Homework 4

Advertisement content is comprised of several elements, including type of ad, message, argument, execution, setting, promotion, and gender of voice-overs, among others. The selection of advertising content might be affected by various factors such as the advertising sophistication in a given market and cultural norms and values. Ad content can substantially impact a consumer's attitude toward the advertisement.

The impact of the norms and values of a given society on the interpretation of ads is well established. These cultural norms and values might be reflected in advertisement content (Klassen, Jasper, and Schwartz 1993). Although culture is such a complex and multidimensional construct, some cultural differences, situated in the context of individualism and collectivism, have been shown to influence advertising preferences (Han and Shavitt 1994). Individualist cultures are believed to focus on independence and functions based on the idea that each person is a separate entity from others and from the group (Zhang and Gelb 1996). On the other hand, collectivist cultures are believed to focus on family, social interests, and collective actions. More emphasis is given to conformity and interdependence in collectivistic cultures (Hsu 1981)

As societies become more industrialized, economic changes influence how consumers relate to products, as well as attitudes toward the role of advertising in the consumption process (Leiss et al. 2005). Economic and sociocultural developments impact how sophisticated advertising becomes. One factor related to advertising maturity is how specifically the message reaches the intended audience. Furthermore, culture might also impact who the advertisers aim to target for specific product purchases. In individualistic cultures, consumers (such as children) are more independent, whereas parents might be more involved in the purchase decisions for their children in collectivistic cultures

Although gender stereotyping is a universal concept, the degree of stereotyping is different in each country. Previous research has shown that similar traits might be ascribed to males and females; however, differences were observed in the flexibility of the level of stereotyping (Williams and Best 1990)

1890s: Led by Susan B. Anthony, the National American Woman Suffrage Association was formed in May 1890. At the same time, this ad from 1893 clearly says that a woman's place was in the kitchen, far from polling sites.

1900: Women were fighting for their rights across the nation, but it seems advertisers were not taking them very seriously. Note the quotation marks around "her declaration of independence."

1943: This ad, created by J. Howard Miller for Westinghouse Electric, was designed to boost morale during wartime as women took over jobs vacated by men who joined the military. As one of the first depictions of an empowered woman in an ad, the poster was revived by the feminist movement in the 1980s.

1990s: The era of the hyper-sexualized woman in advertising begins.

2012: JC Penney featured a lesbian couple in its 2012 Mother's Day campaign. The ad drew protests, but consumers who liked Penney's campaign -- which also featured Ellen DeGeneres -- far outnumbered them

http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3ZY3Fi5vKhttp://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3ZY2mS4tY

http://www.tandfonline.com/doi/abs/10.1080/08961530.2012.682040
http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1&IR=T
 http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1#ixzz3ZY4PF4ZS
http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?

Reflection on practical work (the Shoot)

Before the starting shooting we created a storyboard where we included all relevant information such as mise en scene things, distances of camera and angles, details about characters and settings. Then we took relevant equipment: 2 cameras and 2 tripods. During the shooting we realized that we are not able to do work based on our storyboard and plans as there were some factors, which we overcame.

There were several factors, which affected our work. Firstly, we did not know how to use the tripod, so we waist our time on understanding how does it work. After several tries we just drop it and did not use it, because we did not have enough time as it was night and weather was very cold, as we were outside. Secondly, we wanted to take some photos inside McDonalds, however stuff did give us permission, so we had photos only outside. Thirdly, we specially went to Brighton in Thursday night, because we realized that there will be less people and no one will worry us, however, there were more people than we though and some strangers starred at us, so it made uncomfortable atmosphere. Lastly, we knew that at that time there might be not enough light, so we prepared to overcome such problem, however, in the reality it was much harder. There were natural light in the city from buildings and other things, but some times we did not know how to use it in proper way, that will create special effect that we wanted to achieve.

Our project differ from original material in changes of brand and context. However we did not change the message and main idea. We saved the concept of reliability of the product that serves consumers at any time of the day and fulfill special needs. We changed the brand from MCDonalds to the university library, and main goal was quit similar ( to find something) but in our project it is not pickles but WiFI.  We changed it because it is more proper in our students situation and we thought that the library like McDonalds can be there for its customers. Also we thought that to copy an original advert is boring and would not give us additional points. We tried to be more creative and use our knowledge.  

McDonalds

Main values of the brad are its consumers of any gender, age, race or religion and to satisfy any food cravings. In all ads people are smiling and having fun it is intertextual messages that McDonalds makes you happy and love it. Also, there is always identical brand marks such as visual logo, clown and auditory sound, that make easily identify the brand. It always use its products  with the logo. The number of people is also important as it shows popularity of the company and consumer care. There is also a humor in each ad. These all things tells us that McDonalds care about its customers and that it is very friendly place where everyone become equal as they have “something is common” like McDonalds.

Even there are humor is each ad there are different genres with different narratives and products promoted.

It developed its identity by involving popular stars or images in adverts and menu items. As it is global brand it quit transforms its menu for the local consumers, then promoting it in the broadcast.

The message changed because McDonalds become more powerful and globalized. It shows that it can make people from different countries together, so we all have “something in common”. As it involved popular characters, starts or images, it showed the connections with these popular things and somehow shows its quality and reliable.

Homework 2: Understanding your brand

Personality: Reliable, friendly, helpful, can satisfy anyone, works 24 hours, everyone loves it, cheap fast food, understanding, kind.

Heritage: The history of the brand cannot be seen in the advert.

Values: Customer care, welcoming, fast, can satisfy any food cravings, works anytime, cheap.

Essence: McDonald's is there for its customers when they need them anytime, day or night. But the viewers understand that it is American company through its slogan and informal «lovin» which usually is used in USA. At the same time the actions happen in the city with houses which remind of England.

Hard benefits: Customers can order cheap fast food anytime.

Emotional benefits: ‘I’m lovin’ it’

To show that the brand is very friendly and kind for their customers, in the moment where the character entered the place, the casher friendly welcomed and kindly complied the request.

The settings showed us that the restaurant works all day and night and that the brand is there for its customers.

In my opinion the nature of the main character is very important as it also shows the brand itself. The man is a kind husband who cares about his wife more than himself, because before he saw that pregnant wife wants to eat salty food he watched football match, but for her he went to city in late night to find it. This gives message that McDonalds also kind and careful brand, which can do everything for their customers to make them satisfied and happy.

At the end the wife shows that she is happy and thanked for what did her husband. Therefore, if we identify the main character with the brand and his wife with customers, we understand the message that McDonalds will do everything for its customers and customers retaliatory love it. Its slogan just reinforces it. The slogan of the brand “I’m lovin’ it”, connotes that customers really love the food the brand serve and the brad itself (it makes people happy). Also it reinforces the idea of fast, because it is written informally short. In addition it tells us that it is friendly brand because of informal language.

Creators used soft and warm colours for the walls and props in the flat, because these colours connotes us about home (sense of safe, relaxed and feeling good).

Lightning plays huge role here because it emphasizes the space and time. When the character enters McDonalds, it is very light place and the brand mark (the huge logo “M” which you cannot miss) brightly lit on the night background. In the house there is also light but not such bright like in McDonalds.

The music in the advert provides with ideas and messages which the brand tells us. Also it creates particular mood and comfortable and friendly atmosphere.

Plan

My plans for the practice project are decide where and when we will take photos and how we are going to take them. Firstly we should have a narrative plan, which will explain what is starting point and where we will finish. Also we should discuss when we meet to take photos and which photos. As more detailed the plan will be as better work will be.

I choose this advert because I think the idea with pickles is very creative and unusual. It has a comic effect which make the clip funnier. The advertisement goes only 1 min but the concept is clearly seen and makes the audience what to buy the product. The romantic aspects also make me like this video because to see how a husband cares his pregnant wife is so cute thing. After watching it leaves pleasant feelings and impressions of the brand.

We want to take the main concept of being there for its customers any time of a day and night, but change the brand and character. We want to take the university library except McDonalds, because rather than coping the whole advert, it will be better to have own idea and create it, but save the main features of the advert. Our main character is a student who also wants to find something, which he is extremely needed at the night, which is WIFI. The target audience is clearly seen in the concept. Moreover, we still have main settings of a flat and the city as in the advert, because both emphasizes the proper environment and develop narrative. Similarly to the advert’s the voyage and return narrative we will have in our video. Our character also go to the city to find something and at the end he finds special place where he found it.

The problems, which we might face, are the weather, lighting, laziness and people who will be engaged in the video. When we will have a plan of time when we take photos and what photos, the weather might be not good for the work, so we should be prepared for different obstacles like rain or clouds, if they affect the lighting, which is the second problem because we might want to use natural lighting in streets. Also I think our laziness might be a problem as we should visit many places in different time of a day for our advert. If someone in the group will be lazy to do it others should be maximum organized. Other people who will be engaged in our photos might not like participating, so we should have their permeation, so it will be fair. In addition as we going to take pictures in the train, we should be sure that the train station opened and the rain works.