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Archive for the ‘Advertising’ Category

Your Q3 ad campaigns are now graded.  You will receive the scores on each section, along with commentary specific to your group, in class; this post will document the process by which you should have produced your project — and general commentary about what went right and wrong.

First, an explanation of the feedback given in class.  Your dossier was scored along the four categories of the Ad Campaign Dossier Rubric distributed early in the process; similarly, this Print Ad Rubric, also distributed early in the process, breaks down the four categories of the creative component.  You can load the Overview/Breakdown, too, to remind yourself of the checklist you were given, since these pieces were incorporated into the two halves of the rubric.  Each category is scored twice: first, out of nine, according to the levels of effectiveness outlined through the DAMAGES rubric; second, out of 27, determined by multiplying the first score by three.  This yields two scores out of 100 — which, you’re right, means a 104/100 is possible.

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Ben & Jerry's: Caterpillar

The difference between a single ad and a campaign is more than a matter of numbers.  A campaign is defined, of course, by the use of a consistent style (visual, rhetorical, etc) in a sequence or variety of ads to sell a single product or series of related products.  Each ad builds on or relates to the others, offering you another way to fire the part of your brain that makes connections.  Yet the real distinction is in the how of it.  A single ad needs to grab your attention, hold it for a moment, and leave a lingering desire to respond positively to the ad’s purpose.  A campaign mines the same persuasive vein,  but it has more time and space to develop the message.

You have another reason to pay special attention to these campaigns: This is the kind of creative marketing you will produce as part of your final project for this unit.  You will work alone or in groups to craft a mock campaign for an existing product (or, with my approval, a product you imagine); while the particulars do not need to concern you yet, you can glean a lot of useful approaches from the two campaigns given here.

Of the source for these ads, Ads of the World writes: “The Cannes Lions International Advertising Festival is one of the most prestigious advertising awards held in Cannes, France every year in June. 250 jury members judge over 20,000 pieces of the most creative advertising from across the world.”  After the jump, I’ve posted two distinct campaigns that won awards from Cannes Lions.  You should also check out the main archive of 2009 winners; there are some amazing ads there.

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Ads of the World

In our last post, I wrote the following:

“Now that you’ve watched the commercial, you can log in and analyze it in the comments section below.  You have an open-ended prompt that is designed to spark an organic discussion:

Focusing on only one or two of the central ideas in this unit—anything from Baudrillard’s object-value philosophy to the association principal—explore how this ad is constructed, what it sells, and the extent to which it is effective.

Remember that you are earning points here as part of an adversarial discussion, not for individualized responses.”

I repeat this now to emphasize the point of these blogs: to have you talking with each other while analyzing a text (here defined as an advertisement).  You are part of the process of turning these organic discussions into course assessments; you do not have direct control of the gradebook, but you do have my ear.  And I will play the grading portion of this by ear (just to mix metaphors a bit).

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Orange: Airball

Kinder,

This is my attempt to circumvent our every-other-day schedule through a collaborative, discussion-driven blog.  If you see [MS] in the title of a post, you’ll know that it is directed toward your course, and that it contains an assignment—anything from background reading to a reflection response.  You should continue to visit my main website; it will contain assignment due dates, calendars, and all of the necessary documents for our second semester.

Now to advertising.  On February 23rd, you began a (now protracted) quiz on Baudrillard’s object-value system, which sits at the center of our study of marketing and advertising rhetoric.  You have also (at least ostensibly) read the background on advertising, studied some of the persuasive strategies used, and learned a bit about VALS marketing.  You will now apply the understanding in those links to a few ads from Ads of the World, an online archive of contemporary ads in various kinds of international media.

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