Monthly Archives: February 2015

David S RR2- Differentiation

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Judith Williams argument is about how Advertisements that has a specific look when it is designed for a specific product and expect a certain response towards it, is compared to ads that is for the same type of product but gives it a different image on how it is portrayed. Williams describe how in the Chanel ad, they gave it a feminine look with a french beauty, while in a different ad with the product Babe, same type of product, is being shown with a tom-boy looking female doing martial art representing a perfume product. I would agree with Judith Williams because some ads shouldn’t be on a one way track, there should be more options to help with a more broader audience.

Differentiation

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Based on the reading that we do today, I have learned a lot from it. When we shooting the photos, there is a relationship between the object and the person itself. Such as Catherine’s face and the bottle of the Channel perfume. It doesn’t means that the shape of the bottle is the same with Catherine’s face, but yet, there is meanings between them.  In this ad, there is 2 different objects but presenting the same meaning. As we know, Catherine Deneuve is very famous in magazines and films, that is what people can think of when they look at her face. Her face represents her history, with honor and significance. Therefore, the ad for Channel N5 is meaning the same thing, which is it represents the world of consumer goods, and it also give the readers a feeling of high quality product.

 

Differentiation R2: Marielos Osorio

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Based on the reading we had in class, I can conclude that Ads are here to change your perspective about products. Brands need to be different from each other, but that does not mean that the product is different necessarily. The products are associated with an ‘image.’ This image can affect the way people perceive this product. For example, if a famous soccer player wears something from the brand NIKE, then people will associated the successful life of the soccer player with the product itself. Technically, the product and the famous person have to have a relationship at some point. Additionally, if the famous person is not known around the world, then this impact is lost. But in most cases, the ad reaches its market audience. Furthermore, the ‘image’ of a famous person can be change. For instance, if a woman needs to show a strong ‘image’ then she would be shown differently. It would be more of a ‘fighter image.’ All depends on the product.

Josh Rojas Differentiation

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In the article it speaks about how no brand is truly different but what separates each ad for the brand is the image attached to the brand. In the Chanel No. 5 ad, they decided to use a model Catherine Deneuve; she is in no way related to the product but her face being used causes the viewer to attach certain qualities to the product. The company Babe took a different approach and went with a tomboy style, they still used a famous model but took her out of the typical setting you would find in perfume ads. I agree with the author of this article I think images sell the brand not just the name. Strong images are key when building a brand, if you consistently release ads with great images and concepts people will then attach great qualities to your brand .

Khyriel Palmer_Differentiation

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She is arguing about the fact that when ever you see a Chanel perfume ad (or any perfume ad for that matter) is always displaying a feminine figure. Like those who would be in a dress or classy famous person. Simply letting the fan base of the model help sale the product. Her argument is that not every ad has to be feminine, just cause its geared towards women doesn’t mean that it has to be classy.  For example, “its position in a system of signs where it signifies flawless French beauty, which makes it useful as a piece of linguistic currency o sell Chanel.” The other ad has another famous person in a karate uniform showcasing a similar product. They used this technique to appeal to the more typical  feminine style connected with modeling.

I agree with her argument because i believe that you cant just use one based standard way or selling/ advertising a product. Granted those ways may work most of the time, but to fully grasp the attention of every consumer, you sometimes need to think outside of the box.

Reading Response 2: Differentiation Wilbert Perez

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This form of advertising utilizes a meaning or appearance that their subject is known for in it’s significant industry, and applies the motive that the corresponding product will be just as “good”. In direct relation, the subject is the exemplifying aspect of the product and will represent this product to the world and the market’s audience. It is not creating a new meaning for it’s product, but using a meaning that is very known and dear to us(audience) and one that we can relate to.

Judith Williamson: Decoding Advertisements

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Judith Williamson makes several interesting points regarding differentiation in advertising. The first is that there is very little distinction between products in any given category. This means that one brand of cigarette or hand soap is essentially the same as the next. It is up to marketing to emphasize what makes each brand unique from the rest; as often as not, this distinction is an arbitrary one.

She continues by saying that there are occasionally products that are unique, but that they typically don’t need the same level of advertising that other, more commonplace products need.

Her primary examples draw from  the world of perfume advertising. A classic example is Chanel No. 5. The ad for this perfume is simply that of an image of Catherine Deneuve looking into the camera and a bottle of the perfume with its logo on the bottom of the page. There is no real connection between Catherine Deneuve and Chanel No. 5 . This ad wants you, the viewer, to draw a connection between the glamorous, sophisticated actress and the perfume. Perhaps the viewer will feel that if she uses Chanel No. 5, she too will be glamorous and sophisticated. The ad works because the viewer is already familiar with the image of Catherine Deneuve.

Williamson contrasts the ad for Chanel with one of a brand of perfume called Babe. The image for this ad is in striking contrast to the Chanel ad. In this one, another actress named Margaux Hemingway is practicing karate with her hair tied back. The values associated with this product are distinctly different from Chanel because they are using a very tomboyish, unusual image to sell the product.

At their very core, Babe and Chanel No 5 are essentially the same product. They are both bottles of perfume with a similar chemical makeup. But they hope to sell to consumers by appealing to different values, thus standing out in a very saturated marketplace.

Peter Conquet RR2

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Judith Williamson makes a valid point. There isn’t a very big difference between products in the same category. They all do the same thing but are all positioned to different people even if the end result is the same. Judith uses to ads for perfume for different companies as an example of positioning the same product in a different way. Chanel uses Catherine Deneuve’s face as a comparison to Chanel No. 5. The beauty and ideals that Catherine stands for are reflected to be the same as what Chanel No. 5 stand for. For the new perfume babe they use Margaux Hemingway. She signifies youth, and a tomboy style. Both of these products are chemicals in a bottle but are positioned to reach two different audiences. Chanel is trying to position itself as sophisticated beauty while babe is positioning itself to not be the normal cliche of beauty. Babe’s perfume position speaks more a younger audience and gives the product more of a emotional feel. Chanel keeps it classy and is positioned for a older women. Now this doesn’t meant that the ads still don’t speak to the competitors target audience. Women who are young might want to be older and use Chanel thinking of the association it brings to them. Older women might use babe because they want to feel young and be different. I agree with Judith Williamson because the products aren’t very different, in the end its all how you position the product to your audience that defines the feel for your product.

Mirrors and Windows

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From my understanding, John Szarkowski’s describes a mirror as a romantic expression as it reveals itself onto things in this world and a window as a the world as we know it is explored in reality and existence.

 In Crewdson’s photograph, the people looked more staged and unrealistic, which makes it a mirror. The people in this elaborate photo reveal psychological anxieties, fears, and longings in the viewer. This it because, it is not a usual scene to see a teenage girl outside in the night in just her underwear. Also, the photograph evokes emotion to the viewer from not only the unusual scenario but by the dramatic photographic elements used to support the staged scene and the facial expressions on the mothers face. She looks deep in thought and the daughter seems isolated and ashamed, both to the mother and the viewer.Although a very creative, staged scene, the photograph background is normal; a dark night in a small suburban town.The lighting helps to play a part of the mood and emotion in the photograph, such as the different pockets of light on the lawn and houses, the lighting in the back outlining the tree and the main front light on the car and daughter.

Whereas, in the Winogrand photograph, the opposite is shown as a window. The scene is more realistic. Seeing a child in a garage while passing by is not as unusual as the scene set in Crewdson photograph. His photograph does evokes a different emotion, the viewers are more caught up in why the the children are alone and the vast emptiness of desert scrub and mountains in the distance.The stormy thunderclouds that are seen looming over the distant mountain peak, and the high contrast in black and white, adds another emotion to the photograph, a depressing feeling. This photograph does not look staged, the garage and children look real. 

There are some similarities and differences in both photographs, however they both evoke a different type of emotion. 

HW1: Ad Campaign Analysis

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6 “Monster Cable Products is the manufacturer of high performance cables that connect audio/video components for home, car and professional use as well as computers and computer games. MonsterCable is for music lovers, audiophiles, recording studios, sound professionals, musicians
” http://www.monsterproducts.com/company/about-monster

Elena Zhukova Photographer.     Monster Cable Products, Back to School

This Ad Campaign consisted of diverse people with realistic looks on what looks like a college/university campus. Each photograph is taken in different settings on campus, surrounded with props such as books, post-its and bag packs. They are very dynamic, and fun-filled which captures the excitement in the students in their behavior and expressions of the first days back to school. The images display freedom, vibrancy and youthfulness. Elena Zhukova was able to show the burst of energy and fun from these students-models by using graphic elements such as the hi-key; bright white florescent front light used which made the images feel happy and lively. Also the colors are bright, vibrant and a little saturated. The viewpoint is at eye level, which makes the viewer feel as if they are a part of the Ad. In one particular photograph with the female model sitting on the grass, there is a shallow depth of field, allowing you to focus solely on her and the product. The images showcase student lifestyle in a creative way that is consistent throughout the campaign.

Monster Cable Products caters to a large demographic. This campaign is to advertise the launch of their new headphone lines that are available in loud, vibrant, fun colors targeted towards college students. The photographer does a great job in connecting the brand with the demographic in these Ads, with the photographic elements chosen. The Campaign derives around “windows” because the photographs are in the presence of reality. The first photograph is the only one that sticks out as being a little more “posed” than real-life. The images aren’t showing the every-day student life, but more of the feeling of freedom and excitement on the campus when school re-opens.