One idea that I currently have right now as I am typing this is that in order to capture “optimism”, I have the idea of using really nice and controlled lighting lighting up the water and the glasses in the shot. It will likely be shot wide-open, and I’ll also experiment with natural light before moving onto filtered lights to see what works better.
In this class, we both were highlighting the whole idea about metaphor. We would later read two poems, one being “She Being Brand” by E.E. Cummings and “Coming Home, Detroit, 1968″ by Phillip Levine.
The main comparison between the two is their use of the metaphor of the cars that the main character in the cars that they are driving. In the first poem, it’s more… sexual, whimsical and humorous – as the writer shows as to how he treats the car in the heavily descriptive language seen. One example would be ,”I touched the accelerator and give her the juice good”. Very descriptive and sexual indeed.
The second poem however, is much much more dark. It shows a guy driving his car through Detroit, which is where a lot of automobiles were built – due to its nickname as the Motor City. It’s a more darker take on driving through Detroit due to the fact that the writer highlights how pollution and riot tears the city apart everyday, as he states, “We burn this city every day” at the very end of the poem.
Bose and Beats are two of the most premium and leading headphone brands in the world, and with premium influence and quality comes a very specific consumer base.
To add some some emphasis on the term “specific consumer base”, we have to look at who exactly the companies really advertise and appeal to. Looking at the “Hear What You Want” campaign from Beats, it is mostly advertised towards people of color largely due to the fact that the campaign shows successful and influential black people. These black people could also in turn be idols and role-models for many fans and consumers of Beats headphones, which also may be sought after for the sound quality of the headphones. It also pushes the idea that anybody can listen to whatever they choose, regardless of what it is.
The Bose campaign, however, has a more… anti-music approach to their advertising. Their campaign focuses more on the noise-canceling technology of their headphones, as they are focusing on consumers who just really don’t like any kind of noise to begin with. Bluntly speaking, the consumer is mostly caucasian-based and more… privileged if you are catching my drift.
Fourspace and Yelp are fierce competitors when it comes to pooling and collecting reviews on various places throughout cities all over the world. Undeniably, Yelp is the big winner of the two – but for the sake of comparison, we will focus on the both of their strategies in the both of these ad campaigns.
Yelp was mostly video, while Foursquare was mostly print ad.
Schick and Gillette are both leading competitors in the shaving industry and both have churned out exceptional campaigns in the past, such as Schick’s award-winning “Free Your Skin” campaign. However, there are multiple differences between both of these ads.
For instance, the Schick ad uses a more direct and less contrasty butterfly lightning in their ads to give it a more sophisticated and aesthetically pleasing look. However, Schick manages to communicate their brand through the fact that the “beard” of the model in the shot is actually a squirrel masquerading as a beard. This shows that they are aware of the hipster trend of beards and are parodying it, in a sense.
The other difference between the two is the fact that the Gillette ad uses a more broad lightning for the model in the ad. From my observation, this is likely due to the fact Gillette had intended to accentuate the details of a clean-shaven face – which is starkly in contrast to the Schick ad.
The Make It Brilliant Campaign for Pantone and the Precision Movements campaign for Raymond Weil definitely have quite a few similarities between themselves. For instance, they both use dancers and the motion of those dancers to help accentuate the product that these companies are trying to advertise and sell. They all both use dancers to help add the human touch that helps connect with the viewer and to give their campaigns a more authentic feel, to prevent them from coming off as condescending to an increasingly cynical and aware public. However, there are a few differences between the Pantone campaign and the Raymond Weils campaign.
Pantone, for example, used the motion of three dancers to help build a metaphor as to how light can flow, be rich and just flat out jump at you. While in contrast, Raymond Weil uses the motion of the dancers to help accentuate and metaphorize themselves as the cogs, gears and the arms of the face of the clock; helping the campaign add extra emphasis into the “precision” part of the product. Regardless of the differences, both of these campaigns achieved their goal, for lack of a better term, in a very stellar fashion.
Another contrasting comparison between the two campaigns is a pretty obvious one, the use of color. The Pantone campaign is full of the most saturated and otherworldly colors you can even imagine. The Raymond Weil campaign, however, focuses more on the black & white spectrum of color with the exception of the actual watches shown in the ad.
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