Post 6: Analysis Of Project In The Real World (Fund. Of Advertising)

The tag-line is what this advertisement is designed around. Something short that will grab somebody's attention."The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line." As long as I can remember, there's never been a famous advertisement for cookies. Over decades of cookie commercials they developed a trend. After awhile all cookie ads looked fairly similar. Not only cookie advertisements but the companies as well. A lot of cookie companies adopted a trademark character to promote their product. This ad campaign would break the trend of cookie ads and attract more of an audience. "To create something fresh, you need to knwo what has already been done. You've seen million's of adds in your lifetime and probably know what looks, feels, and sounds stale by now. The ability to desconstruct and categorize ads is a useful skill for those who aspire to do creative work." Adults indulge in simple pleasures everyday. Pleasures like eating one of your favorite cookies, or things that are better left unsaid. "Get your hands dirty, and indulge" can apply to any pleasure one might partake in through out their day, or life. "In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday situations to which average people can readily relate."

Post 5: Creativre Content (Fund. Of Advertising)

The creative content for this ad campaign is based off of pleasure. The feeling that you get from eating a Chips Ahoy! Cookie."On the other hand, comparing a product or service to something different from it-a feeling, a sensation, or another type of experience-can be a strong premise for an advertisement; it has the potential to be extremely effective and memorable." Associating eating a cookie with indulging, and associating the experience of eating a cookie gives feeling to the advertisement. By doing that, the audience will better remember the ad. The next time they see Chips Ahoy! cookies, they'll remember the ad and associate it with the pleasure of eating a really good tasting cookie. "Most creative professionals would agree that when one-the line or visual-is the "star" or "hero" of an ad, then the other should take a supporting role. If both visuals and words are competing for the consumer's attention, then it may cause confusion or a power overdose." The tag-line of this advertisement takes the roll of the star. The supporting role of the advertisement is the graphic, along with the company logo and more text. The tag-line pulls the whole ad together, if there were no tag-line the ad would be kind of a cliff hanger. An open ended advertisement that wouldn't get the message across to the viewer. The graphic and other text supports the star of the ad, sitting next to the campaign tag-line it completes the story and message that this advertisement is giving off. "Visual-driven ads are those in which the visual carries the weight of the ad message or in which there is no copy other than the sign off; the visual captures the viewer's attention first." This advertisement is mostly all visual. It includes the tag-line and other supporting text, but the majority of it is a visual. People have their own problems, and concerns in life, and reading an ad in a magazine is definitely not one of them. So I thought making this advertisement mainly visual it would be more likely for the viewer to stop and look. Compared to a page full of text telling you to buy buy, and buy, I felt that a strong visual ad with a meaning behind it would be more affective. "However, it is sensible not to rely on the body copy to transmit the principal message. The line plus visual should communicate the primary message, and the body copy supports that message and adds to it." The tag-line, text, and visual come together to help communicate the message. Relying on nothing but text for this advertisement wouldn't have interested me, and if it wouldn't have interested me, how many other people would feel the same way? "The structure and individual characteristics of a typeface matter greatly to communication and how well any typeface will integrate with the characteristics of an image." Since this advertisement is mainly visual with little text I had to make sure that the graphic didn't over power or seem too dominant over the tag line text. I decided to make all of the text in this ad bold and big. Display texts are always good to put in ads. It stands out, and isn't a lot to read if you put just enough. "By creating an image, you create an original, and you have control of what is depicted in terms of: media, colors, textures, angel, point of view, setting, and so on." Creating this ad needed originality. All of Chips Ahoy! customers have similar advertisements, so this one needed to be different. Targeting adults couldn't be done by having another animated advertisement. Creating a situation that is implied in the ad is something totally different, a different way to advertise a cookie brand than ever before.

Post 4: Promotion (Fund. Of Advertising)

"An advertising campaign is a series of coordinated ads, based on an overarching strategy, connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign can also stand on it's own." This advertisement  was designed to target older viewers. The look and feel of this Chips Ahoy! advertisement is promoted in a more mature fashion through a double truck magazine ad. "Juxtaposition, place two visuals side by side for contrast and comparison." The graphics and text sit side by side across the ad. Promoting the magazine with two full pages of text and a graphic that flows across the page will help the viewers eye flow with the advertisement. "A visual analogy is a comparison based on similar or parallel qualities. " "When you use one thing to indentify another, especially an attritubte of that thing, that is a metaphor. Visual metaphors can invite the reader to work a little bit, to interact with the ad; the reader is engaged by thinking. If the visual metaphor is interesting, on strategy, and accessible, the reader is more likley to notice the ad, be engaged, and interact." It will take a brief second to realize what this campaign is promoting, but it's not enough time for the viewer to lose interest. The ad is a metaphor for partaking in a pleasures adult act. A "Do Not Disturb" sign on a door could mean a lot of things, but with adults thinking the way they do, the promotion will allow the audience to engage in the advertisement, and see what the real meaning behind it is. "Storytelling is a narrative format in which a tale is told to an audience utilizing voice, gesture, and/or imagery; we have the story, the teller, and the listeners."

Post 3: The Big Idea (Fund. Of Advertising)

                The Idea of this advertisement campaign is to target and older demographic, adults to be specific. The idea is meant to target adults in a different way that no other cookie company has done before. “Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace.” This advertising campaign is to associate Chips Ahoy! Cookies with older people, and make Chips Ahoy! a brand that is more than just a children’s lunch time and afternoon snack. “What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest.” Making Chips Ahoy! an adults brand of cookie, as well as a children’s cookie is what makes it different. Using adult humor, or adding something to an advertisement that only adults would comprehend is something that a wide range of customers could relate to. Rather than using little elf’s in trees or animal shaped cookies as a child would relate to, Chips Ahoy! will be the first to take their advertising to a more “mature”  level. "The passages from Freud, Maslow, Rapaille, and Miller discuss human nature. The totality of enviornmental factors affecting our nature is called nurture; so, from this perspective, the context in which we live makes us who we are. How we are nurtured plays a significant role in how we make choices and in our behavior." By targeting adults, I thought that designing a campaign relating to adult behavior. One of the best things about being an adult is being able to indulge in the pleasures you couldn't when you were young. Anything from having a cigarette, to eating a cookie. It is a part of adult behavior to partake in whatever pleasures you.

Post 1: Name Of Product And Slogan (Fund. Of Advertising)

                Chips Ahoy! cookies are sold to all types of demographics, but advertised to a young audience. Advertising this product to adults needs to consist of things those adults can relate to rather than kids. What are adults interested in? What is their typical day like? How would this product appeal to adults based off of these questions? All adults partake in simple pleasures, so in this campaign the product will be advertised as another one of those simple pleasures. “Get your hands dirty and indulge.” The slogan describes the product as something that you indulge in rather than something you eat. It is something which gives adults the inability to resist the gratification and desires of this product, with the cookies serving as an escape for an adult’s everyday life. Just like other simple pleasures that adults would partake in at the end of a long day. The ad is selling the idea of pleasure when you “Get your hands dirty and indulge.”

Wk 7: EOC The Big Idea (Fund. of Advertising)

Two opposites attract by the pleasureous experience of indulging in Chewy Chips Ahoy cookies. A woman see’s a man indulging in a package of cookies. The sight of the man with the cookies sends the woman into a euphoric fantasy. The woman and this man are close together, indulging in this pleasureous experience, by feeding each other the product, liking the melted chocolate off one another. The fantasy ends abruptly when the woman notices that the man is staring at her. She smiles and winks at him. The two walk together with a package of cookies. They enter a room and slam the door, but not without putting a cookie crumbed, chocolate smeared do not disturb tag on the door handle; showing that these two people are indulging in a pleasureous act together, eating Chips Ahoy cookies.

Wk 6: EOC Great, Dumb, Good Idea Apps. (Fund. Of Marketing)

                Out of all the applications for smart phones, most of them have no benefit. The first App. I found that is completely pointless is a iBeer application for Mac products. The application simulates a full beer on the screen of your phone, and empties while you raise your phone and pretend to take a sip. Another application for Android smart phones detects metal. Some people would benefit from this in some situations but you would not go around waving you phone across everything on a day-to-day basis.