Dove Pro -age

This is how I believe that Dove Pro age creative Brief Template was similar to.


Date: December 2006
Project: Beauty comes of Age
Project Champion: Real Beauty

Background:
Since 2004 and Dove has started a campaign for Real Beauty. This campaign strives to change global views of what beauty is. Dove wants every woman to feel beautiful in the skin she is in. The brands has committed to using real women of various shape, race and size rather than professional models in their advertising. The company has decides to launch the third phase of the Real Beauty campaign that highlight older women.

The Audience:
The primary Audience that the campaign is trying to focus on is women ages 50 to 64 that are confident in their bodies. They want society to change its views on the way they classify beauty. When addressing this audience avoid referring to stereotypically ideas beauty. Also avoid highlight aging as a negative process that should be changed. These consumers believe that they are gorgeous in their own skin and do not seek products that make them appear younger. A secondary audience is women ages 50 plus that are unsure if they are attractive after years of aging. These women are undecided if they want to conform to the images that society defines as beautiful.

Objectives:
The objective that we are trying to achieve is to create a new definition of what beauty truly. Also that aging is not a bad thing. The products should be positioned to promote the changes that come along with aging because older is beauty.
The Message:
If I could get on sentence through all the clutter it would say: That your wrinkles, age spots, grey hairs and all is what make you beautiful. I would prove this statement by creating ads that represent these real women. I would have real women in this ad campaign not models. Another major point that I should be communicated to this audience is that age and weight do not describe beauty.

The medium:
The best way to reach this audience is through television. Another great outlet to reach the target market is through print ads. These ads will be the third phase in Dove Real Beauty campaign. This piece will follow the same basic format that the previous two campaigns had. These ads will keep delivering the ideal that beauty exists at all ages, weights, race, and social class.

The deadline:
The deadline should be in time for the spring line up.

Moving Billboards

There are so many ways that companies try to reach consumers. There are a variety of advertising methods that are used for example commercials, billboards, flyers and word of mouth. With numerous forms of ad’s constantly seen on a day to day basis how do products stand out. Advertisers have to find new and innovative ways to reach their target market. One of the most interesting avenues of marketing a product I believe are moving billboards inside of the subway.
Growing up in Washington D.C I have always used public transportation as my primary source of navigating my way around the city, along with the vast majority in the metropolitan area. By living in the city I became a accustomed to living a more fast pace life style, which cause me to pay little attention to flyers and billboard. It’s hard for advertisers to reach me I constantly see image of product that company are trying to sell me that do not have long lasting impressions. Until the summer I went back home to visit family, I was traveling on the metro and saw these quick images of for Target that were red and white bulls eye, dogs, home items, and makeup that appear to be moving with me. All of these images look like a thirty second silent commercial, it remind of the commercial the company already had on the air. This grabbed my attention because I have been traveling on the metro for years and had never seen anything like it. Later I found out they are called moving billboards and had been place in several metro tunnels between popular stops. I thought this is a great idea that companies used to reach their audience in big city that use mass form of transit.

Never Say Impossible

Flat Earth

Flat Earth is a relatively new brand of chips that are making the impossible possible, by guarantee with every ounce of tasty chips comes a half serving of fruits or veggies. They have position themselves in the market as the health and delicious chips. Their target market is similar to V8 juice, health conscious consumers. Consumers that don't like to eat their fruits and veggies but understand the importunate of nutrient. Also parents that can't get their children to consume their daily dose on fruits and veggies.
I think that the market they are selecting is very beneficial to the company. I believe that their consumer will grow with the company and remain brand loyal. I think that the consumer parents will play a strong role in growth of the brand because their children will be raised on these chip and are more likely to stay eating these them when they leave the house. I cannot totally agree first hand with the brand has position because I have never tasted the chip but I have hear from family and friends that they actually tasted good. My sister -in law who is a mother of three and health eater loves the chips taste. She gives them to my six year of nephew who refuses to eat his veggie because of the taste but will eat the chips with no hassle.
I don’t think that the commercials are effetely reaching the company’s target market. The commercials are just plain weird, they are not grabbing any one attention. The atmosphere of the commercial is very dull which make me think of bland. Which could be negatively viewed because a lot of consumers associate healthy food with nasty or food with no taste. The idea that the company is doing something invocated is begin completely missed because the commercial has noting that is grabbing your attention. I think that when the pig walks in that the actress should be more shock and surprised this would gain the audience attention. I also think that the main focus shouldn’t be on the pig rather the chip and the great taste.
If the company wants to expand its target market to college students they should position themselves as the fun easy responsible smart chip. They should have advertisement where young people are at social gathering eat the chip. Have student give out sample on campuses, so that they can taste the chips. They should also have the brand on campuses food place. They could come up with a brand just for college student and have name like the future lawyer or future doctor. They could also market themselves as the healthy junk food, junk food that achiever eat. Have commercials were you have a student cramming for a test eating Flat Land chips and ten later he is a successful lawyer while the roommate was studying for the test sacking on cookie and gummy bears and ten year later lives at home with his parents and is overweight.

Ethics in Advertising

What role does Ethics play in Advertising? Is it advertisers responsibility to be aware of unwritten boundaries?


I believe that at the time, advertising plays on a fine line between what is ethical and what is not, especially when it comes to children products. In one of my classes we learned about the nagging effect. This is a tactic that many advertising companies use to instill in kids the constant request for their product. The advertisers are using the children to manipulate their parents who are in the end the buyers. I strongly disagree with major advertising companies targeting young children's psyche with the help of psychologists. This totally crosses the line, children have not experienced enough to differentiate between fact and fiction and to manipulate their young minds is at the least unethical and border line immoral.

In today's ever growing society  people are constantly bombarded with images from television commercials, print ads, and radio ads, promising the customer  a product that is going to elevate their lifestyle. Chances are, that the majority of the advertising you  see on a day to day basis are from these top ten... 

1. J. Walter Thompson

2. Leo Burnett Worldwide

3. McCann Erickson Worldwide

4. BBDO Worldwide

5. Grey Worldwide

6. DDB Worldwide

7. Ogilvy & Mather Worldwide

8. Foote, Cone & Belding Worldwide

9. Y&R Advertising

10. Publicis Worldwide

Some of the advertising commercials that grabbed my attention were : 

The McCann Erickson Agency.  This agency has a commercial out for Verizon called the Maternity Ward aim at hockey fan. The ad quickly grabbed my attention because I'm guessing it's what a real hockey fan dad would love to do.  My second favorite ad was from The Grey World Agency they did an excellent job connecting with women.  Viewers are more likely to donate to Pantene's charity. They watched as a  daughter cut all her baby doll hair and put then in a box for her mom who has lost her hair due to her battle with cancer.  The mother's face is filled with pain , sadness, and it's guaranteed to make viewers want to help. I also liked the ad they did for E-Trader.  This commercial makes the company seem easy to use that a baby could it. The baby is very likable, which in return, makes the ad grab your attention.