Archive for March, 2010

Canon: Power Shot

When you first look at this ad you may not realize it’s an ad for a camera.  There isn’t someone physically holding the  camera and the product isn’t the center of attention.  The Canon power shot camera lets customers know they’ll never miss a moment in life because they can capture it on their camera. 

This ad is consumer oriented because it appeals to the consumer by showing that with this camera you’re sure to get every shot you take.   This ad shows Canon as a lifestyle.  The lifestyle being that with this camera you won’t miss anything in life.  This is desirable way of life because no one wants to miss important things in life and everyone wants to share those important things with others when they can. 

This ad and other ads in the current Canon campaign portray different situations where having a quality camera with a clear shot would be desirable.  It comes up with different “modes” you would want your camera to have, even though these modes aren’t actual options on the camera.  It just shows that this camera can capture anything you want it to.  Canon does a good job of portraying that desirable lifestyle of never missing a moment.

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Shame on you, Camel…

Despite its consumer-oriented approach, this ad is quite misleading. At first glance, it would seem that Camel is encouraging readers to quit smoking. Smoking is widely known to be a health risk, but many people still continue to smoke despite these warnings. Quitting can be very difficult though, yet this ad’s strategy makes it seem as if the company is trying to encourage the reader to quit smoking. Camel, a company generally associated with cigarettes and tobacco, even has its logo accompanying the words “break free.” It all seems quite contradictory until you notice the words “Camel Snus” in small print at the top of the ad.

Being that I don’t smoke or use tobacco, I Googled “Camel Snus” to find out that Snus are a chewing tobacco that the company produces. While it seemed the company was utilizing reverse psychology in a way, they were actually saying “quit smoking and chew tobacco instead.” It’s a bold move, but they are technically not misleading in the sense that they are essentially saying that quitting smoking is alright. The ad may seem encouraging to smokers trying to quit, but it’s truly an example of the company’s carelessness for its consumers’ health.

Ray Ban

I chose an advertisement for Ray Ban sunglasses. This ad is consumer oriented because it gives a certain image. There is definitely a specific target audience who wear these type of  shades. Ran Bans are very fashionable and hip. In the advertisement, the women look very cool and urban. I actually own a pair of Ray Bans, and when I wear them I feel awesome. The strategy behind the ad is having the courage to express your true self, your thoughts and your personality genuinely. This ad campaign falls into: Brand image and Attitude.

Jeep Wrangler

Jeep Wranglers are unique vehicles. They are one of the few out there that can become completely topless and let you become free to your surroundings. Many non-Jeep owners don’t know about the “wave” that happens when two Jeeps pass each other or all the events and meetings that take place around the country that draw thousands of Jeeps together. To go even further, there is a magazine that sells only jeep parts, after-market supplies, and accessories. Owners of these short wheel-based vehicles live Jeep; it’s in their blood.

This print ad shows how versatile they really are. It shows how functional yet fun they can be. Taking you rock climbing, swimming, and snowboarding all in one vehicle, even in one day. The combinations and variety of tops and doors are listed and shown in the pictures letting potential customer know that a Jeep is exactly what they need in their life. It can even spark some insight into current Jeep owners with accessories out on the market for their adventure machines.

I can speak from experience because my first vehicle was a Jeep Wrangler. Having a Jeep is unlike any other vehicle, and all Jeep owners know it. We’re all proud to drive and show them off. We look forward to summer when the top goes down and the doors come off and we’re open to the elements.

Sid Vicious in Dr. Martens!

When thinking about consumer-oriented ads I immediately thought of Dr. Martens and their brand strength, well past brand strength. In the 90’s Dr. Martens were it. When it came to hip, trendy footwear, Dr. Martens ruled with the rocker, skater and even prep cliques. Anybody who was anybody wore Dr. Martens in highschool. So what happened? Although Dr. Martens still has a following, it is not as strong. Industry giant Saatchi and Saatchi tried to revive that following with an edgy ad campaign in 2007 that featured four dead rockstars that included Kurt Cobain, Joe Strummer, Joey Ramone and Sid Vicious. The ad above portrays Sex Pistols frontman Vicious as a heavenly figure in classic Dr. Marten boots. The campaign was short lived because as soon as the poster ads were “leaked” on a U.S. website, Dr. Martens fired Saatchi and Saatchi due to negative backlash. Courtney Love in particular protested the use of her dead husband’s face for commercial gain. Positive and negative response towards the ads still exist today and the ads are as influential as ever.

As far as the strategy of the ad goes, it’s simple. They want to show the consumer that even in death, Dr. Martens are still the footwear of choice for these influential rockers. The ad gives Dr. Martens an image of permanence and longevity; like they will always be there. The subset this ad satisfies is brand image. The ad isn’t selling any of Dr. Martens features or benefits, it’s selling the “cool” and “added value” of the brand. I believe Saatchi and Saatchi did a great job executing this. In my opinion these ads are not distasteful and offensive and had this campaign survived, perhaps the brand image of the Dr. Martens of the 90’s would live again.

Bring the beautiful.

Valspar Paint has been around for 200 years (the copy in the bottom portion tells us this). The ad shows a serene and beautiful location with rocks, water and isolation — it shows nature in solidarity. Below the picture shows a paint sample of “humboldt earth” and then reads “Bring the beautiful, durable colors of nature home.” (Also noted — the square taken out of the rock as a color sample for the paint swatch.)

With this ad the strategy is to let consumers know that they can bring all the beautiful colors seen in nature to a wall in their living room or bedroom. They want consumers to know that they have a wide array of colors to choose from. The color they want could be from a rock that was interesting, a flower or the blue sky from last week. With Valspar Paints anyone can find the colors they are looking for that will “stand the test of time, just like nature itself.”

Valspar has a way of bringing an array colors into your home from wherever you find inspirations. They have a quality, time-tested product. The consumer-oriented subset of this ad is attitude. The ad associates the “product with a state of mind” by providing a serene and trusted feeling with the image. The ad lets the consumer know that they can have the trusted and durable colors of nature in a paint provided by Valspar Paint, a trusted and durable product. They provide an attitude of serenity of nature through paint.

Marlboro Man

This ad for Marlboro cigarettes has a consumer-oriented approach. The ad creates a brand image, a lifestyle, and an attitude without a single word. Marlboro is for men. Marlboro is for men who work hard, get dirty and like it. They’re men who know what they want and how to get it, no short-cuts. These men don’t care about what others think. They might be rough around the edges, but they like it that way, they’re real men. The ad doesn’t say a thing about why Marlboro is better than the rest or what makes them unique. They don’t have to. Consumers buy into the brand image. They buy into the lifestyle. I think this is the perfect ad for attitude as well. The message conveyed is that by smoking Marlboros you can show the world that you’re a tough guy. Nobody can tell you what to do, you’re a man.