Nixon Watches: Every second counts, explore on Nixon's time

The slogan is a play on many different ideas that time is priceless. Time is something that will never be regained, so you must act now. The concept is that everything is better with a Nixon, and do not wait to get it. Nixon is worth your time. The slogan adds value to the watch without mentioning cost. It defines Nixon’s beliefs of looking and exploring the little details in life, which relates to the intricate details focused on in these watches that make them so elite. I believe that my tag line fits well with the brand and also markets the company in a new and innovative way with a catchy twist. "Designers can employ problem finding, where the process of sketching or making marks allows visual thinking, allows for discovery and for staying open to possibilities during the visual-making process—this also is called problem seeking"(40). I found that Nixon does not market the brand to its fullest potential and relies on its band of athletes to market it with attractive photos. The tag line is simple, creative, cheeky, and memorable. It refers to the quality of the watch without directly saying it and uses the word "explore" fun.
"In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)" (49). Nixon is a strong player in the watch market that I believe needs a little more exposure in the form of commercials and campaigns in industry specific areas such and skate, snow, and surf. I also came up with a color concept and theme to go into the ad campaigns. I am going to do a play on the words “explore” and the phrase “every second counts.” Taking those two words I thought about what is the best way to utilize time in a fun way and I thought vacation! I came up with the concept of every second counts, never be late. Never be late for a vacation. The ad campaign and commercial will the focused on the idea of being late for your vacation. I am taking the approach of don’t be late for your vacation, get up now and just go. Do not waste your life dreaming about your perfect escape. Explore on Nixon’s time.

Week 6 EOC: Vintage Advertisements

Crest was introduced in 1955  and was first marked at Fluoristan. Fluoristan is the substance that makes up fluoride used to fluoridate toothpaste and other dental preparations (http://medical-dictionary.thefreedictionary.com/Fluoristan). The advertisement for Crest toothpaste is:  

 

Dermasil is a moisturizer found in Lux dishwashing soap. It temporarily protects and helps relieve chapped or cracked skin and also helps protect from the drying effects of wind and cold weather (http://dailymed.nlm.nih.gov/dailymed/drugInfo.cfm?id=24862).  

 

Teflon is a non stick adhesive added to cooking areas to prevent it from sticking. This is an ad for Teflon non stick spray called slip away: 

Today Teflon coating still exists on pans. The cooking spray however, is not composed of the same ingredients in Teflon, because it was reportedly a cause of cancer [oops]. Now they use it as a hard coating only. 

I really enjoyed looking at vintage ads. It teaches us how advertising has changed and evolved throughout the times. These changes are most likely due to a few reasons such as technology changes. The advertisements during that time used minor visual effects and were mostly in black and white until colored printing and film were created. They also used catchy songs a lot of the time to advertise their product. Catchy sayings also became very popular to memorize a product. This strategy is still used today when advertising.

Week 5 EOC: Superbowl Commercial

A noteworthy advertisement for the Super Bowl this year was for the new Sketcher’s running shoe. This advertisement was targeted towards men, which is interesting, because we usually see Sketcher’s targeting women with the shape up shoe and other fashion shoes. This is the first time we viewed Sketchers as “fast.” This ad uses drama. “An ad in the form of a story, whether in a still or moving medium, usually involving conflicts and emotions, is considered a drama. Represented through action and dialogue, the story is told or unfolds through events or a situation that is interesting, tense, humorous (comedy), gripping, or emotionally involving”(110). They use the idea: so fast, that it can outrun a cheetah. “Unlike a lecture, a dramatic format often deliberately avoids directly addressing and does not acknowledge the viewer; instead, the drama unfolds as does a play on a stage or a film, where the actors, unaware of the audience, address only one another, without conceding that there are viewers” (110).  The advertisement shows a cheetah hunting an antelope and just when you think the poor antelope is dead a man appears outrunning and tieing up the cheetah with a pair of Sketcher’s running shoes on. The commercial was effective at showing the performance of the shoe as well as bringing a comedy aspect to it in the end when the man ties up the cheetah and give the antelope a fist bump. The commercial showed the man running fast as well as the naroration adding to the comedy part. “Very basically, in advertising, telling is narration—events conveyed by a narrator or presenter; it is also called diegesis or summary. Showing is mimetic, directly visually or dramatically representing events; it is also called mimesis or scene” (110). This was by far my favorite and most memorable commercial from the Super Bowl. 

Week 4 EOC: Role of Women in Contemporary Advertising

This ad for what is seems to be Kellogg's PEP Vitamins. The advertisement portrays a housewife adorned in a cute dress and apron, with her hair done, and her handsome husband in a business suit hugging her, and exclaiming "so the harder a wife works, the cuter she looks!" 

This differs a lot from today's advertisement's featuring women. 

This advertisement is for Nike and features a women appearing strong and in control. The ad shows the shoe in performance and the women being confident in herself. I can tell she is confident because of the fierce intense look on her face. The ad also shows a few empowering terms such as "Free Yourself". The advertisement is empowering and effective for women. 

EOC Week 3

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

The frame shows the actual Camel Lights mascot, Joe Camel, actively smoking. Joe Camel has a look of non-concern on his face as he puffs away on a cigarette.

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

The setting is a beautiful blue sky in the background. Joe Camel is leaning against a cool sports car with sunglasses on as if this is his leisure time. Joe Camel smoking is the center of attention in the ad. The bottom of the ad does feature the small surgeon general warning close to the bottom of the advertisement. The Camel is the center of attention, not the warning.

• 3. Who are the people or groups?

The Camel is depicted as a younger generation: wearing a t-shirt, causal jeans, smoking, driving a cool car, and wearing sunglasses. Camel Light published this advertisement in the late 90’s. From a fashion standpoint the outfit that Joe Camel is wearing a t-shirt and jeans, which were popular for the younger generation at the time. Joe Camel flexes his big muscles as he smokes: embodying “cool,” what every young person aspires to be.

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

The tobacco’s company point of view around this experience is that a cigarette is like an escape. Joe Camel parked his sparkly red sports car to lean against it and enjoy a cigarette on his own time. Even more important is the full pack of cigarettes tucked in-between his shirt and his muscular arm. He always has cigarettes on him. Tobacco companies believe, or want you to believe, that smoking is completely normal and a daily activity.

• 5. What are their goals?

The goals of Camel Lights are to making smoking seem cool, and more than that, normal. Joe Camel casually leans against his car to enjoy a smoke. Joe Camel in my opinion is being portrayed here as a young adult. In essence this advertisement is targeting the younger generation to smoke.

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

The tobacco industries assumptions are that teenagers strive to be as cool as Joe Camel. Their perception of the younger generation is shown through the Camel’s attire and body image. The facial expression and casual nature of the advertisement shows the leisure in smoking cigarettes.

• 7. Are there conflicts? Is there cooperation?

The conflicts are with the health factor of smoking. There is a surgeon general warning on the actual advertisement. People might see this conclude that smoking is cool and they should do it, or they may conclude that smoking is unsafe. Yes, there is cooperation, because people today smoke.

• 8. What are the outcomes?

The outcomes of this advertisement mean an increase in sales of cigarettes and tobacco products. That is the preferred outcome of the tobacco industry, but if anything people will see this and gain brand knowledge and will have had seen the perfect picture painted by Camel Lights.