Week 11: Final Evaluation

--- The classroom experience this quarter has been just as I expected, educational. This has been by far the toughest quarter of school I have ever had. Although it has been an interesting and new experience, it has been tough. I really appreciate how everyone in the classroom participated and added to the classroom experience. I feel like I have gained a good understanding of how advertising works. Advertising is a complicated and meticulous process that demands a lot of attention. I really expected this to be a fun environment and it was. I believe that I could have done far better than I did this quarter. I should have done a much better job of keeping up with the work throughout the quarter. It is my own responsibility to complete all of the assignments on time to the best of my ability. I have let myself down again because I did not achieve my goals. My main goal is to complete every assignment with a lot of thought and consideration. This quarter has been a huge learning experience for me. My work has suffered the consequences of leaving my assignments to the last possible moment. I neglected my responsibilities and my grade will reflect what I have done. I believe that the grade that I disserve is a low “C” at best. This has been a real learning experience inside and outside the classroom. Thanks again for your time.

Week 9 EOC: For Those Who Think Young

I don't think that there is a particular need in the advertisement industry for people to be young. I do feel like it is very important for creative directors to understand how young people think and interpret things. I believe that younger creative directors are in demand because is is easier four someone that is closer to their age range to understand them. Although younger creative directors are more likely to understand younger people, they might not understand the advertising principles needed as much as someone who has been doing it for a longer period of time. Experience is something that cannot be replaced in the advertising industry. Many people might feel like this is a young mans world so to speak, but industries are turning to younger creative individuals because there is better training today than there was before. I believe that the best way to work things out is to have young and experienced creative individuals working side by side. The two things that cant be replaced in the advertising industry is experience and creativity. Having young and old creative individuals is the best way to go if you are running an ad agency. Other than the trend of young people in the workplace, there is no other substantial reason of why there is a growing number of young people in the ad industry. When it comes to TV, web, magazine, and newspaper advertisements there is no secret formula to success. The only deciding factor on wether an ad agency is successful is how creative and original the content is. Getting people to talk is half the battle in my opinion.

Frank O'hara

Frank O'hara is a amazing creative individual that passed away to young. He was a writer that creative some of the most original works of poetry you have ever heard. The particular poem that was introduced in class what a poem he created about his favorite writers. The poem was describing his favorite writer committing suicide. The poem is very chilling, is vividly descries the action the individual took while committing suicide. It is very easy to visualize the individual and what he is doing as the poem goes on. In my opinion this is very likely to be one of the most chilling poems that i have ever heard. I am not a fan of such dark work, but I can appreciate how amazing he is at writing. The other thing that stuck out to me about this poem is that many people weren't used to writing or hearing people write in such a dark manner. At a first glance it isn't easy to understand what is going on in the scene. After reading over and over gain you begin to see the dark portrayal of the event. At the very end when i clearly began to understand the poem i began to feel chills. I cant imagine anyone reading this poem and not feeling something. I wonder what direction this particular writer would have taken his career if he wouldn't have died so tragically. He passed away in a accident before he reached the peak of his career.

Week 8: Fonts and Slogan

Converse, Lets play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!
Converse, Lets Play!

Project in the Real World

"Audience. Just like aiming an idea at an audience, considering who comprises the audience-the demographics-should effect how you design a typeface" pg.130. This particular quote is important to me because it signifies how important is is to understand the consumer. I think although this is a product that anyone can buy, it is not particularly aimed at any age group. This is a product that people from any walk of life wear. The Converse shoe can be seen worn by artist such as "The Game" and "Snoop Dogg" in their music videos. If you were to walk over to a park it is very likely that you would see kids playing basketball, baseball, and football while wearing converse. The reason why I think it will be easy to market this product to a certain demographic is that you grew up with it as a kid so you know the name, you see music icons still wearing them today, and like I have mentioned many times, the quality and originality is unmatched. It is very easy to see why this product will be successful if aimed at people in the age range from 18 to 25. It will become more common to see young consumers wearing this product at parties, clubs, kickbacks, and other gatherings. Converse is a name that will never die out. Other brands will continue to come and go but Converse stays the constant brand that is is today. After this advertisement and presentation and advertisement, go try on a pair of Converse and see if it changes the way you see Converse. "Throughout the life of a campaign, which can run from a short time or a long period of time, you can create and maintain a visual look or framework" Pg 199. Converse, Lets play!

Creative Content

draw a storyboard

Promotion

"A good or even great idea is the heart of any effective campaign, especially those that resonate, that enter the popular culture, that change the conversation, that create brand sirens and advocates and loyalists, and that build communities" Pg. 93. One of the greatest possible advertisements is and event that appeals to people from a range of spectrum. I plan on throwing an event honoring people in music that correctly represent the Converse Brand. Kiss, The Ramones, Green Day, ACDC, and Led Zepplin or some of the rock bands that will be honored because of what they stand for. All the bands at the event stand for staying constant and never changing in the face of adversity. Those big names are icons and never changed under the pressure of all the controversy that they have created. Some of the people on the guest list will include pop culture and fashion icons such as Kanye West, T.I., B.O.B, Lady Gaga, and many more. These guests that i have mentioned are people that represent fashion and pop culture in the new age. The reason that i feel like this event would be helpful to the company is because they represent the music that people listened too and the music that will be heard for many years to come. Honoring rock icons is a great way to appeal to people from the older age range. Featuring guest from pop culture today is an amazing why to get people talking, get publicity, and get people talking bout the product. All the rock icons i have mentioned have all been featured in print on the Converse shoe. All the rock icons have connection to the converse name because they have all been feature on Converse. The pop icon guest are individuals that get people talking and individuals that are likely to have worn converse while they were young.

The Big Idea

 What has become the focus point of this advertisement is that Converse is accepted as a designer name although the price has stayed the same. "Change perspective or eccentric points of view" Pg. 82. In my opinion, the best way too look at something is ether to look at something through the eyes of someone who has already experienced it or through the eyes of someone you trust. Converse always encourages consumers to ask around if their not sure about the product. The vast majority of our customers are return customers because of one simple reason, "THE PRODUCT". If consumers weren't happy with the product, they aren't very likely to come back and purchase it again. Picture your self going out on the town in your usual dress shoes. Dress shoes are always a good choice when you are going out, you get in the club, and everybody is wearing dress shoes because they are afraid to something different. We are in an age were originality and individuality is what people seek. When consumers go out they don't want to be like everybody else, they want to be the trendsetter. "Unexpected comparison and contrast" Pg. 87. You don't expect people that wear converse to people that wear Ed Hardy because they are in two different price ranges. The one big contrast when comparing Ed hardy and Converse is the price, but think about this, Converse holds the original design, better comfort, and you can cover it with any design your mind can come up with. "Motivation and Inspiration" Pg. 89. The main inspiration and motivation behind Converse is keeping the consumer happy. There is no better feeling than receiving messages from people that have purchased your product and plan on buying it over and over again.

Competitive Analisis

"Emotional Benefit:an intangible asset based on feelings, not a functional characteristic of a product or service" Pg. 50. The Converse Brand has been around so long that people understand that it will exceed many expectations. When it comes to competition, few competitors can provide comfort like converse provides for its costumers. If you are looking to buy a shoe product with similar or better comfort, you are very likely gonna have to search for a product with a higher price range. Again is dare you to search for a product that has similar comfort in the same price range. When it comes to style, some of the competition has choose to incorporate the Converse Design into their own brand. Ed Hardy has been an up and coming brand for many years now, it is very easy ti see why they might be so popular. The Ed Hardy brand used the Converse shoe design with their own company designs. Phat Pharm is another company that has gained recent popularity from using the Converse design with their own images. Although Ed Hardy and Phat Pharm might use similar shoe design, they dont have anywhere near the quality of Converse. Ed Hardy might think that they are original but they are far from it, converse has been providing designer prints for decades. Converse have designs featuring big name music acts, pop culture icons, and custom cartoon designs. "Drawing upon life experiences may be one of the richest techniques for finding ideas" Pg. 82. Converse also occasionally offers the opportunity for individuals to create their own original prints. Creating original design is a great feature to have for those creative individuals that like to wear their creation. Converse gives plenty of space for anyone to show of their creativity.

Converse, Lets Play!

When your really ready to have a good time and play like a person really should you should check out the designer Converse. "Advertising is used in a free market system to promote one brand or group over another"Pg. 2. I don"t plan on convincing you to buy Converse, I plan on showing you why Converse is the Brand with the quality, comfort, and originality. "In an advertising agency, a conventional creative team is a duo comprised of an art art director and a copywriter"Pg. 10. This isn't an typical shoe advertisement, this a REAL consumer describing and sharing his experiences with a brand that has become the obvious choice for having a good time. "Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment" Pg.14. I have been wearing Converse ever since i was a young child i have been wearing my converse, the game has changed but you still play hard! As a company, we don't sell shoes, we share the experience like no one else can. I plan on showing you why the up and coming competition has come to use the same shoe design the Converse Brand uses. "In an overcrowded, competitive marketplace, relevant and engaging branding can insure efficacy for a quality product, service, group, individual, or commodity" Pg 48. This is an educational advertisement meant to inform consumers about the limitless possibilities with Converse. Talk to any of your close friends and family that has owned any Converse Product. The story that you usually hear from our product is that is surpassed all expectations with the quality and durability. No one buys shoes with the expectations that they will last more than a few months. When someone buys Converse, it comes with the expectation that it will last more than a few years.

Week 7 EOC

 Week 7 EOC
Converse …… Play now, Play later
Converse has been a product that surpassed the standard for quality and durability. The Converse brand has been a long time favorite for its exceptional look and style. You remember it as kid because you can play in them comfortably all day, as an adult, you’ll remember them because you can play in them all night. Converse has now evolved into a product that is famous for its timeless look and limitless prints. The shoe can be worn for various occasions such as work, athletic attire, and dress them up when appropriate. This company has grown and changed the name of the game. In the past two decades converse has really changed the way people see shoes. I dress up my Converse when Im ready to go out because they have original looks that no one can match, and they always comfortable. I can go to a club in Las Vegas and not have to worry about being hassled because Im wearing sneakers. I stay up all night and play moving from scene to scene. My designer converse take me from and upscale party to the kickback scene of downtown. I drink at the "Ghost Bar" and end my night walking down the "Fremont Street Experience". There isn't much of a competition when the competitors are using your own shoe design. You don't have to look far to see that Converse has also inspired other shoe companies into using the classic look. The original company is still setting the trend. I dare you to go to any scene anywhere around the world and find someone that isn't wearing the brand that has become an American classic. I play, I party, I chill in my Converse.

EOC Week 6: Chim Chim Cheree

Pic-O-Pay-
Fluoristan- Stannous Fluoride
Hexachlorophene- Disinfectant
GL-70- Additive in toothpaste 
Dermasil- Skin care products 
Vitrol-D-
Lanolin wave- hair lotion
Boo-boop-  
Tufsyn- tires and rubber
Retsyn- Copper gluconate in mints
Acrylan-  
Marfac- gas
Melmac- dinnerware 
Orlon- yarn
Korlan-
Accutron- Watch
Teflon- Non stick material
Ban-Lon- Shirts company
Blue Magic whitener- Teeth whitening  
Fastback - Mustang
Wide-Track- wide base tires  
Autronic Eye- Head-light 
Platformate- 
It goes two miles more- gasoline
Nasograph-
Naugahyde- Vinyl fabric
The giant who lives in my washing machine: electronics
Jolly and green- vegetables
Tiger who causes my gas tank to flood
Handsome white knight- 
Man with the eyepatch- shirt company logo
That nut who flies into the front seat for Hertz- car rental company

EOC Week 6: Sell a Car

When amazing just isn’t good enough….. Aston Martin.
The definition of Perfection
The 2011 Aston Martin is the brand, design, and reputation for quality that sets the standard. The Aston Martin has been an icon of style and quality since it first arrived on the scene. Car manufacturers beware the reinvented and redesigned 2011 Aston Martin. The craftsmanship speaks to car enthusiasts all over the world. The engineering and unmatched driving experience is designed to stimulate the and enhance the feeling behind the wheel. If your looking for a leather interior, innovative sound system, and performance driven engineering, you came to the right place. Don't let the sleek design fool the eye, this car is packed full of power that will get your heart pumping from start to finish. High performance tires, chrome rims and accents, high performance suspension all come standard on this beast of a machine. This isn't the same old Austin Martin your used to seeing in the famous "007" movies. Even James Bond would be impressed by technological innovations in this timeless classic. There are very few automobiles that i would consider competition, and i could count those on a single hand. I see my self driving across the country, outperforming, and outdriving all the cars on the highway. I have driven into the sunset without out a single thought of discomfort, gas mileage, and technical problems. There isn't much to think about other than the surrounding scenery when your behind the wheel of this absolutely perfect machine. Take is out for a test drive, because the rest is history.


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Week 5 EOC: Super Bowl Commercial, Good & Bad

The Super Bowl commercials have been one of the most popular portions of the event for a long time now. Many viewers tune in to watch the hilarious commercials as much as the game itself. This year’s Super Bowl commercial were somewhat of a letdown. There weren’t many commercials that stuck out and really made everyone laugh. There is one commercial that really stood out to me as the worst of the bunch. I think the new snickers commercial was to similar to last years. Last year it was new and original, and this year it was predictable. In the very beginning of the commercial it was very easy to see that it was going to be just another version of last year’s Betty White commercial. I’m at a loss for words when trying to think of words to describe the disappointment. I doubt that many people found anything to laugh about.

There are actually two other commercials that I found so comical that I have to talk about them. The Volkswagen commercial featuring a child playing Darth Vader from Star Wars has to be my number top choice. The commercial shows a child walking around trying to move objects using the “force”. At the end of the commercial the child’s father uses the wireless start to turn the car on when the child is standing in front of the car. I am a long time Star Wars fan, so it is easy to see why I loved it so much.




The other commercial that I absolutely loved was the one where it depicts wealthy men escaping from old luxury into a new Audi. The line that had me laughing all day is when the security guard ordered another guard to release the hounds. There were funny moments, but overall it was a disappointment.

Week 4 EOC: Bob Isherwood

Week 4 EOC: Bob Isher wood
There are few people in the world that really have a noticeable impact in their respective fields. According to many articles I have read, Bob Isherwood is one of those individuals that are influential enough to create change. According to creativity-online.com, Isherwood has been working on changing the advertising business and the company Saatchi and Saatchi for decades. After working for many years to reinvent and direct he decided to take some time to reinvent him. He is an Australian born businessman that had a great deal of influence as a creative director. During his time, the ad agency he worked for found a way to be creative and original and really grab the attention of consumers all over the world. One ad that I found that really grabbed attention was one depicting a fist coming out of a man’s mouth and hitting a woman in the face. The ad stated that verbal abuse is just as harmful as physical abuse (www.adsneeze.com). Advertisements’ like the one I just described is one of just many that Bob Isherwood helped create. The message is always clear and it is easy to visualize the point they are trying to get across. One thing that I have noticed is that they always represent groups or businesses with a positive message. Many of their advertisements are also very comical and keep you engaged for a very long time. The more I read about Bob Isherwood the more I realize he uses many fundamental design and advertising rules that all creative individuals have to use.

The lucky strike ad listed below is an example of a company that took a lot of time of thinking up ways to make tobacco seem less harmful. The advertisement is depicting an elegant woman smoking a cigarette and stating that it is the least harmful brand of tobacco you can buy. The company took into consideration that at the time people started finding out that they are harmful to your health. Using a woman as figure was thought out very carefully. Using the women is smart because it gets the attention of men and also woman because they want to be classy and elegant just like the women in the ad. It is common knowledge now that smoking is not only harmful to the person smoking it, but also any person and animal in the surrounding area.Today, a lot of progress has been made in educating people about the harmful effects of smoking. It is actually illegal in the United States to advertise smoking on television and radio. Smoking advertisements had been a long time "cash cow" for advertising firms. It is very likely that many advertising firms that depended on tobacco ads went out of business.

Week 2 Questionable Advertisement

1. Sisley
The Sisley ad is probably one of the most outrageous pictures I have seen in a long time. The ad is very intentionally making a drug reference. They seem to be making light of peoples addiction to drugs. I’m not sure how other people might feel about it but I believe drug abuse is a very serious subject. I think drug references are in very bad taste and worse because they are using it to sell a product or brand. I never expected to see an ad company willing to make light of such a serious situation.

2. Burger King
Burger King used a sex reference to sell their new super seven inch sandwich. The ad is showing a women looking shocked with her mouth open. The seven inch sandwich is just a few inches away from her face. The ad is also obviously and intentionally making a sex reference. Many adults with children are offended that Burger King would be willing to go with that direction. They accomplished their objective by getting a lot of publicity, but unfortunately it is bad publicity. It is very clear that they didn’t take much consideration into how people would react to this advertisement.

3. Play Station
Play station came out with ad that is not obviously or intentionally meant to create that reaction but is still questionable. The ad is depiction a person dressed in white and a person dressed in black. The ad shows the woman in white grabbing the man in black, and it reads “White is coming”. I think in this example they didn’t intend for the ad to have a racial reference, but it turned out that way. They need to take more time to analyze what kind of reaction people might have towards this advertisement.

My Voice

My name is Eduardo Valencia and I have been a part of the fashion industry since 2007. I have gained an immense amount of knowledge and understanding of the fashion world. I started out like most people in the fashion industry as a part time sales associate. I began as a sales associate at a mid level shoe store hoping to gain experience that will allow me to move up in the company. In the beginning I began learning the basics such as stock room maintenance, product knowledge, and proper costumer serve. I have found that keeping track of merchandise is essential for the job and to keep good customer serve. Always being up to date on the latest trends and knowing the product is important when trying to maintain a reputation as an individual and an organization. I have made myself an expert in customer serves because repeat costumers are vital to maintain a successful business. It didn’t take me long to get promoted to a more fashion trendy branch of the company. I have experience working with many cultures and influential people from all over the world.

Week 1 EOC Volkswagen Lemon

Week 1 Boc Volkswagen Lemon
I found that the Volkswagen advertisement was very interesting because they called it a lemon. It grabs your attention, and then you begin to read the article. In the article it states the intense process of inspection that the car undergoes. The car is built of suck good quality that it requires less maintenance and could have a higher resale value than other cars. I think the ad was really successful because it was the first ad of its kind describing a car that exceeded all standards and expectations. All the attentions generated by the ad helping maximize sales which is the main goal. The quality and success of the car opened the door for more advertisers to try new things to try and grab the attention of potential customers. The car might have been small but it was big in innovation. The idea of the car was innovative and is still considered a unique car today. There is no limit today to the ideas that can be used to create a successful advertisement. What made it a very important ad is that all ads of that time very straight to the point and very honest. All advertisements were the same in a sense that they didn’t ever try anything other than stating facts to grab someone’s attention. Today, very few advertisements are straight to the point. Most advertisements will use what we might consider a gimmick to generate some attention. I have found the more original and creative it is, the more its likely to be successful. Ad’s are measured by how much money they can generate, and the Volkswagen Lemon ad has probably been the single innovation that is credited to change. I hope that writers and advertisers continue to change and create exiting new ad’s.