Beauty for All

Contrary to popular commercial belief, “celebrating diversity” spans beyond awkwardly and obviously incorporating a white person, black person, and an Asian person into an advertisement. Debenhams gets that. Rather than patting themselves on the back for representing more than one race or gender, they’ve given deeper thought to what it means to honor people of all kinds. The store’s latest fashion promotions break from the status quo, featuring women of all shapes and sizes—and ages, and abilities.

The article I found shows three images from Debenhams’ collection, all three featuring women who are not your typical fashion models. The first includes a woman sporting a two-piece bikini, baring her size 18 body. The second presents a woman with an artificial leg, looking stunning in a black and white dress. In the third image you see a gorgeous woman missing the lower part of her left arm, dressed in a white sundress. And they all look beautiful. Larger women and women missing limbs need to shop for clothing too. They want to look their best too. Debenhams will speak to the women who are underrepresented in fashion advertising louder than any other store has.

This all goes beyond simply representing different types of people; Debenhams believes that all types of women will look beautiful in their clothes, and that is the message they are trying to send. For them, it’s not about doing the right thing by including everyone, necessarily. Debenhams wants every woman to know that their clothes are for her, not just for the idealistic model body type. The women shown in these advertisements are the women you see every day, and they look every bit as stunning as the women typically seen in this industry.

 

http://www.adweek.com/adfreak/amputee-paralympian-size-18-uk-retailer-has-most-unique-fashion-models-ever-153632

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Freshen Up

What is being advertised?

Fresh carpet odor eliminator

 

Why is it being advertised?

To promote awareness of stinky carpets and to offer a solution—people might not think too  much about this without help.

 

Who is the intended target?

Home-owners, housewives

 

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

The target is probably the primary household caretaker. These are the people who are cleaning up after the rest of the family. The ad might either turn these people’s attention towards their carpets’ smell—something that can often be overlooked, or it might hit close to home for those who are aware of their carpet’s stench.

 

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

Carpets reek.  Fresh Carpet is the antidote to carpet stench.

 

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

The visuals of the campaign are what speak the loudest. The use of visual hyperbole is incredibly effective in conveying the ad’s message. After seeing these ads, you will never look at your dirty carpet the same way again.

 

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

The lack of copy is what makes this campaign work. The visual is so strong that including copy would only weaken the ads. The tagline “eliminate odor” is simple and to the point. Anything fancier or gimmicky would have ruined the campaign.

 

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

The use of print advertising for this allows the visual to speak for itself. Standing alone, the images convey the message loud and clear, and the line “Eliminate Odor” is there to drive the point home.

 

http://talent.adweek.com/gallery/Fresh-Carpet-Eliminate-Odor/3669199

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Like You Love Yourself

What is being advertised?

Biocanina pet care products

 

Why is it being advertised?

To build brand identity

 

Who is the intended target?

Pet owners

 

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

The product message encourages pet owners to “love [their pets] like they love [themselves].” Many pet owners tend to be animal lovers who consider their pets to be part of the family and are frequently looking for new ways to please their furry friends. This ad suggests that Biocanina pet care products allow pet owners to pamper their pets the same way they would take care of themselves.

 

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

Your pet deserves the same care you give yourself.

 

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

The visual—dogs and cats with human arms—works to make the animals seem more human. Just seeing the human hands positioned in very natural ways on the pets lets the viewer imagine the animal’s owner making a similar expression in the same position. These ads kind of remind me of these guys from old school Sesame Street:

Dogs.bread

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

The line “love him like you love yourself” works in two different ways for two different audiences. The first audience is the group of devoted pet-lovers who love to spoil their animals. These are the people who would be buying animal pet care products anyway, and appreciate the spectacle of animals as humans. The second target for this ad would be the pet-owners who do not take enough time out of their day for their pets. “Love him like you love yourself” guilts the more negligent pet-owners into being more considerate of their animals—into paying as much attention to their animals as they do to themselves.

 

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

The use of print allows the image to almost speak for itself. Even if the audience doesn’t understand the message when seeing the image alone, the picture of a dog with human arms piques a viewer’s interest and leads them to read the tagline.

 

http://www.feeldesain.com/love-him-like-you-love-yourself.html

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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

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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

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