I Ate Two Eggs For Mo

What is being advertised?

Motel 6

 

Why is it being advertised?

To inform people of their new reservation number and remind people Motel 6 is still around

 

Who is the intended target?

People on a budget; people looking for a quick, last minute stay; people who travel, particularly who take road trips

 

What’s the connection between the product’s message and the target’s need?

The message is quick, simple and doesn’t require much though from the viewer, similar to the type of stay that Motel 6 offers its customers. The target needs a way to contact Motel 6 to make a reservation, and the ad offers a clever way to remember the company’s telephone digits.

 

What’s the SINGLE most important thing (10 words or less) being communicated in the ad?

Motel 6’s new reservation number

 

How do the visuals support and communicate the single most important thing?

The “visuals” are the digits of the reservation phone number—which is the most important message being conveyed.

 

How does the copy support and communicate the single most important thing?

The copy is the narrator letting the viewer in on a clever way to remember the phone number—which is the single most important thing to take away from the ad.

 

How does the context or media placement communicate the single most important thing?

The media placement is important because, had the Richards Group decided to use a different medium for the Motel 6 ad, they would not be able to combine the image of the numbers with the friendly voice explaining how to remember the visual.

 

http://www.richards.com/index.html#/portfolio/

May I Have Your Attention Please

What is being advertised?

Flight safety on Virgin America Airlines

 

Why is it being advertised?

To encourage flyers to pay attention to flight safety presentations

 

Who is the intended target?

Virgin America flyers

 

What’s the connection between the product’s message and the target’s need?

It is important that airplane passengers are well informed of the safety procedures for every potential danger on an airplane, but passengers tend to drown out the information given to them. The video’s message includes all of the safety instructions that passengers need to know, but is presented in a form of entertainment. This meets the needs of the audience in two ways: 1. It ensures that all passengers are prepared for dangerous situations, and 2. It provides an entertaining alternative to the typical monotonous lecture about airplane safety.

 

What’s the SINGLE most important thing (10 words or less) being communicated in the ad?

Pay attention and be safe.

 

How do the visuals support and communicate the single most important thing?

The visuals, while fun to watch, are actually more helpful than watching a stewardess review what measures to take in different situations. The video actually demonstrates how to inflate the floatation devices and put on the oxygen masks—something that is only half-assed when the flight attendants give the presentation in person. It is beneficial to see exactly how the devices would work in the case of an emergency, and would make me feel more comfortable and prepared for an crisis.

 

How does the copy support and communicate the single most important thing?

I suppose the copy of this ad would be the lyrics to the song and rap being performed in the video. The performers review each safety point and encourage the passengers to be alert and safe at all times—the goal of the ad.

 

How does the context or media placement communicate the single most important thing?

Although I personally find this 5-minute video pretty obnoxious, it certainly would grab my attention on an airplane. I’m not big of gimmicky performances, but the video is done well, informs the audience of critical information, and captures the attention of all ages. If anything, the shock of seeing a video like this, rather than watching a flight attendant explain the airplane’s safety features, is incredibly effective in getting the audience to pay attention and invest in the message.

 

http://www.adweek.com/adfreak/virgin-america-and-delta-take-flight-safety-videos-crazy-new-heights-153465

A World without Words

So I suppose now a blank page is worth a thousand words. This incredibly clever, relevant way to advertise sends the exact message the writers of The Book Thief want their audience to consider: “Imagine a world without words.”

The choice of media and the way Twentieth Century Fox positioned the ad were brilliant. Rather than captivating their audience with eye-catching visuals or clever copy, they chose to say almost nothing—a move that conversely said so much. The ad breaks out of the clutter of newspaper articles and ads by utilizing blank page space, demanding the reader’s attention. The ad catches its audience in the act of reading, what the movie is centered around, so that they will stop to consider what a world without words would be like. Because the ad is somewhat mysterious to those who don’t know the premise of the story, the website address at the bottom of the page begs the reader to visit the site to reveal what this ad is all about. The two blank pages offer no hints as to what they are advertising, so the reader must go to the website to learn about the movie. Once the reader visits the website and understands what the ad is for, they will have a miniature “Aha!” moment at which they connect the circle linking the advertisement and the film’s story line together.

 

http://www.adweek.com/adfreak/two-almost-entirely-blank-pages-todays-new-york-times-are-ad-movie-153336

words-are-life-times-hed

Equality for All

What is being advertised?

“Animal Equality”

Why is it being advertised?

To raise awareness of animal cruelty and spark a movement towards vegetarianism/more respect for animals’ rights

Who is the intended target?

Meat-eaters

What’s the connection between the product’s message and the target’s need?

The target, in this case, doesn’t need to stop eating meat. Animal Equality’s challenge is to move its audience to the point of reconsidering its diet, which is not an easy task. As an ex-vegetarian/ex-vegan (one who even made a serious effort to never come off as pretentious about my eating habits and who never tried to force my diet on other or lecture them about why meat consumption is wrong), I understand that people are incredibly reluctant to even consider trying to go without meat and are often even insulted at others’ vegetarianism. This is a tough audience. Animal Equality must first prove to its audience that eating meat is wrong, and then convince them to make the switch to vegetarianism.

What’s the SINGLE most important thing (10 words or less) being communicated in the ad?

Consuming animals is wrong.

How do the visuals support and communicate the single most important thing?

The visuals are shocking and graphic. Seeing meat of your own species wrapped up as if it were an animal to be consumed puts animal rights in perspective.

How does the copy support and communicate the single most important thing?

The copy—the label on the packaging—looks just like a meat-packaging label that you would find at the grocery store. And that’s the best part. The label makes the display so familiar that the scene is terrifically repulsive. The label of “human meat” presents the packaged humans as slabs of meat, rather than real people with names and families.

How does the context or media placement communicate the single most important thing?

Shocking ambient advertising is perhaps the best way to communicate Animal Equality’s message and truly capture the attention of even the most stubborn carnivores. Mimicking a package of meat with real humans in a busy public place certainly stands out from the noise.

 

http://www.feeldesain.com/animal-equality-activists-human-packaging-meat.html

day-without-meat-feeldesain03