in every class because it is affordable yet luxurious when put on.

 

 “By focusing on the attributes of an object, person, place, character, topic or theme, product, or service, you can find a characteristic that might lead to an idea.”
-TEXT BOOK

The benefits of the product are clear. This led to an idea that shows what these benefits can bring to a woman & how it can help her with her daily life.

 

These advertisements will appeal to all working women who need confidence and want to be beautiful despite their hectic schedules. When women see this, they will relate to it and want to purchase this product.

 “Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience.” 
-TEXT BOOK 

The idea I have produced shows a regular woman which the audience can build a relationship with because they can relate to the model and the stress she feels.

EOC: 1984 Macintosh Commercial

This commercial was very effective because it brought mystery. It made it's viewers intrigued and excited to see what this product was and how it was going to change 1984. Although it didn't explain the product, it definitely brought a hype to the brand and made people anxious. The commercial showed a possibility of what the future could be and it is dull and something to be feared but with this product from Macintosh, you will be able to avoid that.

Competitive Analysis

Product: REVLON: Colorburst Lip Butter

Slogan: Kiss your problems away !

“The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives.”
-TEXT BOOK

This product that appears as a lipstick is what we call "Lip Butter". The reason it was given this name is because it makes your lips feel unbelievably smooth. It works just like lip balm if not better and it even has a vibrant tint added to it.

 

“If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular”
-TEXT BOOK

 

 

Competitors:

MAYBELLINE: Baby Lips - This product is advertised as a tinted lip balm to add color to your lips and make them baby-soft. I have tried this product and the softness doesn't last at all and the color is barely noticeable.

L'OREAL: Colour Riche Balm - The consistency and feel of this balm was too sticky and uncomfortable. It had great color but it didn't feel like a balm at all.

Overall REVLON Colorburst is doing better than it's competitors. I will promote this product using it's benefits compared to the other two. This will show why this product is a better choice and why it will let you kiss your problems away.

“The key to coming up with a great ad is finding that one clear, concise, engaging idea. This holds true for all advertising mediums: print, radio, TV, outdoor, etc.,”
-TEXT BOOK

EOC: Fonts

1. Kiss your problems away. - Tempus Sans ITC

2. Kiss your problems away. - Chaparral Pro Light

3. Kiss your problems away. - Tempus Sans ITC

4. Kiss your problems away. - Colonna MT

5. Kiss your problems away. - Ænigma Scrawl 4 BRK

6. Kiss your problems away. - Book Antiqua

7. Kiss your problems away. - Embossing Tape 1 BRK

8. Kiss your problems away. - Segoe Script

9. Kiss your problems away. - Lithos Pro Regular

10. Kiss your problems away. - Tekton Pro Ext

11. Kiss your problems away. - Pristina

12. Kiss your problems away. - Eras Light ITC

13. Kiss your problems away. - Simplex

14.  Kiss your problems away. - Swis721 Cn BT

15. Kiss your problems away. - Adobe Caslon Pro Bold

REVLON Colorburst Lip Butter: Kiss your problems away

 

“It's one thing to capture someone's attention, but another thing to hold them for three minutes.”

-TEXT BOOK


Revlon Colorburst Lip Butter is a lip butter that brings comfort, softness, & stunning color to your lips. It is not sticky, it doesn't chap your lips, & the color is flawless.

I will advertise this product for everything it is & how it can make a women feel. It will bring them confidence, charm, beauty, and take away all their insecurities so that they can "Kiss their problems away".

 

“Your composition facilitates the viewer's reading of it—think of your composition as if it is an architectural space the viewer has to walk through.”
-TEXT BOOK


This lip butter will open women's eye so that they can see themselves for what they really are, which is smart, beautiful, & head-turning women.

This lipstick will not only be an accessory for every outfit, but also a medicine to keep their lips silky smooth & ever beautiful.

Instead of using a celebrity, I will use a regular woman who a large demographic can relate to. It will show her confidence before & after she uses this product. It will also show how the smoothness of her lips bring her comfort & makes her whole day better. It will bring a spark in her eyes because she knows she looks beautiful. With this small product that she can carry anywhere, she will always have that extra boost of confidence & problem eraser just by swiping this lip butter on.

“Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas—one could call it a theme (a distinct recurring, unifying idea) or story.”
-TEXT BOOK

EOC: Commercials from Chim Chim Cherree Parody

Blue Magic Whitener

Blue magic whitener makes your white clothes whiter. This commercial shows that it can fight the toughest stains and it keeps colored clothing in great shape. The brand of Cheer detergent introduces and praises this new blue powder that can bring out a magical type of white. It demonstrates how to use it and the effect you can receive by using it.

Dermasil

This commercial demonstrates that you need to keep your dishes clean but you need to keep your hands soft for your loved one. This Lux liquid dish detergent has Dermasil in it to keep your hands silky soft even when you're constantly washing dishes. This added material will leave your hands young & smooth. It shows the benefits you can have by using this product.

Teflon

This commercial shows that Teflon spray makes cooking so much easier. Just one spray and your pans become non-stick. It guards your pan from food sticking so that you can have better looking food and so that washing dishes isn't such a hassle. It shows the difficulty of scraping stains out of the pan and how this product can take all that away from you. It doesn't just show you it's benefits, it shows you how to use it.

EOC: The Best Super Bowl Commercial

Pepsi Super Bowl Commercial 2004

This commercial is my favorite of all time because it is memorable, effective, & entertaining.
Pepsi chose the three most attractive & well-known female singers during that year & put them together in a creative commercial.

The scenario was an old-age fight between gladiators which were Britney Spears, Pink, & Beyonce. They were all dressed in tough & incredibly sexy outfits that would attract men & inspire women. Instead of fighting each other to death like expected, the three ladies all put their weapons down & sang "We will rock you." in harmony. The power of their voices managed to be strong enough to knock the king's case of Pepsi over so that they could all each have one & give some away to the people.

It was a very entertaining music video, obviously a lot was put into it. I love how it showed the power of women, persuasion to buy the product, & all in a setting that would appeal to men. It reached out to a huge demographic & they kept the product visible. The purpose of the commercial was to portray Pepsi as something so valuable that people would fight for it & claim it as a prize.

EOC: Role of Women

Women are known to be the purchaser of products, especially for items like groceries & things needed around the house. Although the man is the ideal provider, most commercials are targeted to woman for they are the ones most likely to visit the store. This Pepsi ad shows three of the most known & adored female celebrities at the time. They were dressed in sexy pieces to give off an effect of them being gladiators. The commercial shows that they are drinking Pepsi & that this drink makes them the sexy, powerful, & unbreakable women that they are.

A woman who see's this commercial will admire or even envy it's endorsers, they will wan't to buy the product because they want to be that women that these ladies represent. Women have always been known to have a nurturing, seductive, & attractiveness about them that convinces you or persuades you.

Time & again women have been undervalued when places beside a man. Today, women have achieved equality & have proven their worth. They have also shown power & made it known that they can make their own decisions.

A women can easily persuade other women & men, they are powerful.

EOC: Smokin' Hot

• 1. Determine the scenario: What happens in this frame?
• The advertisement is showing that the smoke that comes from this tobacco is so good that it attracts women. 
• 
  
• 2. What is the setting? What are the conditions?
• The image shows a man & a woman in an intimate setting.
• 
  
• 3. Who are the people or groups?
• The man is the smoker of the product & the woman is a beautiful figure representing the kind of woman you could attract.
• 
  
• 4. What is their point of view around this specific experience?
• That they are selling more than just cigarettes, they are selling items of allurement & power.
• 
  
• 5. What are their goals?
• Their goal is to convince men that this product will make them more attractive, appealing, & powerful.

This ad was very simple & straight to the point. It is clearly design for men that desire attention from women. It has a direct point & an explanatory image that worked well as a composure.

EOC: Unethical Ads

American Apparel

This ad looks more like it would be a porn magazine rather than an ad for underwear. 

The model is only wearing underwear & she looks like she has either been abused or on drugs.

She looks ill & the whole ad does not attract in any way that is not sexually.

This ad is offensive for anyone with strict morals & to families that shop this brand.

Abercrombie & Fitch

This store's demographic is the young & they also have a line that is for small children.

For a parent or child to see this shopping bag will be unethical & offensive because it demonstrates a violent & sexual image.

If the store was only for adults then the matter would be different but when parents shop for their kids, this is definitely not what they want to see.

Reebok

This ad would appear to be offensive to any woman because it is degrading. It is saying that it would be better to cheat on your woman rather than to go against your diet. It is pretty sexist & unfair.

To some men the ad might seem wise but if it would attract in any way, it would be notoriously.