Wednesday, March 8, 2017

Week 9 EOC: Creative Content

For my creative content, I opted for producing a TV commercial. Creating a TV commercial means that the message of Jaguar will be more easily delivered and understood by the masses. Showing the embodiment of what it is that Jaguar is known for will be easier than doing it in a print ad. The commercial will be featured on a channel that will appeal the most to our demographics. These individuals will understand the meaning behind quality and will value it, too. "It’s all about keeping everybody totally focused on what it is that we’re doing here. We’re building premium cars. We’re building Jaguar cars.” (Jaguar). Since Jaguar appeals to males from 25-54, we plan on enhancing that in the commercial by appealing to this crowd but by also extending it to new and possibly loyal customers. The advertisement will be about 30 seconds long, and will feature quick flashes of the jaguar and the F-Type vehicle. The advertisement aims to exhilarate its viewers and want to go experience the "animal inside."

Week 9 EOC: Art & Copy - Key Person

David Kennedy
Born on June 15, 1955, was son of John F. Kennedy. He was the third boy in his family and suffered when his dad was assassinated on June 5, 1968. Since then, his life was a downward spiral. Also, after seeing Rose in the state that she was, added more to it and made it worst. "There is a theory that he took her medication, Demoril and combined it with cocaine, and his prescribed medication, Mellari. " The medical examiner's report confirmed that it was the Demorril used with the Cocaine that killed him" (Kennedy). Additionally, he had about 10 vodka shots and injected his groin with drugs. He then died on March 25, 1984 
Mary Wells
Born in Detroit on May 13, 1943, Wells suffered from "spinal meningitis and had to remain in bed for two years. Wells also suffered from tuberculosis as a young woman" (Encyclopedia). Living through these illnesses at a young age, she thought that she would be a scientist to help cure others. "But the new Motown Records studio was not far from where she lived, and music seized her imagination. 'I could sing, and all the entertainers looked so glamorous and wonderful, so I started writing songs,'" and soon enough, she did (Encyclopedia). She became so successful that she eventually signed on with Motown label and was supported with their most talented employees. Soon enough, in the 60s, she was in the top 50s R&B charts. "Wells married R&B vocalist Cecil Womack; she had three children with him and one, after the couple's 1977 divorce, with his brother Curtis" (Encyclopedia). As she got older, she grew an addiction to cocaine and was a heavy smoker, too. In 1990, she was diagnosed with throat cancer and most of her funds went to that. "Wells chose dangerous and painful option of radiation therapy, but it did not save her life. She died in Los Angeles on July 26, 1992, at age 49" (Encyclopedia). She had the option of having her larynx removed, but that would've meant that she would never be able to speak again. 
George Lois
Most recognized for his Esquire magazine covers in the 1960s, George Lois is known as a graphic designer, art director and an author. Lois worked for Reba Sochis instead of continuing his education at Pratt Institute. "Lois was appointed at CBS in the promotion and advertising department. He was given the responsibility of handling print and media projects. In the late 1950s, Doyle Dane Bernbach, an advertising agency hired him" (Famous Graphic Designers). After gaining much knowledge and experience in the advertising agency, he eventually opened up his own advertising agency called Lois/USA which eventually dissipated. He is known for the ad campaign created for MTV saying, "I want my MTV" which worked really well to his advantage. Notwithstanding the respect George Lois has earned for his work, he remained a controversial figure in the advertising scene.

Week 9 EOC: Trends in TV

Image result for tv's piled up art 

As TV continues to evolve, there are more and more apparent trends rising to the surface. One of which is that it is more commonplace now for viewers to watch their media from their phones, tablets, or computers. It is not longer just limited to the TV and is expanding from there. "As smartphones, tablets, and wearable technologies rise in popularity, the demand for mobile applications is growing and will continue to evolve" (Schaeffler). Another common theme being noted is that there isn't as much TVs in a household as there once was. This could be due to the fact that more people are using different forms of technology to watch their media. Another commonality is that TVs are becoming smarter and have cheaper options for watching your favorite TV shows. This is due to their capability of having applications from the certain channels, thus allowing you to view a certain show. What gives viewers cheaper options are companies like Netflix, Amazon and so forth. These companies create their own content that are exclusive to their subscribers. "There is pressure today on nearly every large content producer to create more, and/or better, content" (Schaeffler).  Lastly, another notable trends showing up is that more and more people are streaming their media, too. "The ability of most consumers today to select Video On Demand (VOD) instead of live or linear viewing, especially on mobile devices, further drives this trend" (Schaeffler). All of these alternatives lead to saving a lot of money, and they make it more convenient to enjoy media more often.  

Wednesday, March 1, 2017

Analysis of Project in the Real World

Image result for animal jaguar

Creating a TV commercial in the real world, in my opinion, would be the most captivating way to get more consumers interested in the product. Showing live motion, bright vivid color, and incorporating sounds will appeal to the consumers senses. "Considered a form of mass media, TV ads work well to attract attention, generate awareness and establish preference for products and services" (Richards). What this means is that this form of advertising is very effective as it shows consumers what is being sold and have it be readily comparable to similar products that are also airing commercials during the same time period. One of the many benefits that will actually help advance this commercial in the real world is that every time and day has its very own demographics. So, targeting a demographic that appeals to the brand won't be that difficult, since certain times and shows call for certain people of different ages and needs. "With cable television advertising, advertisers can narrowly target specific market segments not only by placing their ads in specific programs but also choose specific zip-code areas for broadcasting the ads" (Richards). 

Some of the limitations that TV commercials face are just like radio commercials. People try to tune out the commercials one way or another. "This limits the effectiveness of television advertising. Consumers either take time out during a commercial to make a trip to the refrigerator or surf programs on other channels. Furthermore, different technological innovations enable consumers to block advertisements all together" (Gilani). Another big limitation that TV commercials have are its costs. Its costs to produce the commercial and air it on TV may hinder the message. "Typical production costs range between $200,000 to more than $1 million for each commercial...Airtime costs are equally high, ranging from $200,000 to $400,000 for a 30-second slot" (Gilani). The message may not even be clear, and the ad may not even have a large budget, therefore making it fast and unclear. Commercials like this are better off elsewhere as they won't be as effective as intended.

Therefore, the commercial for Jaguar is clear and straightforward. It has a great appeal and will have viewers consumed by the dynamic nature of the jaguar and the F-Type vehicle. Overall, if the budget isn't an issue, the commercial should be perfect and push forward more sales for Jaguar.

Creative Content

The promotion will include of an entire cast and group of people to create the commercial. We will have a director, a producer, a stylist, a person to tame the jaguar, the actor, a camera and lighting crew, and so forth. All of these people will contribute to the making of the commercial. Once the commercial is done being filmed and edited before the new upcoming year, it will be released to the public through popular TV shows with a specific demographic. "TV advertising boasts the highest return on advertising spend" (Aland). The commercial will be aired to knowledgeable, affluent, young and old, people, who have a passion for the finer things in life. The commercial will air from 8:00p.m. to 11:00p.m. on the weekends. This is the time when adults are mostly watching TV and their late night shows. Doing a TV commercial will be the most beneficial for Jaguar since "one 30-second television commercial during prime time viewing (8 p.m. to 11 p.m.) can cost 10 to 30 times more than one radio spot during drive time (which is considered prime listening time) or a full page ad in the newspaper" (Aland). The reason why it is so expensive is because it appeals to more consumers, and the price can also be affected by how many people tend to watch a certain channel at a certain time. The planned scheduling will go on for about a month and will increase if Jaguar receives positive feedback and a growth in sales.

As for the commercial itself, we want it to be quick fade in and fade out scenes, that alternate between the jaguar and the F-Type vehicle. Throughout the entirety of the commercial, the slogan will be displayed and read aloud by the narrator. It will start off with "Be Strong." and show head first the jaguar and the F-Type showing off their beauty and subtle aggression as they're about to "race." After these two scenes, next the jaguar and F-type will be seen going full-speed in their own panels, thus representing the "Be Fast."Next, "Be Sleek" will fade in and the next scene will show the jaguar and the F-Type "resting" side-by-side of one another, showing off their beautiful muscular builds and bold features. Lastly, the commercial will then feature the rest of the slogan stating, "Drive the animal inside" and the commercial will end on Jaguar's logo on its newest models, "The Grinner." Overall, this is meant to be an aggressive and powerful, yet fast commercial that will help consumers get an exhilarating feel just from watching it.