Chapter 1
The advertisement that stood out most to me while reading Chapter 1 was the VW “Think Small” ad. This ad was created during the 20th century when consumers were being persuaded to “think big” and this ad suggests just the opposite. I think this ad is well done both visually and conceptually. By surrounding the bug entirely by negative space, it puts all the attention on the car, especially the size, and makes it the point of interest. I think the visuals go hand in hand with the text and the tiny bug brings the “Think Small” slogan to life. Also, the text at the bottom supports the “Think Small” concept by giving examples of small changes you’ll notice by switching to a VW. For example, smaller insurance, smaller repair bills, and squeezing into a small parking spot. Regardless of the fact that this ad is just a tiny car on a gray background, I think it was extremely well done.In comparison to the “Think Small” ad, I chose an Adidas ad that depicts a little baby playing with a cord in an electrical outlet with the words “Be Fast” with the Adidas logo next to it. This ad is similar to the VW ad because it uses a lot of negative space in order to put all the attention on the baby and reinforce the idea that Adidas shoes will make you fast. This ad only has a two word slogan, much like the “Think Small” ad. Even though this ad is simple, I think it gets the point across in a clear and funny way.
Chapter 2
The "I Know This Stuff" ad campaign definitely stood out to me in Chapter 2. It was clear, funny, and I could relate to it. The ads are talking to everyday, middle class Americans (me) so I felt like I could connect with Thomas Tanef on a personal level. I'm sure most of us can relate to these quotes, either from real life or movies, which is another reason I could relate. The straight forwardness and humor gave these ads personality which made me feel like I was listening to a real person, not just reading a print ad.I think the gubHub.com ads are a good comparison . These ads are also straight forward, but a little cruder than the "I Know This Stuff" ads. I find them clever and cute and most people can relate to them. There has been a point in your life where you are just too damn lazy to make food or too drunk to drive somewhere and pick up food. Maybe your busy in the bedroom, being used as a nude model, or throwing a party at the office. Whatever your situation, we've all been there and can relate to the grubHub ads. Their crudeness, randomness, and overall style gives grubHub a personality that is easily identifiable and the fact that they are usually on public transit shows they are appealing to everyday, middle class Americans.
Chapter 3
While reading Chapter 3, the second Lynx ad stood out to me. One of the benefits of this product is that it lasts 24 hours and the ad shows this by telling a story by using multiple images. However, the images are pretty ambigious and lets the viewer decide what's going on. Maybe the couple wakes up in the morning, makes breakfast, then goes for a jog in their PJs? Who knows. But we do know that it lasts 24 hours because the story shows the same boy at different times of day. I really like this ad because it is the viewers interpretation but still gets the point across.
I chose to compare Lynx to Dishonour. Dishonour sells BMX apparel and uses the same story boarding idea as Lynx. It has multiple images that can be intepreted by the viewer and sort of tells a story while advertising the product.
Chapter 4
The ad that stood out most during Chapter 4 was the Coca-Cola and videogame ad. Not only does this ad tell a story but also tells the viewer Coke cheers you up and puts you in a good mood, even the gritty car-hijacking and purse stealing villian in the videogame. The ad actually shows the transformation of the character from villian to hero so you can sort of relate to the character and product because you witnessed his change of heart. I've learned that people are engaged by narratives, so by telling a story to sell a product really appeals to the audience (myself included). I also think the videogame/animation is a different approach for Coke which appeals to a younger audience.
I think this Call of Duty and Pepsi ad is a perfect comparison. This ad also places a product inside a popular videogame and uses lingo and ideas from the game to sell Pepsi. This one doesn't exactly tell a story like the previous one, but a large number of people can relate because they play Call of Duty and experience the intensity of the game. Might as well enjoy the game with a can of Pepsi.
Chapter 4
The ad that stood out most during Chapter 4 was the Coca-Cola and videogame ad. Not only does this ad tell a story but also tells the viewer Coke cheers you up and puts you in a good mood, even the gritty car-hijacking and purse stealing villian in the videogame. The ad actually shows the transformation of the character from villian to hero so you can sort of relate to the character and product because you witnessed his change of heart. I've learned that people are engaged by narratives, so by telling a story to sell a product really appeals to the audience (myself included). I also think the videogame/animation is a different approach for Coke which appeals to a younger audience.I think this Call of Duty and Pepsi ad is a perfect comparison. This ad also places a product inside a popular videogame and uses lingo and ideas from the game to sell Pepsi. This one doesn't exactly tell a story like the previous one, but a large number of people can relate because they play Call of Duty and experience the intensity of the game. Might as well enjoy the game with a can of Pepsi.
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