Week 3 EOC #3: Ethics in Tobacco

HOW TO FRAME A SCENARIO

1. Determine the scenario: What happens in this frame?

In this frame we see a African American woman with a black eye laughing as if the person on the other side of the fight or competing companies look worse than her at the moment. 

2. What is the setting? What are the conditions?

The setting of this advertisement is a beige background to give look and feel of an enclosed space within a building. The conditions of the setting are kind of rough because this woman was just hit in the eye because she’s defending her tobacco brand Tareyton 100’s.  

3. Who are the people or groups?

The one person in the advertisement is an African American woman guessing her age range is 32-40. She seems like a woman of honor and loyalty but also keeps positive vibes all around her by the looks of her big smile. 

4. What is their point of view around this specific experience?

Their point of view around this specific experience is loyalty and strength. They believe their customers are loyal to the point of violence if anyone tries to sway them to a different brand of tobacco. 

5. What are their goals?

Their goals are; to target strong, independent African American women who depend on their brand for their tobacco needs. Their next goal is to show brand loyalty within the tobacco community. 

6. What are their assumptions? What are their perceptions?

Their assumptions are that African American women exploit some type of violent behavior and have no problem displaying their skills at the expense of others. In less words they are exploiting the stereotypical “Angry Black Woman” but this ad shows her laughing about the situation.  

7. Are there conflicts? Is there cooperation?

The Tareyton brand of cigarettes was created by the American Tobacco Company in 1954 and gained popularity during 1963 then sadly faded way in 1981. The conflicts that come with this ad are racial profiling and deformation of character. I believe there was a strong amount of cooperation for all of the wrong reasons. 



8. What are the outcomes? 

The outcomes of the advertisement were to gain a African American client base, mostly women between the ages of 32-40. Also to express brand loyalty. 

Week 3 EOC #2: Who is Bill Bernbach?

Bill Bernbach was born in the Bronx, NY, on August 13, 1911. He completed his studies from New York University in 1932 where he majored in English, and studied music, business administration and philosophy. After graduation he started his journey into the advertising industry where he quickly rose to the top as vice-president and creative director with Grey Advertising. During his years within the industry he became annoyed with their correct approach to producing ads. “On June 1, 1949, Bill Bernbach, along with Ned Doyle and Maxell Dane, opened the doors of Doyle Dane Bernbach. They set to prove to the world that good taste, good art and good writing could also be good selling” (http://www.ddb.com/BillBernbachSaid/more-about-bill/biography.html). Bill had a strong perception of the culture we live in valuing innovation and intuition over science and rules. The bases of his advertising style consisted of creativity, simplicity and humor. This combination gave DDB the power to create the most successful and memorable campaigns in advertising history.  DDS is responsible for the brilliant Volkswagen “Lemon” advertisement of 1949.

Bills Voice

“However much we would like advertising to be a science -- because life would be simpler that way -- the fact is that it is not. It is a subtle, ever-changing art, defying formularization, flowering on freshness and withering on imitation; where what was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.” (https://blog.hubspot.com/agency/bill-bernbach-quotes#sm.0000w10ffplk6f1cwoc2gyukl0jts)

During the last years of his life, Bernbach struggled with leukemia. He lost the battle on October 2, 1982 and died in New York, at the age of 71. 

Week 3 EOC #1: Creative Thinking

Creative thinking is known to the masses as an alternative way of processing information and problem solving. Creative thinkers have different techniques with using the information in their mind, creative thinking can be best defined as, “A way of looking at problems or situations from a fresh perspective that suggests unorthodox solutions (which may look unsettling at first). Creative thinking can be stimulated both by an unstructured process such as brainstorming, and by a structured process such as lateral thinking” (http://www.businessdictionary.com/definition/creative-thinking.html). There are four techniques that are used during the creative thinking process to help spark creative doing the first is reframing. “Reframing opens up creative possibilities by changing our interpretation of an event, situation, behavior, person or object” (http://lateralaction.com/creative-thinking/). Most creative thinkers use reframing extensively, finding new possibilities where others see obstacles. This technique is a great “exercise” to provoke a powerful impact on your brain. The next technique is mind mapping which “sidesteps this problem by allowing you to write ideas down in an associative, organic pattern, starting with a key concept in the center of the page, and radiating out in all directions, using lines to connect related ideas (http://lateralaction.com/creative-thinking/). This can also be seen as a very structured brain storm that shares the relationships between different concepts and making them easier to memorize. The next technique is Insight, which has “several different meanings, but in the context of creative thinking it means an idea that appears in the mind as if from nowhere, with no immediately preceding conscious thought or effort. It’s the proverbial ‘Aha!’ or ‘Eureka!’ moment, when an idea pops into your mind out of the blue” (http://lateralaction.com/creative-thinking/). When you think about the project you are working on and the industry you are working in having that professional industry insight can help spark ideas. Gathering knowledge, hard thinking about the problem, incubation, the eureka moment, and developing the idea are examples of having insight. The last technique is the creative flow, “You know that feeling you get when you’re completely absorbed in your work and the outside world seems to melt away? When everything seems to fall into place, and whatever you’re working with — ideas, words, notes, colors or whatever — start to flow easily and naturally? When you feel both excited and calm, caught up in the sheer pleasure of creation?” (http://lateralaction.com/creative-thinking/). Psychologist Mihaly Csikszentmahalyi has studied this state and it’s a sign that you’re working at your best, producing high-quality work. 

Week 2 EOC: Three Examples of Questionable Ethics

This ad was published in 2009 and was seen only in the Singapore market. The woman in the photo is a YouTube star that does videos about various facial expressions and contortion poses. Burger King took her expressions without consent and she was unaware of the ad until family, friends and fans brought it to her attention. Burger King is clearly trying to use the "sex sells" method with use of words like long, juicy, super seven incher. Their headline is is very mind blowing but for all of the wrong reasons. 

This ad was published in 2007 by the fashion line Sisley. They are known for making controversial ads and have been banded from other countries due to their extreme images. Even though actions like these would encourage others to change their advertising tactics, Sisley saw this as a sign of accomplishment because of the culture of the brand. "Today Sisley is a brand with a strong personality: sexy, unconventional and with a powerfully contemporary aesthetic which makes it immediately identifiable and popular" (http://www.sisley.com/brand/). Sisley's print advertisement is designed to bring awareness to controversial issues within our society by displaying young girls obsessed with  their attire, to the point of addiction.     

The Charcoal Donut ad campaign was made for the Thailand market in 2013. The advertisement was a short 20 second video clip and a printed still from the end plastered all over Thailand.  Dunkin' Donuts was trying to creativity display their excitement for the new flavors of donuts that all had the charcoal "dark chocolate" outside coating. The people of Thailand did not enjoy looking at the advertisements around the city and they were soon taken down and Dunkin' Donuts issued an apology about their "black face" reference. I believe they were trying to express that everything is better darker or with chocolate, but they execution changed the message. 

My Voice

My name is Avery Simone I am known as an innovative kawaii blogger with a passion for all things color. As an industry professional working in fashion content marketing developing content for my website and interacting with my readers is very important to the success of my career. I draw inspiration from fashion narratives that tell an artistic story with beautiful clothing. Taking risk with various textiles and fabrics comes natural to me which adds to my personal style, which is a combination of street chic and vintage accents. I embody dynamic versatility and have the most amazing styling capabilities which keeps everyone waiting to see what I will put together next. I am fully dedicated to my craft and consistently reading and learning new things to keep myself in high demand. My positive mindset and charismatic personality allows me to grasp opportunities and sets me apart from the rest. As a fashion business professional that is determined to impact the industry I also strive to inspire others to pursue their dreams and stay true to themselves.

Week 1 EOC: VW Lemon Ad

“The now revered “Lemon” ad for the Beetle was their answer to this considerable task, which would revolutionize the advertising industry. DDB introduced the Beetle with this dynamic ad that seemed effortless, yet possessed a revolutionary approach to marketing. It connected with consumers, successfully integrating European small design into a culture with a big lifestyle. This ad, along with others from the campaign, was the first to represent a perfect balance of image, copy and simplicity, setting a benchmark that has inspired advertisers to do better ever since” (http://www.writingfordesigners.com/?p=1731).  The Volkswagen “Lemon” advertisement follows the success of the “Think Small” style of advertisement during 1949. The ad showcases a black and white photo of the ever so popular Volkswagen Beetle with the word “Lemon” in bold letters under the car. Even though the word lemon is seen as a negative word in the English language Volkswagen decided to play into the weakness of their car compared to their other quality cars that are more expensive than the beetle. We use the word lemon to describe a sour taste in our mouths after making a distasteful decision. Even though this car was substandard Volkswagen gained a large amount of popularity and became the topic of a lot of conversations. “The Beetle ad campaign also stands out for its use of television, which was in 90 percent of homes by the mid-1960s. It may have been grainy black-and-white, but the emotional connection between car and consumer was picture perfect in Beetle commercials like "Funeral"”. (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html). With this new wave of advertising going on it forced other companies to analyze their tactics and redesign their methods to connect with current and potential customers. In ad after ad, year after year, the Volkswagen Beetle ad campaign conveyed its message of frugality and sensibility with a clarity and emotion the ad world had never seen before. (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html).