ABC of advertising, 29.10

The new Pepsi logo, launched this month

Look at the history of Pepsi logo. Which one do you like best?

This week we looked at some vintage ads from 1900s and older. For more visit:
http://www.adclassix.com/sitemap.htm

We talked about types of advertising, the AIDA model and we did a quick activity with print ads.
Thank you all for sending me all the crazy and banned ads. You can view some of them using links below:
Snickers http://www.youtube.com/watch?v=JHkoZ7ngAM0
Soccer http://pl.youtube.com/watch?v=NHQW8IeV8lE
Fcuk http://pl.youtube.com/watch?v=cLN06w2bA9I&feature=related

If you still haven't sent your home assignement do so by the end of the week.

Reading: For next class please read David Ogilvy's text and excerpts from Pricken's book. To be found in the library or in your CD.

Taboos, 16.10

We talked about primitive and modern taboos. Then we discussed different punishments and institutions entitled to deliver them. Finally, we did a case study on Cropptown "Zarzynamy ceny". By the way the prize goes to...shhh..you'll see on Tue, Oct 28th.


Reading (to be downloaded or found in the library):
1) Chetan Sharma "A Brief History of Advertising" in Mobile Advertising, chapter 10, Wiley 2008 at http://www.chetansharma.com/Mobile_Advertising_Chapter_01.pdf
2) Jerry W. Thomas "Advertising Effectiveness" at http://www.decisionanalyst.com/publ_art/adeffectiveness.dai

Home assignement: You are to find one ad (print, TV, whatever...) that violated at least one rule as set by Rada Etyki Reklamy. For their code of rules see http://http//www.radareklamy.org/kodeks-etyki-reklamy.htm
Bring your case to class and be ready to talk about it. I was sent one really good example by Mr. Wojtek Barcikowski. You can view it here http://pl.youtube.com/watch?v=C7JLEZxXEis&NR=1 Not only is it racist, but it's just simply bad advertsising...yuck...

Hi there

In the cluttered word of today’s mass communication marketers will do anything to grab people’s attention and so they will design and produce any controversial content disregarding social norms of instant market success. Their rapacity combined with consumers’ growing indifference gave birth to shockadvertising. It is defined as the use of frightening, offensive, taboo, and emotion-provoking words, images or concepts to sell a product or an idea. The message is meant to nail the consumers’ scanning mode and wandering attention in hope that the initial shock will burn the accompanying brand name or idea into the viewer’s memory.

The aim of the seminar: While shockadvertising as a marketing phenomenon is the focal point of the seminar we will also consider various topic related to its specificity.
Reading: Naoki Onishi "The Puritan Origins of American Taboos", The Japanese Journal of America Studies, No 10. 1999