Superbowl Advertising- Alcohol Perspective

Many people who watch the Superbowl are only interested in seeing the commercials; I know I am one of them.  A problem that occurs with these advertisements is the influence on teenager and the linkage between drinking and sports and the false glamorized message they give about alcohol. From an industry perspective, however promoting alcohol during sports events, is a sound investment.  The majority of the viewers watching the advertisements during the Superbowl are teenagers.  The favorite advertisements that are viewed by the 17-year and younger teenagers are for products they cannot legally buy.  

The certain commercials that caught my attention were some of the bud light commercials.  These advertisements suggested that certain abilities came with drinking Bud light, such as flying or the ability to breathe fire.  Another advertisement that was used this past Superbowl was with the celebrity Will Farrell.  He was promoting his new movie Semi Pro and acting as the character and drinking a Bud Light.  Some advertisements during the Superbowl that I looked at on youtube.com could not even be aired because they were too racy.  All of the different alcohol advertisements that are aired have caused issues related to teenagers and the idea of them drinking underage.  The teenagers watching the commercials are only getting the “glamorized” message of alcohol and ignoring the serious downsides of alcohol, especially the consequences of underage drinking.  Since the connection between sports and alcohol advertisement is so strong, teenagers could as well track their idolization with the athletes and get the idea that they could be successful at sports, even though being good at sports has no role with alcohol.  

The Superbowl was rated the most watched television program in the US.  Alcohol through sports provides agencies with tremendous exposure.  The companies reasoning behind viewing these ads during the Superbowl is that it creates a positive associations between drinking and the traits associated with athletes and teams.

Celebrity PR

Celebrity public relations is something we the "audience" look forward to every month in the magazines, news, television, etc.  PR advisors include claims of drug usage, sex, or police investigations.  Sometimes it can involve corporate scandals.  A good PR campaign or tactic is when two actors from a movie start dating before or after the movie is put out.  This is a way to get people more interested in the movie and the two actors in the movie.  An example of this is the whole Brad Pitt and Angelina Jolie extravaganza during the movie Mr. and Mrs. Smith.  This got them attention and Jennifer Anniston attention for being the girl who was dumped by Brad Pitt.  Even now she is put on the front page of a magazine for having a new “fling” to show how she is recovering from incident with Brad Pitt, even if that was like 3 years ago.  Therefore, taking this tactic for any actress or actor is clever for a PR campaign whether or not it is a scandal. Another example of a celebrity PR campaign, are all those girls who are like Brittney Spears, Paris Hilton, and Lindsay Lohan.  If you hang out with the “wrong” crowd you are going to be in the tabloids for being a good girl gone wild.  Ever since Brittney Spears started being the "pop star" that every little girl wanted to be, to not being so innocent, she started getting much more publicity. Because of these tabloids of these people they have gotten interviews, spoken to the press about their activities and what is true and not true about their actions.   All of these celebrities get exposure whether it is good or bad exposure. 

Advertising "About Anything"

For this blog we are allowed to talk about anything related to advertising. I never thought I was interested in marketing or the whole of idea of what goes behind in creating a commercial or magazine ad until I had RCS 362. In class, I really enjoy viewing commercials and discussing what we thought the idea behind the campaign was. I do not say much in class, but I am an observer. I like listening to what other people have to say. I think it is amazing the different types of advertisements out there in the world. We see it everywhere and on everything, some having a more effect on the consumer than others. I enjoyed writing the last focus paper about advertisements focusing on using humor, guilt, sex, and fear as a way to base the entire ad message about and create brand awareness or equity to a product. I thought it was interesting how one emotion can cause a huge reaction and some did not, depending on how intense or exaggerated or even not intense enough the ad was. Advertisements are another art form that surrounds us at all times. It is another way for someone to express their artistic ability and show it to the world. That is why I can see myself perhaps working for an advertising agency. I am an artist, I love to make things, draw, paint, etc. and I understand people, so therefore I think I would good skills to be part of an adervisting team.

Message Appeals

Messages in ads are something that can benefit the brand and increase the probability that the consumer will purchase their brand.  However some messages can push people from their product if the message that is presented is disliked.

 Message that I enjoy are from the Master Card commercial's.  One that sticks out in my mind is the one with the three little boys who dance together to "We Want the Funk." (http://www.youtube.com/watch?v=DdK-lFwOSH0) I like this message because it displays the idea that there are always people out there who understand you for what you are. It creates a very positive feeling when I watch this commercial.  Also, this commercial is humorous which can allow the message to appeal to more people. Another series of advertisements that I like are the "got milk?" ads where they use celebrities.

(http://inventorspot.com/files/images/superman-got-milk-ad-commercial.jpg)  Each ad has an explanation of why they choose to drink milk. This one that I choose to look at has Superman with the "milkstache"  The message it portrays is that you can drink milk to feel like a super hero.  I am a huge superman fan and just seeing him trying to influence people to drink milk makes me want to drink milk.  This imparticular ad is a good way to message toward little boys who won't drink milk.  With each different celebrity the "got milk" advertisement use sends the message towards the viewer that you can be like them.

One commercial that I do not like the message is the guinness commercial you showed us in class.  Even though in the commercial it says "share on with a friend", the imagery used in it is disrespectful.  It gives the message of treating women wrong and that beer can allow you to treat women wrong if you want.  The message is created only by a simple movement.  Another commercial I do not like are the Tru commercials about smoking.  The message the ad tries to portray towards smokers is not effective enough.  They need to be more powerful with graphics.  The ad doesn't want the smoker to quit smoking and the people who don't smoke think they are stupid. 

Creative Brief

I used the commercial we viewed in class on Zazoo Condoms.

Brand : Zazoo Condom Commercial 

Background

This commercial will depict the fear for those who are not ready to have children and therefore will purchase Zazoo condoms to prevent that.  To measure the success of this program, use the most inappropriate kid that displays the worst imaginable behavior and express the unhappiness and regret on the fathers face.

The Audience 

The main audience will be subjected towards men of ages 18 and older who are not ready for children.  Men would be targeted because they are ones wearing the condom and also it has been opinionated in other situations that men get the most scared when it comes to pregnancies. The people who should be avoided are those who are trying to have babies and are ready for the responsibilities of children.  Some audiences may believe that before watching this commercial " Oh, this couldn't happen to me."  The secondary audience would be women. The women viewing this commercial will then make their partners wear condoms. 

Objectives

Zazoo condoms are the best condoms to use and that they will prevent pregnancies unlike other condoms brands that break. The priorities of those objectives are that if you use Zazoo condoms will prevent accidents and to position this in the minds of the audience use the worst possible scenario of not using a Zazoo condom

The Message

Wear Condoms

Prove it by portraying the consequences of not wearing condoms

Zazoo condoms are the best condoms to use to prevent those consequences 

The Medium

Use a television commercial to give the audience the true emotion from the actors and what happens if you don't use Zazoo condoms

Anything Else

Make the commercial funny so more people can enjoy it, but still serious about the concept of the commercial 

The Deadline

The project will be delivered after everything is approved and all the requirements have been met.

Expected Delivery Date: June 31, 2008

Budget

We have a solid budget for this project 

 Has been looked at by our financial advisors and have stated that we able to go forth with this project

The Responsible Parties 

President of the company will approve concept , copy and design 

Billboard Advertising.

Billboard advertisement is something that is suppose to give you a memorable impression quickly.  They leave you thinking about the message as you drive by.  One of the billboards that really caught my attention were the mysterious "I Pooted" billboards.  At first I was unsure what they were advertising (Cartoon Network) and so was the rest of America.  I didn't really bother me that I didn't know what the advertisement was for, I just thought it was hilarious.  Since the billboards got so much questioning, they later added cartoons from cartoon network, to clear the confusion.  However I liked it with just those words, it caught my eye and thought it was very funny.  Billboards that relate to things like abortion are very disturbing to me.  Having the cute little babies smiling saying abortion is murder, really bothers me.  I believe that matters like that should not be advertised on something as big as a billboard.  Other billboard advertisement that is interesting to me are ones that have figures of three dimensions.  An example of this are the Chick-Fil-A ads with actual plastic looking cows standing on the billboards or the iPod ads with the body of the person coming off the billboard listening to their ipod, like the commercials. I think these really get peoples attention when driving by.  Billboard ads, like other types of advertising, can be even more controversial because the message is so large and is meant to be seen for miles.  It is a very good way to get your opinion out into the world.  

Flat Earth

I do agree with the positioning of Flat Earth.  I like how they incorporate that nutrition and deliciousness are "friends" and that the two can come together to make something that seems impossible, possible.  From the commercial, I received the impression that Flat Earth is targeting towards women who are about 30-50 years old and want to live a nutritious life with their husbands.  Also, the commercial gave me the idea that  the person eating this chip is someone with money, because of what the surroundings were in the commercial.  To appeal to a younger crowd such as college kids, the could incorporate the college life into their commercials.  For example, the commercial can still promote their idea of nutrition and deliciousness coming together and creating something that seemed impossible, but mix in the a younger women who has just got done working out and needs a healthy snack and watch the pig fly away.  I believe Flat Earth has a good position and it provides a positive feeling for it's customers.  

Ethics in Advertising

The role of advertising in our society can create issues for people.  Ad agencies

have to be aware of day-to-day concerns and use appropriate ways to make the product get awareness. However some advertisements are criticized  for being unethical in ways that insult, manipulate, cause offense, are deceptive, and play on peoples fears.

When you are watching television, all we see are different commercials for some sort of prescription drug.  I believe that these ads can manipulate people into thinking that they need this drug when really they do not.  It gets everyone thinking that they have these problems, therefore the people who really need this drug and "everyone else" are consuming this drug.

Some of advertisements can be offensive towards a certain crowd of people. For example the Dolce&Gabbana ad with that has a strong man, which looks like he has pushed a woman down in a sexual manner.  Men are surrounding and watching this happen.  I feel like this gives a message that it is okay to push women around and violence towards women is acceptable.  The Abercrombie and  Fitch ads display teenagers who are almost naked, but yet they are trying to sell clothes?  I do not think it is very ethical to promote sex to teenagers.

Advertisements do not always follow moral ethics and have caused criticism amongst society.  They believe that some content can be unnecessary, especially advertisements toward children.  Three year olds do not need cell phones.  Also obesity among children is a big issue today, therefor targeting them food items has become debatable.  McDonald's is one of the fast food places kids are marketed to the most.  The happy meals with non-nutritious snacks and the playground are what entice them to go.  

Ethics is a big part of advertisement.  The ad agencies need to be careful with how far they take their advertisement. Society can be offended by these or manipulated into receiving wrong messages from the ad.  Advertisements should take issues and use them in the right way not the wrong way. 

Target Corporation

When people think of Target they tend to think of a more upscale Wal-mart or Kmart. They offer more fashion forward merchandise in everything, including home fashions, clothes, accessories, and beauty products. Target, being of USA origin, wants the customer to feel that they have a personal, diverse style. Immediately when I asked what comes to mind when you think of a red bullseye, they say Target. It is something that has automatically stuck in our minds as being Target's logo. Target also sponsor's other organizations from NASCAR to the Modern Museum of Art in New York, to broaden its name as a company. Target wants it customer to feel like they can get diverse, high-quality products for a good price and they know the customers needs will be meet with their purchase.

Top 10 ad agencies

The top 10 ad agencies are:

J. Walter Thompson

Leo Burnett

McCann Erickson Worldwide

BBDO Worldwide

Grey Worldwide

DDB Worldwide

Ogilvy & Mather Worldwide

Foote, Cone, & Belding Worldwide

Y&R Worldwide

Publicis Worldwide

The ad agency that stood out the most to me was Leo Burnett Worldwide. The companies that they work and promote for shows how much of an icon they are in the advertising world.  Everyone knows the big names that Burnett advertises for, such as, McDonald's, Coca-cola, Walt Disney, and the U.S Army.  People pay attention to these commercial's because these companies have a very big impact on America. Just recently Burnett Worldwide won an award for promoting the Wii.  I am always captivated by these commercials just by the saying "Wii would like to play with you."  This statement for the Wii is very clever to me and portrays that the Wii is an interacting game.  

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